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TOB客户画像地基——标签2.0（SCRM标签管理） | 人人都是产品经理
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u-rounded u-shadowed"> <h2 class="article--title"> TOB客户画像地基——标签2.0（SCRM标签管理）</h2> <div class="stream-list-meta artilce--meta2"> <div class="u-flex0"> <a target="_blank" class="u-flex" href="https://www.woshipm.com/u/1581203"><img src="https://static.woshipm.com/ttw_avatar_20240515160351_2871.jpg?imageView2/1/w/72/h/72/q/100" alt="" height="36" width="36" class="avatar"></a> </div> <div class="u-flex1"> <div class="author u-flex" data-id="1581203"> <a target="_blank" class="ui-captionStrong" href="https://www.woshipm.com/u/1581203">cici手记</a> <el-tooltip class="newusertagIcon icon-num-1101" effect="dark" content="普通作者" placement="top"><img src="https://static.woshipm.com/tag/1101_1@2x.png " width=16 @click="goVip({parentCode: 1100})" /></el-tooltip> <sub-button :author="1581203" :status="isFollowing" @subauthorchild="subauthor" /> </div> <div class="meta--sup"> <time>2024-05-31</time> <div class="meta--sup__right"> 0 评论 <span class="dot"></span> 6718 浏览 <span class="dot"></span> 16 收藏 <span class="dot"></span> <el-tooltip class="item" effect="dark" content="预计阅读时间 5 分钟" placement="top"> <span>5 分钟</span> </el-tooltip> </div> </div> </div> </div> <div class="article-topAd js-star js-star-25" data-id="3"></div> <div class="article--content grap"> <div v-pre> <blockquote><p>上一篇文章，我们分享了B端产品中的地基——标签体系的一些基础知识。本文我们继续来看看，在SCRM产品中，如何给客户打标签，分渠道标签、内容标签和行为标签三类。</p> </blockquote><p><img data-action="zoom" decoding="async" class="aligncenter" src="https://image.woshipm.com/2023/04/14/25a4d396-da8e-11ed-b35a-00163e0b5ff3.jpg" /></p> <p>上一次讲标签，讲到了以下内容：</p> <ul> <li>公司行业</li> <li>公司规模</li> <li>客户职位</li> <li>客户级别</li> <li>公司所属省</li> <li>公司所属市</li> <li>团队规模</li> </ul> <p>其他：</p> <ul> <li>MDR标签组</li> <li>客户偏好</li> </ul> <p>本次就来聊聊scrm中的一些标签吧，主要有渠道标签（客户来源渠道，只要是扫渠道标签进来就可以自动打上标签），内容标签（设置素材标签，观看了某素材就可以打上标签），行为标签（比如参加了活动、转发了文章，自动打上标签）。</p> <div class="js-star yyp--fancyPost" data-id="45"></div> <p>先说说渠道标签，我把渠道标签分为以下几类：</p> <ul> <li>渠道-活动；具体到某一场活动，可以分析活动外宣进线情况；</li> <li>渠道-自媒体：不用具体到某篇文章，就大类自媒体就行，比如知乎、头条、公众号等。</li> <li>渠道-官网；官网是主要的引流渠道，所以官网检测也是件很重要的事情，不少负责sem/seo的小伙伴们都会分析来源页面，建议企业挑一些重要的来源页面单独弄活码，比如某新建的落地页实际引流情况，某重点行业引流情况。分的细的话，还可以分为官网侧边栏、banner、底部等等。</li> <li>渠道-海报：营销海报的话会涉及很杂的内容，比如干货白皮书分享、功能点介绍、节日祝福等等。</li> <li>渠道-其他；其他就是一些杂七杂八的内容，包括但不仅限于生态协会、邮件营销、个人/部门引流等等，这要看情况，比如这场活动我就想分的很细，知道一些人的引流情况，还有和生态伙伴联合举办活动的引流情况，基于对分析的必要程度去设置。</li> </ul> <p>内容标签即素材标签，不需要分的很细，我们的目的是知道客户对什么内容更感兴趣，所以我分为以下几类：</p> <ul> <li>内容-行业；企业重视的行业分类。</li> <li>内容-类型；比如本素材是关于功能介绍、活动、专访、案例、深度内容等等。</li> <li>内容-其他；比如渠道检测，这篇文章是放在邮件中，那我标注为邮件营销；还有一种是类似于行为标签，比如客户转发了文章，系统检测到自动标注为转发文章等等。</li> </ul> <p>行为标签既是渠道标签还是内容标签，看具体情况，一些客户会漏打标签，那后续人工了解后也会手动打标签。</p> <p>当然，个人觉得还是控制好标签的数量，很多是内容小伙伴或者是活动小伙伴关注的点，但不是运营人员关注的点，所以一些标签不需要放，举个简单例子，比如活动宣发，我们在设置活动渠道活码的时候可能会分的特别细，他是什么平台进线的，这对于团队某伙伴来说可能是很关注的点，但是对于运营人员只需要知道他是来参加活动的即可，就不要再设置活码的时候打上平台标签。</p> <p>具体理解为，渠道活码名字为【xx活动-xxx平台】，但是渠道活码里面的标签需要是【xx活动】，不需要设置【xxx平台】，因为运营小伙伴并不需要知道具体是什么生态伙伴平台进线的，所有渠道进线的客户客户都会统一回访。</p> <p>那这篇文章到这就结束啦，标签打的好，客户管理棒，希望我们都能在客户运营道路上越走越顺！</p> <div 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