Customer Acquisition

何润 / 张艳琳Posts & Telecom Press · ChinaApr 2019

Rating 3.9
Word count
127K words
Chapters
37
ISBN
9787115498427

Tags

Management OmnichannelBusiness DecisionsUser GrowthMarketing TechnologyConversion FunnelField CasesCase AnalysisFishpond Model

Summary

As marketing technology explodes worldwide, how can its adoption in China be accelerated? A social marketing ecosystem led by WeChat has put Chinese companies and users ahead of their overseas counterparts in online relationships. How can businesses build on "social" to lay out omnichannel strategies and capture traffic efficiently? How can the Chinese market combine the emotional and the rational in marketing to convert potential users steadily and sustainably? This book's "fish-pond fish-farming theory" offers a solution: first, create traffic through rich content types that reach different customer-acquisition scenarios; second, build a social-side marketing-automation traffic pool that gathers omnichannel traffic; third, clarify user profiles and stages of the buying journey to identify high-quality opportunities and users in the pool; and finally, while improving conversion, nurture leads to raise the efficiency of turning leads into signed deals—achieving efficient customer acquisition. The fish-pond methodology has helped Zhiqu Baichuan win lighthouse-level clients including Microsoft, Tencent, Lenovo, SAP, and Kingdee. These clients, well versed in the complexities of China's marketing challenges, have proven the book's leading B2B marketing technology through their choices.

Editor's review

Customer Acquisition by He Run focuses on customer acquisition and growth, the issues companies care about most today. In an business environment of information overload and fierce competition, where the traditional marketing funnel is increasingly ineffective, the book systematically sets out a user-centric, data-driven philosophy and methodology for modern customer acquisition. Author He Run, a seasoned growth strategy consultant, does not stop at empty theory; drawing on extensive local business cases, he analyzes full-funnel strategies from traffic mining, content marketing, and social fission to user retention and deeper value extraction. Its core value is that it is more than a marketing how-to: it offers a structural thinking framework that helps readers understand the underlying logic of market change and build a sustainable growth engine. Its treatment of concepts such as private-domain traffic and super users is especially incisive, making it highly practical for managers and marketing professionals seeking to break through growth bottlenecks.

Who it's for

A good fit for

Not a good fit for

Reading tips

  1. Read the whole book first to build a framework, then closely read the chapters relevant to your business pain points
  2. As you read, compare the book's cases with your own industry and absorb them critically
  3. Combine the book's strategic models with your company's data and try designing small-scale experiments to validate them

About the publisher

Posts & Telecom Press China · Founded in 1953

Posts & Telecom Press is known for its strengths in science and technology, computing, and information and communications titles, and has extended its publishing into photography, art, software learning, and inspirational growth, giving it a fairly diverse range. Its catalog includes computing and communications works such as Refactoring and Patterns (Revised Edition) and Huawei Switch Learning Guide (Second Edition), alongside bilingual collector's editions such as The Little Prince (Chinese-English-French illustrated collector's edition), The Great Gatsby, and Three Days to See. Beijing Ten Years: 1980-1990 and Ghost Blade: WLOP Personal Illustration Collection reflect its presence in photography and art. Its authors include Antoine de Saint-Exupéry, Helen Keller, Joshua Kerievsky, Wang Da, Zhang Zhaozeng, and WLOP.

Contents

  1. 版权信息
  2. 内容提要
  3. 行业赞誉
  4. 序一 从不可能到必然的可预测收入
  5. 序二 “获客”比“销售”更有时代先进性
  6. 序三 战胜B2B营销的无聊
  7. 第一章 全球市值TOP 10企业的获客方法
  8. 鱼池养鱼四步走，高效获客与转化
  9. 案例：微软中国SMB市场部的SCRM营销自动化获客战略
  10. 第二章 通过丰富的内容类型制造流量
  11. 内容规划的3个维度
  12. 如何搭建内容营销团队
  13. 如何生产优质内容
  14. 如何让内容有效传播
  15. 内容效果评估及优化
  16. 案例：教育行业内容营销策略
  17. 第三章 通过SCRM建立全渠道流量池
  18. 制造流量：集客式营销，让用户主动找上门
  19. 精准获客：目标客户营销，精准捕获想要的TA
  20. 获客落地：营销自动化助力线上、线下落地
  21. 案例：引爆“红人计划”，为百威英博打下获客坚实基础
  22. 案例：致远互联拓展SEO/SEM，全渠道高效获客
  23. 第四章 从流量池中培育线索，找出优质商机
  24. 线索定义：明确用户画像和线索阶段
  25. 线索打分：如何自动输出高价值商机？
  26. 线索培养：如何用内容挖掘高价值用户？
  27. 线索培育：如何通过不同渠道挖掘高价值用户？
  28. 培育策略评估及优化：如何计算线索培育ROI？
  29. 案例：年增长超30%的适马，用SCRM营销自动化获客
  30. 案例：联想商用业务通过数字化转型，提升获客效率
  31. 第五章 快速上手的营销获客策略
  32. 像打王者荣耀一样，市场团队要打“团战”
  33. 明确B2B采购者在不同阶段的焦虑
  34. 跨界学习，降维打击
  35. SCRM营销自动化高效获客
  36. 参考文献
  37. 致谢

FAQ

What is the main difference between this book and similar growth-hacking books? This book focuses more on China's local business practice and ecosystem, so its cases and strategies offer more locally relevant reference value. It is also highly systematic, discussing not only "techniques" but also the deeper "principles" and "methods."
Are the book's contents actionable for small and medium-sized enterprises? Yes. The book offers both strategic frameworks and many concrete, executable tactical recommendations; SMEs can choose suitable strategy modules to try and optimize according to their resources and stage.
Do I need a strong foundation in data analysis to understand it? Not necessarily. The book emphasizes data-driven thinking, but the core is building awareness and frameworks. It explains key data metrics and analytical logic so that beginners can grasp the essentials and gradually improve their data skills through practice.

This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.

About the author

何润 Author

He Run is an author about whom limited public information is available; only one Chinese work by this author can currently be confirmed, namely Huoke (Customer Acquisition). Judging from the title and its common classification, the book is a management title that likely addresses customer acquisition as a business topic, aimed at readers interested in market expansion and practical business operations. Because details such as dates of birth and death, nationality, educational background and professional positions cannot be verified, it is not possible to introduce the author's life experience or professional qualifications, nor would it be appropriate to speculate about standing or influence in the field. Based on the available material, He Run's writing centers on business management, and although the number of works is small, the subject is clearly defined, focusing on how companies attract and win customers in real competition. Readers who wish to understand this author's thinking may consult Huoke and judge its approach and emphasis from the text itself.

张艳琳 Author

Zhang Yanlin: currently, public information is limited, and the confirmable details mainly center on a single work. Her representative work is Customer Acquisition, which is classified under management in the library, indicating that her writing leans toward business management and operational practice. The title Customer Acquisition points to the theme of how enterprises gain customers, usually involving market development, customer attraction, and conversion—rather specific aspects of management practice. Since the library holds only one work by Zhang Yanlin and no more detailed author biography, professional background, or writing experience is available for verification, information such as her identity, nationality, and dates of birth and death remains unclear, so it is inappropriate to speculate extensively about her personal history. Based on the available material, Zhang Yanlin's writing focuses on practical issues in the field of management, and her work is aimed at readers concerned with enterprise operations and customer growth, offering some practical reference value.