杜忠：《工业品市场部实战全指导》作者，B2B品牌实战营销专家、南开大学、天津大学、苏州大学EDP中心授课讲师、国家注册管理咨询师、原点商学院创始人。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>大前天，就职于北京某知名企业的一位资深市场人K，幽幽发来一条微信：

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>“我怎么觉得做市场这么累呢！”

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>“我现在依旧是在事务性工作中，但领导希望看到突破，总感觉自己的能力有限突破不了！”

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>“感觉事务性工作都做不完我们最近事情很多：展会、会议、样本……但领导希望我们市场找到新的增长点和拓展电商平台……”

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>然后是长久的沉默老朋友了，所以不必解释太多，隔着屏幕，也能深深地感觉到他的无助与无奈。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>其实他已经挣扎好久了：也曾雄心勃勃希望在公司大平台乘风而起，实现自己的职业理想与抱负；也曾经被外部机会伸过来的橄榄枝所打动，想凭借在行业里积累的资源和人脉合伙创业，天高任鸟飞，海阔凭鱼跃！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>但最终，还是在B2B marketing这点浑水里，一趟数年。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>其实，在这几年做工业品牌营销咨询和培训过程中，遇到如K一般的B2B工业市场人不计其数，总有个念头，始终萦绕在心头：该拿什么拯救你，B2B工业市场人？

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>缘分始于2012年，彼时的笔者，也是身在外企职场的一枚工业企业市场人。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>多年在销售一线，闻惯了硝烟和炮火，自然看不上端杯咖啡慢条斯理聊文案措辞的“文青”市场人，深信“一切不以业绩可持续增长为落点的市场行为都是耍流氓！”这一点认知，也深深影响了笔者当前所从事的工业品牌营销咨询和培训工作：咨询项目自不必说，每次企业内训课乃至公开课和演讲讲座也会根据目标受众的行业来源、公司特征和职位特点来定制，起码对得起人家大老远过来听课所花费的时间，让每一分每一秒都能为帮助客户业绩可持续增长做贡献！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>但事实表明：让B2B工业市场人做到这一点并不容易！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>首先，B2B工业市场人开展工作的三个基本点：1）懂产品；2）懂市场；3）懂公司资源。看上去平淡无奇的三个门槛，却拦住了许许多多市场人！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>某次上海《工业品牌塑造与低成本市场推广策略》公开课，有位来自南京的女学员很认真地说：“杜老师，我们是一家德资企业，主要负责阀门产品在大陆地区的销售，您说到懂产品，我是女生，不瞒您说啊，对这类铁家伙真心喜欢不起来啊！”

<p style=margin: 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-align: justify; box-sizing: border-box !important; word-wrap: break-word !important;>

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>一句话，大家都笑了！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>但我心里有点沉甸甸一个好的marketing部门是必须能够时刻触摸客户需求的，不管是在B2B还是B2C市场，甚至在C端目前越来越多采用大数据来做客户需求分析，尽管面对客户数量众多，需求分析反倒简单，起码能不那么依赖市场人的个人经验，反倒是B2B工业市场部，对个人经验的依赖更倚重，此时，不懂客户需求、不了解产品或解决方案，那如何完成价值沟通，赢得客户信任呢？

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>这样的市场部，连基本的销售动作可能都理解不了，如何指望他能支持和配合销售团队去打仗呢？更遑论能有战略高度，做好品牌定位、洞察客户需求、优化解决方案及价值沟通能力！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>其次，根据“杨三角”模型，我们知道：要让组织高效地完成任务，要解决1）“想不想”2）“会不会”3）“能不能”三个层次的问题，对B2B工业市场部来讲，我们前面探讨的三个基本点可以认为是第一个层面：认知和思维层面；第二个层面“会不会”的问题是要解决方法论问题，拙作《工业品市场部实战全指导》总结了B2B工业市场部常见的实战方法和套路；这里重点来探讨下第三个层面“能不能”的问题：

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>就一般B2B工业市场部的情况来看，通过自身表现被领导慧眼识珠发现，然后指点江山，挥斥方遒，运筹帷幄的市场人凤毛麟角。毕竟，“仆人眼里无英雄！”更何况，你可是领导看着长大的呢！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>据笔者观察：目前比较成功的B2B工业市场部往往沿着如下三条路径

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>（一）资深销售转型：作为多年奋战在市场一线的资深销售，深谙客户基本需求、行业经验深厚、熟稔产品应用，本身就是客户的专家顾问，转入B2B市场，凭借公司资源的加持，高层领导的信任和自身良好的与各方价值沟通的能力，自然是如鱼得水。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>（二）外部顾问促成：战略、品牌、营销相关的咨询项目中，B2B市场部负责人如果自身素质过硬，往往会是较为理想的项目协调人，配合第三方顾问团队来进行项目实施与落地，项目实施的过程，也是B2B市场部被激活和赋能的过程，部门价值被重新认知和评估。

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>（三）跳槽重新启动：近年来，国内实体经济承压大，B2B企业面临转型升级难题，具有战略思考能力的职业经理人非常稀缺，而久经历练，能够顶天：理解高层战略意图、立地：能够支持销售动作的B2B市场人更是一将难求。如果确实在原公司郁郁不得志，那不妨重启一次！

<p style=margin: 5px 0px; padding: 0px; max-width: 100%; clear: both; min-height: 1em; font-family: -apple-system-font, bl<x>inkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; font-size: 17px; letter-spacing: 0.544px; text-indent: 2em; line-height: 1.5em; box-sizing: border-box !important; word-wrap: break-word !important;>