TOB局内人
海局&大棉花「ToB局内人」由「局外增长」出品，是一档深度聚焦中国B2B领域的播客。我们旨在分享来自一线的实战知识、行业洞察、职场故事。希望通过同行异业跨职能的交流，激发创新，为国内B2B的真繁荣尽绵薄之力！ —————— 「局外增长」专注帮助企业战略投资者或领导者，将他们的难以向前发展的B2B业务转化为可复制的增长系统，驱动持续收入增长。 业务垂询可直接联系海局👇 —————— 节目主播： 海局，「局外增长」创始人，国际、不知名、顶级ToB业务经营专家，多家行业头部企业特聘导师，崇尚客户至上，天马行空的水瓶座。 棉花，某互联网大厂前Tob业务市场营销总监，最恨精致利己的伪高管。崇尚极简，爱PIXAR的动画，挺能聊的INFJ一枚。
| Publishes | Twice monthly | Episodes | 93 | Founded | 4 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Categories | TechnologyBusiness |
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同样面对一个问题——
有人只会说“资源不够、人不配合、市场不好”；
而另一些人，会开始思考：
问题到底出在目标设计、利益机制、组织协同，还是增长结构本身？
这背后真正拉开差距的，不是经验，也不是PPT，而是一种越来越重要的能力：
👉 商业思考力。
这一期节目，我们用一种非常真实、也非常“折磨人”的方式——
🎤 用 5 道案例模拟面试题，现场展示真实思考过程。
从咖啡品牌利润下滑、欧洲市场进入、跨国并购，到零售增长策略、公共政策评估，我们一步步拆开。你会发现，真正的商业思考，不是急着给答案。而... more
主播👨🏻/👩🏻：大海/ 棉花
提要📒
🧐 万物集的商业模式与爆雷真相
1. 万物集是做什么的？
万物集身处工业品 MRO（维护、维修、运营）赛道。该赛道特点包括：SKU 极其长尾（非标品多）、毛利薄、账期长（下游央企账期60-90天，上游需快速回款）
* 万物集的选择： 它没有选择重资产建仓（如震坤行）或依托集团信用（如京东工业），而是选择了最“轻”的路——做中介
* “过单”模式： 万物集利用关系拿下央企订单，转包给供应商发货，资金经过万物集账户（资金池），赚取通道费和账期差
2.... more
为什么今天几乎所有公司都在讲GTM，但真正把产品推起来的却很少？
在国内语境里，GTM正在变成一个“被过度使用、但严重失真”的概念：有人把它当成“市场投放”，有人当成“销售动作”，有人当成“上市配套动作”，也有人把它等同于PMM（产品市场/产品营销）。
结果就是——👉 概念越来越多，但真正能跑通业务的越来越少。
很多团队的问题，从来不是“不会做营销”，而是：没有一套从战略到增长再到能力的完整设计。
在这一期节目中，我们尝试做一件更具体的事：
👉 基于一个「B2B营销Agent」的真实案例，从... more
引言🚀
又又又又一次AI过载了，这次是龙虾，海局说是“脑袋里都是shi的那种生物”。提效好像已经被聊到烂了，聊到提效，做B2B Marketing，就没办法绕开前几年大热，这几年好像有点冷却的MarTech，那作为“提效”的手段，做B2B Marketing 是不是都得有自己的MarTech系统？来听大海和棉花聊聊，也希望能在留言里看到您的观点~
主播👨🏻/👩🏻：大海/ 棉花
提要📒
06:27 这些B2B Marketing的场景是不是非常熟悉？
* 销售嫌贫爱富：优质线索被批量浪... more
Reviews
- 都挺好的推荐
棒棒哒🎉
Apple Podcasts5困困派China3 years ago - 都挺好的，不要断更啊
棒棒哒🎉
Apple Podcasts5困困派China3 years ago - 有趣有料
一个有点特别的主播
Apple Podcasts5下完后悔……China4 years ago - 试试听听
挺好的，希望不要断更了
Apple Podcasts5葵儿123China4 years ago - 挺有趣的
主播幽默风趣又不失内涵，yyds
Apple Podcasts5kaker@China4 years ago
Chart Rankings
How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.
Apple Podcasts | #231 | China/Business |
Audience Metrics
Listeners, social reach, demographics and more for this podcast.
| Listeners per Episode | Gender Skew | Location | |||
|---|---|---|---|---|---|
| Interests | Professions | Age Range | |||
| Household Income | Social Media Reach | ||||
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TOB局内人 launched 4 years ago and published 93 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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