📈 Marketing · Sales
B2B Marketing Strategy Workshop (15 Steps)
⏱ Training hours16 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key OutcomeStronger marketing strategy design skills through hands-on practice
The B2B Marketing Strategy Workshop is a 16-hour, hands-on program built around a 15-step process for creating a customer-centric B2B marketing strategy. It has four core modules, from target definition and customer journey design to value proposition development and sales execution strategy. Case-based exercises cover Buying Center analysis and persona-based lead generation. John Kim, CEO of Nanum Consulting, draws on extensive B2B marketing experience to balance theory and practice, and you leave with skills you can apply at work right away. The curriculum has been tested in training for 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
This course suits practitioners and leaders at companies and institutions that need marketing and sales capabilities. We especially recommend it for organizations aiming to learn a methodology for building customer-centric B2B marketing strategy.
What will you learn?
- Learn a methodology for building customer-centric B2B marketing strategy
- Developing value propositions based on the Buying Center and personas
- Hands-on, case-driven practice from B2B lead generation to sales strategy
Curriculum
Module 1: Target Definition and Strategic Planning
- Team formation and selecting a fictional company topic (from 20 options)
- Define your IAP (Ideal Account Profile)
- Building a B2B Lead Table (defining lead collection criteria by industry)
- Identifying Buying Center members and analyzing their pain points
- Building an IPP (Ideal Prospect Persona, B2B)
- Visualizing the flow of influence with an Influence Map
Module 2: Customer Empathy and Journey Design
- Review of IPP (B2C perspective) – an individual-traits-based approach
- Empathy Map exercise (6 items: See, Hear, Think/Feel, etc.)
- Redefining pain and gain based on the customer’s situation
- Building a Customer Journey Map
- Derive information, actions, and content for each stage of the customer journey
- Analysis and discussion based on real client cases
Module 3: Value Proposition and Content Strategy
- Understanding the B2B value proposition structure
- Summarizing Why Change? Why You? Why Now?
- Summarize competitive differentiators and your USP
- Customer questions and content suggestions for each Buying Cycle stage
- Organizing formats by content type (video, eBook, newsletter, etc.)
- Hands-on design of an OPE media mix strategy
Module 4: Sales Touchpoints and Execution Strategy
- Inbound B2B sales strategy & tools (AEO, webinars, etc.)
- Designing lead-nurturing scenarios with content
- Outbound B2B sales methods (cold calling, social selling, etc.)
- Hands-on practice: approaches by sales target (email, meetings, trade shows)
- Draft sales–marketing alignment scenarios
- Team strategy presentations and wrap-up feedback
Expected results / After the course
- Stronger marketing strategy design skills through hands-on practice
- Improve understanding of marketing–sales collaboration
- Define the ideal target for your organization and design a media mix strategy
On-site training references
Hyundai CorporationKT&GNH NonghyupHyosungChamber of Commerce (inquiries rising)Gyeonggi Business & Science AcceleratorKyungil UniversityKeimyung UniversityKumoh National Institute of TechnologyNamyangju Chamber of CommerceNonghyup FeedDankook UniversityDaejeon TechnoparkDaejeon UniversityDaejeon Chamber of CommerceLotte Data CommunicationMungyeong UniversityPukyong National UniversitySamsung C&TSamsung Electro-MechanicsSangji UniversityYonsei UniversityYeungnam UniversityJung-gu Chamber of CommerceSME Training InstituteCheongju UniversityChungnam TechnoparkChungbuk National UniversityChungbuk Business Promotion AgencyChungbuk Technoparkand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Designed for mid-level managers and above who need to build B2B marketing strategy: marketing team leads, sales planners, and business development managers. Especially well suited to marketing practitioners at companies that need to establish a structured B2B marketing process.
A workshop format where a 15-step process diagram guides you through hands-on practice, from target definition to execution strategy. Rather than focusing on theory, it emphasizes developing strategies you can apply immediately at work, such as customer journey design and value proposition development.
It can run as an intensive 2-day workshop of 8 hours per day, or as a 4-week program of 4 hours once a week. Fees vary with the number of participants, the delivery location, and the degree of curriculum customization, so we provide an accurate quote after a consultation.
Extensive experience running marketing strategy workshops across B2B industries including manufacturing, IT services, and consulting. Consistently earns high satisfaction with practical training tailored to each company’s size, from major corporate affiliates to mid-sized firms.
B2B Marketing Strategy Workshop (15 Steps)
A hands-on, 16-hour program that teaches a 15-step process for building a customer-centric B2B marketing strategy
Training objectives
- Learn a methodology for building customer-centric B2B marketing strategy
- Developing value propositions based on the Buying Center and personas
- Hands-on, case-driven practice from B2B lead generation to sales strategy
Expected results
- Stronger marketing strategy design skills through hands-on practice
- Improve understanding of marketing–sales collaboration
- Define the ideal target for your organization and design a media mix strategy
Curriculum
Module 1Module 1: Target Definition and Strategic Planning
- Team formation and selecting a fictional company topic (from 20 options)
- Define your IAP (Ideal Account Profile)
- Building a B2B Lead Table (defining lead collection criteria by industry)
- Identifying Buying Center members and analyzing their pain points
- Building an IPP (Ideal Prospect Persona, B2B)
- Visualizing the flow of influence with an Influence Map
Module 2Module 2: Customer Empathy and Journey Design
- Review of IPP (B2C perspective) – an individual-traits-based approach
- Empathy Map exercise (6 items: See, Hear, Think/Feel, etc.)
- Redefining pain and gain based on the customer’s situation
- Building a Customer Journey Map
- Derive information, actions, and content for each stage of the customer journey
- Analysis and discussion based on real client cases
Module 3Module 3: Value Proposition and Content Strategy
- Understanding the B2B value proposition structure
- Summarizing Why Change? Why You? Why Now?
- Summarize competitive differentiators and your USP
- Customer questions and content suggestions for each Buying Cycle stage
- Organizing formats by content type (video, eBook, newsletter, etc.)
- Hands-on design of an OPE media mix strategy
Module 4Module 4: Sales Touchpoints and Execution Strategy
- Inbound B2B sales strategy & tools (AEO, webinars, etc.)
- Designing lead-nurturing scenarios with content
- Outbound B2B sales methods (cold calling, social selling, etc.)
- Hands-on practice: approaches by sales target (email, meetings, trade shows)
- Draft sales–marketing alignment scenarios
- Team strategy presentations and wrap-up feedback
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)