📈 Marketing · Sales

B2A: Sales and Marketing in the Age of Agentic AI

First meetings now happen between agentic AIs. B2A (Business to Agent AI) means designing for the agentic AI a target company uses, not its 'people', as the first customer touchpoint. Diagnosis, documentation cleanup, sales automation, and a 90-day roadmap in 4 hands-on sessions over 4 hours

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⏱ Training hours4 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeRespond to the 'invisible first-round screening' that ends before anyone meets a person. You get a preparation plan for what to publish, and in what order, to stay on the shortlist

Purchasing managers have started handing the first step of shortlisting vendors to agentic AI. Where a manager once searched and requested materials in person, an AI now goes first and finishes the research and filtering. For suppliers, that creates an 'invisible first-round screening' in which elimination is decided before anyone meets a human. Sales has no way to step in, because the basis for the decision has moved from conversations between people to the documents we have made public. This course frames that shift as B2A (Business to Agent AI). B2C, B2B, B2G and D2C looked different over the past 30 years, but they all rested on the same premise: a game of persuading people. Now the party that reads your company first and makes the call has changed. B2A means redesigning sales and marketing so that the first customer touchpoint is not a person at the target company but the agentic AI that company uses. The 4 hours are split into four modules. First, you confirm what has changed through three signals: zero-click search, the race over agentic commerce standards, and AI crawler traffic, and you review AI bot traffic data the instructor measured on their own website. Next, in marketing, you cover the order in which to prepare documents that AI can cite: product pages, pricing criteria, case studies and llms.txt. In sales, you examine how buyer-side agents filter vendors and the sales agents of three CRM vendors, then define in writing where automation stops and where people take over. In the final module, you place your organization on a 3-stage B2A maturity scale and write a 30/60/90-day transition roadmap yourself. All four exercises use real materials from participants’ own companies, and the output of the last exercise, a single page, becomes your organization’s first B2A policy document. The principle of this course is to leave out unverified figures and hype and keep only decision criteria and execution steps.

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Who is this course for?

This course is designed for sales, marketing and planning practitioners at B2B companies. Marketing decides how documents are prepared, while sales decides the scope of automation and the boundaries of roles, so when both teams attend together, the division of responsibilities is settled right after the training. Exercise 4 is an organization-level roadmap, so having executives or leaders with decision-making authority attend makes a big difference in how quickly you can start. For the exercises, we recommend a group of 15 to 30 participants.

What will you learn?

  • Diagnose firsthand how your company appears to agentic AI through three stages — category → company name → competitors — and pinpoint the stage at which you drop out of the candidate pool
  • Understand the definition of B2A and its three drivers (practical agents · shifting buying behavior · touchpoints turned into data), so you can explain the current change internally as a structural shift in purchasing rather than a fad
  • Diagnose the gaps on your site against the documents AI can cite — product pages · pricing criteria · case studies · llms.txt — and build a cleanup plan
  • Understand how buyer-side agents filter vendors and how the sales agents of three CRM vendors (Salesforce Agentforce · Microsoft Copilot · HubSpot Breeze) work, and pinpoint where our own sales process needs to respond
  • Define in writing the scope of sales automation and the boundaries of human roles, and complete a pre-research template and verification rules the team shares
  • Place your organization on the 3-stage B2A maturity scale (individual use → standardization → systematization) and draft a 30/60/90-day transition roadmap during the training

Curriculum

Module 1: What has changed. First conversations now happen between AI agents (about 50 min · exercise)
  • The classification of the past 30 years (B2C · B2B · B2G · D2C) and the shared premise beneath it — the point where 'persuade a person' breaks down
  • B2A defined: designing for the agentic AI a target company uses, rather than its people, as your first customer touchpoint
  • Three drivers behind the change: agents becoming practical · shifting buying behavior · touchpoints turning into data
  • Three signals: zero-click search / the race over agentic commerce standards (OpenAI×Stripe · Visa · Mastercard) / rising AI crawler traffic — we cite sources and cover only confirmed facts
  • The instructor’s own data: AI bot traffic statistics from their website, and how the order of research and shortlisting has flipped in the buying process
  • [Exercise 1] Ask AI about your company: a 3-step diagnosis from category to company name to competitors (about 15 min)
Module 2: Marketing’s shift to B2A. If you are not cited, you are not considered (about 50 min · exercise)
  • The shift in the basis for decisions, from conversation to documents: what AI actually reads and what it never can
  • The most common failure pattern: a homepage without numbers — when price ranges, timelines, specs, and conditions are missing, you quietly drop out of the comparison table
  • Writing sentences that get cited — Before/After rewriting practice and the four areas of documentation cleanup (product pages · pricing criteria · case studies · FAQ)
  • See the technical elements in practice: JSON-LD structured data and llms.txt, walked through using the files the instructor actually runs on their own website
  • Glossary and FAQ strategy, the SSOT (single source of truth for product information), and the principles of content automation and the pitfalls of mass production
  • How to measure AI-driven traffic — how to view it separately from human traffic, and the metrics you can check right now
  • [Exercise 2] Diagnose the gaps in your product page: a 4-item pass/fail check plus a draft of citable sentences (about 15 min)
Module 3: Shifting sales to B2A — set automation boundaries in writing (approx. 50 min, hands-on)
  • How buyer-side agents filter: what they use to narrow the candidate list, and where suppliers can step in
  • Sales agents of three CRM vendors: what Salesforce Agentforce, Microsoft Copilot and HubSpot Breeze actually handle in the sales stages
  • Sales automation map: separate 'AI’s work' from 'people’s work' at each stage — without boundaries, automation loses trust
  • Lead generation in practice (API and database concepts) · lead scoring · nurturing scenario design, and the pitfalls of automated cold outreach
  • The five standard pre-research items and verification rules — how to make 'don’t state what you haven’t verified' a team rule
  • CRM data hygiene — items you must clean up before connecting an agent
  • [Exercise 3] Complete your team’s pre-research prompt template (about 15 min)
Module 4: Execution roadmap — documents come before tools (approx. 50 min, hands-on)
  • The three stages of organizational B2A maturity: individual use → standardization → systematization — where does your organization stand today?
  • A real policy document (MD) in action: a live demo of the production pipeline that built this course material (Claude Code · policy-based collaboration)
  • Assets before tools in your stack: where to spend first, and the paradox of domain knowledge
  • ROI metrics and four principles of security and governance: start by deciding 'what must never be put in'
  • Failure patterns in adoption order: why buying tools first leaves nothing after 6 months
  • The 30/60/90-day roadmap, the conditions for systematization after day 90, and spreading it across the organization (running a champion program)
  • [Exercise 4] Draft your organization’s transition roadmap (about 15 min): this one page becomes its first policy document

Tools used in this course

Microsoft CopilotHubspotClaude Code

Expected results / After the course

  • Respond to the 'invisible first-round screening' that is over before anyone talks to a person. Get a plan for what to publish, and in what order, to stay on the shortlist
  • Avoid the common mistake of buying tools first and having nothing to show after 6 months. Build your assets (documents and data) first, then add tools on top
  • Turn each person's ad hoc AI use into a team standard, with a written pre-research template and a verification rule: 'don't state anything you haven't verified'
  • You leave with a draft 30/60/90-day roadmap in hand. This one page becomes your organization’s first B2A policy document

About the instructor

Instructor John Kim
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →

Related courses

Building B2B Content Assets That AI Cites: A Hands-On Workshop for Getting Into AI Answers with White Papers, Comparison Tables and StatisticsEntering the B2G Public Procurement MarketB2B Marketing in the Zero-Click Era (AEO·GEO)B2B Marketing A to Z

We tailor this course to your company

From diagnosis to execution — Nanum Consulting

Inquire About a Custom Program Call for a Consultation +82 10-2414-3329

FAQ

B2A stands for Business to Agent AI: designing business activity around the 'agentic AI' a company uses, rather than its 'people', as the first customer touchpoint. B2C, B2B, B2G and D2C were divided by whether you sell to individuals, companies or governments, but beneath them all lay the same premise: persuading people. As purchasing managers hand initial research and candidate filtering to agentic AI, the party that reads your company first and judges it has changed, and so both who you persuade and how you persuade change with it. The conclusion of this course in one line: 'The first customer is now an agent, and documents come before tools.'
This course is designed for sales, marketing and planning practitioners at B2B companies. Marketing decides how documents are prepared, while sales decides the scope of automation and the boundaries of roles, so when both teams attend together, the division of responsibilities is settled right after the training. Exercise 4 is an organization-level roadmap, so having executives or leaders with decision-making authority attend makes a big difference in how quickly you can start. For the exercises, we recommend a group of 15 to 30 participants.
Yes. This is not a course on prompting techniques or tool operation; it covers decision criteria and execution procedures. Hands-on work starts at the level of asking an AI chatbot about your company and reading its answer, and the rest is reviewing your company’s documents and writing down team rules. Conversely, for teams that already use AI actively, the greatest value comes from setting automation boundaries in Module 3 and from the policy document and maturity diagnosis in Module 4.
A laptop or smartphone that can access an AI chatbot, and an environment where you can reach your company website, is all you need. The product page gap diagnosis (Exercise 2) is done with your company’s real pages open, so choosing in advance the product or service page you want to diagnose will help you use the time more efficiently. We provide the 70-page course handout and 4 exercise worksheets.
Yes. Condensed to 2 hours, the course centers on what has changed (Module 1) and documentation cleanup for marketing (Module 2), with sales automation and the execution roadmap covered as an overview. However, the pre-research template and the 30-60-90-day roadmap that this course produces require hands-on time, so if you plan to actually start, we recommend the 4-hour format that includes all four hands-on sessions. A deeper full-day format for an entire sales and marketing organization is also available.
Yes. If you share your company website, main products and services, and key competitors in advance, we prepare the Module 1 three-stage diagnosis and the Module 2 product page gap diagnosis based on your company and use them as in-session cases. Note that this course builds decision criteria and execution procedures; building a website or doing the document cleanup itself is not included in the training scope.
We apply the rates published on our website. A 4-hour half-day workshop is based on KRW 600,000 (≈ US$450) per hour, so KRW 2.4 million (≈ US$1,800); a 1–2 hour special lecture is KRW 1.2 (≈ US$1) million, a full-day program is KRW 500,000 (≈ US$375) per hour, and sessions delivered in English are KRW 800,000 (≈ US$600) per hour. VAT, materials, travel, and customization costs are separate, and multi-session programs are quoted through consultation. You can enter headcount and hours in the training quote calculator on our website to see an estimated fee right away.
Nanum Consulting website QR code — scan with your phone to open

B2A: Sales and Marketing in the Age of Agentic AI

First meetings now happen between agentic AIs. B2A (Business to Agent AI) means designing for the agentic AI a target company uses, not its 'people', as the first customer touchpoint. Diagnosis, documentation cleanup, sales automation, and a 90-day roadmap in 4 hands-on sessions over 4 hours

Training hours4 hours
FieldMarketing · Sales
InstructorJohn Kim
Training objectives
  • Diagnose firsthand how your company appears to agentic AI through three stages — category → company name → competitors — and pinpoint the stage at which you drop out of the candidate pool
  • Understand the definition of B2A and its three drivers (practical agents · shifting buying behavior · touchpoints turned into data), so you can explain the current change internally as a structural shift in purchasing rather than a fad
  • Diagnose the gaps on your site against the documents AI can cite — product pages · pricing criteria · case studies · llms.txt — and build a cleanup plan
  • Understand how buyer-side agents filter vendors and how the sales agents of three CRM vendors (Salesforce Agentforce · Microsoft Copilot · HubSpot Breeze) work, and pinpoint where our own sales process needs to respond
  • Define in writing the scope of sales automation and the boundaries of human roles, and complete a pre-research template and verification rules the team shares
  • Place your organization on the 3-stage B2A maturity scale (individual use → standardization → systematization) and draft a 30/60/90-day transition roadmap during the training
Expected results
  • Respond to the 'invisible first-round screening' that is over before anyone talks to a person. Get a plan for what to publish, and in what order, to stay on the shortlist
  • Avoid the common mistake of buying tools first and having nothing to show after 6 months. Build your assets (documents and data) first, then add tools on top
  • Turn each person's ad hoc AI use into a team standard, with a written pre-research template and a verification rule: 'don't state anything you haven't verified'
  • You leave with a draft 30/60/90-day roadmap in hand. This one page becomes your organization’s first B2A policy document
Curriculum
Module 1Module 1: What has changed. First conversations now happen between AI agents (about 50 min · exercise)
  • The classification of the past 30 years (B2C · B2B · B2G · D2C) and the shared premise beneath it — the point where 'persuade a person' breaks down
  • B2A defined: designing for the agentic AI a target company uses, rather than its people, as your first customer touchpoint
  • Three drivers behind the change: agents becoming practical · shifting buying behavior · touchpoints turning into data
  • Three signals: zero-click search / the race over agentic commerce standards (OpenAI×Stripe · Visa · Mastercard) / rising AI crawler traffic — we cite sources and cover only confirmed facts
  • The instructor’s own data: AI bot traffic statistics from their website, and how the order of research and shortlisting has flipped in the buying process
  • [Exercise 1] Ask AI about your company: a 3-step diagnosis from category to company name to competitors (about 15 min)
Module 2Module 2: Marketing’s shift to B2A. If you are not cited, you are not considered (about 50 min · exercise)
  • The shift in the basis for decisions, from conversation to documents: what AI actually reads and what it never can
  • The most common failure pattern: a homepage without numbers — when price ranges, timelines, specs, and conditions are missing, you quietly drop out of the comparison table
  • Writing sentences that get cited — Before/After rewriting practice and the four areas of documentation cleanup (product pages · pricing criteria · case studies · FAQ)
  • See the technical elements in practice: JSON-LD structured data and llms.txt, walked through using the files the instructor actually runs on their own website
  • Glossary and FAQ strategy, the SSOT (single source of truth for product information), and the principles of content automation and the pitfalls of mass production
  • How to measure AI-driven traffic — how to view it separately from human traffic, and the metrics you can check right now
  • [Exercise 2] Diagnose the gaps in your product page: a 4-item pass/fail check plus a draft of citable sentences (about 15 min)
Module 3Module 3: Shifting sales to B2A — set automation boundaries in writing (approx. 50 min, hands-on)
  • How buyer-side agents filter: what they use to narrow the candidate list, and where suppliers can step in
  • Sales agents of three CRM vendors: what Salesforce Agentforce, Microsoft Copilot and HubSpot Breeze actually handle in the sales stages
  • Sales automation map: separate 'AI’s work' from 'people’s work' at each stage — without boundaries, automation loses trust
  • Lead generation in practice (API and database concepts) · lead scoring · nurturing scenario design, and the pitfalls of automated cold outreach
  • The five standard pre-research items and verification rules — how to make 'don’t state what you haven’t verified' a team rule
  • CRM data hygiene — items you must clean up before connecting an agent
  • [Exercise 3] Complete your team’s pre-research prompt template (about 15 min)
Module 4Module 4: Execution roadmap — documents come before tools (approx. 50 min, hands-on)
  • The three stages of organizational B2A maturity: individual use → standardization → systematization — where does your organization stand today?
  • A real policy document (MD) in action: a live demo of the production pipeline that built this course material (Claude Code · policy-based collaboration)
  • Assets before tools in your stack: where to spend first, and the paradox of domain knowledge
  • ROI metrics and four principles of security and governance: start by deciding 'what must never be put in'
  • Failure patterns in adoption order: why buying tools first leaves nothing after 6 months
  • The 30/60/90-day roadmap, the conditions for systematization after day 90, and spreading it across the organization (running a champion program)
  • [Exercise 4] Draft your organization’s transition roadmap (about 15 min): this one page becomes its first policy document
About the instructor
Instructor John Kim
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)
Nanum Consulting | John Kim, CEO
📞 +82 10-2414-3329  |  ✉️ jazzmania74@gmail.com
nanumcon.com · This curriculum can be customized for your company