⏱ Duration8 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeBuild an actionable sales and marketing plan
B2B marketing works on a completely different structure from B2C. Complex decision-making, long sales cycles, and multiple stakeholders—if you don’t understand all of these, even a great product won’t sell. Over 8 hours, this course systematically covers everything from core B2B marketing concepts to digital sales strategy, including practical frameworks for Buying Center analysis, Value Proposition design, and digital sales automation. The curriculum is proven through Nanum Consulting’s experience training 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
Ideal for B2B marketers, sales teams, and business development staff, as well as marketers considering a move from B2C to B2B. Especially recommended for practitioners who want a systematic understanding of complex B2B decision-making and long sales cycles.
What will you learn?
- Understand the core structure and execution of B2B sales strategy and planning
- Strengthen your ability to build strategies tailored to industry and customer characteristics
Curriculum
Module 1: B2B Marketing Overview and Industry Characteristics
- Structural differences between B2B and B2C marketing and sales
- The product’s value chain and key targeting points
- Customer segment structure by industry (B2B/B2G/B2C hybrid)
- Key success factors in B2B marketing and sales
Module 2: Customer Analysis and Relationship Strategy
- Buying Center structure and influence
- Customer personas and customer journey mapping
- Identifying customer pain points and proposing solutions
- Strategies for building and managing long-term relationships
Module 3: Core Frameworks for B2B Marketing and Sales Strategy
- B2B marketing funnel structure (lead → opportunity → contract)
- B2B customer segmentation and targeting strategy
- Selecting and managing key accounts
- B2B sales pipeline stage definitions and management metrics
Module 4: Environmental analysis and spotting market opportunities
- Using PESTEL to assess macro-environment changes and their impact on new businesses
- Using Porter’s Five Forces to analyze industry competition, opportunities, and threats
- Identifying differentiators through competitor comparison
- Linking internal capabilities and external factors with SWOT to set strategic direction
Module 5: B2B value proposition strategy
- Components of a B2B value proposition
- Why change? Why you? Why now?
- Tailoring value propositions to each customer (industry, organization, decision-maker)
- The Value Word Equation (VWE): concept and how to apply it
Module 6: Sales Strategy Based on M/S and SOW
- The concepts of M/S (Market Share) and SOW (Share of Wallet)
- Building strategy with M/S and SOW data
- How to analyze growth potential by customer
- Connecting to upselling and cross-selling strategies
Module 7: B2B digital marketing strategy
- Characteristics of B2B digital marketing channels (webinars, content marketing, etc.)
- Marketing automation and lead nurturing
- Content strategy and ways to drive customer engagement
- Metrics for measuring digital marketing performance
Module 8: B2B Digital Sales Strategy
- Digital customer prospecting (social selling, ABM, etc.)
- Integrated strategy for online and offline sales
- Using CRM and sales automation tools
- Data-driven sales decision-making
Expected results / After the course
- Building an actionable sales and marketing plan
- Integrate digital channels with sales activities
On-site training references
KTLG ElectronicsLX Korea Land Information CorporationGyeonggi Business & Science AcceleratorNH NonghyupLotte RentalLotte Data CommunicationLand Information Training InstituteGunpo Industry Promotion AgencyDaegu Digital Innovation AgencyPukyong National UniversitySamsung ElectronicsShinsegae I&CSmall & Medium Business Training InstituteKorea Tool Industry CooperativeKorean RegisterEpson KoreaKorea Paper ManufacturingKorea Special GasesHyundai Department Store GroupHyundai CorporationHyosungHyosung FMSHyosung Information SystemsDaejeon Chamber of Commerce and IndustryDaejeon TechnoparkHitachi KoreaKyonggi UniversityKyungnam UniversityKyungbok University& more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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FAQ
Ideal for B2B marketers, sales teams, and business development staff, as well as marketers considering a move from B2C to B2B. Especially recommended for practitioners who want a systematic understanding of complex B2B decision-making and long sales cycles.
Beyond theory, we provide frameworks you can use immediately in practice, including Buying Center analysis, value proposition design, and digital sales automation. Its core strength is a hands-on curriculum proven through on-site training at 50+ companies, including Samsung Electronics, KT, and LG Electronics.
The structured 8-module curriculum takes you efficiently from core B2B marketing concepts to digital sales strategy. Theory and practical frameworks are balanced so you can build key skills in a short time.
We have delivered B2B marketing training to 50+ companies, including leading Korean corporations such as Samsung Electronics, KT, LG Electronics, Hyosung, and Shinsegae I&C. Drawing on extensive on-site experience across industries, we provide insights you can apply directly to your work.
B2B Marketing A to Z
B2B marketing works very differently from B2C. Complex decision-making, long sales cycles, and multiple stakeholders: without understanding all of this, even a great pro
Training objectives
- Understand the core structure and execution of B2B sales strategy and planning
- Strengthen your ability to build strategies tailored to industry and customer characteristics
Expected results
- Building an actionable sales and marketing plan
- Integrate digital channels with sales activities
Curriculum
Module 1Module 1: B2B Marketing Overview and Industry Characteristics
- Structural differences between B2B and B2C marketing and sales
- The product’s value chain and key targeting points
- Customer segment structure by industry (B2B/B2G/B2C hybrid)
- Key success factors in B2B marketing and sales
Module 2Module 2: Customer Analysis and Relationship Strategy
- Buying Center structure and influence
- Customer personas and customer journey mapping
- Identifying customer pain points and proposing solutions
- Strategies for building and managing long-term relationships
Module 3Module 3: Core Frameworks for B2B Marketing and Sales Strategy
- B2B marketing funnel structure (lead → opportunity → contract)
- B2B customer segmentation and targeting strategy
- Selecting and managing key accounts
- B2B sales pipeline stage definitions and management metrics
Module 4Module 4: Environmental analysis and spotting market opportunities
- Using PESTEL to assess macro-environment changes and their impact on new businesses
- Using Porter’s Five Forces to analyze industry competition, opportunities, and threats
- Identifying differentiators through competitor comparison
- Linking internal capabilities and external factors with SWOT to set strategic direction
Module 5Module 5: B2B value proposition strategy
- Components of a B2B value proposition
- Why change? Why you? Why now?
- Tailoring value propositions to each customer (industry, organization, decision-maker)
- The Value Word Equation (VWE): concept and how to apply it
Module 6Module 6: Sales Strategy Based on M/S and SOW
- The concepts of M/S (Market Share) and SOW (Share of Wallet)
- Building strategy with M/S and SOW data
- How to analyze growth potential by customer
- Connecting to upselling and cross-selling strategies
Module 7Module 7: B2B digital marketing strategy
- Characteristics of B2B digital marketing channels (webinars, content marketing, etc.)
- Marketing automation and lead nurturing
- Content strategy and ways to drive customer engagement
- Metrics for measuring digital marketing performance
Module 8Module 8: B2B Digital Sales Strategy
- Digital customer prospecting (social selling, ABM, etc.)
- Integrated strategy for online and offline sales
- Using CRM and sales automation tools
- Data-driven sales decision-making
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)