Recommended
All Courses / B2B Marketing

B2B Marketing Level 1 | Structure and Understanding

An introductory course on how B2B markets are structured and how purchasing decisions are made, taught through real-world cases.

★ 5 (1 review)👑 John Kim
B2BMarketingSalesStructure

About this course

"One wrong read of a customer can cost you tens of millions of won in missed opportunities." In B2B, a small judgment error becomes a big loss. Why do some customers keep evaluating and never buy? Why do deals stall even when the relationship is good? Most of the time the answer is the same: the team is selling B2B on 'gut feel.' This course teaches you not to rely on intuition but to read decision-making structures. By interpreting the Buying Center, mapping influence and identifying the real decision-maker, you learn to see the organization, not just the customer. Built on the frameworks we use in on-site corporate training and consulting, it is the starting point of the B2B growth roadmap that leads into Level 2 (Strategy) and Level 3 (Execution).

What you will gain

  • ✓ B2B market structure and decision-making mechanisms
  • ✓ Seeing the 'organization,' not just the customer
  • ✓ Identifying the Buying Center and the real decision-maker
  • ✓ B2B customer experience (CX) and the persona approach
  • ✓ STP and Value Chain analysis

Curriculum

3 sections · 10 lessons · 3 hr 42 min total
1. Part 1. B2B Marketing Fundamentals3 lessons ▾
▶ B2B Marketing Basics Free Preview20:42
🔒 Let’s Sell a “Boiler” (Part 1) 27:26
🔒 Let’s Sell a “Boiler” (Part 2) 16:13
2. Part 2. Understanding Customers and Face-to-Face Sales3 lessons ▾
🔒 What Is Persona Setting? 27:48
🔒 B2B Face-to-Face Sales and Customer Empathy 22:13
🔒 What Is B2B CX? 21:55
3. Part 3. Buying Centers and Market Structure4 lessons ▾
🔒 What the B2B Buying Center Means (Part 1) 17:04
🔒 What the B2B Buying Center Means (Part 2) 22:27
🔒 STP in B2B Marketing 22:12
🔒 B2B Value Chain Analysis 23:36

Reviews 1

About the instructor

K
John Kim
CEO of Nanum Consulting · B2B Marketing & AI Practice Instructor

Teaches B2B marketing and practical AI skills proven in corporate training. Experience from on-site sessions at many companies and public institutions, now available as an online course.

SamsungAmorepacificGyeonggi Business & Commercial District Promotion AgencyMany companies and public institutions

FAQ

How long do I have access, and can I rewatch lessons?

You can take the course for 150 days from the payment date, with unlimited repeat viewing during that period.

Can I preview the course before paying?

Yes. 1 of the 10 lessons can be previewed for free before you pay. Look for the lesson marked ▶ in the curriculum.

Is a certificate of completion provided?

Yes. You receive a certificate of completion when you finish the course, and you can view it on My Page.

Can teams or companies enroll as a group?

Yes. For team or company enrollment, message us and we will arrange it around your headcount and schedule. We can also discuss on-site, in-person training on the same topic.