Preparing for the B2B marketing training for LG Uplus agencies...
This time, I had the opportunity to conduct B2B marketing training for agencies (channel partners) at LG Uplus's Magok headquarters.This training targeted a relatively broad audience, covering everything from internet, IPTV, phone, supplementary phone, and IDC services to enterprise solutions like groupware and ERP.Since it was training for agencies handling a wide range of products and services, I conducted the lecture with a broad curriculum.
Personally, I have a strong connection with the agency (channel) business.Previously, at a global IT company, I managed the marketing for approximately 50 domestic distributors and resellers, gaining extensive practical experience in channel marketing.My experience running the MDF (Marketing Development Fund) program, which was not widely adopted in Korea at the time, was a significant help.
Having experienced B2B channel marketing for many years, I have a good understanding of the distribution structure for B2B hardware and software.
Preparing for the lecture was very easy. Also, since I currently operate a HubSpot onboarding partner company in Korea, I am essentially running a channel (agency) business myself, even though the headquarters are overseas. I am also actively involved in the channel (agency) business.
Preparing for the lecture was very easy. Also, since I currently operate a HubSpot onboarding partner company in Korea, I am essentially running a channel (agency) business myself, even though the headquarters are overseas.
What is the marketing situation for channel (agency) partners?
For channel partners engaged in B2B business in Korea, the marketing situation is such that one person often has to handle the workload of a hundred.Also, many don't have a dedicated marketing person, depending on their size. It's like a fierce battlefield, so much so that sales representatives often handle marketing as well, or they hire someone who can do both marketing and sales from the start.And that's not all. They also hold exhibitions and seminars depending on their business situation, so they are constantly busy.
Given this situation, many experienced marketing professionals are relatively knowledgeable about the practical aspects of marketing.However, this is often based more on experience.While they understand the structure of marketing from years of practical experience, few truly grasp the practicalities of “online marketing”.
However, many business owners have understood the importance of online presence and have been doing basic marketing like search ads for years.But even search advertising, being auction-based, has seen ad costs per click rise too high, and since all competitors are also running ads,many feel compelled to do it. Therefore, they are always interested in new marketing strategies that yield results but find it difficult to implement them in practice.
This leads to a paradoxical situation: every time they hire young and capable online marketers,these marketers understand online marketing well but often lack market analysis and detail because they don't fully grasp the B2B business.Fortunately, some companies successfully integrate these new hires who then lead digital marketing effectively, but often, they don't settle in as well as expected.In many respects, small and medium-sized businesses engaged in B2B always have a need for digital marketing.It was the same when I was in charge of channel marketing, and although time has passed, not much has changed even after COVID-19.
A lecture that didn't just end with an offline session, but also included online lectures and even textbooks
While I diligently prepare for most lectures, I think I put an unprecedented amount of effort into this one.Since it was a lecture related to B2B, my strongest field, and specifically channel business, I felt even more passionate about it.
And, because the person in charge of coordinating the training also showed great enthusiasm, I believe it turned out to be an excellent lecture.They conducted a survey analysis of attendees beforehand to identify their lecture needs and consistently discussed the curriculum and detailed content with me.Among all the training coordinators I've met, they put the most effort into preparing for the lecture.
Preparing for the lecture in such a favorable environment, I believe the overall feedback, from the curriculum to the on-site atmosphere, was positive.Also, many questions were asked throughout, and many attendees were interested in MarTech areas like CRM and marketing automation,which allowed me to deliver more diverse content.
Let me introduce the lecture curriculum that was conducted on that day.
1. 2023 B2B Marketing Trends and Strategy Introduction- 3 B2B Marketing Trends for 2023- The biggest difference between businesses that expand and those that see declining sales- B2B Branding Methods to Add Value to Products of Similar Quality- How is “Pinpoint Targeting” implemented, which most successful businesses nowadays are aware of?
2. How to Build Customer Touchpoint Channels: Understanding CMS (Content Management System)- Introduction to various website creation tools such as I'mweb, blogs, and WordPress- Introduction to the essential Drag-and-drop method for web page creation- Principles and Understanding of SEO (Search Engine Optimization)
3. Essential SEO Know-How for Business Owners- Understanding Google Search Console and Naver Search Advisor
4. Strategy Using Paid Media- How to set up Naver search ads?- The most intuitive way to check search-based ad efficiency: dwell time!- The difference between ads that must be run and those that don't need to be run
5. Customer Acquisition Strategy Using SEO- Cases where marketing performance can be achieved through search engine optimization- How to utilize search engine optimization when combined with paid advertising?
6. Customer Acquisition Strategy Using Social Media- 3 common characteristics of businesses that should expand social media advertising right now- 2 metrics needed to compare social media ad efficiency
* If you need marketing training or lecture arrangements, please contact us at the number below.
