SEO, GEO, Google Ads, and CRM Automation Integrated Training (3M Korea / Global Manufacturing)
Hello, I’m Bo-kyung Kim, a marketing instructor.
On October 23, 2026, I conducted a digital marketing training session for executives and marketing staff from 3M Korea’s partner companies.
This four-hour hands-on session focused on e-commerce CRM and repeat-purchase automation, hands-on Google Ads search campaign setup, and AI search optimization (SEO and GEO).
We placed special emphasis on the characteristics of B2B companies dealing in industrial safety products, aiming to strengthen practical skills that participants could apply directly to their work after the session.
[Training Overview and Curriculum]
Training Information
– Date: October 23, 2026
– Audience: Executives and marketing staff from 3M Korea partner companies
– Duration: 4 hours total
– Format: Theory, industry case analysis, and hands-on practice
Training Objectives
– Strengthen B2B companies’ ability to utilize customer data
– Learn CRM strategies for driving repeat and additional purchases from existing customers
– Improve hands-on Google Ads search campaign skills
– Develop SEO and GEO strategies to respond to the AI search environment
Training Curriculum
– E-commerce CRM and repeat-purchase automation (1 hour)
– Hands-on Google Ads search campaign setup (2 hours)
– AI search optimization: SEO and GEO marketing strategy (1 hour)
* The training used real product lines handled by partner companies, including 3M dust masks, protective gloves, and industrial safety consumables.
[Session 1] CRM and Repeat-Purchase Automation Training (1 hour)
The first session covered CRM strategies for driving repeat purchases using customer data from Smart Store and e-commerce platforms. Since many industrial safety products are consumables that require repeat purchasing, analyzing each customer’s purchase cycle and purchase history is essential.
Key Topics Covered
– Collecting customer purchase data and analyzing purchase patterns
– Segmenting customers by purchase amount and frequency
– Predicting repeat-purchase timing for consumable products
– Automating repeat purchases through SMS and messaging
– Cross-selling and upselling through related product recommendations
For example, I introduced a scenario where the order cycle of customers who purchased dust masks is analyzed to send a repurchase reminder message around the expected time of depletion.
I also covered how to recommend suitable related products to customers based on their purchase history.
The key takeaway is understanding the CRM operating framework that flows from collecting customer data → analyzing patterns → forming marketing hypotheses → validating performance → building automation.
[Session 2] Hands-On Google Ads Search Campaign Training (2 hours)
The second session was hands-on, with participants creating their own Google Ads accounts and setting up search campaigns.
Participants were instructed to prepare their Google accounts and payment methods in advance, and an assistant instructor provided individual support during the session.
Key Hands-On Activities
– Creating a Google Ads account and setting up payment
– Setting search campaign types and goals
– Keyword research and search volume analysis
– Setting keyword match types and bid prices
– Writing ad headlines and descriptions
– Reviewing campaign structure and settings
Using 3M industrial safety products as examples, participants selected keywords for actual ad use and practiced writing ad copy. For keyword selection, I explained how to prioritize purchase intent over simple search volume, and how to leverage Smart Store sales data and existing ad performance.
I also introduced an approach for testing ads with a small budget and improving campaigns based on performance data.
By the end of this session, every participant had successfully created a Google Ads account and completed payment setup.
The goal was to equip participants with the basic operational skills needed to manage ads themselves or evaluate an agency’s ad performance after the training.
[Session 3] AI Search Optimization: SEO and GEO Training (1 hour)
The final session covered how the rise of generative AI search is changing the search marketing landscape and how businesses should respond.
While AI search services like ChatGPT have emerged as a new channel for finding information, customers still compare information across various platforms such as Google, Naver, YouTube, and blogs.
This means that rather than targeting AI search alone, it’s important to adopt a strategy that considers both existing SEO and GEO together.
Key Topics Covered
– Changes in the AI search environment and customer search behavior
– Differences between traditional SEO and GEO, and how to align them
– Analyzing the purchase decision process for B2B industrial safety products
– Structuring product information for use in AI search
– Ways to improve search visibility for websites and content
In particular, we examined the B2B purchasing journey for industrial safety products in six stages: identifying work environment needs, reviewing product suitability, selecting a brand, searching for suppliers, comparing quotes, and making repeat purchases.
I also explained the importance of clearly providing the information purchasing managers need on the website, such as product specifications, certifications, compatibility, and stock and delivery details. I shared practical SEO and GEO improvement methods, such as providing product specifications in text form rather than relying solely on images.
What Makes Our Company-Customized Training Different
Rather than relying on generic digital marketing examples, this training was built around case studies and exercises tailored to the purchasing environment of B2B companies selling industrial safety products. Here’s what I consider important when designing corporate training:
– Industry-Tailored Curriculum: A curriculum reflecting the company’s products and customer characteristics
– Practice-Focused Training: Case studies and exercises that can be applied directly to real work
– On-Site Hands-On Support: Individual support provided alongside an assistant instructor
– Post-Training Application: Recorded practice sessions provided for review
I believe marketing training should do more than deliver new knowledge—it should be structured so participants can apply what they’ve learned directly to their work. This training for 3M Korea’s partner companies was designed with that same goal in mind, through carefully prepared exercises and case studies.
Wrapping Up the Training
This training connected customer data-driven CRM strategy, hands-on Google Ads search campaign practice, and SEO/GEO strategies for AI search into a single, cohesive session.
Thanks to the participants’ active engagement, the hands-on exercises went smoothly. I’d like to thank the team at 3M Korea for organizing the training and all the partner companies who took part.
Going forward, I’ll continue offering Google Ads, SEO/GEO, CRM, and marketing automation training tailored to each company’s or organization’s industry, training goals, and participants’ skill level.
* I hope this case study proves helpful to anyone preparing digital marketing training for their company or organization.
