(IN CHINESE /中文培训 )
Many companies nowadays are facing the challenge of stepping out of their comfort zone in order to stand out for business growth, and the past 3 COVID years have only accelerated such growth pressure. Meanwhile, under the impact of the digital wave, including but not limited to social channels, marketing automation and the very recent AI technologies, the marketing difficulties of B2B enterprises have become increasingly prominent.
如今，许多企业都面临着如何跳出舒适区以实现业务增长的挑战，而过去几年的疫情在某种程度上更加剧了这种增长压力。与此同时，在数字化浪潮的冲击下，包括但不限于社交媒体、营销自动化和最近的人工智能技术，都为企业的营销升级带来了新的挑战。
Based on our previous survey of Nordic Companies Marketing in China 2023, more than 60% of Nordic companies in China identify B2B as their primary target market, with another 31.68% targeting both B2B and B2C. And the most common marketing challenge the respondents face is the lack of resources such as budget, manpower, new skills and training opportunities.
根据北欧在华商会此前联合发布的《Nordic Companies Marketing in China 2023》调查，超过 60% 在中国的北欧企业将 B2B 作为其主要目标，另有 31.68% 的企业同时覆盖B2B 和 B2C 的市场路径。受访者面临的最常见营销挑战是缺乏各类资源，如营销预算、人力、新技能和培训机会等。
Together with the Swedish Chamber of Commerce in China, the Danish Chamber of Commerce in China and FinnCham, we invite you to attend this tailor-made workshop and training event for marketing, sales and management professionals in Shanghai. This is a co-creating and light consulting workshop, where you will receive hands-on insights from experts, re-thinking your company strategy and daily work in lively discussions and gain new ideas and methods for long-term development. Please check out more information below for further program outlines and daily breakdowns.
中国瑞典商会，中国丹麦商会以及上海芬兰商会联合邀请您参与本次在上海市举办的为市场营销、销售和管理专业人士量身定制的研讨会培训活动——这是一个共同创造和轻量咨询的工作坊，您将收获行业专家的经验分享，在讨论中重新思考自己公司的战略和日常业务工作，获得长期发展的新思路和新方法。
Program Outline and Key Topics/课程大纲和关键要点:
DAY 1 (Oct 18): Effective Strategy from Live Business to Real Business
Main Speaker: Siye Zhu
Be the master or be mastered?
- How do we manage the best of evolving marketing models and tools?
- As a marketer, how do we make the most from models, tools, and channels instead of being trapped?
How does Agile Marketing lead to effective business delivery?
- Two common traps for B2B marketing: a. Lost b. Blindly Aggressive
- What shall be the smart KPI for marketing to drive business growth?
- Essence of Agile Marketing
Hands-on from Strategy to Tactics with Agile Marketing
- Break into business with the viewpoint of outsider in and insider out
- Smart segmentation
- Reflection of offerings
- Engagement of key stakeholders
- Tips and Traps from strategy to tactics
第一天（10月18日）有效的营销战略——始于现实的业务，以致于现实的推动业务
主讲人：朱思晔
主要内容：
- 层出不穷的营销模式和工具，你是掌握了还是被掌握了？
- 敏捷营销是如何实现有效的业务表现提升？
B2B营销常见的2种失效状态：a. 闲散的漫游 b.盲目的激进
怎样制定营销KPI能有效促进业务增长？
敏捷营销的核心基础
- 实操探索 - 敏捷营销的战略与执行
通过内部的经验和外部的视角来理解业务状态
细分的维度很多，哪些是值得的？
如何调整自己的姿态与目标群体双向奔赴？
与关键人员的互动常常被理所当然的"忽略"
有效建议和常见陷阱
DAY 2 (Oct 27) Four Pillar Blocks of B2B Marketing Tactics
Speakers: Siye Zhu, Rixin Jiang, Bobo Xie, Kun Hsu
Content Production
- Pain points with most of the marketers
- Content strategy and development
- The effective perspective to track and adjust
- Address the challenge of resource, capability and capacity
Social Media
- Social media landscape, tools and analysis for B2B businesses
- How to deliver the best quality performance on these channels
- Add-on features to utilize for account organic growth
- AIGC trends and recommendations
SEO/SEM
- Does the company website still matter, and in what way does it bring results
- Practical tips on SEO/SEM operations
Marketing Automation
- Decoding of marketing automation logic for industrial B2B businesses
- Increasing revenue through marketing-led digital transformation
- Case sharing: How to Influence Customers and Win an Order? Applications in Nordic Enterprises and Case Studies
- Analysis of survey results and special gifts
第二天（10月27日） B2B营销策略和实践的四大基石
主讲人：朱思晔、姜日鑫、谢波、徐崑
- 内容生产
多数的市场人都曾经历的窘境
内容策略和开发
如何评估内容效果和价值
缺人、缺钱、缺资源，怎么办？
- 社交媒体
B2B营销应该看重的社交媒体平台工具
如何在社交媒体上做出成绩
如何利用AIGC工具助力日常社媒运营
- 搜索引擎营销/优化 SEO/SEM
企业官网是否仍然必需
企业官网怎样带来转化
SEO/SEM运营的实战建议
- 营销自动化
工业 B2B 企业营销自动化逻辑解码
通过营销主导的数字化转型增加收入
案例分享：如何影响客户并赢得订单？北欧企业的应用和案例研究
Date/日期:
Day 1: October 18th （Wednesday）, 2023
Day 2: October 27th （Friday) , 2023
（Participants can choose either only 1 day or 2 full days when doing the registration.）
2023年10月18日 星期三
2023年10月27日 星期五
您可以选择其中的任意一天报名，或者直接同时选择两天都参与的注册票型。
Time/时间:
09:00-12:00 and 13:30-16:30 (Beijing time), with a light lunch break in between
09:00-12:00, 13:30-16:30 (北京时间）
中间为简餐和休息时间
Training Language/培训语言：
Chinese/中文
Venue/地点:
上海市黄浦区淮海中路300号K11大厦32层MFG路演厅
MFG, 32F, No.300, Middle Huaihai Road, K11, Huangpu District, Shanghai