Course Introduction 课程介绍

本课程专为国内的B2B企业市场营销从业人员设计，旨在帮助学员掌握数字化营销的核心技能，提升在当前预算紧缩环境下的营销效率和效果。课程内容覆盖从社交媒体、短视频、网站管理和SEO、付费推广到客户关系管理（CRM）、数据分析和KOL合作等关键模块。此外，本次课程特别安排了AI赋能内容，帮助学员掌握如何将AI工具融入日常营销工作，以更智能的方式优化营销策略、提升客户体验，实现营销的降本增效。

课程结构基于实际应用需求，涵盖基础知识、策略方法和案例分析，注重理论与实践的结合，帮助学员在培训结束后能即刻应用所学技能，在有限资源下实现最大化的市场营销成效。

This course is specifically designed for marketing professionals in domestic B2B enterprises, aiming to equip participants with core digital marketing skills to enhance efficiency and effectiveness in the current budget-constrained environment. The course covers key modules ranging from social media, short videos, website management and SEO, paid promotions, to customer relationship management (CRM), data analysis, and KOL collaboration. Additionally, this course includes a special segment on AI empowerment, guiding participants on how to integrate AI tools into their daily marketing activities to optimize strategies, improve customer experiences, and achieve cost-effective marketing.

The course structure is based on practical application needs, covering foundational knowledge, strategic methods, and case studies. It emphasizes the integration of theory and practice, enabling participants to immediately apply the acquired skills after the training to maximize marketing effectiveness with limited resources.

Suitable Participants 适合报名对象

• 在中国大陆的B2B企业市场营销从业者及市场部负责人。
• 需要提升数字化营销技能的B2B营销人员及对AI在营销应用感兴趣的专业人士。
• B2B enterprise marketing professionals and marketing department heads in mainland China.
• B2B marketers looking to enhance their digital marketing skills and professionals interested in the application of AI in marketing.

Training Objective 培训目标

1. 全面掌握B2B数字营销关键技能，涵盖从内容制作到渠道管理的全流程能力。
2. 掌握AI工具的应用，提升工作效率并优化市场定位、内容创作和客户体验。
3. 具备实操能力，能够在in-house完成主要的营销工作，或指导agency执行策略。
4. 提升分析与决策能力，通过多渠道数据分析实现营销方案的动态优化。

• Master the key skills of B2B digital marketing, covering the full process from content creation to channel management.
• Learn how to use AI tools to enhance work efficiency and optimize market positioning, content creation, and customer experience.
• Acquire practical skills to carry out major marketing tasks in-house or guide agencies in executing strategies.
• Improve analytical and decision-making abilities, achieving dynamic optimization of marketing plans through multi-channel data analysis.

Course Features 课程特色

1. 实战导向：课程包含大量实际案例分析与演练，帮助学员深入理解并应用课程知识。
2. 国际视野：课程内容融合国内外前沿AI技术，介绍国际主流和本地化的AI工具。
3. 知识与实践相结合：注重理论讲解与操作演练的结合，通过项目实操巩固学习成果。
4. AI赋能：深入讲解如何利用AI工具优化市场营销中的各个环节，显著提升效率。

• Practical-Oriented: The course includes numerous real-life case studies and exercises to help participants deeply understand and apply the course knowledge.
• Global Perspective: The course content integrates cutting-edge AI technologies from both domestic and international sources, introducing mainstream global and localized AI tools.
• Combining Knowledge and Practice: Emphasizing the integration of theoretical explanation with hands-on practice, the course uses project-based exercises to consolidate learning outcomes.
• AI Empowerment: A deep dive into how to use AI tools to optimize various aspects of marketing, significantly enhancing efficiency.

Workshop Outlines 课程大纲

DAY 1

Morning Session: Social Media and Website

Course Introduction and Learning Objectives (9:00 - 9:30)

1. Overview of the course framework and clarification of learning goals and expected outcomes.

2. Brief discussion on the current B2B market environment and marketing challenges, introducing the course highlights.

Social Media Marketing (9:30 - 10:30)

1. In-depth analysis of B2B marketing strategies on mainstream social platforms like WeChat, Zhihu, etc.

2. Practical tips for content creation, user interaction, and data monitoring/analysis.

3. Case study sharing: Successful B2B social media marketing strategies.

Website Management and SEO (10:45 - 12:00)

1. Basics of SEO and practical optimization techniques, focusing on Baidu and Chinese keyword optimization.

2. How to optimize your website to improve search engine rankings and increase brand visibility.

3. Tool recommendations and hands-on exercises: Using SEO tools like Baidu Analytics, Google Analytics, etc.

Paid Promotion and SEM (1:00 - 2:30)

1. Introduction to SEM basics and paid promotion strategies, focusing on Baidu and 360 promotion platforms.

2. SEM budget optimization, keyword selection, and performance monitoring to ensure a high ROI.

上午课程：社交媒体和网站

1. 课程介绍与学习目标 (9:00 - 9:30)

概述课程框架，明确学习目标和收获。

简述当前B2B市场环境与营销挑战，引出课程重点。

2. 社交媒体营销 (9:30 - 10:30)

深入解读微信、知乎等主流社交平台的B2B营销策略。

内容创作、用户互动、数据监测与分析的实用技巧。

案例分享：成功的社交媒体B2B营销策略。

3. 网站管理与SEO (10:45 - 12:00)

SEO基础与实用优化技巧，聚焦百度和中文关键词优化。

如何优化官网以提升搜索引擎排名，提高品牌曝光。

工具推荐与实操：百度统计、Google Analytics等SEO工具应用。

4. 付费推广与SEM (1:00 - 2:30)

SEM基础知识及付费推广策略，聚焦百度推广和360推广平台。

SEM预算优化、关键字选择及效果监控，确保高投入产出比。

Afternoon Session: Short Video Marketing

Short Video Marketing and Platform Features (9:00 - 9:30)

1. The significance of short video marketing in the B2B sector.

2. Characteristics of short video platforms.

Successful Short Video Cases and Algorithm Logic (9:30 - 10:15)

1. Discussion of successful short video case studies.

2. Introduction to the algorithm logic behind major short video platforms.

3. Analysis of the roles within a short video creation team.

Copywriting Creation Four-Step Method and AI-Assisted Creation (10:30 - 11:15)

1. Explanation of the four-step copywriting creation method.

2. Introduction to how AI can assist in copywriting and script creation.

Shooting and Editing Skills (11:15 - 11:45)

1. Master basic shooting and editing skills to enhance the quality of short videos.

Practical Copywriting Creation and Sharing (11:45 - 12:00)

1. Hands-on practice with copywriting.

2. Sharing and feedback on the copywriting.

下午课程：短视频营销

1. 短视频营销与平台特点（09:00 - 09:30）

短视频营销在B端的重大意义

不同平台的短视频特点

2. 爆款短视频案例与算法逻辑（09:30 - 10:15）

讨论成功的短视频案例

介绍主流短视频平台的算法逻辑

分析短视频创作团队的岗位职责

3. 文案创作四步法与AI辅助创作（10:30 - 11:15）

讲解文案创作的四步方法

介绍AI在文案和脚本创作中的辅助作用

4. 拍摄和剪辑技巧（11:15 - 11:45）

掌握基本的拍摄和剪辑技巧，提升短视频质量

5. 实操文案创作及分享（11:45 - 12:00）

文案创作实操

文案分享及反馈

Day 2

Morning Session: AI and Marketing

AI Marketing Basics and Development Trends (9:00 - 9:30)

1. Review of the history of AI and its early applications in marketing.

2. Analysis of the current state of AI marketing, both domestically and internationally, with successful case studies.

3. Exploration of future trends and impacts of AI marketing.

Introduction to Mainstream AI Marketing Tools and Practice (9:30 - 10:30)

1. Introduction to popular international tools (ChatGPT, Midjourney, Runway, Sora, Claude, etc.) and application cases.

2. Overview of domestic tools (Doubao, Wenxin Yiyan, Kimi, Tencent Yuanbao, iFlytek Xinghuo, etc.) and practical examples.

Deep Application of AI Tools in B2B Marketing (10:45 - 11:20)

1. Using AI to precisely target market positioning and target audiences.

2. Applying AI tools to create and optimize marketing content.

3. Leveraging AI to expand and integrate marketing channels.

AI Marketing Practical Case Analysis and Team Collaboration Project (11:20 - 12:00)

1. In-depth analysis of successful cases from multiple industries.

2. Team collaboration to create and present an AI marketing plan.

上午课程：AI和营销

1. AI 营销基础与发展趋势（9:00 - 9:30）

回顾 AI 发展历史及在营销的早期应用。

剖析国内外 AI 营销现状与成功案例。

展望 AI 营销未来趋势及影响。

2. 主流 AI 营销工具介绍与实践（9:30 - 10:30）

介绍国外主流工具（ChatGPT、Midjourney、Runway、Sora、Claude 等）及应用案例。

阐述国内主流工具（豆包、文心一言、Kimi、腾讯元宝、讯飞星火等）及应用实例。

3. AI 工具在 B2B 市场营销环节的深度应用（10:45 - 11:20）

利用 AI 精准锁定市场定位和目标受众。

运用 AI 工具创作与优化营销内容。

借助 AI 拓展与整合营销渠道。

4. AI 营销实战案例分析与团队协作项目（11:20 - 12:00）

深度剖析多行业成功案例。

团队协作制定企业 AI 营销方案并展示点评。

Afternoon Session: Business Opportunity Management

Customer Relationship Management (CRM) and Customer Nurturing (1:00 - 2:30)

1. The core role of CRM in customer management and localized customer nurturing strategies.

2. Creating customer profiles and practicing targeted marketing, with hands-on exercises using CRM tools like Salesforce, HubSpot, etc.

Event and Exhibition Marketing (2:45 - 3:30)

1. How B2B enterprises plan and execute offline events and exhibitions, with a focus on the Chinese market.

2. Strategies for customer interaction and follow-up before and after events to improve conversion rates.

Multi-Channel Data Analysis and KOL Collaboration (3:30 - 4:30)

1. The role of data analysis in multi-channel integration to enhance cross-channel synergy.

2. KOL collaboration strategies in the Chinese market: how to choose the right KOL and measure collaboration effectiveness.

3. Case analysis: Effective KOL collaboration strategies and data analysis methods.

Course Summary and Development Guidance (4:30 - 5:00)

1. Summary of the key content covered in the two-day course.

2. Providing additional learning resources and practical advice for continued development.

下午课程：商机管理

1. 客户关系管理（CRM）与客户培育 (1:00 - 2:30)

CRM在客户管理中的核心作用，以及本地化客户培育的策略。

客户画像建立与精准营销实践，工具实操：如Salesforce、HubSpot等CRM工具。

2. 活动与展会营销 (2:45 - 3:30)

B2B企业如何策划和执行线下活动与展会，尤其是基于中国市场的展会营销。

活动前后的客户互动与跟进策略，提升活动的转化效果。

3. 多渠道数据分析与KOL合作 (3:30 - 4:30)

数据分析在多渠道整合中的应用，提升各渠道协同效应。

中国市场中的KOL合作策略，如何选择合适的KOL并衡量合作效果。

案例分析：有效的KOL合作策略及数据分析方法。

4. 课程总结与发展指导 (4:30 - 5:00)

总结两天课程的核心内容，提供进一步的学习资源和实用建议。