Hands-on Training: Content Generation & Distribution + Competitive Intelligence

以"营销内容生成与分发"和"竞品情报"为实战载体

Who Should Attend /适合谁学

This workshop is designed for professionals and managers in B2B marketing, brand communications, sales operations and customer success — particularly.

面向 B2B 企业市场营销、销售管理、商机获取、客户运营等岗位的从业者与管理者，尤其适合：

● Marketing & brand teams burdened by repetitive content production and distribution work

● 日常承担大量重复性内容生产与分发工作的市场与营销团队

● Marketing & brand teams burdened by repetitive content production and distribution work

● Sales & pre-sales teams who need continuous competitor tracking and fast objection-handling responses

● 需要持续跟踪竞品、快速响应客户异议的销售与售前团队

● Marketing & sales leaders looking to free their teams from routine tasks and refocus on high-value judgment

● 希望通过 AI 工具把团队从琐碎事务中解放出来，聚焦高价值判断的营销与销售负责人

● Core promise: This course is not about "using a pre-built tool" — it's about mastering the methodology of building your own agents. After the workshop, you should be able to independently build agents for any high-frequency task in your own role.

● 核心承诺：本课程的目标不是教你"使用一个现成工具"，而是让你掌握"自己搭建智能体"的方法——学完后，你应能针对自己岗位上的任何高频任务，独立搭建出可用的智能体。

Key Takeaways/学完你将获得

● Build a Mental Model of AI Agents /建立 AI 智能体的底层认知：

• Distinguish AI tools, AI assistants, AI agents; understand "Agent = Trigger + Workflow + Output"
• 区分 AI 工具 / AI 助手 / AI 智能体；理解"智能体 = 触发器 + 工作流 + 输出"

● Master the Universal Methodology /掌握智能体搭建的通用方法论：

• Requirement decomposition → Workflow design → Knowledge base & plugin config → Test & iterate
• 需求拆解 → 工作流设计 → 知识库与插件配置 → 调试迭代

● Build Two Production-Ready Agents /亲手搭建两个完整智能体：

• A "Content Generation & Distribution Agent" + a "Competitive Intelligence Agent"
• 营销内容生成与分发智能体 + 竞品情报智能体

● Independent Extension /具备自主迁移能力 ：

• Design more agents on your own (lead mining, follow-up, ABM, event ops, reports) — graduate from tool user to tool creator
• 课后可自主设计更多智能体（线索挖掘、客户跟进、ABM、活动运营、报告撰写等），从"工具使用者"升级为"工具创造者"

● Walk Away with a Roadmap / 带回企业落地路线图：

• A validated 30/60/90-day enterprise rollout plan
• 经过讲师验证的 30 / 60 /90天推广实施计划

Course Outline /课程大纲

Total /总时长：6 hours /6小时（includes 2 hands-on workshops /含2个工作坊）

Module 1/模块一：AI & Agents — What You Actually Need to Know /AI 与智能体——你真正需要理解的那些事

● 1.1 State & Enterprise Opportunities / AI 现状与企业机会

AI： LLM evolution speed vs. enterprise adoption lag; AI penetration blue ocean in B2B marketing

● 大模型进化速度 vs. 企业应用滞后；2025–2026 年 B2B 营销 AI 渗透率蓝海

● 1.2 Critical Mindset Shift /关键认知升级： Three-layer framework (Tool → Assistant → Agent); four core capabilities (Perception, Planning, Action, Feedback)

● 三层框架（AI 工具→AI 助手→AI 智能体）；智能体的四大核心能力（感知、规划、行动、反馈）

● 1.3 Key Platforms / 主流搭建工具介绍：Coze: Workflows/KB/Plugins; WorkBuddy: Experts/Automations/MCP Connectors; Live demo: build a simple agent in 5 min

● 扣子（Coze）的工作流/知识库/插件；WorkBuddy 的专家系统/自动化/MCP 连接器；现场演示 5 分钟搭建一个最简单的智能体

Module 2 / 模块二： Carrier Scenario 1: Content Generation & Distribution — From Pain Points to Agent Design以"营销内容生成与分发"为载体的智能体设计训练

● 2.1 Real Pain Points in B2B Content Marketing / B2B 内容营销的真实痛点

● High professional barrier /内容专业门槛高：

• Complex technical specs; repeatedly consult manuals, whitepapers, industry data
• 产品技术参数复杂，需反复查阅手册、白皮书、行业数据

● Difficulty integrating multilingual refs /多语言参考资料整合难：

• Chinese-English-German technical docs, case studies, reports scattered across sources
• 中英德多语言技术文档、案例、报告分散

● High multi-platform adaptation cost /多平台适配与分发成本高：

• One core piece must be reformatted for WeChat, press release, PPT, sales materials, etc.
• 一篇内容需出公众号图文、新闻稿、PPT、销售材料等

● Growing short-video demand /短视频需求增长：视频号/抖音/小红书（brief mention, dedicated course for in-depth /简要提及，深度展开见专项课程）

● 2.2"One-Source, Multi-Output" Agent Design Logic"/一源多用"内容分发智能体的设计逻辑

● Core methodology / 核心方法论：

• "Core Input → Audience Parsing → Format Adaptation → Platform Publishing" four-node pattern
• "核心素材输入 → 受众解析 → 格式适配 → 平台发布"四节点

● Case / 案例： A product tech doc → 6 formats (WeChat / press release / PPT outline / one-pager / Moments / short-video script)

● 一段产品技术文档 → 6 种格式（公众号/新闻稿/PPT 大纲/销售一页纸/朋友圈/短视频脚本）

● Design transfer note / 设计思维迁移提示：

• Same pattern applies to client emails, sales briefs, industry research reports
• 同样思路可平移到客户邮件、销售简报、行业研究报告

● 2.3 Make AI Output Sound Human / 如何让 AI 输出不像 AI：

• Eliminate the "AI tone" via prompt engineering and brand voice knowledge base
• 通过 Prompt 设计与品牌调性知识库，消除"AI 味"

Workshop 1 / 工作坊一： Hands-On Workshop 1: Build Your Content Generation & Distribution Agent

搭建内容生成与分发智能体

Module 3 / 模块三：Carrier Scenario 2: Competitive Intelligence — From Monitoring to Actionable Insights以"竞品情报"为载体的智能体设计训练

● 3.1 Real Pain Points in B2B Competitive Intelligence / B2B 竞品情报的真实痛点

● Three traditional pain points /传统竞情三大困境： overload /信息过载、lag /响应滞后、difficulty converting to action /转化困难

● Sales vs. Marketing /销售vs. 市场： wants messaging /销售要话术； wants trends /市场要趋势

● Why CI is a natural fit for AI agents /为什么竞品情报是 AI 智能体的"天然场景"

● 3.2 Three-Layer CI Agent Architecture /竞品情报智能体的三层架构设计

● Collection /信息采集层： Multi-source: competitor sites, media, WeChat, social media

● 竞品官网/媒体/公众号/社媒多源接入

● Analysis /分析处理层： Change detection /变化检测、 significance scoring/重要性评分、tagging /分类打标（产品/价格/案例/招聘）

● Output /输出应用层：营销侧（trend report /趋势月报、positioning comparison /定位对比）+ 销售侧（Battle Card、pre-call brief /会前简报）

● 3.3 From CI to Marketing Actions /竞品情报转化为营销动作

● Drive content topics /驱动内容选题, Optimize marketing & sales strategy /优化营销策略

Workshop 2/ 工作坊二：Hands-On Workshop 2: Build Your Competitive Intelligence Agent

搭建竞品情报智能体

Module 4 / 模块四：From Workshop to Workplace: Transferring the Methodology to Your Real Task能力迁移——把方法论带回你的真实工作

● 4.1 12 Marketing & Sales Tasks Worth Automating /12个"值得智能体化"的典型任务

● Marketing side /市场侧：content distribution /内容分发、event recap /活动复盘、sentiment monitoring /舆情监控、CI /竞品情报、ad creative A/B /广告A/B、SEO expansion / SEO 拓展

● Sales side /销售侧： lead mining /线索挖掘、pre-call brief /会前简报、objection handling /异议话术、follow-up emails /跟进邮件、contract pre-review /合同预审

● 4.2 On-the-Spot Transfer Exercise /学员现场迁移练习

● Pick your own most frequent pain point /选择自己最高频的痛点任务

● Sketch an agent design on the spot "需求拆解 + 工作流设计"框架现场画出智能体草图

● 90-second showcase /90秒展示 + instructor & peer feedback /讲师与同伴即时反馈

● 4.3 Personal Learning Path /个人学习路径

● 课后推荐资源/Post-workshop resources：扣子/WorkBuddy 官方模板、案例库/official templates & case libraries

● Post-workshop resources /课后推荐资源: Official templates & case libraries /扣子/WorkBuddy 官方模板、案例库

Course Wrap-Up / 课程收尾

● Showcase / 成果展示：two workshop agents / 两个工作坊智能体 + Module 4 transfer design / 模块四迁移设计

● Post-Workshop Action Checklist / 课后行动清单

● Refine & deploy today's two agents / 整理今天搭建的两个智能体，部署到团队工作流

● Open Q&A / 现场答疑：adoption blockers / 企业内落地阻力、tool selection / 工具选型、team rollout / 团队推广策略

Key Differentiators / 课程亮点

● Built for Capability Transfer /以能力迁移为终极目： From "build two agents" to "design agents for any high-frequency task"

● 从"教你搭两个智能体"升级为"教你为任何高频任务设计智能体"

● Two Scenarios, Two Task Patterns / 双场景双类型覆盖：一次性输出型（one-off output / 内容生产）+ 持续监控型（continuous monitoring /竞品情报）

● B2B-Specific / B2B 专项设计： tailored for China B2B ecosystem /聚焦国内公众号、新闻稿、PPT 等本土化需求

● Zero-Code Hands-On /零代码实操：visual interface /扣子/WorkBuddy 可视化界面，no technical background /无需技术背景

● From User to Creator /从使用者到创造者：带走方法论 + 2个亲手实例 + 1个为岗位设计的智能体草图

Ms. Xueting Wang 王雪婷

Business Development Manager

Tel.:+86 21 6248 8029 - 706

Email: xueting.wang@chinavdma.org​​​​​

German Mechanical Engineering Service (BJ) Co., Ltd. Shanghai Branch (GMECS)

Ms. Qing He 何庆

Business Development Executive Assistant

Tel.: +86 21 6248 8029 - 709

Email: qing.he@chinavdma.org

German Mechanical Engineering Service (BJ) Co., Ltd. Shanghai Branch (GMECS)