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:

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

● 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

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

适合谁学：

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：

● 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

● 需要持续跟踪竞品、快速响应客户异议的销售与售前团队

● 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

● Build a Mental Model of AI Agents:

• Distinguish AI tools, AI assistants, AI agents; understand "Agent = Trigger + Workflow + Output"

● Master the Universal Methodology:

• Requirement decomposition → Workflow design → Knowledge base & plugin config → Test & iterate

● Build Two Production-Ready Agents:

• A "Content Generation & Distribution Agent" + a "Competitive Intelligence Agent"

● Independent Extension:

• Design more agents on your own (lead mining, follow-up, ABM, event ops, reports) — graduate from tool user to tool creator

● Walk Away with a Roadmap:

• A validated 30/60/90-day enterprise rollout plan

学完你将获得：

● 建立 AI 智能体的底层认知：

• 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"

● 掌握智能体搭建的通用方法论：

• 需求拆解 → 工作流设计 → 知识库与插件配置 → 调试迭代

● 亲手搭建两个完整智能体：

• 营销内容生成与分发智能体 + 竞品情报智能体

● 具备自主迁移能力：

• 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"

● 带回企业落地路线图：

• 经过讲师验证的 30 / 60 /90天推广实施计划

Training Outline

Total: 6 hours (includes 2 hands-on workshops)

课程大纲

总时长：6小时（含2个工作坊）

Module 1：AI & Agents — What You Actually Need to Know

● 1.1 AI State & Enterprise Opportunities: LLM evolution speed vs. enterprise adoption lag; AI penetration blue ocean in B2B marketing

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

● 1.3 Key Platforms: Coze: Workflows/KB/Plugins; WorkBuddy: Experts/Automations/MCP Connectors; Live demo: build a simple agent in 5 min

模块一：AI 与智能体——你真正需要理解的那些事

1.1 AI 现状与企业机会：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 关键认知升级：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 主流搭建工具介绍：扣子的工作流/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: Carrier Scenario 1: Content Generation & Distribution — From Pain Points to Agent Design

● 2.1 Real Pain Points in B2B Content Marketing

● High professional barrier:

• Complex technical specs; repeatedly consult manuals, whitepapers, industry data

● Difficulty integrating multilingual refs:

• Chinese-English-German technical docs, case studies, reports scattered across sources

● High multi-platform adaptation cost:

• One core piece must be reformatted for WeChat, press release, PPT, sales materials, etc.

● Growing short-video demand: WeChat Video channel, Douyin, Xiaohongshu

● 2.2 "One-Source, Multi-Output" Agent Design Logic"

● Core methodology:

• "Core Input → Audience Parsing → Format Adaptation → Platform Publishing" four-node pattern
• Case: A product tech doc → 6 formats (WeChat / press release / PPT outline / one-pager / Moments / short-video script)

● Design transfer note:

• Same pattern applies to client emails, sales briefs, industry research reports

● 2.3 Make AI Output Sound Human:

• Eliminate the "AI tone" via prompt engineering and brand voice knowledge base

模块二：以"营销内容生成与分发"为载体的智能体设计训练

2.1 B2B 内容营销的真实痛点

● 内容专业门槛高

• 产品技术参数复杂，需反复查阅手册、白皮书、行业数据

● 多语言参考资料整合难

• 中英德多语言技术文档、案例、报告分散

● 多平台适配与分发成本高

• 一篇内容需出公众号图文、新闻稿、PPT、销售材料等

● 短视频需求增长：视频号/抖音/小红书

2.2 一源多用"内容分发智能体的设计逻辑

● 核心方法论

• "核心素材输入→ 受众分析→ 格式适配→ 平台发布"四节点
• 案例：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）

● 设计思维迁移提示

• 同样思路可平移到客户邮件、销售简报、行业研究报告

● 如何让AI输出不像AI

• 通过Prompt设计与品牌调性知识库，消除"AI"味

Workshop 1: Hands-On Workshop 1: Build Your Content Generation & Distribution Agent

工作坊一：搭建内容生成与分发智能体

Module 3: Carrier Scenario 2: Competitive Intelligence — From Monitoring to Actionable Insights

● 3.1 Real Pain Points in B2B Competitive Intelligence

● Three traditional pain points: overload, lag, difficulty converting to action

● Sales vs. Marketing: wants messaging, wants trends

● Why CI is a natural fit for AI agents

● 3.2 Three-Layer CI Agent Architecture

● Collection: Multi-source: competitor sites, media, WeChat, social media

● Analysis: Change detection, significance scoring, tagging

● Output: Marketing (trend report, positioning comparison) + Sales (Battle Card, pre-call brief)

● 3.3 From CI to Marketing Actions

● Drive content topics, Optimize marketing & sales strategy

模块三：以"竞品情报"为载体的智能体设计训练

3.1 B2B竞品情报的真实痛点

● 传统竞情三大困境：信息过载、响应滞后、转化困难

● 销售 vs. 市场：销售要话术，市场要趋势

● 为什么竞品情报是AI智能体的"天然场景"

3.2 竞品情报智能体的三层架构设计

● 信息采集层：竞品官网/媒体/公众号/社媒多源接入

● 分析处理层：变化检测、重要性评分、分类打标（产品/价格/案例/招聘）

● 输出应用层：营销侧（趋势月报、定位对比）+销售侧（一页文档、会前简报）

3.3 竞品情报转化为营销动作

● 驱动内容选题，优化营销策略

Workshop 2: Hands-On Workshop 2: Build Your Competitive Intelligence Agent

工作坊二：搭建竞品情报智能体

Module 4: From Workshop to Workplace: Transferring the Methodology to Your Real Task

● 4.1 12 Marketing & Sales Tasks Worth Automating

● Marketing side: content distribution, event recap, sentiment monitoring, CI, ad creative A/B, SEO expansion

● Sales side: lead mining, pre-call brief, objection handling, follow-up emails, contract pre-review

● 4.2 On-the-Spot Transfer Exercise

● Pick your own most frequent pain point

● Sketch an agent design on the spot

● 90-second showcase + instructor & peer feedback

● 4.3 Personal Learning Path

● Post-workshop resources: Coze & WorkBuddy official templates & case libraries

模块四：能力迁移——把方法论带回你的真实工作

4.1 12个"值得智能体化"的典型任务

● 市场侧：内容分发、活动复盘、舆情监控、竞品情报、广告、SEO拓展

● 销售侧：线索挖掘、会前简报、异议话术、跟进邮件、合同预审

4.2 学员现场迁移练习

● 选择自己最高频的痛点任务

● "需求拆解+工作流设计"框架现场画出智能体草图

● 90秒展示+讲师与同伴即时反馈

4.3 个人学习路径

● 课后资源推荐：Coze & WorkBuddy官方模板、案例库

Course Wrap-Up

● Showcase: two workshop agents + Module 4 transfer design

● Post-Workshop Action Checklist: Refine & deploy today's two agents

● Open Q&A: adoption blockers, tool selection, team rollout

课程收尾

● 成果展示：两个工作坊智能体 + 模块四迁移设计

● 课后行动清单：整理今天搭建的两个智能体，部署到团队工作流

● 现场答疑：企业内落地阻力、工具选型、团队推广策略等

Key Differentiators / 课程亮点

● Built for Capability Transfer: From "build two agents" to "design agents for any high-frequency task"

● Two Scenarios, Two Task Patterns: one-off output + continuous monitoring

● B2B-Specific: tailored for China B2B ecosystem

● Zero-Code Hands-On: visual interface of Coze & WorkBuddy, no technical background

● From User to Creator: Master methodology + 2 hands-on cases + 1 role-specific agent sketch

课程亮点

● 以能力迁移为终极目的：从"教你搭建两个智能体"升级为"教你为任何高频任务设计智能体"

● 双场景、双类型覆盖：一次输出型（内容生产）+持续监控型（竞品情报）

● 专项设计：聚焦国内公众号、新闻稿、PPT等本土化需求

● 零代码实操：扣子&WorkBuddy可视化界面，无需技术背景

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

Ms. Xueting Wang 王雪婷

Business Development Director

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)