(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

Register here!

Are you eager to explore innovative approaches to marketing? In cooperation with DCCC and Greenkern, we invite you to join us for our enlightening workshop, "The Artful AI: A Savvy Guide to Generative Marketing Techniques." Together, we'll delve into the fascinating world of Generative AI and uncover its potential to amplify your marketing strategies.

During the workshop, you will gain hands-on experience with mainstream text and image-based AI tools, learn how to craft compelling prompts, and adapt your workflows for a smooth AI integration. We'll also discuss the linguistic nuances in AI-generated content and shed light on how AI could, in fact, complement human creativity in the marketing realm.

Our trainers will ensure a well-balanced mix of theory and practice, with ample opportunities to develop your skills with captivating exercises and discussions. So why wait? Embark upon this exciting journey with us and elevate your marketing know-how with the subtle art of Generative AI. Reserve your spot today!

https://app.glueup.cn/event/40941/

Training Points:

11:00am – 12:00pm：Online and Offline

1. Online session on: Introduction to Generative AI (45 min Q&A)

a. Definition and core concepts of Generative AI

b. Brief overview of AI's historical development

c. Current state and trends in Generative AI

1: 00pm – 5:00pm: Offline

2. Generative AI in Digital Marketing - Applications and Cases:

a. Harnessing Generative AI for content creation and curation

b. Personalized advertising and customer targeting using Generative AI

c. Enhancing customer service through Generative AI-powered chatbots

d. Managing social media effectively with Generative AI tools

3. China's Digital Marketing Landscape:

a. Overview of prevailing digital marketing trends in China from a consumer perspective

b. Examination of the potential impact of Generative AI on the Chinese digital marketing industry

4. Legal and Ethical Considerations:

a. Key legal limitations associated with Generative AI

b. Ethical considerations specific to Generative AI in the context of digital marketing

5. Future Outlook and Impact on Work:

a. The influence of Generative AI on marketing job roles and tasks

b. A glimpse into the future of Generative AI, with a focus on its impact on digital marketing

6. Hands-on and Interactive Exercises:

a. Tools Intro: Mainstream text-based and image-based Generative AI tools introduction and how to use them (including GPT-4, Mid-journey, New Bing, and Adobe Beta)

b. Prompt Practice: How to give effective and efficient prompts, with on-site practice

c. Language Difference: English and Chinese AIGC production in marketing

d. Work-flow Brainstorming: How can AIGC affect marketer's everyday work

e. Live demo on-site

TRANINER

Tom van Dillen, Greenkern

Rixin Jiang, CEO of Nordic Friend Agency

LANGUAGE: English / Bilingual

TIME (CHINA, EST+8)

August 16th 2023, 11am – 5pm (Hybrid: 11am – 12noon)

VENUE

SwedBank, Shanghai Tower 3308, No. 479 Lujiazui Ring Road, Shanghai

PRICE

Full Program (Offline only)

DCCC Members: RMB 1,400; Non-DCCC Members: RMB 2,100

Online Session (11am – 12pm)

Members: RMB 100; Non-members: RMB 150

Reserve your spot today!

https://app.glueup.cn/event/40941/

ETOA & NTC Webinar | The imminent return of the Chinese Market

Following the recent change in Government Covid policy, China's outbound market is on the brink of restarting.

With a line-up of expert panellists, we'll discuss the when, who, how and where of the new Chinese market, looking at the potential, the challenges and how we should all prepare for their imminent return to Europe.

Topics:

- How will the Chinese market open up in the coming months?

- Will there be Visa delays for Chinese visitors?

- How will airlines increase their capacity

- What will be the key segments? Which will be the first to come back as the recovery begins?

- Will there be a change to the patterns of Chinese visitors post covid?

- How price sensitive will the Chinese travellers be as they return to Europe?

- What can European destinations and tourism suppliers do in preparation for the return of the Chinese Market?

Panellists:

- Cindy Zhu, Founder and CEO, Global Match

- Rixin JIANG, CEO, Nordic Friend

- Bing Wu, Business Director, HCG International Travel Service GmbH

- Marco De Rivo, Executive Director, Miki Travel

Event details:

Duration: 45-60 min

Date: Tuesday 14th February 2023, 09:00 GMT / 10:00 CET / 17:00 CST

REGISTRATION HERE