Marketing consulting firm CEO publishes new guidebook on B2B campaigns

Jeong Min-a, chief executive officer of Allison HyperM, a marketing consulting firm, has published a new book titled “Essential B2B Campaigns: A Practical Guide for Marketers to Leap from Marketer to Chief Revenue Officer (CRO) in the AI Era.”

Jeong Min-a

The book follows the 2024 publication “Essential B2B Marketing,” which became a widely regarded resource for business to business marketers in Korea. While the first volume focused on strategy and business survival, the new book addresses the practical execution of marketing campaigns.

Jeong’s latest work tackles the question, “We implemented customer relationship management (CRM), but why are our customers not automatically increasing?” The guide offers detailed methodologies for four core campaigns — brand, demand generation, lead generation and CRM — supported by case studies and actionable checklists.

The book encourages marketers to evolve from practitioners to CROs, a role overseeing marketing, sales and customer success to drive company revenue. While this role is common in global firms, it remains less familiar in Korea.

“In the AI (artificial intelligence) era, marketers must contribute to direct revenue generation beyond brand management and lead generation,” Jeong said. “AI does not replace marketers — it becomes a smart teammate when combined with solid B2B marketing fundamentals.”

The two volumes of Essential B2B Marketing work together as a comprehensive B2B marketing textbook.

Volume 1 focused on strategy, addressing survival questions with case studies from Salesforce and Dassault Systemes and providing 20 diagnostic checklists across strategy, content, channels, campaigns and performance. Volume 2 offers practical execution guidance with step-by-step checklists and case studies to master the four key campaigns.