“I want to attract customers to my website, but I’m not sure exactly how to do it.”
“I know organic marketing is important, but I’m not sure how to apply it to our business.”
“In B2B marketing, how do I strike a balance between long-term and short-term results?”

This is likely a common challenge faced by many B2B marketers. B2B marketing is based on trust and relationships rather than flashy campaigns. However, it remains difficult to find a clear answer to how to build trust and translate it into sustained growth amid long sales cycles and complex decision-making processes.

Kim Ye-ji, CEO of Elephant Company—who is both the organizer and a speaker at this year’s B2B Roadmap 2025—aims to provide answers to these challenges. We discussed the marketing strategies essential for B2B companies and the conditions necessary for organic marketing to yield tangible results, using the concept of “trust capital.”

📢 I wanted to create a space where we could find solutions together with our B2B colleagues.

Q. Hello, CEO Kim Ye-ji. Could you please briefly introduce yourself?

B2B Content Marketing: Elephant Company, CEO Kim Ye-ji

Nice to meet you. I’m Kim Ye-ji, CEO of Elephant Company, where we help businesses grow through organic marketing. At Elephant, we’re a team that believes in the power of content over advertising. We believe that content—which, once created, continues to work for a long time— has far greater impact than short-term campaigns .

In particular, we are implementing a strategy that drives leads through the search journeyvia content marketing tailored specifically to high-involvement B2B products and services, thereby transforming the website into a tangible sales asset.

Q. Please share a few words about your mindset as you participate in this year’s B2B Roadmap 2025!

I want to grow alongside domestic B2B professionals who are passionately paving the way for corporate growth.

It was a natural choice for us to serve as the organizer and speaker at this B2B Roadmap Conference. Although Elephant Company is a very small organization , it is made up of people who want to share the knowledge we’ve gained through experience and grow alongside the industry. To make this a reality, we’ve held nearly 20 seminars on B2B and content-related topics since last year . The most common feedback we received at the time was, “We need real-world, practical case studies.” We found that B2B practitioners are always waiting for concrete strategies presented in the language of the field, rather than just theory.

In particular, I believe that compared to the global landscape, South Korea’s methodologies in business strategy, marketing, and sales are still in their early stages of development. There are few success stories, and opportunities to share outstanding examples within the industry have been limited. Therefore , with the hope that this conference will provide valuable insights for the domestic B2B industry as it navigates a path without clear answers, we have assembled a lineup of colleagues who are driving aggressive business growth.

🎯 As I gained experience across various fields, I developed a deep understanding of B2B marketing.

Q. Before founding Elephant Company, you worked in a variety of fields. How has that experience influenced the way you lead the organization today?

I realized that even though the industries are different, the approach to solving problems is the same.

Having worked across various industries, I quickly came to understand the underlying principles that connect them all. Semiconductors, biotech, media, construction… Even though these industries may seem completely different at first glance, customers’ questions ultimately boil down to the same thing: “If we implement this or make this purchase, what will improve?”

It involves stepping back to observe phenomena from the customer’s perspective and identifying commonalities across various experiences to create a framework. Using this approach, Elephant has developed proprietary methodologies such asmarketing strategies tailored to each stage of corporate growth and a four-quadrant strategy based on keyword competition. In essence, our diverse industry experience has led to new insights.

The more technical the field, the more complex the decision-making process becomes for customers. In such cases, I’ve found that the most successful strategy is to explain the content in simple terms from the customer’s perspective. On the other hand, more mainstream industries actually require a more differentiated strategy. Since customers are already well-informed about similar services, a stronger point of differentiation is necessary.

Q. You’ve been active on LinkedIn for a year now. What was the secret to gaining 5,000 followers on LinkedIn?

It’s because I wrote posts that relentlessly addressed the concerns of practitioners, rather than focusing on gaining followers.

LinkedIn is a platform where you can build trust capital in the B2B industry. Today, LinkedIn is essentially the Instagram of the business world. We didn’t run our account with the goal of increasing our follower count; instead, we focused on sharing Elephant’s philosophy and proven marketing methodologies. As a result, we were able to grow organically. (Laughs)

LinkedIn was the ideal channel for our mission of growing together with the industry, and I felt we received a lot of positive feedback whenever we shared content that truly resonated with our audience. The number of followers should be seen as a result, not a goal. In fact, there have been many instances where people who weren’t even followers converted into customers after seeing our content.

💎 In B2B marketing, trust is an asset.

Q. You often mention the term “trust capital.” How exactly does it work in B2B?

Advertising ends when it stops, but trust, the more it accumulates, the more it pays off.

B2B sales cycles can take several months, right? If your content is consistently exposed to customers throughout this process, they’re much more likely to conclude, “This company seems trustworthy.” In fact, many ofElephant’s content pieces continue to generate sales leads even 10 months after they were published. This isn’t simply because they rank well in search results; it’s because the content itself serves to psychologically persuade the audience. In other words, trust capital ultimately serves as the true foundation for growth that cuts across both marketing and sales.

Q. The topic of this session is “Strategies for a Website That Attracts Customers on Its Own.” I suppose this is one way for a website to build trust capital?

A website filled with verified content becomes a B2B company’s most powerful asset in building trust.

Content is the key. Global SaaS companies like Zapier and Notion are prime examples. They’ve grown by acquiring customers solely through search-driven content. Rather than simply explaining features, they’ve accumulated hundreds of pieces of content that demonstrate “how this product solves specific problems,” and all of this content guides the customer journey within their websites.

B2B Website Strategy: Zapier and Elephant Company — Blog categories on the Zapier website

Elephant is building this same structure in the Korean B2B market as well. An ERP solution provider we’ve partnered with has been consistently generating leads for several months with content centered on the message: “Implementing our solution will reduce the time spent creating field reports.” Since customers start searching as soon as they identify a problem, we need to have content ready for that exact moment.

Website strategy was the most popular topic at last year’s seminar as well. There are many examples of global B2B SaaS companies acquiring customers through organic traffic alone, without relying on advertising. At this conference, we plan to analyze these success stories and share strategies for building effective websites and driving tangible results!

Q. Since a "one-team" approach between marketing and sales seems crucial for B2B success, do you have any tips for increasing the contract closure rate together?

To build a big snowman, everyone has to push the snowballs in the same direction.

Closing a deal with a client is a process that grows like a snowball as we work together. Success isn’t possible if each department simply focuses on its own role. What matters most is the division of labor and timing—who leads from the front, who supports from the side, and who backs up from behind.

The key takeaway for practical application is context sharing. In addition to lead information, the marketing team must provide the sales team with (1) the solutions the customer expects, (2) the key points the sales team should focus on, (3) the acquisition channels and the customer’s pain points, and (4) the solutions the customer expects.

Conversely, the sales team should regularly share the following information with the marketing team: (1) the messages that actually resonated with customers and the specific moments when they did so, (2) the reasons why deals were closed or fell through, and (3) the points that impressed customers and the questions they frequently asked.

In practice, we proactively address frequently asked questions through content, turn customer "wow" moments into key messages, and use patterns of lost sales as clues to redesign our entire marketing and sales strategy.

This exchange of information creates a virtuous cycle. It’s only when a feedback loop is formed—where marketing supports sales, and sales in turn refines the direction of marketing—that the snowball grows and a solid snowman can be completed.

🙌 In 2025, we aim to build a B2B ecosystem where we grow together.

Q. What are Elephant Company’s goals for this year?

We are developing the B2B Roadmap 2025 to help the industry grow together.

The B2B Roadmap 2025 is a truly monumental challenge, and we hope it will be an event that stays with you for a long time. Every speaker and every topic has been carefully curated. We are preparing this event to be a meaningful opportunity for our industry to grow together—an experience worthy of a place in your May 2025 memoirs.

At Elephant Company, we aim to achieve even greater growth this year through this conference. Although we are still a small company, we are upgrading our internal marketing frameworks so that we can directly contribute to the growth of more businesses. In particular, we plan to unveil an updated version of our customer success stories by the end of this year, so please stay tuned!

Q. If there’s a particular message or insight you’d like to share from the upcoming B2B Roadmap 2025 conference, please give us a sneak peek!

In B2B, you must trust in the power of trust capital and take a long-term view of business!

It would be good to take a step back and take a broader view of marketing, sales, and business strategy. Given the nature of B2B business, I’ve found that strategies aimed at killing two birds with one stone in the short term tend to be less effective.

The most important thing is to believe in the power of trust capital. If you seriously consider strategies for building trust with customers in a way that’s unique to your company, you’ll naturally come to understand what truly matters.

Q. What’s been on your mind the most lately?

I want to create our own unique organizational culture.

Running a business, I find myself thinking most often about organizational culture. At Elephant, we believe that generating synergy as a team is more important than individual excellence. Above all, I want to build an organization where team members look back on their time at Elephant as the period in their lives when they grew the most.

That is precisely why we invited CEO Park Chang-seon to speak at this year’s B2B Roadmap 2025. Park Chang-seon, CEO of Aftermoment, explained that the secret to companies achieving rapid growth even during an economic downturn lies in successfully establishing a “unique organizational culture” in their own words. We at Elephant also aim to refine our own approach to success—in our own words—to achieve even greater growth.

My biggest concern is finding ways for organizations to adapt flexibly and achieve sustainable growth in such a rapidly changing environment.

Want to hear more insights and firsthand stories from the field from Kim Ye-ji, CEO of Elephant Company?

B2B ROADMAP 2025 ConferenceMeet B2B industry leaders at the B2B ROADMAP 2025 Conference.
Don’t miss this opportunity to expand and connect your business—from practical strategies to networking!

Kim Ye-ji, CEO of Elephant: A More Powerful Driver of B2B Growth Than Advertising: How to Build Trust Capital