What is the biggest dilemma faced by new business teams at large corporations?
Although we have the brand and resources of a large corporation, we experiment and pivot with the agility of a startup. At the same time, we never compromise on content quality and expertise to ensure our brand remains intact. Hanwha Vision’s new business team, Keeper, is a perfect example of this.
Keeper is a CCTV-based store management solution. How do you describe a service that intricately combines CCTV, employee management, and store management? Marketing was even more complex due to its unique positioning as “B2b (small b)”—targeting self-employed business owners—which falls between B2B and B2C.
The Keeper team was in desperate need of a marketing partner that could deliver both "speed" and "quality." It was while Assistant Manager Jo Min-hyung was personally studying B2B marketing strategies that he came across Elephant Company.
📊 Key Achievements of the Hanwha Vision Collaboration with Keeper and Elephant
✅ Achieved a maximum organic session duration of 2 minutes and 30 seconds
✅ Fastest marketing and sales growth among Hanwha Vision’s new business teams
✅ Strengthened brand channels, including the website, e-books, and blog content
The Keeper team has been working so closely with the Elephant team that they’ve already signed their fourth contract renewal! Hear the story of how the Keeper team grew rapidly within a large corporation while maintaining a startup mindset through candid interviews with Team Leader Lee Yong-jin, Deputy Manager Cho Min-hyung, and Assistant Manager Kim Moon-sung.
“I felt that the brand page itself needed to serve as the backbone.”
Behind the achievements that Hanwha Vision’s New Business Team, Keeper, created in collaboration with Elephant lay a clear philosophy: “Let’s start by building the backbone.” How did the Keeper team put this philosophy into practice?
Q. Please introduce the Keeper team!
Lee Yong-jin, Team Leader of the Hanwha Vision Keeper Team
Hanwha Vision's New Business Division is developing Keeper, a solution designed to assist store managers.
Lee Yong-jin, Team Leader: We are developingKeeper, a service designed for self-employed business owners and store managers. We are part of Hanwha Vision’s New Business Team, and we operate with a true startup mindset. Using CCTV footage, we provide features essential for store management, such as employee management and sales analysis.
The Keeper team currently consists of two marketing specialists, three product owners, and twelve developers. This year was focused on laying the groundwork for the entire team, and next year we plan to focus on increasing conversion rates in earnest.
Q. What was Keeper’s marketing situation like before partnering with Elephant?
After a failed collaboration with a large agency, I started studying SEO marketing on my own and came across Elephant.
Jo Min-hyung, Deputy Director: After launching Keeper, we signed a contract with a major agency, but it failed immediately. They didn’t understand the B2B market and approached it as if it were a typical B2C product launch master plan. Since they lacked an understanding of the B2B sales funnel, the quality wasn’t up to par either. It was a very disappointing experience.
Since Keeper is an organization that embraces the startup spirit—constantly experimenting and evolving through trial and error—a partner who offered a one-size-fits-all marketing strategy just wasn’t a good fit. So I decided to take charge of marketing myself and started studying the subject on my own.
Elephant Company: A partner that understands the unique nature of B2B and possesses expertise in organic marketing, SEO, and content
I started studying SEO right from the moment I decided to build a website. That’s when I came across the concept of “organic marketing.” I decided that rather than relying on paid advertising, I needed to build a strategy based on organic growth. This was especially true for Keeper, which operates in the niche market of small business marketing and has a unique positioning that combines CCTV and employee management.
During this process,I came across interviews with CEO Kim Ye-ji andread through all the articles on B2B content marketing case studies. My understanding of organic marketing deepened, and I decided to hire Elephant Company.
Q. The term “Backbone” really stands out—what does it mean?
We concluded that owned channels and websites must have a solid foundation in order to drive marketing results.
I felt that the brand page itself needed to serve as the backbone. This is because the website is what turns marketing efforts across other channels into tangible results—namely, conversions. That’s why I believed it was crucial for Keeper’s early marketing efforts to establish a core narrative through the website and blog content. I felt that advertising without a core message was pointless.
At first, I was skeptical—I wondered, “Will people actually visit just because we build a website?” But while researching SEO, I came across Elephant. No matter what I searched for, Elephant’s content always appeared at the top of the results, and that experience convinced me to sign a contract with them. It was like experiencing firsthand how organic marketing works within the customer journey. Based on the scenario the Elephant team had laid out, we concluded that our customers could also be converted through organic channels.
Results of our collaboration with the Elephant Team: “With a dwell time of 2 minutes and 30 seconds, we now have time to convince customers.”
Q. What was your experience collaborating with Elephant like?
I was impressed by how quickly they grasped the unique aspects of the business using keyword data.
Team Leader Lee Yong-jin: Keeper is a unique service. Since it isn’t a typical B2B SaaS offering, we needed to explain it carefully. However, Elephant grasped the market, our customers, and our service incredibly quickly. Because they develop marketing strategies based on keyword data, they were exceptional at turning actual customer questions into content, which led to tangible results.
He was a partner I could talk to openly
Jo Min-hyung, Deputy Director: I kept asking questions about things I didn’t understand, and they acted as both a discussion partner and a consultant. In May and June, I was struggling with how to run campaigns to meet our sales targets. Elephant advised me that the campaign wouldn’t yield good conversion results and actually discouraged me from spending the marketing budget. It was reassuring to be able to openly ask questions about marketing and business matters.
Q. Have you personally experienced the benefits of organic marketing?
Organic dwell time was significantly longer
Kim Moon-sung, Assistant Manager: I was really surprised by how well organic traffic performed in GA. I thought the decline would be steeper, but I saw the power of organic traffic firsthand every single day.
The dwell time was significantly longer. In some cases, it went as high as 2 minutes and 30 seconds. I felt I had enough time to persuade the customer. That was a really important difference.
This team at Hanwha Vision delivered results faster than other new business teams within the company.
Team Leader Lee Yong-jin: Keeper has been the fastest at building website infrastructure and driving traffic. While other internal teams have been collaborating with different CRM startups, Keeper has been working with Elephant, and Keeper is seeing results more quickly.
Traffic-wise, it went very well. We now plan to focus fully on lead generation and nurturing to achieve our revenue goals. It’s reassuring to know that Elephant has a thorough understanding of Keeper’s history from the very beginning.
Why Content Growth Matters More as the B2B Buying Journey Gets Longer
Q. Compared to other marketing channels, what are the strengths of organic content?
If you're in B2B, content marketing is essential.
Team Leader Lee Yong-jin: In B2B, lead times are long, purchasing cycles are long, and decisions are made carefully. I believe that the longer the process, the more important content becomes. The same applies to the B2SmallB market, which targets small business owners. Since store management solutions are services that customers use long-term once they’re implemented, they need sufficient time to explore their options and make a decision.
The first year after Keeper’s launch was all about building the brand’s foundation. I’m confident that our marketing will really take off after that. I believe it’s absolutely crucial to establish the core content early on.
Q. Have you measured how your content contributes to actual conversions?
We tracked initial traffic and conversion results using the Elephant Dashboard.
Jo Min-hyung, Deputy Director: Using the dashboard created by Elephant, I check the first channel and page through which users entered the site before a lead was generated.
When the sales team asks customers, “How did you hear about us?” the most common answer is, “I saw it on Naver.” However, very few people make a decision based on just one source. In reality, they likely came via Google → Naver → other channels, but they only remember the final touchpoint.
We will discuss next month's strategy based on content performance metrics.
Jo Min-hyung, Deputy Director: The Elephant Team considers the pages that contribute most to lead generation from initial traffic to be particularly important. If we identify common patterns there and use them to strengthen our planning for the following month, it leads to meaningful growth.
Since data doesn’t lie, it’s important to ensure accurate reporting. Through this content performance measurement, we at Elephant Team are continuously learning which topics resonate most effectively with our self-employed customers.
Q. After signing your first contract with Elephant, you renewed it and then renewed it again. Why did you decide to stay with them?
“The only partner that delivers both ‘funnel optimization’ and ‘zero compromise on quality’”
Jo Min-hyung, Deputy Director: To be honest, the reason we decided to renew our contract is that Elephant was the only partner capable of meeting both conditions at the same time.
I believe that marketing and sales funnels are really important. That’s because you can’t move on to the next step unless the funnel is set up properly.
Elephant didn’t just say, “We’ll create some content for you”; instead, they predicted acquisition and conversion results from a holistic funnel perspective, starting with the brand’s messaging strategy (Backbone). That was exactly what we needed.
No matter how much of a startup we are or how quickly we need to deliver results, we cannot compromise on content quality when representing the Hanwha Vision brand. Elephant has maintained high standards without sacrificing quality, even while working at a fast pace. We conduct thorough fact-checking and carefully craft every single sentence. View the official Hanwha Vision Keeper blog
Team Leader Lee Yong-jin: To add to that, while paid ads deliver immediate conversion results,I believe organic traffic is the foundation that allows us to weather crises, even if it takes time.
I believe that if we prioritize short-term results at the expense of our organic foundation, we’ll face even bigger problems down the road. Our collaboration with Elephant was precisely the process of building that very “foundation.”
In the Second Year of a New Business Venture: A GTM Strategy Focused on Transformation
Q. If you were to recommend Elephant to another company?
We recommend this to large corporations that are grappling with B2B marketing strategies and want to take a unique approach.
Jo Min-hyung, Deputy Director: I would recommend this to large corporations that, like Keeper, are grappling with B2B marketing strategies and want to take a different approach from others.
This isn’t for companies that just hand everything over to a standard agency and sit back. It’s perfect for teams that want to handle their own marketing but don’t know how, or teams that feel they can’t stand out using traditional methods.
Q. How would you summarize your collaboration with Elephant in one sentence?
“If you want to meet real customers, come to Elephant!”
Keeper is a team that focuses on the essence of organic marketing. As a result, we’ve seen significantly higher returns on our brand assets. What amazed and delighted us most was the increase in dwell time among organic visitors. We believe they’ve helped us create a channel that connects us with our brand’s true customers—not just casual visitors. If you want to connect with your true customers, partner with Elephant!
Q. What are Keeper Team's goals for 2026?
We will grow into an independent organization by focusing on conversion rates through a lead nurturing strategy.
Team Leader Lee Yong-jin: In 2025, we focused on building our website infrastructure and driving traffic. Now, our top priority is increasing the conversion rate for new customers. Once traffic grows, it’s crucial that our conversion rate remains consistently strong. We can’t afford to be pouring water into a bottomless bucket.
This makes our collaboration with Elephant all the more important. This year, we need to strengthen our lead nurturing strategy to boost our new customer conversion rate and ensure that everything from on-site installation to maintenance is managed systematically.
2025 has been a challenging year, but we’re going through a happy growing pain. Our goal is to become an even more independent organization, and we aim to strengthen our collaboration with experts like Elephant.
Content Growth Marketing at Hanwha Vision Keeper
Keeper had a unique positioning as a B2Smallb service targeting small business owners, along with a complex service structure centered on CCTV-based store management. Elephant began by understanding and organizing this complexity. Although it was a challenging service, I believe it led to success because Keeper was a service that truly solved customers’ problems!
Even within a large corporation, the Keeper team never lost its startup spirit, growing through experimentation and learning. Their experience with a major agency, though unsuccessful, actually helped them realize the importance of a “backbone,” and together with Elephant, they built a solid foundation.
Long dwell times, rapid results even within the same group, and above all, the confidence that “we can now focus on conversions.” This is a B2B marketing success storyborn from a year-long collaboration.
Elephant will be right there with the Keeper team as they continue their journey toward new goals—lead nurturing and conversion rates—in the new year!
Want to build your brand’s foundation through organic marketing, just like Keeper?
