Will B2C English education service Ringle succeed in the B2B market as well? 🤔
Ringle, a premium English education service for global talent, made a full-scale entry into the B2B market driven by the natural expansion of needs from its existing B2C customers. However, B2B marketing required a completely different approach from B2C. Lacking experience in SEO as well as strategic content marketing, the Ringle team collaborated with Elifunt to gradually establish a content guide unique to the brand. As a result, they built a content funnel for each customer journey, leading to an increase in organic traffic!
What is the reason why a B2C English education service was able to gain traction in the B2B market and attract many customers? Ringle marketer Seo Yun- mi to hear about the collaboration process with Elifunt over the past year.
Hello, Yunmi! Please briefly introduce the Ringle B2B service.
Ringle is an all-in-one corporate English platform that handles everything from recruitment to training in one go.
Ringle's B2B serviceprovides 1:1 video English lessons, AI speaking tests, and AI tutors for corporate clients. The purpose of each service can be further subdivided. First, 1:1 video Englishoffers customized training for departments where English education is essential (such as overseas development teams or expatriates), making it useful for situations requiring high-level business English skills. The AI speaking testis suitable for use in recruitment and promotion interviews, as well as for HR teams evaluating training performance. The AI tutorallows for unlimited speaking practice tailored to specific tasks and job roles, making it an excellent service to provide as part of corporate benefits.
What is the reason Ringle expanded its market from B2C to B2B?
Based on the trust established in B2C, we naturally expanded our scope.
Ringle’s premium brand image established in the B2C market, along with its high quality of education and evaluation, is having a positive impact on the B2B market as well. In particular, there was a strong need for business English among our existing B2C customer base; since they evaluated Ringle itself positively, it seems companies also thought it would be beneficial to adopt our service.
To date, numerous global conglomerates, startups, and educational institutions have adopted Ringle's English education solutions. Many companies are highly satisfied with Ringle's unrivaled educational quality and curriculum. Thanks to this, contract renewals have naturally followed. I believe that B2B business is an excellent area for brands to expand their operations stably, provided that service quality is up to par. Ringle plans to further strengthen its B2B marketing efforts going forward.
What is Ringle's unique differentiating point in the B2B market?
One of the strengths of Ringle's service provide quantitative speaking evaluations using AI technology. Previously, there was no way to objectively assess a user's English proficiency. Each assigned tutor had different perspectives and standards, and users often felt confused by the changed evaluation criteria if a tutor changed midway through their course.
To address this,CAF Diagnostic Servicewe jointly developed This AI-based analysis tool creates a script of every conversation between the user and the tutor, evaluating sentence-by-sentence accuracy regarding grammar, vocabulary usage, and fluency. Because it provides highly objective and accurate analysis, corporate client satisfaction is quite high. 🙂
What concerns did you have when implementing B2B marketing?
I realized that B2B marketing requires a content strategy that instills 'trust'.
Because we previously focused on B2C marketing, we lacked a systematic strategy for B2B marketing. Our approach was primarily limited to responding to inbound inquiries. In B2C marketing, we concentrated on promoting the brand through social media advertising, influencer collaborations, and blog content, but we found that this formula had limitations in the B2B market.
It seemed that a more systematic and long-term approach was necessary. This is because B2B customers must make purchasing decisions by synthesizing the opinions of various stakeholders within the company, rather than simply relying on the individual consumer's will. Therefore, trustworthy content and strategies are more important than simple advertising. To refine our B2B product strategy, we were internally preparing a study on B2B marketing. However, we lacked the resources to handle this, and finding an effective approach was not easy.
Oh? Then how did you find out about Elifunt?
After listening to CEO Kim Ye-ji's lecture, I thought, 'This is the company!'.
We had set a goal to expand into the B2B market starting in the second half of 2024 and were considering more proactive outbound and content marketing strategies. One day, "B2B marketing" on Google, and the Elifunt blog came up. I scrolled through the entire front page of the SERP, meticulously checking for professionalism and whether the content was AI-generated. (Of course, I concluded that it wasn't. ^^) The way the Elifunt team customer-centric storytellingwas very impressive, and it seemed to align well with the direction we were looking for.
Around that time, a post by CEO Kim Ye-ji of Elifunt started appearing as a recommendation on my LinkedIn feed. (Laughs) Later, I also attended an offline lecture hosted by Elifunt, and after listening to the CEO's presentation, convinced that this is a company that can provide what we need!
However, since Ringle had been skeptical about consulting until now, internal persuasion was necessary. The decisive reason for deciding to collaborate was that Elifunt is not just a simple consulting firm, but a company that handles everything from content creation and editing to subsequent objective evaluation and analysis.
What was the most satisfying aspect of collaborating with Elifunt?
I really liked that you deeply understood Ringle's business and customers and led everything from establishing specific strategies to execution.
The most satisfying aspect of collaborating with Elifunt was that they deeply understood our services and customers, and systematically formulated strategies tailored to them.
Considering our lack of experience in SEO content creation, the Elifunt team provided detailed guidance not only on content planning but also on writing direction, title selection, and distribution methods. specific feedback—such as "If you do this, you will be more visible in search results and customers will be more interested"we were able to implement it quickly internally. The content creation guidelines we learned during this process have now become the standard process within our team!
Since then, organic traffic from B2B corporate clients has increased, and as we saw cases where SEO content led to actual contracts, we internally became convinced of the effectiveness of content marketing. 🤓
How have you been performing since collaborating with Elifunt?
By focusing on the quality of content rather than the quantity, the conversion rate increased.
At first, we were also skeptical about how effective SEO consulting would be. However, as the Elifunt team developed keyword strategies based on actual data and produced and published content containing the information customers truly wanted, our inbound leads naturally increased!
For example, expatriates face practical challenges during the preparation process, such as English interviews, adapting to the local environment, and reviewing contracts. You strategically selected keywords they are likely to search for ('expatriate,' 'business trip English,' 'business trip preparation,' etc.) and created content titled the 'Expatriate D-40 Guide.' In fact, this content led to an influx of many new customers and an increase in conversion rates.
The quality of our content has also improved significantly. In the past, we published 50 pieces of mass-produced blog content per month, but now, by focusing on quality over quantity, we are publishing four high-quality pieces per month. By concentrating on purchase consideration and conversion rather than just posts designed to drive traffic, we were able to improve our marketing ROI.
In addition, we have introduced a method of syndicating content across various channels. a strategy to retain first-time visitors. I believe this has made it easier for B2B customers to understand Ringle and consider adopting it.
What is the biggest change since joining Elifunt?
Now, let's create 'the writing customers are looking for,' not 'the writing we want to create'!
After meeting the Elifunt team, the intensity of action among our practitioners changed. I believe that thanks to collaboration, we are now able to create 'content that customers are looking for' rather than 'content that we want to create.'
If I hadn't partnered with Elifunt... I think I would still be struggling to find a direction for my B2B marketing and going through trial and error. I probably would still be publishing 50 blog posts a month, right? It’s embarrassing to admit, but even I couldn't read all the posts I wrote. But that’s not the case anymore! Thanks to the accumulation of high-quality, conversion-driven content, I am now exploring ways to actively utilize it across various channels.
If you were to recommend Elifunt to another team?
It will be a great help if your company has complex products or services!
If your company providing professional services or solutions is struggling to find the right way to deliver their value, the Elifunt team will be an excellent partner. Although Ringle is an English education service, we needed to emphasize our technical differentiation (AI analytics technology). We had to clearly position ourselves as an "enterprise English education solution" rather than just a simple "English education" service. Elifunt accurately understood this and helped us reach our target audience through SEO keyword strategies and content.
If you are a company looking to launch B2B marketing in earnest like us, collaborating with Elifunt will be of great help!
What goals does Ringle plan to focus on in 2025?
From website optimization to channel diversification, the goal is to increase lead conversion rates.
Right now, the most important thing for our team is our website. We are optimizing it so that customers who visit with interest in our service can naturally lead to inquiries. We are focusing not just on increasing traffic, but on raising lead conversion rates.
I also plan to consistently write blog content. I now realize that it is important not just to increase search visibility, but to ensure that customers who visit once stay connected with Ringle! That is why I am utilizing blog content across various channels, such as LinkedIn, Nurturing emails, and ChannelTalk pop-ups. My goal is to make customers remember Ringle and come back again.
Finally, diversifying our channels is also an important task. Until now, we have focused on our website and blog, but this year, we plan to expand our offline touchpoints and re-optimize our paid advertising!
The key is to create 'content that customers are looking for'!
The core of Ringle's shift in B2B marketing strategy was not simply publishing a large amount of content, but creating the content customers were looking for. Even when first launching B2B marketing in earnest, the Ringle team executed by deeply considering what content customers truly wanted,. Thanks to this, we were able to secure 'meaningful leads' that led to actual business results.
The Elifunt Team will always be cheering for Ringle so that it can continue to deliver value to even more global companies and talents! 💪
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