Speak growth playbook

Translate the five strongest Korean case studies into Japanese, Traditional Chinese and English, add a one-line result to each, and put them on the Japan, Taiwan and global B2B pages and in the AE follow-up email.

The B2B Growth Marketer is hired to turn "sales content and customer stories" into pipeline and to extend the Korea playbook to other markets. Japanese enterprise buyers ask for references from comparable companies; global manufacturers such as SK On and Hanwha are those references.

Subject: How SK On got its plant teams speaking English

{Name}様

SK On, which runs battery plants in the US, Europe and China, gave its engineers Speak for Business so they could practise speaking every day on business topics. The attached two-page story shows how their teams use it and what changed.

Would a 20-minute call to see how this would work for {company}'s overseas teams be useful?

{AE name}
Speak for Business

• Customers decline to be named abroad

  Use the industry and size ("a Korean battery maker with US plants") with their quotes.

• Your websiteThe Korean B2B blog has 45 posts, including case studies for CJ Logistics, Hanwha Aerospace, SK On, POSCO International, Naver Webtoon, Lotte Chilsung, Hyundai Duty Free, KBSMC and others; the Japan and Taiwan B2B pages link no case studies.Source
• Your websiteThe global Speak for Business page says "200+ Brands Rely on Speak for Business", "Raised over $75M", 10M downloads and "approaching $50M ARR"; its testimonials are from anonymous "Speak user in Korea" learners, and it shows no enterprise case study.Source
• Your websiteThe Japan business page says over 500 companies use Speak and shows logos including LG, Hitachi, Mizuho, Takeda, KPMG, Ricoh and Murata (most with empty alt text), with no case studies. The SK On article says 400+ companies; the homepage says 15M+ downloads; the job posts say "over $150m raised".Source
• HiringB2B Growth Marketer (Seoul, posted October 15): "turning our sales content and customer stories into measurable MQL, SQL, and qualified-pipeline growth"; prove a Korea playbook first, then extend it to APAC, LATAM, US and EMEA; hands-on in LinkedIn, Google, Meta, Naver and HubSpot.Source
• HiringAccount Executive, Japan: Speak for Business has "hundreds of logos globally, with our deepest footprint in Korea and Japan", and Speak is "investing heavily across Engineering, Product, Content, and Go-to-Market to make B2B one of Speak's biggest growth engines"; the AE joins "the founding team of Speak Japan's B2B effort".Source

Settle one current figure for business customers, downloads, ratings and funding, and update every B2B page, the Japan and Taiwan pages, and the sales deck the same day.

Enterprise buyers in Japan check details, and an out-of-date "$75M raised" undersells a $1B company. Consistent numbers are a precondition for the B2B Growth Marketer's landing-page tests.

• A lower count looks worse

  Use the honest current count; buyers trust a precise number more.

• Your websiteThe global Speak for Business page says "200+ Brands Rely on Speak for Business", "Raised over $75M", 10M downloads and "approaching $50M ARR"; its testimonials are from anonymous "Speak user in Korea" learners, and it shows no enterprise case study.Source
• Your websiteThe Japan business page says over 500 companies use Speak and shows logos including LG, Hitachi, Mizuho, Takeda, KPMG, Ricoh and Murata (most with empty alt text), with no case studies. The SK On article says 400+ companies; the homepage says 15M+ downloads; the job posts say "over $150m raised".Source
• Search resultsSpeak raised a $78M Series C at a $1B valuation in December 2024, led by Accel with the OpenAI Startup Fund, Khosla Ventures and Y Combinator; about $162M raised in total.Source

Swap the learner quotes for three quotes from L&D or HR leaders at named customers, with title and company, and add the customers' logos with readable names.

A buyer judges a training vendor by whether peers like them bought it. Named L&D voices answer that; anonymous learner praise answers a consumer question.

• Few L&D leads agree quickly

  Start with one; the first named quote already beats anonymous ones.

• Your websiteThe global Speak for Business page says "200+ Brands Rely on Speak for Business", "Raised over $75M", 10M downloads and "approaching $50M ARR"; its testimonials are from anonymous "Speak user in Korea" learners, and it shows no enterprise case study.Source
• Your websiteThe Korean B2B blog has 45 posts, including case studies for CJ Logistics, Hanwha Aerospace, SK On, POSCO International, Naver Webtoon, Lotte Chilsung, Hyundai Duty Free, KBSMC and others; the Japan and Taiwan B2B pages link no case studies.Source
• Your websiteThe Japan business page says over 500 companies use Speak and shows logos including LG, Hitachi, Mizuho, Takeda, KPMG, Ricoh and Murata (most with empty alt text), with no case studies. The SK On article says 400+ companies; the homepage says 15M+ downloads; the job posts say "over $150m raised".Source

Remove draft and test pages from the sitemap and search, fix the Contact link, update the footer, add a share image per locale, and add the missing security headers.

HR buyers and their IT teams look at the vendor's site before a security review; a broken Contact link and draft pages in search undercut a $1B company.

• Removing an event page breaks a live campaign

  Check each with the market owner first.

• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source

Add an optional "Are you choosing training for a team?" question to the quiz result; send yes answers to the Japan AE with the score band, and offer a 14-day trial for five colleagues.

The AE is joining "the founding team of Speak Japan's B2B effort" and owns new ARR. A quiz that already runs is the cheapest source of warm leads in that market.

• Individual users dislike sales contact

  Contact only those who say yes to the team question.

• Your websiteThe Korean B2B blog already publishes a 2026 HR trend report survey and a "Speak vs ChatGPT" post; Japan has a business English quiz (/jp/business-quiz).Source
• HiringAccount Executive, Japan: Speak for Business has "hundreds of logos globally, with our deepest footprint in Korea and Japan", and Speak is "investing heavily across Engineering, Product, Content, and Go-to-Market to make B2B one of Speak's biggest growth engines"; the AE joins "the founding team of Speak Japan's B2B effort".Source
• Your websiteThe Japan business page says over 500 companies use Speak and shows logos including LG, Hitachi, Mizuho, Takeda, KPMG, Ricoh and Murata (most with empty alt text), with no case studies. The SK On article says 400+ companies; the homepage says 15M+ downloads; the job posts say "over $150m raised".Source

Run the report as a lead-gen offer on LinkedIn and Naver to HR and L&D titles at companies with 300+ employees, route leads to the Korea SDR in HubSpot, and track MQL to SQL by channel.

Paid demand gen needs an offer that is not "book a demo". An original Korean HR survey speaks to the buyer's job, and Naver reaches Korean HR managers that LinkedIn misses.

• Report readers are researchers, not buyers

  Qualify on company size and title before SDR outreach.

• Your websiteThe Korean B2B blog already publishes a 2026 HR trend report survey and a "Speak vs ChatGPT" post; Japan has a business English quiz (/jp/business-quiz).Source
• HiringB2B Growth Marketer (Seoul, posted October 15): "turning our sales content and customer stories into measurable MQL, SQL, and qualified-pipeline growth"; prove a Korea playbook first, then extend it to APAC, LATAM, US and EMEA; hands-on in LinkedIn, Google, Meta, Naver and HubSpot.Source
• HiringGrowth Marketing Intern (Seoul), reporting to the Growth Marketing Manager: B2B LinkedIn and Meta campaigns across Korea, Japan and Taiwan, uploading creator content to Meta, and copy for email, push, KakaoTalk, SMS and in-app messages with A/B variants.Source

Send each customer admin a monthly report: active learners, speaking minutes, level-test movement by team, and three learner quotes, with a one-click export for their own leadership.

An L&D buyer must justify the budget each year. A report that does it for them turns Speak from an app employees like into a line item that survives budget review, and the same numbers fill the case studies.

• Numbers show low use at some customers

  Pair the report with a CSM plan for low-use teams.

• HiringProduct Manager, Learning Outcomes: answers "is the learner actually getting better?"; today the progress signals "do not yet form one clear picture", and for companies the work should "provide credible evidence that their learners are making progress". An Assessment Design Lead is also open.Source
• HiringProduct Lead, Enterprise: "Speak for Business cannot scale as consumer Speak plus a portal and manual CS support"; builds launch, admin, learner activation, reporting, proof of learning and renewal and expansion evidence into the product.Source
• Your websiteThe SK On case study is told through five employees' quotes ("Speak has become part of my daily life now") and reports no usage, test-score or survey numbers.Source

Each month, list the departments in each account with the most active learners and the departments with overseas roles but no seats; the CSM brings the first group's results to the second group's head.

Expansion inside a logo is cheaper than a new logo, and a peer department's results are the strongest pitch inside one company.

• Champions guard their budget

  Position expansion as their win, with their name on the results.

• #7 A monthly "proof of learning" report for every Speak for Business admin

• HiringHead of APAC Sales: leads all sales across South Korea, Japan, Taiwan and future markets, from new logos among top-tier enterprises to expansion in existing accounts, managing AEs and the SDR team lead.Source
• HiringProduct Lead, Enterprise: "Speak for Business cannot scale as consumer Speak plus a portal and manual CS support"; builds launch, admin, learner activation, reporting, proof of learning and renewal and expansion evidence into the product.Source
• HiringAccount Executive, Japan: Speak for Business has "hundreds of logos globally, with our deepest footprint in Korea and Japan", and Speak is "investing heavily across Engineering, Product, Content, and Go-to-Market to make B2B one of Speak's biggest growth engines"; the AE joins "the founding team of Speak Japan's B2B effort".Source

Each week, collect companies whose Korean job posts require an OPIc or TOEIC Speaking grade, find the HR or L&D lead, and open with how Speak for Business raises speaking confidence across the existing team, not only new hires.

The Korea SDR needs a reason to call that is about the prospect. A public speaking requirement is that reason, and the OPIc pages show Speak already speaks this buyer's language.

• Companies see it as recruiting spam

  Lead with training the current team, not hiring.

• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source
• HiringHead of APAC Sales: leads all sales across South Korea, Japan, Taiwan and future markets, from new logos among top-tier enterprises to expansion in existing accounts, managing AEs and the SDR team lead.Source
• HiringB2B Growth Marketer (Seoul, posted October 15): "turning our sales content and customer stories into measurable MQL, SQL, and qualified-pipeline growth"; prove a Korea playbook first, then extend it to APAC, LATAM, US and EMEA; hands-on in LinkedIn, Google, Meta, Naver and HubSpot.Source

Give each creator a tracked link and code, and rank creators monthly on trial-to-paid and 90-day retention of the subscribers they bring, moving budget to the top quartile.

Creator spend in a mature market wastes most budget on reach that does not convert. Ranking on retained revenue is how the channel stays profitable.

• Creators resist retention targets

  Pay a bonus on retained subscribers.

• HiringHead of Korea: owns the whole B2C marketing engine in Speak's first and largest market (brand, growth, partnerships, creative) and "an experiment-driven channel portfolio spanning influencer and creator, paid UA, organic and social, and partnerships", aiming at "the next stage of profitable growth"; the playbook becomes the reference for other markets.Source
• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source
• HiringGrowth Marketing Intern (Seoul), reporting to the Growth Marketing Manager: B2B LinkedIn and Meta campaigns across Korea, Japan and Taiwan, uploading creator content to Meta, and copy for email, push, KakaoTalk, SMS and in-app messages with A/B variants.Source

Recruit 20 campus ambassadors at five universities, run a 21-day speaking challenge posted on Xiaohongshu, and measure which content brings trials before committing paid budget.

Xiaohongshu is where students research study tools, and peer posts from a challenge read as proof. The results set the paid brief.

• Platform rules on promotion

  Follow Xiaohongshu disclosure rules for sponsored posts.

• HiringSocial Media Intern, China (Shanghai): build Speak's presence on Xiaohongshu, Douyin and WeChat "as we launch in a new market", with UGC and a Campus Ambassador program; a User Operations Intern, China is also open, and the site has a /cn page.Source
• HiringHead of Korea: owns the whole B2C marketing engine in Speak's first and largest market (brand, growth, partnerships, creative) and "an experiment-driven channel portfolio spanning influencer and creator, paid UA, organic and social, and partnerships", aiming at "the next stage of profitable growth"; the playbook becomes the reference for other markets.Source

Ask quiz takers for their exam date and target grade, then send a KakaoTalk plan counting down to the exam with daily Speak practice and a trial timed to start four weeks out.

A deadline turns casual interest into daily use. KakaoTalk is where Korean users act, and the Growth Marketing team already writes KakaoTalk campaigns.

• Messaging fatigue

  Let users pick message frequency.

• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source
• HiringGrowth Marketing Intern (Seoul), reporting to the Growth Marketing Manager: B2B LinkedIn and Meta campaigns across Korea, Japan and Taiwan, uploading creator content to Meta, and copy for email, push, KakaoTalk, SMS and in-app messages with A/B variants.Source

Host a quarterly dinner roundtable for 15 HR and L&D leaders, co-hosted by one case-study customer, on measuring language training, with the HR trend report as the discussion paper.

L&D buyers trust peers. A roundtable hosted by a customer turns a case study into a live reference and gives the AEs warm meetings.

• Attendees expect a sales pitch

  Keep the evening on their problem; sales follows later.

• HiringSenior Field Marketing Specialist, Korea: owns Korea field marketing with "full accountability for enterprise pipeline contribution": the event calendar, partner ecosystem, community and nurture programs, co-owning territory plans with Sales.Source
• Your websiteThe Korean B2B blog has 45 posts, including case studies for CJ Logistics, Hanwha Aerospace, SK On, POSCO International, Naver Webtoon, Lotte Chilsung, Hyundai Duty Free, KBSMC and others; the Japan and Taiwan B2B pages link no case studies.Source
• Your websiteThe Korean B2B blog already publishes a 2026 HR trend report survey and a "Speak vs ChatGPT" post; Japan has a business English quiz (/jp/business-quiz).Source

Recruit three Japanese customers into a reference program (case study, reference calls and a joint seminar) in exchange for extra seats or early features.

The Head of APAC Sales is building the Japan team from the start. References in pharma, finance and manufacturing let each AE sell inside an industry instead of cold.

• Reference fatigue

  Cap calls per month and rotate.

• #1 Put Korea's enterprise case studies in front of the Japan and Taiwan buyers, in their language

• Your websiteThe Japan business page says over 500 companies use Speak and shows logos including LG, Hitachi, Mizuho, Takeda, KPMG, Ricoh and Murata (most with empty alt text), with no case studies. The SK On article says 400+ companies; the homepage says 15M+ downloads; the job posts say "over $150m raised".Source
• HiringAccount Executive, Japan: Speak for Business has "hundreds of logos globally, with our deepest footprint in Korea and Japan", and Speak is "investing heavily across Engineering, Product, Content, and Go-to-Market to make B2B one of Speak's biggest growth engines"; the AE joins "the founding team of Speak Japan's B2B effort".Source
• HiringHead of APAC Sales: leads all sales across South Korea, Japan, Taiwan and future markets, from new logos among top-tier enterprises to expansion in existing accounts, managing AEs and the SDR team lead.Source

Pick the ten most-used re-onboarding paths, test a new opening (a level re-test plus a two-week plan) against the current one, and send lapsed subscribers to the winner by KakaoTalk and email.

A lapsed subscriber in Korea already knows the brand; winning one back costs far less than paid acquisition in a market where Speak is the leading app.

• Discount-driven winbacks churn again

  Test a plan, not a discount, first.

• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source
• HiringHead of Korea: owns the whole B2C marketing engine in Speak's first and largest market (brand, growth, partnerships, creative) and "an experiment-driven channel portfolio spanning influencer and creator, paid UA, organic and social, and partnerships", aiming at "the next stage of profitable growth"; the playbook becomes the reference for other markets.Source
• HiringGrowth Marketing Intern (Seoul), reporting to the Growth Marketing Manager: B2B LinkedIn and Meta campaigns across Korea, Japan and Taiwan, uploading creator content to Meta, and copy for email, push, KakaoTalk, SMS and in-app messages with A/B variants.Source

Build a validated speaking assessment with published methodology, sell it to HR for promotion and internal mobility, and include it in Speak for Business so practice and measurement sit in one product.

A score that HR uses makes Speak a requirement rather than a perk, and every test-taker becomes a potential learner.

• Scores are challenged for fairness

  Validate against human raters and publish the method.

• #7 A monthly "proof of learning" report for every Speak for Business admin

• HiringProduct Manager, Learning Outcomes: answers "is the learner actually getting better?"; today the progress signals "do not yet form one clear picture", and for companies the work should "provide credible evidence that their learners are making progress". An Assessment Design Lead is also open.Source
• Competitor researchRingle, a Seoul tutoring company, now sells corporate English with AI tutoring for company-wide training, 1:1 tutoring for key talent and an AI speaking diagnostic for recruitment, with progress reports for HR.See the research Source
• programmable.infoSite scan: 1,603 sitemap URLs, including 513 Korean OPIc quiz pages, 125 Korean re-onboarding pages, 107 event pages and 33 level tests; public draft and test pages are listed (/tw/test-may30, /hk/hk-brand-2025-draft, /tw/purchase-draft); the footer copyright says 2025, the homepage has no social share image, its Contact link is a Cloudflare email-protection URL that returns 404 to crawlers and anyone without JavaScript, and Mozilla Observatory grades the site D.Source

Let a manager buy seats with a card, invite learners, see the proof-of-learning report and expand seats in the product, with sales stepping in only above a seat threshold.

It opens a business channel in every market where consumer Speak already has awareness, without hiring AEs there first.

• Self-serve undercuts enterprise pricing

  Different packaging and a seat cap.

• #7 A monthly "proof of learning" report for every Speak for Business admin

• HiringProduct Lead, Enterprise: "Speak for Business cannot scale as consumer Speak plus a portal and manual CS support"; builds launch, admin, learner activation, reporting, proof of learning and renewal and expansion evidence into the product.Source
• HiringAccount Executive, Japan: Speak for Business has "hundreds of logos globally, with our deepest footprint in Korea and Japan", and Speak is "investing heavily across Engineering, Product, Content, and Go-to-Market to make B2B one of Speak's biggest growth engines"; the AE joins "the founding team of Speak Japan's B2B effort".Source
• Your websiteThe global Speak for Business page says "200+ Brands Rely on Speak for Business", "Raised over $75M", 10M downloads and "approaching $50M ARR"; its testimonials are from anonymous "Speak user in Korea" learners, and it shows no enterprise case study.Source

Once the Korea playbook has a proven cost per SQL, launch it in Brazil and Mexico with translated case studies, a local HR report and a partner reseller, before hiring local AEs.

Consumer awareness lowers the cost of business leads, and testing with a partner proves demand before headcount.

• Local competitors are entrenched

  Lead with speaking practice, which classroom vendors lack.

• #6 Launch the Korea demand-gen playbook with the 2026 HR trend report on LinkedIn and Naver
• #1 Put Korea's enterprise case studies in front of the Japan and Taiwan buyers, in their language

• HiringB2B Growth Marketer (Seoul, posted October 15): "turning our sales content and customer stories into measurable MQL, SQL, and qualified-pipeline growth"; prove a Korea playbook first, then extend it to APAC, LATAM, US and EMEA; hands-on in LinkedIn, Google, Meta, Naver and HubSpot.Source
• HiringBilingual Actor roles (French, Chinese, Spanish, Japanese, Korean, Italian) in Los Angeles record Speak's lesson content; Content Localization Specialists cover Korean, Chinese and Japanese.Source
• Search resultsSpeak raised a $78M Series C at a $1B valuation in December 2024, led by Accel with the OpenAI Startup Fund, Khosla Ventures and Y Combinator; about $162M raised in total.Source

Partner with the main corporate welfare platforms to sell Speak Premium at a company price, and use employer-level sales data to find the companies to pitch Speak for Business to next.

It turns consumer demand inside companies into a B2B lead source: a company where hundreds of employees bought Speak with welfare points is a warm enterprise prospect.

• Platform fees cut margin

  Price for the channel and measure the enterprise leads it creates.

• HiringHead of Korea: owns the whole B2C marketing engine in Speak's first and largest market (brand, growth, partnerships, creative) and "an experiment-driven channel portfolio spanning influencer and creator, paid UA, organic and social, and partnerships", aiming at "the next stage of profitable growth"; the playbook becomes the reference for other markets.Source
• HiringHead of APAC Sales: leads all sales across South Korea, Japan, Taiwan and future markets, from new logos among top-tier enterprises to expansion in existing accounts, managing AEs and the SDR team lead.Source

Cut lesson scenes into 30-second "say it like this" clips for Instagram, YouTube Shorts, TikTok and Xiaohongshu, each ending in the app, and test them as both organic posts and paid creative.

Paid creative fatigue is a constant cost; a library of professionally acted scenes is a steady supply of new ads.

• Actor contracts do not cover marketing use

  Check and extend usage rights first.

• HiringBilingual Actor roles (French, Chinese, Spanish, Japanese, Korean, Italian) in Los Angeles record Speak's lesson content; Content Localization Specialists cover Korean, Chinese and Japanese.Source
• HiringHead of Korea: owns the whole B2C marketing engine in Speak's first and largest market (brand, growth, partnerships, creative) and "an experiment-driven channel portfolio spanning influencer and creator, paid UA, organic and social, and partnerships", aiming at "the next stage of profitable growth"; the playbook becomes the reference for other markets.Source
• HiringSocial Media Intern, China (Shanghai): build Speak's presence on Xiaohongshu, Douyin and WeChat "as we launch in a new market", with UGC and a Campus Ambassador program; a User Operations Intern, China is also open, and the site has a /cn page.Source

Publish one English, Japanese and Chinese page that answers the question with curriculum, progress reporting, admin controls and data privacy, and give AEs a one-slide version.

It removes the most common objection before the first call and ranks for a question buyers type into search and AI assistants.

• Comparing with an investor's product

  Frame it as complementary: Speak is built on OpenAI technology for learning.

• Your websiteThe Korean B2B blog already publishes a 2026 HR trend report survey and a "Speak vs ChatGPT" post; Japan has a business English quiz (/jp/business-quiz).Source
• Competitor researchComparison guides position ELSA Speak as the pronunciation specialist, Praktika as avatar role-play for nervous beginners, Duolingo Max as "habit first, AI second", and Speak as guided AI conversation lessons at about $14 to $20 a month.See the research Source
• Your websiteThe global Speak for Business page says "200+ Brands Rely on Speak for Business", "Raised over $75M", 10M downloads and "approaching $50M ARR"; its testimonials are from anonymous "Speak user in Korea" learners, and it shows no enterprise case study.Source