(Source: https://pltfrm.com.cn)
Introduction
In China’s competitive B2B market, mass marketing tactics often fall short. Account-Based Marketing (ABM) offers a precision strategy — focusing on high-value accounts with tailored campaigns that drive measurable pipeline results. Here’s how top ABM services in China help international brands succeed.
1. Strategic Account Selection and Prioritization
1.1 Ideal Customer Profile (ICP) Localization
- Approach: Redefine ICPs specifically for China, focusing on local market leaders, industry innovators, and government-affiliated enterprises.
- Impact: Ensures resources are directed toward accounts with the highest potential.
1.2 Multi-Tiered Target Lists
- Tactic: Segment Tier 1 strategic accounts from Tier 2 development accounts for differentiated engagement.
- Benefit: Optimizes resource allocation.
2. Hyper-Personalized Content and Messaging
2.1 Executive-Level Personalization
- Strategy: Tailor messaging to specific pain points and KPIs of Chinese decision-makers.
- Impact: Increases engagement and response rates.
2.2 Industry-Specific Campaign Materials
- Method: Create vertical-specific whitepapers, case studies, and webinars.
- Benefit: Establishes deep relevance with target industries.
3. Cross-Platform, Multichannel Execution
3.1 WeChat-Based ABM Nurturing
- Tactic: Leverage WeChat Service Accounts for personalized content pushes and event invitations.
- Impact: Keeps prospects engaged within China’s dominant business app.
3.2 ABM-Optimized Paid Media
- Plan: Run highly targeted Baidu search ads, LinkedIn China campaigns, and Zhihu native ads aimed at account-specific audiences.
- Benefit: Reinforces brand presence across research and engagement phases.
4. Sales and Marketing Alignment for ABM
4.1 Joint Account Plans
- Approach: Develop collaborative account plans between sales and marketing teams.
- Impact: Ensures message consistency and coordinated outreach.
4.2 Real-Time Lead Intelligence Sharing
- Method: Integrate CRM and WeChat insights into unified dashboards accessible by both sales and marketing.
- Benefit: Shortens sales cycles through faster response times.
Case Study: A U.S. FinTech Brand’s ABM Success in China
A U.S. FinTech company partnered with a China ABM agency to launch account-specific WeChat engagement campaigns, host exclusive webinars for target CIOs, and run Zhihu targeted thought leadership content. Result: a 5X increase in meetings booked with top-20 accounts within six months.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
