(Source: https://pltfrm.com.cn)
Introduction
China’s B2B buyers don’t convert after one touchpoint — they require multiple, trust-building engagements across channels and formats. A strong multi-touch funnel moves prospects from awareness to decision through carefully orchestrated messaging and platform strategies. Here’s how international brands are succeeding with multi-touch B2B marketing in China.
1. Building Awareness Across Discovery Platforms
1.1 Content Seeding on Douyin, Zhihu, and WeChat
- Approach: Distribute educational videos, articles, and insights across platforms where Chinese B2B audiences search and learn.
- Impact: Maximizes first exposure and early trust-building.
1.2 Paid Visibility via Baidu SEM and WeChat Ads
- Tactic: Capture both proactive searchers and passive browsers with targeted media spend.
- Benefit: Ensures brand visibility during early-stage research.
2. Mid-Funnel Engagement to Deepen Interest
2.1 Webinar Series and Virtual Events
- Strategy: Host industry-specific webinars that educate and qualify prospects simultaneously.
- Impact: Builds thought leadership and interactive lead scoring opportunities.
2.2 Targeted Content Drip Campaigns
- Method: Nurture leads with sequenced WeChat pushes and EDMs offering case studies, product demos, and FAQs.
- Benefit: Keeps the brand top-of-mind through evaluation phases.
3. Late-Funnel Personalization and Conversion
3.1 Executive Roundtables and VIP Meetings
- Plan: Invite decision-makers to exclusive small-group sessions or tailored demos.
- Impact: Deepens trust and accelerates deal progression.
3.2 Sales-Activated Retargeting
- Tactic: Serve retargeting ads based on lead stage — demo attendees see pricing guides, case study readers see ROI calculators.
- Benefit: Supports sales closure with contextual nudges.
4. Full-Funnel Measurement and Optimization
4.1 Journey Analytics Across Touchpoints
- Approach: Track every lead’s interactions across WeChat, Baidu, email, and events to understand drop-off points.
- Impact: Informs funnel refinements and higher ROI.
4.2 Multi-Touch Attribution Modeling
- Strategy: Attribute pipeline creation across all contributing interactions, not just the last click.
- Benefit: Recognizes true influencers and justifies spend allocation.
Case Study: A Swiss B2B Materials Company’s Funnel Evolution
By deploying a multi-touch funnel that combined Baidu search ads, WeChat case study drips, Zhihu education campaigns, and executive briefings, a Swiss firm boosted their lead-to-opportunity conversion rate by 290% within a year in China.
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!
