(Source: https://pltfrm.com.cn)
Introduction
In China’s B2B environment, purchasing decisions are longer, involve more stakeholders, and require higher trust thresholds. Brands that rely on just one or two marketing touchpoints risk being forgotten. A strategic multi-touch B2B funnel ensures ongoing engagement, nurtures prospects, and improves win rates. Here’s how successful companies structure it.
1. Laying the Foundation with Wide-Top Awareness
1.1 Multi-Platform Content Visibility
- Approach: Create presence on Douyin, Baidu, Zhihu, and WeChat with educational content — not just product ads.
- Impact: Increases initial brand exposure and positions the brand as a helpful resource.
1.2 Influencer and Third-Party Amplification
- Tactic: Partner with industry influencers or associations to amplify credibility during early discovery.
- Benefit: Accelerates trust-building with cautious Chinese buyers.
2. Mid-Funnel Trust and Relationship Development
2.1 Regular Engagement Through Private Channels
- Method: Invite interested prospects into curated WeChat groups or exclusive WeCom communities.
- Impact: Provides ongoing value and encourages dialogue.
2.2 Educational Webinars and Virtual Demos
- Strategy: Host topic-specific webinars addressing sector pain points and success stories.
- Benefit: Positions the brand as a problem-solver, not just a vendor.
3. Bottom-Funnel Acceleration Techniques
3.1 Personalized Account-Based Targeting
- Plan: Tailor content, offers, and outreach to individual companies once they reach high engagement scores.
- Impact: Increases conversion rates through personal relevance.
3.2 Strategic Use of Live Demos and Trials
- Tactic: Offer customized product walkthroughs or free pilots to top prospects.
- Benefit: Reduces buyer hesitancy and accelerates decision-making.
4. Full-Funnel Performance Optimization
4.1 Behavioral Funnel Analysis
- Approach: Analyze behaviors across touchpoints — from ad clicks to webinar attendance to WeChat article reads.
- Impact: Identifies the strongest content and platform combinations.
4.2 Content Refresh and Funnel Evolution
- Method: Refresh nurture content every quarter based on evolving market needs and funnel performance metrics.
- Benefit: Maintains relevance and prevents prospect fatigue.
Case Study: A Singaporean SaaS Brand’s Multi-Touch Strategy
Combining Douyin teaser videos, WeChat whitepaper pushes, segmented email nurtures, and Baidu retargeting, a Singaporean SaaS brand drove a 400% increase in opportunity creation and reduced their average sales cycle by 27% within 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!
