(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-changing B2B environment, conventional marketing playbooks often fall short. Overseas brands must adapt their strategies to match the unique buyer behavior, decision cycles, and digital ecosystems that define China’s B2B space. This article explores actionable tactics—supported by SaaS and localization best practices—that overseas companies can adopt to successfully build brand authority and generate leads in China.
1. Focus on Industry-Specific Thought Leadership
1.1 Localized Content Creation
Develop white papers, webinars, and blog posts in Mandarin that address pain points specific to Chinese industries (e.g., logistics digitization, carbon-neutral goals in manufacturing). Use localized data points and success stories to boost relevance.
1.2 Targeted Channel Distribution
Share content via B2B platforms like Zhihu, Baidu Baijia, and industry-specific WeChat groups. These platforms enable deeper engagement with professionals and decision-makers within segmented verticals.
2. Leverage Smart Account-Based Marketing (ABM)
2.1 CRM-Driven Segmentation
Utilize your CRM to segment accounts based on company size, geography, and digital readiness. Tailor campaigns for SOEs, private tech firms, or industrial distributors accordingly.
2.2 Personalized Outreach at Scale
Use localized SaaS platforms (e.g., JINGdigital, Convertlab) to automate but personalize touchpoints—combining email, WeChat pushes, and in-platform retargeting for a unified ABM journey.
3. Harness Local Influencers and KOLs for B2B Awareness
3.1 Expert Endorsements
Partner with industry KOLs—such as manufacturing consultants or enterprise software reviewers—on platforms like Zhihu or Weibo to enhance credibility with target audiences.
3.2 Product Demos and Case Reviews
Conduct co-hosted livestreams or publish short-form video reviews that showcase how your solution improves workflows or ROI. These are increasingly used by procurement teams for vendor selection.
4. Optimize for B2B Search and Directory Listings
4.1 Baidu SEM and SEO
Invest in Baidu PPC campaigns and optimize landing pages using Chinese-language keywords. Highlight compliance certifications, client logos, and product demos to increase click-to-lead conversions.
4.2 B2B Directories and Forums
List your business on China’s leading B2B marketplaces and forums like 1688.com, Made-in-China.com, and industry WeChat forums to increase exposure.
Case Study: US Logistics SaaS Platform Launches in East China
A US-based supply chain optimization platform partnered with a Hangzhou-based logistics association to publish a Mandarin-language white paper on last-mile delivery innovation. The report was shared through the association’s WeChat account and included QR codes linking to a product demo mini program. This resulted in 1,200+ qualified leads and partnerships with two regional 3PL providers within three 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!
