(Source: https://pltfrm.com.cn)
Introduction
Trust remains the biggest barrier for overseas brands entering China’s B2B market. Without local track records, many companies struggle to convince decision-makers to engage. Expert-led campaigns provide a bridge between unfamiliar brands and cautious buyers, especially in SaaS and enterprise technology sectors.
1. Selecting Experts That Influence Procurement
1.1 Decision-Chain Mapping
Effective campaigns begin by identifying who influences procurement decisions. In many industries, consultants and system integrators carry more weight than media personalities. Mapping these relationships ensures influence reaches the right stakeholders.
1.2 Reputation Verification
Beyond content quality, overseas brands must assess offline credibility, speaking engagements, and industry affiliations. These signals matter greatly to Chinese enterprise buyers.
2. Designing Content for High-Consideration Products
2.1 Problem-First Content Frameworks
Expert content should start with operational pain points before introducing solutions. This approach aligns with how Chinese buyers research vendors and reduces resistance to brand messaging.
2.2 Data-Driven Storytelling
Including benchmarks, KPIs, and industry data strengthens credibility. SaaS buyers expect measurable outcomes, not abstract claims.
3. Multi-Channel Distribution Strategy
3.1 WeChat for Relationship Building
WeChat remains central for ongoing education and lead nurturing. Influencer articles and private groups help maintain continuous engagement with prospects.
3.2 Baidu and Zhihu for Demand Capture
Optimized expert content improves search visibility and captures high-intent users actively researching solutions.
4. Scaling Influence With Systems and Process
4.1 Standardized Collaboration Playbooks
Creating repeatable frameworks for influencer onboarding, content approval, and compliance ensures scalability. This is critical for overseas brands managing multiple campaigns simultaneously.
4.2 ROI Tracking and Optimization
Regular performance reviews help refine messaging and influencer selection. Metrics such as lead-to-meeting ratios and sales cycle length provide meaningful insights.
Case Study: Enterprise HR SaaS Expanding Nationwide
An HR SaaS provider partnered with labor law consultants across three regions. By publishing expert interpretations of regulatory changes and HR digitization trends, the brand built credibility rapidly. Within one year, influencer-led content contributed to enterprise deals across multiple provinces.
Conclusion
Expert-led campaigns offer overseas brands a structured path to credibility, demand generation, and SaaS adoption in China. With the right strategy, influence becomes a measurable growth driver rather than a branding experiment.
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!
