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Introduction
When marketing to enterprise clients in China, overseas brands must adopt a highly strategic approach that reflects both local business expectations and digital behaviors. Success depends on creating a marketing infrastructure that supports long-cycle decision-making, stakeholder-specific messaging, and data-informed personalization. This article outlines key enterprise marketing solutions that help global B2B brands win in China’s competitive landscape.
1. Establish a Localized Enterprise Marketing Stack
1.1 Chinese Martech Integration
Integrate local tools like JINGdigital for marketing automation, Baidu Analytics for traffic tracking, and WeCom for CRM communications. A China-ready tech stack ensures data compliance and local agility.
1.2 Local Landing Pages and Lead Forms
Create Mandarin-language enterprise portals that include downloadable PDFs, gated demos, and procurement-friendly navigation. Host these on local servers (e.g., Alibaba Cloud) for speed and compliance.
2. Engage Multiple Stakeholders in Complex B2B Sales
2.1 Content for Cross-Functional Buyers
Enterprise deals often involve IT, finance, legal, and business units. Develop content that addresses each stakeholder’s unique goals, such as compliance checklists or TCO calculators.
2.2 Mapping Buyer Influence Paths
Use your CRM to map decision influencers and champions within a target company. Build custom touchpoints for each—emails, WeChat messages, or role-specific webinars.
3. Strengthen the Brand Through Trust and Thought Leadership
3.1 Research-Driven Reports and Rankings
Publish proprietary reports or benchmark studies in collaboration with Chinese think tanks or consulting firms. These reports are respected and often referenced in procurement processes.
3.2 Sponsorship of Industry Awards or Rankings
Sponsor niche enterprise awards or partner with media outlets that publish rankings. Presence in such events improves brand credibility in enterprise buyer circles.
4. Enable Sales Teams With Enterprise-Grade Insights
4.1 Account-Based Dashboards
Equip sales with dashboards showing account history, engagement behavior, content consumed, and open deal stages. This allows for precise enterprise targeting across the funnel.
4.2 Localized Proposal Kits
Create Mandarin-language pitch decks, proposal templates, and pricing matrices tailored for Chinese procurement formats—streamlining conversions during late-stage discussions.
Case Study: Nordic SaaS Company Secures Enterprise Adoption in China
A Nordic data analytics firm launched in China targeting tier-one banks and insurance companies. To build trust, it co-authored a white paper with a Shanghai fintech association, hosted executive briefings in Mandarin, and localized its software for local regulatory needs. Through an enterprise ABM strategy driven by CRM data and WeChat integration, the company secured four pilot projects and two paid conversions 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!
