(Source: https://pltfrm.com.cn)
Introduction
Marketing to enterprise buyers in China requires more than localization—it demands tailored solutions that align with government policies, decision-making hierarchies, and complex buying journeys. For overseas brands, deploying scalable B2B marketing strategies means combining SaaS-enabled automation, local media integration, and trust-building across touchpoints. This article explores the most effective enterprise marketing solutions to unlock growth in China’s B2B space.
1. Align Your Marketing Strategy With Industry Regulations
1.1 Policy-Aware Messaging
Enterprise buyers in China, especially in sectors like finance, health, and infrastructure, are heavily influenced by national priorities. Tailor your messaging to highlight alignment with goals like digital transformation or sustainability.
1.2 Government-Certified Content
Produce marketing materials that showcase certifications, compliance with GB/T standards, or endorsements from industry bodies. This boosts credibility with procurement departments and regulators.
2. Build Integrated Offline and Online Campaigns
2.1 O2O Marketing Strategies
China’s B2B marketing is still influenced by offline connections. Combine trade shows, executive luncheons, and onsite demos with follow-up through WeChat, DingTalk, and localized CRM workflows.
2.2 Event Retargeting Automation
Use SaaS platforms to scan QR codes at events, sync data into CRM, and automatically enroll leads into drip campaigns with personalized content and scheduling links.
3. Develop Industry-Focused Content Engines
3.1 Vertical-Specific Thought Leadership
Create long-form content and case studies tailored for core verticals like logistics, SaaS, or industrial automation. Distribute through local B2B platforms like Baidu Baijia or Sohu Enterprise.
3.2 Expert-Led Webinars and White Papers
Collaborate with Chinese trade associations and academic institutions to co-publish research or run invite-only webinars, establishing thought leadership among corporate decision-makers.
4. Optimize for China’s Enterprise Procurement Journey
4.1 Sales Enablement Localization
Provide your Chinese sales team with localized decks, proposal templates, and ROI calculators aligned with China’s enterprise procurement requirements and approval processes.
4.2 Multi-Tiered Account Targeting
Use account-based marketing (ABM) to address both central decision-makers and regional branches within large enterprises. Deploy messaging that varies based on location and job function.
Case Study: Dutch AI Company Wins State-Owned Clients with Localized Enterprise Marketing
A Dutch enterprise AI software company entered the Chinese market targeting the energy sector. Through co-branded webinars with a government-linked think tank, Chinese-language white papers on safety compliance, and in-person demos at a Shanghai expo, they captured the attention of two major SOEs. A fully localized marketing journey—including WeChat-based proposal follow-ups and CRM-integrated demo scheduling—helped secure multimillion-yuan contracts.
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!
