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Introduction
China’s B2B buyers don’t use just one tool—they rely on multiple platforms for research, engagement, and procurement. For overseas brands, success means being visible across the right mix of search, social, marketplaces, and SaaS directories. This article explores how to build integrated B2B marketing campaigns across China’s fragmented digital ecosystem.
1. Choosing the Right Platform Mix
1.1 Industry-Relevant Channels
Segment your efforts based on industry behavior. For example, industrial buyers often browse 1688 and Baidu Tieba, while SaaS buyers may rely more on Zhihu or WeChat.
1.2 Prioritize Mobile-First Platforms
China’s B2B decision-makers are mobile-heavy. Ensure that campaign assets are optimized for mobile display across WeChat, Toutiao, and app-based lead forms.
2. Building a Multi-Platform Lead Engine
2.1 Lead Generation Through Baidu and WeChat
Pair Baidu ads with a compelling offer (like a pricing calculator or demo video) and capture leads via WeChat CRM tools for direct follow-up.
2.2 WeCom Integration for Sales Conversion
Route leads from digital campaigns into WeCom, where your local sales team can manage relationships with personalized chat flows and post-demo follow-ups.
3. Cross-Platform Content Syndication
3.1 Repurpose Content for Efficiency
Turn a single white paper into a series of WeChat posts, a Zhihu Q&A, and a short Douyin video. Each touchpoint reinforces your authority.
3.2 Automate Distribution with SaaS Tools
Use B2B marketing platforms like Youzan, WeChat Work, or HubSpot (localized) to automate posting, segmentation, and performance tracking.
4. Attribution and ROI Measurement
4.1 Set Clear Attribution Models
Define conversion goals per platform—WeChat = QR scans, Baidu = form fills, Zhihu = profile engagement—and attribute leads accordingly.
4.2 Cross-Channel Reporting
Use APIs or dashboard tools to consolidate performance across channels and compare CAC, conversion, and retention rates by source.
Case Study: Cross-Platform SaaS Campaign for LegalTech
A Canadian LegalTech SaaS firm targeting Chinese law firms ran a campaign across Baidu SEM, Zhihu legal groups, and WeChat CRM. Zhihu drove thought leadership and inbound traffic, Baidu captured searches for contract tools, and WeChat drove appointment booking. The company reported a 3x increase in qualified leads in 90 days.
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!
