What B2B Marketers Can Learn From Asia’s Fast-Evolving Strategies.
By Ruth Stevens
Chinese B2B marketers use social media for business very differently from us. There is no single platform like LinkedIn that dominates B2B networking in China, according to David Ketchum, CEO of the agency Current Asia, with offices in Hong Kong, Singapore and Shanghai. Instead, WeChat is used across the spectrum, seamlessly blending both personal and professional messaging.
Furthermore, email isn’t as widely used in China as it is in other parts of the world. “Contacting someone via WeChat or their mobile number is considered far more valuable than an email address. This cultural difference is why Tencent introduced WeCom, the business-oriented version of WeChat. Many third-party SaaS and CRM platforms have been developed around WeCom, enabling sales teams to connect with customers directly on WeChat under their company’s branding,” Ketchum said.
“WeCom offers advanced tools for B2B marketers, such as customer segmentation, media channel tracking, template messaging and behavior analysis. It even includes a workspace feature tailored for sales teams. Thanks to its affordability and high level of customization, many local companies prefer WeCom CRM, which creates unique challenges for multi-national companies operating in China.”
Read the full MarTech article.
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Ruth Stevens is an Adjunct Assistant Professor.