China B2B marketing isn't harder. It's just different.
And most companies fail because they treat it like a translation exercise.
You can't copy-paste your US strategy and expect Chinese buyers to respond.
Here's the reality I learned after working with 50+ B2B companies entering China:
- Your buyers are there.
- Your message isn't reaching them.
- It's not a language problem. It's a channel problem.
What Actually Works: The 6-Channel Framework
Build Trust Before Demand (Months 1-6)
Start here if you're unknown in the market. Chinese B2B buyers won't engage with companies they've never heard of.
- WeChat: Publish educational content to nurture relationships before anyone needs you.
- Online PR: Get featured where your buyers already consume information daily.
- China website: Prove you're committed to local infrastructure, not just testing the market.
Capture Active Intent (Months 3-12)
Once you have a presence, capture buyers actively searching for solutions.
- Baidu SEO: Own long-tail, less competitive keywords that deliver qualified leads for years.
- Baidu Ads: Test messaging fast and capture urgent needs while SEO builds momentum.
- China Website: Convert traffic with clear messaging, local payment options, and mobile-first UX.
Reach Your Ideal Buyers (Ongoing)
Target the specific decision-makers who match your ideal customer profile.
- LinkedIn: Target middle-to-senior managers in MNCs or foreign professionals who work in China.
- WeChat: Engage your existing network and leverage referrals from satisfied clients.
- Online PR: Position yourself as a thought leader for prospects who don't know you exist yet.
Avoid the Budget Trap (Critical)
This is where most companies lose money and patience. They activate channels randomly instead of strategically.
- Don't spread budget thin across all six channels at once. You'll get mediocre results everywhere.
- Don't expect short-term tactics to deliver long-term outcomes (or vice versa).
- Don't quit channels after 60-90 days because you're impatient. Compounding takes time.
The Mistake I See Most Often
Companies pick channels based on what's trendy or cheap, not based on where their buyers actually are.
- They activate WeChat because "everyone's on WeChat."
- They skip LinkedIn because it "costs too much."
- They try Baidu Ads for 30 days and quit because leads didn't close immediately.
That's not a strategy. That's hope.
What's Working Right Now
The companies generating 30+ qualified leads per month in China:
- They built the foundation first (website + WeChat + Baidu SEO).
- They matched channels to their customer journey.
- They gave their strategy 12-18 months to compound.
They didn't have bigger budgets. They had better patience and clearer priorities.
Your move: Stop asking, "What channels should we use?"
Start asking, "Where do our buyers go when they have a problem we solve?"
Then show up there. Stay there. Own that space.
