How to do B2B marketing:
Old way
1. Heavily invest in trade shows.
2. No clear ROI measurements.
3. Only sales lead marketing.
4. Ignore marketing.
New Way
1. Sales and marketing work together.
2. Data-driven marketing to build up relationships.
3. Use digital marketing aligned with offline marketing to maximize ROI.
4. Strategically invest in trade shows by measuring ROI.
Marketing + Sales > Sales
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Most Western companies get China wrong.
The market size pulls you in.
The complexity spits you out.
I've reviewed 50+ B2B marketing campaigns this year.
The ones that failed? They all made the same mistake.
They tried to do everything at once.
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.