B2B Digital Marketing Growth Strategies in China

MNCs will need to iterate quickly to take advantage of a rapidly digitalising B2B and industrial landscape in China where consumerisation is affecting enterprise sales processes. Once again, the thesis is that the Western MNC playbook isn’t good enough to win. An agile approach is needed that takes into account the distinctive characteristics of the China market, embraces speed and growth, takes risks and puts relevant local content at the centre of the marketing strategy.

The last China Management Forum working session of the year will seek to further explore the role of digital in the B2B customer journey and provides an opportunity to compare B2B digital marketing practices amongst Forum Members with offline activities. Co-chairing this session is Nathan Midler, China Director, Harvard Business Publishing. One of Nathan’s prior roles at IBM China was driving strategy design and transformation execution of the services and software sales organisation in China.


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