The Sinorbis Client Acquisition Journey
For many B2B companies, the complexity of China’s unique digital ecosystem and client journey can feel overwhelming. The good news? It doesn’t have to be.
To navigate this landscape, businesses must build an integrated acquisition approach that aligns with the way Chinese decision-makers discover, evaluate, and select business solutions.
Conceptually, the B2B acquisition funnel remains similar to how you would approach it in a Western context, and your goals should be similar:
- Generate awareness about your business,
- Nurture your audience and move them through the funnel to purchase decision,
- Eventually convert interest into clients.
The difference is that to accomplish those goals in China, you will need to adapt this strategy using the tools, channels and tactics that are effective in the Chinese market.
This framework can act as a guide for how to approach each stage of the client journey in China. Let’s break down each stage.
Top of Funnel (ToFu): Building awareness
The first task is to establish brand visibility and educate prospects who are just beginning to explore a problem or opportunity. In Western markets, this is done through educational content marketing, SEO on Google, LinkedIn campaigns, PR, and event sponsorships. This is designed to cast a wide but targeted net and establish early credibility.
What works in China
- Localised digital assets: Fast-loading Chinese website or WeChat brochure that is mobile-friendly and optimised for Baidu.
- Chinese social media platforms: Strong algorithmic channels like RedNote (Xiaohongshu) and Douyin to reach new audiences, and WeChat as a trusted source of information.
- Invest in paid media: Run campaigns on local platforms like WeChat and Baidu PPC.
- Offline engagement: Participate in Chinese trade shows and industry events, and build local partnerships.
Middle of Funnel (MoFu): Driving applications
Once awareness has been established, the goal becomes nurturing leads and help prospects evaluate solutions through targeted content and education. In the West this can be achieved through emails, however, it's effectiveness in China is limited. Instead, WeChat takes its place as the primary nurturing channel.
What works in China
- Publish and send WeChat broadcasts and encourage followers to send direct message enquiries.
- Automated workflows: Workflows can trigger tailored follow-ups over time to continuously nurture students.
- Webinars on platforms that work in China: Tools like Zoom or Xiaoetong allow seamless access without VPNs.
- CRM integration: Connecting WeChat with a compatible CRM ensures all leads are captured, giving recruitment teams visibility across your pipeline.
Bottom of Funnel (BoFu): Converting offers into enrolments
At the final stage, the aim is to minimise friction, offer tailored support and reinforce confidence to help decision-makers take the final step. In the West, this often involves detailed email exchanges or calls from sales teams. In China, businesses expect the same level of responsiveness but through WeChat with 90% of Chinese professionals preferring WeChat over other channels for business communication.
What works in China
- In person touchpoints: Leverage face-to-face meetings, trade shows and site visits
- WeChat messaging: Unlike personal WeChat accounts, WeCom provides scalability, analytics, and continuity ensuring conversions don’t disappear if staff members leave.
- Reinforce credibility with content: Share FAQs, testimonials and case studies via WeChat or digital brochures.
By adapting your traditional client acquisition journey to align to China’s unique digital and cultural landscape, businesses can confidently guide decision-makers from first awareness through to paying customers. With the right mix of local platforms, personalised engagement, and integrated workflows, businesses can turn complexity into a clear path for sustainable growth in the Chinese market.
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