Revisioning your B2B campaign for China: Strategies, tactics and tools

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

When global marketers launch their B2B campaigns, China quickly becomes a black hole. The local Chinese sales team insists that the campaign won’t work. The global team refuses to localize the material or tactics, afraid that it will no longer be “on