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 brand”. And no one seems to understand the complexity of the channels and how they should be used. The end result is something of a muddle – a middle-of-the-road campaign that leaves both sides...