No doubt that WeChat is the most popular and useful mobile app in China. Most Chinese citizens are using it for both their personal and professional life. Meanwhile, WeChat is the most comprehensive configuration and one-stop solution platform for B2B businesses. It’s because it is a natural CRM system with instant messaging and online community capability.
In this article, I would talk to you about Wechat B2B lead generation and inbound marketing capability. By the end of this article, you can learn the power of 3rd party CRM integration with Wechat. Also, you can master how to leverage Wechat private traffic to nurture the leads and convert deals by segmentation.
- Wechat Integration with CRM
- Content is the King: Plus Mini Program and Conversational Marketing
- WeChat Community – Private Traffic
- B2B Lead Generation and Inbound Marketing on Wechat
Wechat Lead Generation – Integration with CRM
Personalized messaging, segmentation, and loyalty marketing must be the key selling point to the brands and marketers. Not only does every user have an exclusive unified ID assigned by Wechat. But also basically everyone in China uses Wechat to communicate daily, pay for goods, read through information from subscribed channels, and engage with the account. So identifying the Wechat followers from Omni channels, and segmenting accordingly based on historical conversions and purchases are the critical factors to succeed.
To leverage the Wechat unified ID and its effect, brands and marketers need to build up a connection between Wechat OA (Official account) and CRM. Or you even need to connect it with a Marketing cloud if you like to do more advanced campaigns. I would take Salesforce CRM and Marketing Cloud for example.
Basically, you are not able to directly connect Wechat with Salesforce. Though in the western world, many platforms like Facebook connect with MailChimp allow you to connect with one click. You will have to refer to Wechat API documentation and Salesforce CRM documentation to build a bridge interface and connect both together. This solution requires your team to have an interface developer.
On the other hand, you can pay for a 3rd party SaaS, like saying Chartly (the former Wechatify), or scrmtech (致趣百川). These platforms are the partnership with Salesforce in China. They provide an interface for you to set up Wechat campaigns, create 1 to 1 communication, or group chat, and map the customer data. From a commercial and marketing perspective, there are 3 features you can use by connecting them:
1) Map the follower profiles for a single contact
Every WeChat user signs up for the WeChat account by using their authentic first name, last name, city, phone number, or email address. In the WeChat unified ID, the ID includes these dimensions of user data.
Although they are encrypted and you can’t see from the WeChat backend, the data can be fed to Salesforce and the system can identify this customer. As a CRM itself, it can show you the customer engagement and purchase records. Salesforce can also integrate with other channels such as a website, mini-program, Tmall, which has the same email or phone number. If it’s built up, you can personalize and feed the message in Wechat through the platform.
2) Operate Wechat OA Marketing
As I shared before, WeChat allows brands to set up navigation, keyword auto-reply, moment newsfeed, etc. So in Chartly, you can use all the features provided by the WeChat OA account. Furthermore, as it’s integrating with Salesforce, you can tailor the navigation, moment newsfeeds, and also promotion vouchers to the specific segmentations. You create the segmentation by using different tagged customers in Salesforce.
For example, you are nurturing some prospects and aim to convert them by offering different discount codes to different segments. You can leverage Chartly to feed the different codes to different groups. It’s a better way to manage pricing and offers.
3) Higher ROI Lead Generation Ads
Ads targeting for lead generation has never been easy if the campaign only replies on the platform database. It’s because you never know how the quality of the data is before running the campaigns. A SaaS platform like Chartly usually provides CRM data lookalike targeting. That means you can leverage your clients’ contacts and hot prospects in Salesforce. It’s for mapping potential clients and generate leads in the Wechat advertising ecosystem.
Also, the Chartly SaaS is equipped with the referral program feature. You can encourage the clients to recommend you new prospects by using some incentives. The logistics can be done through mini-programs integrated with Chartly and Salesforce.
Lead Generation – Content Is the King, Plus Mini Program and Conversational Marketing
Wechat is typically a kind of push-model content platform. It’s like Facebook newsfeed and messenger feed as well. Basically, Wechat users passively receive notifications from subscribed OAs, and positively just go to Wechat moments to look around news from the network. Thus, breaking news, entertainment, lifestyle trends, good value for time consumption content are more popular in Wechat. This kind of content must be easily shareable and eye-catching.
In Wechat, brands can choose and adopt diverse content formats, such as contextual, photos, video, Livestream, and rich media. Also, WeChat also provides the affiliate mechanism working with WeChat KOLs and KOCs. Therefore, potential leads can bump into the business solution ads in the moment newsfeed area, and also the B2B influencers in Wechat.
For the lead generation ads, you can leverage mini-programs to build a lead form, and the mini-program directly integrates with Chartly and Salesforce. Apart from the WeChat account ID, all the conversation and engagement history with the lead would be stored in the Salesforce. These intelligent insights are pretty valuable for conversational marketing.
Your customer team and sales team can open the lead profile and understand the context. It does empower your frontline team to communicate with the leads and accordingly introduce and present the business solution. That hugely helps with the conversion rate. Also, if you also utilize Salesforce marketing cloud and Einstein AI, you can create a more intelligent chatbot in Wechat to handle more daily basis Q&A conversations.
WeChat Community – Private Traffic
The other feature of WeChat B2B lead generation marketing is to leverage private traffic. For nurturing and converting the leads and increasing the customer lifetime value, WeChat provides a group management tool, such as Wetool. It allows brands to open a group and invite a bunch of customers into the group. Basically, this is the direct communication with the segmentation of leads. Along with more leads opted in, the scalability effect can convert into more deals from a promotion campaign in the private chat group.
For Chartly and Salesforce, it definitely can facilitate group chat going forward in a more optimized and efficient way. First thing first, you can easily create the segmentation by tags, purchase behavior, advertising engagement, etc. And specifically, you can invite this segmentation to start a group chat with the campaign theme. Then, WeCom owned by Chartly can allow you to integrate the group chat with CMS and WeChat Store as well. If you like to leverage some marketing materials in a CMS and create the content campaigns, you can directly select in WeCom and build up the visuals.
B2B Lead Generation and Inbound Marketing on Wechat
In the inbound lead generation funnel, the core sections are ready, which are the system integration, the nurturing content and Wechat private traffic. It’s time to think about the top funnel, which is how a B2B brand can be spotted by potential leads in a better efficient way.
In China, basically I would recommend these five categories which include paid advertising, marketplace exposure, organic traffic and partnership schemes. For more details regarding each channel, I would release another article soon and talk about it – China Inbound Marketing of Digital Channels.
- PR and advertorial – Jinri Toutiao
- SEM and SEO (Baidu, 360)
- Social (Wechat, Linkedin, Xiaohongshu)
- Partnership (Agency, SaaS ECB)
- Marketplace (Aliexpress, Alibaba)
Having said that, I released another article previously about how to build an inbound marketing funnel, run inbound marketing and generate leads automatically. If you are interested in, please check out
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