Premier Research

Achieving B2B success combining WeChat & Webinars for niche Chinese audiences

Background & Objectives

Live-streaming in China has become immensely popular, with Chinese audiences consuming hours of brand content online, yet most agencies focus on the use of live-streaming for the B2C market.

At Emerging Communications, we believe people are at the heart of every B2B transaction, and especially in this digital age, marketing B2B shouldn’t be a one-way conversation.

Premier Research falls into the very niche category of biopharmaceutical development / clinical research services. As a new entrant to the Chinese market in 2019, they were looking to:

  • Build solid brand reputation and credibility that stood out among global competitors
  • Generate awareness among niche, hard-to-reach Chinese audiences
  • Begin building relationships with B2B consumers in China

Our Strategy

  • Define Premier Research’s positioning in the market, as well as communicate its unique selling points and use this insight to establish a winning brand strategy.
  • Identify the biggest challenge for key audiences and set Premier Research as the singular solution provider in market.
  • Create an omni-channel content strategy that is vibrant, interactive and leverages high-profile media portals to close the gap between brand and audience.
  • Identify and analyse industry opinion leaders and their most commonly used platforms.

What We Did

  • We analysed their brand and their competitors and conducted detailed customer research.
  • Once we had set up a verified WeChat account, we set about growing the channel audience, making sure to distribute the right content to identified target audience segments.
  • We developed a well-rounded, social-based sales funnel that guided people to the Premier Research Webinar, then drove them to engage further with Premier Research across all the channels.
  • Marketed a live webinar using an integrated marketing mix targeting discrete customer niches.

Results

  • 500%+ WeChat follower growth.
  • Over 250 attendees (93% attendance rate from those registered) at first niche webinar. Attendees were verified potential customers from key target audience segments that have since generated sales opportunities for the client.
  • High quality attendees including senior managers, C-level executives, clinical research associates, and project managers.

Learn more about our services.

Our consulting team is experienced in working with businesses at all stages of growth. Click the button to learn more about our services.

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Learn more about our services.

Our consulting team is experienced in working with businesses at all stages of growth. Click the button to learn more about our services.

Download
  • Quote Icon

    We started working with Emerging Communications to raise our awareness and drives leads from the China market. This was a new market for us, and Emerging Communications have worked with us to guide us through the steps and in a very short time, we have seen results that more than pay for the investment thus far. We are very happy to recommend Emerging Communications and we are looking forward to working with them, to further grow in the market.

    Premier Research