From chaos to credibility: B2B marketing in China’s new era.
China’s B2B marketing environment has transformed dramatically, with platforms, buyer expectations and compliance rules evolving faster than ever. For foreign companies, thriving in constant change has become the new imperative.
In this episode, our host Jacob Ketcher speaks with Mike Golden, Founder and CEO of Brandigo China, one of the first foreign-owned marketing agencies in China. Drawing on over two decades of experience, Mike shares how trust, localisation and smart content strategies are redefining success for B2B brands in 2026.
We will discuss:
- Why “waiting for stability” is no longer viable for B2B brands in China
- How high‑velocity trust helps companies establish credibility in a low‑trust society
- The rise of Xiaohongshu and Douyin as unexpected B2B platforms alongside WeChat
- Generative engine optimisation (GEO) and how AI‑driven search is reshaping discoverability
- Compliance with China’s PIPL and why outdated outreach tactics can damage your brand
- Practical steps for market entry that foreign firms often overlook, from positioning to demand validation
Recent episodes.
-
Outsourcing manufacturing in Vietnam: Key opportunities and risks - Vietnam’s three-year SME tax holiday: who qualifies and how to claim
- What AI cannot headhunt: The future of HR in Asia
- Localisation and global supply chains in China
- Winning the banking game in Hong Kong
- From chaos to credibility: B2B marketing in China’s new era
- Securing Vietnam’s financial future: How cybersecurity and talent power a regional fintech hub
- Circular 99 Explained: What businesses must act on today
- China in focus: Winning in the new compliance era
- Inside China’s 15th five‑year plan: What global businesses need to know