How to Do Account-Based Marketing in China

Account-Based Marketing (ABM) is a proven B2B strategy worldwide. It aligns marketing and sales to target high-value accounts with personalized campaigns. In Western markets, it works well thanks to mature data ecosystems, digital buying journeys, and permissive privacy laws.

But in China, ABM doesn’t work the same way. If your brand is looking to generate quality B2B leads in China, you need a localized strategy built for China’s rules, platforms, and buyer behaviors.

Why Traditional ABM Fails in China

1. Fragmented Data Ecosystems

Western ABM uses aggregated data across LinkedIn, CRM tools, and third-party providers.
In China, platforms like WeChat, Baidu, and Alibaba are closed ecosystems. No API access, no cross-platform tracking.
There’s no reliable way to build a full customer profile across touchpoints.

2. Hybrid Engagement Model

In the West, most B2B journeys happen online.
In China, 70% of key B2B decisions still involve offline touchpoints—trade shows, events, face-to-face meetings.
ABM’s digital-only approach leaves gaps in coverage.

3. Strict Data Compliance

China’s data laws don’t allow “legitimate interest” for data collection.
All data usage needs explicit consent and security assessments.
ABM campaigns that rely on multi-source data collection face high compliance risks.

4. Mismatch in Buyer Behavior

Western clients expect long-term nurturing.
Chinese decision-makers want fast, relevant communication.
ABM’s long cycles often miss the moment of interest.

A Better Alternative: Media Buying for B2B in China

B2B media buying works better in China. It uses industry-specific media platforms to reach target audiences with precision and compliance.

1. Leverages Built-In Industry Data

Media platforms already collect behavior data from users in specific industries.
No need to combine or transfer data across platforms.
You get precise targeting based on years of focused content and event engagement.

2. Supports Online-Offline Integration

These platforms run digital content hubs and offline events.
Your brand appears in newsletters, webinars, trade fairs, and white papers.
It builds trust through consistent presence across the buying journey.

3. Built-In Compliance

Trusted media platforms follow China’s data protection laws.
You don’t handle data directly.
You use platforms that are already authorized to engage users under strict regulations.

4. Faster Time to Engagement

Media buying matches the fast-paced B2B cycle in China.
Reach decision-makers while they’re actively researching or attending events.
Skip the long ABM workflows and engage real prospects at the right moment.

Key Takeaway

Traditional ABM isn’t built for China’s digital landscape. Media buying is. It respects platform boundaries, meets legal standards, integrates with offline touchpoints, and delivers leads quickly.

If your goal is B2B growth in China, shift from ABM to localized media partnerships.