""Contacting someone via WeChat or their mobile number is considered far more valuable than an email address. This cultural difference is why Tencent introduced WeCom, the business-oriented version of WeChat. Many third-party SaaS and CRM platforms have been developed around WeCom, enabling sales teams to connect with customers directly on WeChat under their company's branding," Ketchum said."
""WeCom offers advanced tools for B2B marketers, such as customer segmentation, media channel tracking, template messaging and behavior analysis. It even includes a workspace feature tailored for sales teams. Thanks to its affordability and high level of customization, many local companies prefer WeCom CRM, which creates unique challenges for multi-national companies operating in China.""
B2B marketing in China relies heavily on messaging apps rather than email, with WeChat serving both personal and professional communication needs. Tencent created WeCom as a business-focused version of WeChat, and many third-party SaaS and CRM tools integrate with WeCom to enable branded customer connections. WeCom provides features such as customer segmentation, media channel tracking, template messaging, behavior analysis, and a sales-oriented workspace. Its affordability and customization drive local adoption and pose integration challenges for multinational companies. Integrated CRM tools like Weiling support multichannel lead capture via advertising, content marketing, and events for local platforms.
Read at MarTech
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