成功案例| HeadwayB2B如何通过数字化营销支持跨国企业在华业务扩张?
Case Sharing| How does HeadwayB2B support MNCs’ business expansion in China through running digital marketing?
跨国B2B企业在中国市场业务增长的背后，往往离不开一套适合其发展的数字化整合营销之法，这不仅需要从广度上覆盖多个投放渠道，还需要从深度上打造创意内容。本文中，我们将通过一则案例与大家分享HeadwayB2B助力知名B2B跨国企业在中国的业务扩张之旅的成功经验。
The business growth of B2B multinational corporations (MNCs) in the Chinese market is often inseparable from a set of digital integrated marketing methods suitable for their development, which not only needs to cover the diversity of delivery channels but also contributes to in-depth creative content.
In this issue, we will share with you the successful experience of HeadwayB2B team in helping well-known B2B MNC expand their business in China through a case study.
了解一下，我们如何携手客户，通过长期的（3年）数字化营销组合规划、布局及执行，不断完善中文网站及落地页（UV月均提升约300%），以精准的广告投放来高效获取销售线索（MQLs 月均提升192%），并以精心策划ABM导向的内容营销传递其品牌价值，进而推动客户企业整体业务的持续增长。
Throughout a 3-year partnership on integrated digital marketing planning, deployment, and implementation, HeadwayB2B helps the client achieve continuous growth of the overall business through constant optimization of the Chinese website and landing pages (monthly avg. website UV increased by 300% approximately), highly effective SEM advertising for the process from prospects acquisition to SQLs conversion (monthly avg. MQLs generation increased by 192%), and tailor-made ABM content schemes to convey the brand value.
01 | 客户背景信息Client’s Brief Profile
我们的客户——林斯特龙（Lindström）是一家在纺织品服务领域具备国际领先水平的芬兰跨国公司。该客户从事工作服整体外包服务已有175年之久，在全球24个国家及地区设有80个办事处，所涉及行业包括医药、电子、食品、化工、汽车和机械制造等多个领域。
Our client, Lindström, is a global MNC with an internationally leading position in textile services. Headquartered in Finland, the client has been devoted to overall work wear outsourcing services for over 175 years, with 80 offices in 24 countries and regions around the world, covering a variety of industries including pharmaceutical, electronics, food & beverage, chemical, automotive, and machinery manufacturing.
02 | 客户需求分析Client’s Needs & HeadwayB2B Diagnosis
进入中国市场十余载，该客户公司已有良好的发展基础，在全国拥有九家工厂，服务于1300多家企业客户提供服务。基于稳健的发展基础和国内市场的开发潜能，我们的客户希望中国市场的业务能有进一步增长突破。
Since its entry into China market over a decade ago, the client has developed a good foundation, with nine sites in the country, serving more than 1,300 enterprises to provide services. Based on the sound foundation and potential outlook of the domestic market, our client expects further growth breakthroughs in China market.
而HeadwayB2B团队则擅长以市场营销的数字化转型，通过需求分析与现状诊断为客户打造线上整合营销组合，建立营销架构体系，定制精准投放策略，从而高效的带来销售线索及转化，带动销售绩效达成。
HeadwayB2B team specializes in marketing digital transformation through demand analysis and current situation diagnosis for customers to create an online integrated marketing portfolio, establish marketing architecture and system, customize accurate delivery tactics, efficiently generate, and convert leads and expand the local market share.
需求1：挖掘潜在客户
Needs I: Dig out more potential customers
触达更多的潜在客户，带来更多有效的销售线索，带动业务增长与创新
Reaching out to more prospects, generating more MQLs/SQLs conversion, and driving business growth
# HeadwayB2B策略：
# HeadwayB2B Strategy:
数字化多渠道营销，精准触达目标行业
Set multi-channel digital marketing system, to reach the target industry precisely
需求2：深耕已有市场
Needs II: Cultivate existing market share
加深自身的品牌形象的专业度，与已有客户之间建立更稳固的信任感，促进长期合作
Deepen the professionalism of the client’s own brand image, establishing a more stable sense of trust with existing customers for a long-term cooperation
# HeadwayB2B策略：
# HeadwayB2B Strategy:
建设资深内容资产，打造更加专业的品牌形象
Build high-quality content assets, to create a more professional brand image
03 | HeadwayB2B的数字化营销方案 Our Digital Marketing Solution
2020年至今，HeadwayB2B团队与客户紧密合作，运用契合其需求的数字化营销组合，以丰富的B2B数字化策略及项目管理经验，协助客户实现以销售为导向的业务发展需求。我们的合作范围综合涵盖：
HeadwayB2B team has been working closely with this client company since 2020. By leveraging the proper digital marketing mix and strategic and management experience that meets our client’s needs, we aid clients to develop sale-driven businesses. Our cooperation covers a comprehensive range, including:
网站开发与运维优化 Website Development & Maintenance
-
-
- 中文网站ICP备案与变更
- Chinese website ICP filing & info updating
-
-
-
- 网站提速，整体架构优化与内容更新
- Website speed up, holistic architecture optimization, and content update
-
-
-
- 移动端界面UI/UX优化
- Mobile-end UI/UX optimization
-
搜索引擎营销与优化(SEM/PPC & SEO) Search Engine Marketing (SEM/PPC & SEO)
-
-
- 多平台推广账户的建立与运营
- Multiple search engine platforms ads account set-up and operation
-
-
-
- 关键词投放/竞价策略，关键词筛选与分类的更新，数据实时监控与调整
- PPC Keyword ads bidding strategy, keywords filtration, cluster, updating, real-time monitoring, and optimization
-
-
-
- 多种形式付费广告的投放，A/B testing — 落地页效果对比及优化
- Multiple SE paid ads combination, landing pages optimization based on A/B testing result
-
-
-
- 网站内内容链接与站外链建设
- Web content creation for SEO purposes, and link building
-
内容营销与平面设计Content Marketing & Graphic Design
-
-
- 社交媒体（微信）主题策划、供稿
- Social media (WeChat) topic planning and content creation
-
-
-
- 双语企业内讯稿撰写，公关稿媒体发稿
- Bilingual corporate internal marcom copywriting, PR campaign & media buying
-
-
-
- 网站页面内容汉化及文案优化
- Localization of Chinese website content and copywriting optimization
-
-
-
- 业务及产品介绍手册/单页的创意设计
- Creative design for business and product introduction brochures, leaflets
-
04 | HeadywayB2B的服务与价值Our Services-offering & Value-delivery
我们可以帮助在想要进驻，或已在中国市场发展的跨国B2B企业：
We help B2B-focused MNCs who want to enter or already have an entity in the China market with service offerings:
- 网页开发与设计
- Web development & design
- 搜索引擎营销与优化 (SEM/PPC & SEO)
- Search engine marketing operation & optimisation (SEM/PPC & SEO)
- Social Media (微信等) 运营
- Content marketing & social media (WeChat) management
- 市场调研与分析报告
- Market research & analysis
我们的价值传递：
Our value delivery:
- 专业团队量身定制ABM营销组合方案
- Professional team tailored ABM marketing mix solution
- 根据客户阶段性发展需求，及时更新市场营销策略与部署
- Timely update marketing strategies in line with client’s business needs
- 实时数据监测，优化部署
- Real-time data monitoring and optimized deployment
HeadwayB2B (www.headwayb2b.cn)
我们为跨国B2B企业提供市场调研分析和以销售驱动为导向的市场营销策略，致力帮助客户快速打通中国市场，提高品牌知名度、开发潜在客户和获取更多的销售线索。如欲咨询业务服务，欢迎CONTACT US。
We are a full-service market growth enabler dedicated to delivering data insights and tailored growth strategies exclusively for B2B-driven multinational companies looking to enter and expand in China. Should you have any business queries, welcome to contact us.
