The advancement of the digital age has blurred the lines between B2B and B2C marketing. Marketers are increasingly asking are B2B buyers really different from B2C and should the approach to selling to these two groups be fundamentally different?
Cyril Drouin, Chief eCommerce Officer Greater China, Publicis Communications, will examine the increasing importance of branding to B2B. Drouin will highlight a recent case study of a B2B client in China who is negating traditional platforms and focusing their marketing activities exclusively in the digital space. Drawing from her experience as Chief Marketing Officer at GE and at DSM, Lili Wang, Founder, Golden Bird Internaitonal Consulting, will highlight practical cases of doing B2B branding the ‘B2C way’, including how to unleash the B2B potential of wechat.
In follow up to presentations, EU Chamber MarCom Chair, Jon Geldart, will moderate a panel discussion, asking how marketing strategies are evolving in light of the continued development of digital platforms, and how marketers can measure success and show ROI in their projects.
Agenda
18:30-19:00 Registration
19:00-19:30 Rethinking B2B Branding and Digital Marketing, Cyril Drouin, Chief eCommerce Officer Greater China, Publicis Communications
19:30-20:00 Using the ‘B2C way’ to do B2B branding, Lili Wang, Founder, Golden Bird Internaitonal Consulting
20:00-20:30 Panel discussion moderated by Jon Geldart, EU Chamber, Marcom Forum Chair
20:30-21:00 Networking
Terms & Conditions
Soft drinks and canapes are offered inclusive of the event fee. A cash bar will be available to purchase alcoholic bevarages.
Events have limited seating so to ensure your attendance we encourage advance online registration and payment for ALL events. We cannot guarantee entry to anyone not registered in advance.
All our events are held in English and follow the Chatham House Rule unless otherwise stated.
Cancellation Policy
If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel you can: 1) email jli@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website