CRM, BI and Website Localization for B2B Sales in China

Existing digital activity was technically and organizationally fragmented: website, Baidu, WeChat, email, web analytics, and IBM Notes CRM produced individual metrics but no shared view of demand, interest, and sales readiness.

ILLIES needed a platform that could create local reach in China and make it measurable which content, search terms, campaigns, and WeChat contacts produced real sales opportunities.

• Chinese users needed a fast, mobile, locally reliable website.
• WeChat followers, QR codes, search campaigns, and website visits had to map back to leads and CRM fields.
• Management and local sales teams needed recurring KPIs instead of isolated campaign exports.

CERTAINCE structured a mobile-first website architecture for China and connected it with a WeChat Service Account, Baidu SEO, Baidu PPC, campaign QR codes, web analytics, email nurturing, and IBM Notes CRM.

The data logic followed the sales process: search terms, visited pages, campaign source, WeChat OpenID, form and chat inquiries, product interest, industry, and lead status were modeled so marketing-qualified leads and sales-qualified leads could be separated cleanly.

Reporting brought together KPIs such as website visitors, returning visitors, WeChat followers, email subscribers, inquiries, customers, MQLs, SQLs, campaign source, and sales revenue. The goal was not just reach, but a reliable review cadence for channel quality and sales follow-up.

The website was optimized for mobile use, Baidu indexing, and Chinese browsers. WeChat menus, H5 campaigns, QR codes, and automated welcome messages helped segment contacts by interest and move them into the CRM process.

In parallel, CERTAINCE structured a content and distribution cadence: industry news and expert guides were planned for Baidu, WeChat, email, sales enablement, and partner channels. The content was treated less as company news and more as material for concrete problems faced by Chinese decision makers.

• Baidu and WeChat data showed which topics and products created demand.
• CRM fields separated anonymous contacts, marketing-qualified leads, and sales-qualified leads.
• Sales could prioritize hot opportunities instead of repeatedly working cold target groups manually.
• Management received a shared view of traffic quality, demand, lead status, and sales contribution.

The digital sales platform made local demand more measurable. Previously separate channels became one system where website, Baidu, WeChat, email, CRM, and Power BI reporting all contributed to sales decisions.

Early campaigns already produced concrete signals: roughly 12,000 website visits, 1,800 WeChat message views, 662 WeChat followers, 46 qualified leads, and first revenue. More important than the individual numbers was the new ability to review channel quality, lead status, and sales follow-up together.