Blog/Marketing Automation/Social CRM for WeChat: Consulting and Execution Services
Unify your marketing automation and social engagement to create seamless customer experiences across China’s digital ecosystem.
Data Collection & Ownership
MQL Identification Efficiency
Engagement Rate
Social CRM is A Key System to Conduct Marketing Automation in China
Marketing automation (M.A.) helps automate and streamline marketing tasks to improve targeting and efficiency — whether for a single campaign or across the customer lifecycle. In China, M.A. operates very differently from the rest of the world:
1. Unique Channels
Overseas, brands use global platforms like Facebook and Google and email or websites to reach customers. In China, engagement happens on local social commerce platforms like the WeChat ecosystem, Douyin, and Tmall instead, making Social CRM tools essential.
2. Unique User Behaviors
China’s mobile-first landscape, shaped by its digital ecosystem, sees consumers highly engaged in social commerce and more willing to share personal data for personalized content and seamless omnichannel experiences.
3. Unique Data Regulations
China’s own data laws, such as PIPL, require brands to rethink engagement touchpoints and strategies — shifting from marketplaces to brand-owned channels like WeChat to ensure compliance and focus on first-party data collection.
In China, a Social CRM (sCRM) is a key system for brands to conduct their marketing automation initiatives. Marketing automation & Social CRM have been a key part of brands’ CRM strategy.
How Social CRM Helps Navigate China’s Unique Digital Landscape
Seamless Data Flow Creates Single Customer View
Marketing automation tracks website visits, email opens, and content downloads, while Social CRM captures WeChat interactions, Mini Program activities, and social engagement—all of which flow into a unified customer profile that enables truly personalized engagement strategies.
Automated Workflows Span Both Systems
A high-value user action (e.g., downloading a whitepaper) can trigger sCRM to assign a dedicated sales associate on WeCom, while social engagement may activate marketing automation to deliver targeted content or prompt a personalized one-on-one follow-up.
Parallel Processing Amplifies Impact
While marketing automation drives scalable outreach through EDM and SMS campaigns, sCRM simultaneously delivers high-touch engagement via WeCom conversations and group activities — ensuring customers benefit from both efficient automation and genuine human connection.
Unified Scoring Drives Smarter Decisions
By merging engagement metrics from marketing automation (e.g., email clicks, form submissions) with social signals from sCRM (e.g., WeChat message frequency, WeCom Moments interactions), you can pinpoint sales-ready leads with far greater accuracy than relying on either system alone.
Closed-Loop Optimization Improves ROI
Conversion data and customer feedback inform the optimization of marketing automation campaigns, while insights from A/B testing refine sCRM’s content strategy — driving continuous improvement across every customer touchpoint.
How We Help
Compliant Integration Across China’s Ecosystem
Integrate seamlessly with WeChat, WeCom, Xiaohongshu (RedNote), Douyin, Tmall, and other local platforms using pre-built connectors and compliant data workflows to unify customer experiences across China’s digital landscape.
Industry Templates and Best Practice Library
Accelerate deployment by leveraging a library of proven industry templates, workflows, and automation best practices that reduce implementation time by 40–60% and avoid common pitfalls.
Marketing-Sales-Service Full Journey Integration
Orchestrate the entire customer journey by unifying marketing, sales, and service through cross-departmental workflows, unified data standards, and shared KPIs for seamless customer experiences and long-term loyalty.
Proven Process We Follow
1. Onboarding & Stakeholder Alignment
Drive alignment among your local and global HQ teams, as well as internal and external stakeholders, by conducting thorough research and interviews to define objectives and map out your current digital landscape and future strategic priorities.
2. As-Is System Understanding
Evaluate your existing digital and offline assets, internal capabilities, and tech stack using expert analysis and mystery shopper insights to review message delivery, customer journey, and integration readiness, creating a solid foundation for future transformation.
3. Marketing Automation Solution Selection
Guide you in selecting the most suitable marketing automation & Social CRM platforms by thoroughly evaluating your business objectives, scalability requirements, and total cost of ownership to ensure strong, sustainable ROI.
4. Data Architecture, Integration Planning, & Compliance
Design scalable data architecture and integrate your Social CRM platforms with core business systems to unify customer data, enable real-time connectivity, activate marketing automations, and ensure full compliance with China’s PIPL requirements.
5. Strategy Consulting & Customer Journey Mapping
Architect data-driven omnichannel customer journeys based on detailed customer personas, blending automated nurturing with high-touch social engagement to create a seamless and effective path to conversion.
6. Social CRM Platform Setup & Deployment
Execute a meticulous setup and deployment, configuring all workflows, automation rules, and performance dashboards, followed by rigorous testing to guarantee a seamless, on-schedule launch.
7. Change Management & Training
Empower your marketing and sales teams through customized training sessions, clear documentation, and updated standard operating procedures (SOPs) to ensure high user adoption and immediate productivity.
8. Data Analysis, Reporting, & Continuous Optimization
Deliver clear, insightful monthly performance reports tracking key KPIs against business objectives, using these insights to continuously refine Social CRM strategies and maximize your return on investment.
Social CRM Implementation for B2C vs B2B Sectors
For B2C Enterprises
- Leverage Social CRM to manage high volumes of leads and drive rapid conversions within the WeChat ecosystem.
- Use advanced automation and dynamic segmentation to deliver personalized content, promotions, and campaigns at scale.
- Integrate Social CRM with CRM, CDP, and marketing automation platforms for real-time data flow and seamless campaign execution.
For B2B Enterprises
- Utilize Social CRM to support complex, long-term sales cycles and nurture relationships with key accounts.
- Enable deep, relationship-driven engagement and multi-touchpoint nurturing, often involving multiple decision-makers.
- Compliantly integrate Social CRM with sales and account management tools to track engagement and support account-based marketing.
Technology Partners We Leverage
Impact We Deliver
Enhance Lead Generation in Education with Social CRM for Dulwich International (Group-Level)
Learn about how our Social CRM (sCRM) and Marketing Automation strategy helped a prestigious international education group in China enhance branding and boost student recruitment (lead generation) for its schools.
Reimagining Recruitment Excellence in China for Hays Through Social CRM
Discover how Hays partnered with IT Consultis to transform its recruitment strategy in China by integrating Social CRM and leveraging WeChat to enhance candidate and recruiter engagement while ensuring regulatory compliance.
Building Cross-Border B2B Partnerships with WeChat, WeCom, & Social CRM
Discover how foreign government agencies boost visibility and B2B client engagement in China through WeChat, Social CRM, & WeCom.
End-to-End Digital Transformation in China for Moschino
Discover the formation of a tailored 3-year digital transformation roadmap in China for Moschino to significantly increase brand sales and resonance in China, empower online and offline sales, and drive customer retention.
Lily Zhuang
Group Digital Marketing Manager
DULWICH COLLEGE INTERNATIONAL
“ITC has been working closely with both our China and global teams to implement our Marketing Automation roadmap in China across multiple institutions under Education in Motion Global Group. They’ve brought integrity and subject matter expertise throughout the project. They are true experts in Social CRM and WeCom.”
Chelsea Ma
eCommerce & CRM Manager, APAC
MOSCHINO
“China’s nuances necessitate a different approach to customer engagement and communication. We were fortunate to partner with ITC during our digital transformation, which allowed us to leverage the right tools tailored to the Chinese market. This collaboration enabled us to effectively reach our audience and convey the true essence of Moschino in China.”
Genevieve NG
Regional VP, Deputy Director – Brand, Marketing & Communications, China
SINGAPORE ECONOMIC DEVELOPMENT BOARD & ENTERPRISE SINGAPORE
“Overall, a joy to work with and I will strongly recommend IT Consultis to anyone looking for a digital transformation agency in China & Asia, given their expertise in WeChat and Social CRM, and the high calibre of the team.”
