B2B lead management in China: why use SCRM, and what to build lead forms with
B2B brands generating leads digitally in China need SCRM in the long run, because WeChat's own data and features can't nurture users well. Build lead forms in SCRM or marketing automation, so the data can be reused to nurture and score leads.
What is the real difference between SCRM and CRM?
Beyond the extra "S", the difference is where the data comes from and who it serves. SCRM manages marketing to your own audience using the behaviour and data of users on social platforms, mostly brand followers. In China that usually means the WeChat ecosystem, though it can extend to other platforms. A traditional CRM is a sales-oriented customer management system.
Put simply, SCRM covers the marketing stage and CRM covers the sales stage. We expect the two to merge, so there is no split between marketing and sales: one system for everything.
Why do B2B brands in China need SCRM?
Most B2B digital marketing in China runs on WeChat, which holds a lot of customer data. But WeChat's own data and features are limited, so it can't nurture users effectively. To analyse user behaviour and find lead opportunities, you need a suitable SCRM system.
So if a B2B brand wants a steady flow of leads from digital channels, it will need SCRM in the long run. There are many SCRM vendors in China; match one to your needs and trial it before you buy. For practical WeChat SCRM set-up, see our WeChat SCRM guide.
What should you build lead forms with?
If you already have SCRM or another marketing automation system, use the forms it generates. That form data can be collected and reused, which is key to nurturing users and scoring leads.
Without such a system, the usual fallback is a third-party survey tool. It is a compromise: the data isn't in your own pool, which is a waste once volumes grow, and reworking it later takes a lot of effort.
And we especially advise against collecting leads by email or phone. Across the full nurturing journey, you lose the chance to manage those leads digitally.
For forms, scoring and lead routing, see our SCRM and marketing automation service.
Key Data & Sources
| Data | Value | Source |
|---|---|---|
| Lead form tool recommendation for B2B | use forms generated by SCRM or marketing automation | Dékuple China project experience |
FAQ
How is SCRM different from CRM?
SCRM manages marketing using followers' behaviour on social platforms, mainly WeChat in China, and covers the marketing stage. CRM is a sales-oriented customer system that covers the sales stage.
Can a WeChat official account alone nurture B2B leads?
Not well. WeChat's built-in data and features are limited, so you can't analyse behaviour or find leads in detail without SCRM.
Why not collect leads with survey tools or email?
Survey tools keep the data outside your own system, making migration and rework costly; email and phone leave leads impossible to nurture and score digitally.