SCRM & Marketing Automation in China
From vendor selection and setup to operations and training: connect user behaviour across WeChat Official Accounts, Mini Programs, your website, live streams and messaging, and use tags, lead scoring and automated journeys to drive more target leads and better conversion.
Why you need SCRM in China
In China, most conversations between customers and brands happen in WeChat — 1.439 billion monthly active accounts. Official accounts, Mini Programs, Channels, live streams and template messages all generate customer behaviour data, yet many companies only see a follower count, not who is following, what they care about or how far along they are.
B2B buyers are about 70% through their journey before contacting a supplier, and 86% of B2B purchases stall along the way. If you can't recognize and nurture them while they research, sales is left waiting for the phone to ring.
SCRM connects these touchpoints and data to drive more target leads and improve lead conversion.
What SCRM does for you: people, traffic, content
We design SCRM around three dimensions; where they meet is leads and conversion:
- People: a bigger customer pool and a 360° profile. Recognize the same user across channels and combine basic info, product preferences, order habits, events attended and social behaviour, described with tags.
- Traffic: one tool for engagement. Send the right content at the right time through official-account posts, message centre, template messages, SMS and email, and track which social channels bring registrations and orders.
- Content: integrated data and visualization. Connect SCRM with web analytics and other data to see which content and messages actually produce leads and orders, and keep improving.
Our service: from selection to self-sufficiency
We stay with you through the whole SCRM rollout, not just the software:
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01
Needs and business scenarios
With marketing, sales, e-commerce and service teams, we pin down the goal: which leads you want, which actions mark conversion, which touchpoints and data you need — written up as concrete scenarios, such as finding the user tags with the highest registration or order conversion.
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02
SCRM selection and vendor comparison
SCRM platforms in China each have different strengths. We turn your needs into an evaluation checklist and compare vendors on features, integration with your existing systems (CRM, e-commerce, website), data security and compliance, service and cost — giving a reasoned recommendation instead of leaving you to sales demos.
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03
Setup and rule design
Connect accounts and channels, design the tagging system, lead scoring and customer lifecycle, and build automated journeys: from unknown visitor to lead, from non-buyer to first order, from manual pushes to automated messages.
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04
We run it first, then train your team
Once the system is live, we operate it ourselves for a period — running campaigns, messages and reports, and validating the rules — while training your team with hands-on coaching and SOPs until they can run it independently.
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Dashboards and continuous improvement
One SCRM report serving several teams — marketing, e-commerce, customer service — analysing leads and conversion by people, traffic and content, with regular reviews to tune tags, scoring and automation.
Lead scoring: tell sales who to call first
Not every lead is equal. We design lead scoring that rates users by their behaviour across channels — the higher the score, the sooner sales should follow up. Typical principles:
- The same action weighs differently by channel: e.g. Mini Program and website actions outweigh live-stream and official-account ones
- Higher-intent actions score higher: add to cart > register > event sign-up > survey > download
- Negative actions subtract points: unfollowing, unsubscribing from SMS or email, long silence
- The scale evolves: rules are recalibrated against real conversion data after launch
Scoring covers Mini Program, website, official account, live stream and messaging behaviour — page views, saved products, downloads, event sign-ups, watching a live stream for more than 30 minutes, and more.
How SCRM fills the gaps in the customer lifecycle
Many companies already have e-commerce or a website, but these only cover the purchase. SCRM fills in the rest:
- Awareness: capture prospects e-commerce can't see, such as users from WeChat, social media and live streams
- Interest: push content tailored to interests, such as recipes, events and articles
- Purchase: send timely reminders and offers to boost conversion
- Loyalty: analyse behaviour changes to spot inactive and VIP customers and look after them
Example: SCRM for a B2B food supplier
A B2B food supplier serving restaurant and bakery customers wanted more leads and more orders on top of its existing Mini Program store and website. Together we delivered:
- Function complements: traffic turned into identified leads, unknown users into users with behaviour history, manual pushes into marketing automation, non-buyers guided to a first order
- Lead flow: qualified B2B leads synced into the client's Salesforce for sales follow-up
- Data analysis: one SCRM report serving e-commerce, marketing and customer service, analysing conversion by people, traffic and content
- Lead scoring: a full rule set covering Mini Program, website, official account, live stream and messaging
Better together with our other services
- Use a persona workshop to define who your tags should describe
- Check with a Digital Footprint audit whether WeChat and your website are ready to capture leads
- Bring new traffic into SCRM with social media management and paid media
- Send search traffic to identifiable forms and Mini Programs through SEO and SEM
What to have ready before we start
The better prepared you are, the faster selection and setup go. Anything missing we can sort out together in the first call:
- Business goals: what SCRM should solve — acquisition, lead conversion, repeat purchase or service
- Current systems: official accounts, Mini Programs, website, e-commerce and CRM (e.g. Salesforce), with their owners
- Data and access: admin access to each platform and the customer data you can use
- Teams involved: who in marketing, sales, e-commerce and service will use SCRM
- Compliance: HQ or legal requirements on data security, privacy and vendors
- Budget and timing: software and service budget range, and target go-live date
Key Data & Sources
| Data | Value | Source |
|---|---|---|
| Combined MAU of Weixin and WeChat (30 June 2026) | 1.439 billion | www.tencent.com |
| Share of the buying journey done before B2B buyers contact a supplier | ~70% | www.demandgenreport.com |
| B2B purchases that stall during the buying process | 86% | www.forrester.com |
FAQ
What's the difference between SCRM and CRM?
CRM manages sales follow-up and customer records; SCRM (social CRM) connects user behaviour across WeChat official accounts, Mini Programs, Channels, live streams and messaging to identify, nurture and activate customers. The two can be linked — for example, SCRM-nurtured leads synced to Salesforce for sales.
Which SCRM vendor do you recommend?
We aren't tied to any vendor. We map your business needs first, then compare vendors on features, integration, data security and compliance, service and cost, and give a reasoned recommendation.
Do B2B companies need SCRM?
Yes. B2B buying cycles are long and involve many people who research repeatedly before talking to sales. SCRM records that behaviour, uses lead scoring to surface high-intent prospects and passes qualified leads to sales.
Who runs the system after launch?
We operate it first — running campaigns, messages and reports and validating the rules — while training your team and providing SOPs until they can run it themselves. We can also keep managing it for you.
How are lead scoring rules set?
Points depend on channel and intent: high-intent actions such as add-to-cart, registration and event sign-up score more; negative actions such as unfollowing or unsubscribing subtract. Rules are tuned against real conversion data after launch.
Can SCRM connect to our CRM, e-commerce or website?
Most major SCRM platforms support integration with CRM, e-commerce and websites, and it's a key criterion in our vendor comparison. The exact approach depends on your systems and is confirmed during the needs phase.
How soon will we see results?
It depends on your starting point and scenarios. We usually get a few key scenarios working first — lead capture, first order, re-engaging inactive users — then expand; the pace is agreed at kickoff.
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