Globalizing & Localizing Your Brand with Alibaba’s Head of North America B2B Brand and Marketing, Erica Chan

This episode features an interview with Erica Chan. Erica leads Alibaba’s Brand and Customer Insights Team in North America, where she works with over 20,000 sellers and 26 million buyers worldwide. 

On this episode, Erica talks about the challenges and misconceptions a Chinese company faces when breaking into the North American market. She also shares her insights on building customer trust, trade-show and content strategy, and much more. 

Key Takeaways

• You’re only as successful as your customers' success.
• There are over 30M U.S. businesses, but only around 1% do international sales. Think about how your marketing efforts can increase international sales.
• If you have a brand or company that you’re trying to globalize, don’t forget about the localization aspect of globalization. Local communities make up the global community.

Quotes

“At the end of the day, B2B is a very human business. What we’ve found is that having an on-the-ground customer success team to pick up the phone or meet face-to-face with our customers to help them through this digital journey has been tremendous. For us, this is a gold mine for customer insights.” 

“We rely a lot on our ecosystem of partners to help us with content ideas and also content creation...we love creating the content with our customers. We feel very strongly that our customer's success is our success. We're only successful if our customers are successful and we love featuring customer success stories.” 

“We actually have a competition within our office...We want to encourage folks to talk and get in front of as many customers as possible. It's like a competition amongst teams... like a fun way for us to incentivize getting front and center and really listening to our customers.” 

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

Alibaba's B2B Today Daily Series

Connect with Erica on LinkedIn

Follow Ian on Twitter

Connect with Ian on LinkedIn

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