B2B Exhibition Joint Lead Generation

Joint Online Acquisition Plan for an International Smart Manufacturing Equipment Expo (B2B)

A practical review of precise omnichannel reach, owned-audience retention and public-channel discovery

📸 B2B exhibition joint online acquisition plan

1. Project Background and Objectives

• Exhibition Positioning: A specialist B2B event for industrial manufacturing, CNC machine tools and automation equipment.
• Primary Objective: Attract qualified trade visitors—including factory owners, procurement managers, R&D professionals and distributors—to register and attend.
• KPIs:Online Form Completion,Cost-Efficient Visitor Leads,Opening-Day Attendance.

2. Tencent Ecosystem: Owned-Audience Growth and Customer Reactivation

The Tencent ecosystem supports deep audience penetration throughindustry communities and geographic signals, using the trust embedded in WeChat's social relationships to close the conversion loop.

1. WeChat Moments Ads: Precise Large-Card Targeting

• Targeting Strategy:
  • Industry signals: Select precise sectors such as mechanical manufacturing, industrial automation, automotive components and mold processing.
  • Behavioral signals: Reach people who recently searched for terms such as machine tools, machining centers and industrial robots.
  • Location: Center targeting on the venue and cover industrial parks, high-tech zones and manufacturing clusters within a 300-kilometer radius.
• Creative Strategy: Use native large-card creative featuring an industry-expert endorsement or a technical catalog of product launches, supported by direct, problem-led copy:“Countdown: Claim a free ticket to Northern China's largest machine-tool exhibition. See launches from 500+ leading manufacturers and connect directly with primary suppliers.”
• Landing-Page Conversion: A click opens a WeChat Mini Program or native form where one-tap mobile-number authorization completes free-ticket registration.

2. WeChat Official Accounts + Channels: In-Depth Professional Content

• Layered Content Matrix:
  • 30 days before opening: Publish a 2026 industry technology white paper or exhibitor product-preview catalog as a valuable reason to engage.
  • 15 days before opening: Use Weixin Channels for factory tours and tightly edited machine-operation videos from priority exhibitors to engage technical professionals.
• Referral-Led Acquisition: Run an Official Account group-ticket offer—such as “attend as a group of three and receive an industrial measuring tool or gift onsite”—to encourage peer referrals within the industry.

3. Douyin Ecosystem: Visual Impact and Public-Channel Discovery

Douyin is well suited to combininghigh-impact technical visualswithlarge-scale audience signalsto discover factory owners and independent technical practitioners who may not be reached through WeChat's public channels.

1. Ocean Engine Qianchuan / Ocean Engine Ads: Combined Audience Signals

• Audience Strategy:
  • Custom DMP audiences: Use consented, inactive contacts from earlier editions to model lookalike audiences and identify people with similar characteristics.
  • Business-account audience targeting: Reach active followers of competing exhibitions, industry media and established technical creators.
• In-Feed Creative with Immediate Visual Impact:
  • Creative A (technical): Show a five-axis machining center cutting metal. Open with sparks or a precision component taking shape within the first three seconds, supported by copy such as:“After 15 years in machine tools, this is the first time I have seen this process. Experience it live at the XX Industrial Expo.”
  • Creative B (commercial value): Present onsite benefits and procurement-subsidy guidance for factory owners seeking savings and alternative suppliers.
• Conversion Path: Direct viewers from the video's lead component to an Ocean Engine landing page with Douyin one-tap sign-in, reducing friction in lead submission.

2. Creator Marketing (KOL/KOC) and Industry Topics

• Creator Preview Matrix: Invite technical bloggers and factory-focused creators to publish previews such as “Three Machines Worth Seeing at This Year's Industrial Expo.”
• Official Topic Campaign: Create an official topic such as #2026XXIndustrialExpo . Coordinate exhibitors around the same tag, with every exhibitor publishing a relevant video and the organizer amplifying selected content through Dou+ or agreed media resources.

4. Tencent vs. Douyin: Different and Complementary Roles

5. Practical Lessons from the Campaign

1. Keep B2B lead forms extremely simple: Ask only for name, phone number and company—ideally through one-tap authorization. Move longer qualification questions to an SMS link after ticket registration.
2. Reject irrelevant traffic and control cost: Monitor Douyin in-feed performance closely. If unrelated parent or student audiences appear too frequently, refine exclusions immediately—for example, broad education or entertainment signals—to protect audience quality.
3. Follow up with leads immediately: Exhibition service staff or an AI calling workflow should confirm each online lead by SMS or phone within 48 hours and send the venue location and e-ticket; delayed follow-up materially reduces attendance.