An online joint customer acquisition plan for a certain international intelligent manufacturing equipment Industry Expo (B2B)

A practical review of precise reach across all channels, private domain accumulation and public domain breakthrough

I. Project Background and Core Objectives

• Exhibition Positioning: A B2B professional exhibition for industrial manufacturing, machine tool numerical control, and automation equipment.
• Core objective: Attract precise professional visitors (manufacturing factory owners, purchasing managers, R&D personnel, agents) to register and visit on site.
• KPI indicators: Online form retention rate, low-cost audience leads, and attendance rate on the first day of the event.

Ii. Tencent Ecosystem: Private Domain Accumulation and Awakening of Old Customers (Deep Reach)

The Tencent ecosystem is suitable for in-depth penetration based on industry circles and regional tags, and can complete the closed loop by leveraging the strong social trust attribute of wechat.

1. Moments Advertising: Precise large card targeting

• Orientation strategy
  • Industry tags: Select precise industries such as "mechanical manufacturing, industrial automation, automotive parts, mold processing", etc.
  • Behavioral tags: Target people who have recently searched for keywords such as "machine tools, machining centers, and industrial robots".
  • Geographical location: Centered on the exhibition hall, it radiates to all industrial parks, high-tech zones and industrial clusters within a 300-kilometer radius.
• Material creativity: Use native large cards such as "endorsement videos by industry experts" or "technical brochures for new product launches", and the copy directly hits the pain point: "【 Countdown 】 Free tickets for the largest machine tool exhibition in the north!" "Over 500 major manufacturers launch new products first, and on-site connection with first-hand supply chains."; "
• Landing page closed loop: Click to directly jump to the wechat mini-program (or native form), and authorize the mobile phone number with one click to complete "free ticket collection/registration".

2. Wechat Official Account + Video Account: In-depth professional content

• Multi-level content matrix
  • Thirty days before the exhibition: Release the "2026 Technology White Paper of XX Industry" or the "Exhibitor New Product Preview Album" as bait to attract users to click.
  • Fifteen days before the exhibition: Video Account follows up on key exhibitors' factory exploration videos and hardcore machine operation key point videos to stimulate the interest of technicians.
• Fission customer acquisition (old leading new) : Utilize the official account to develop a group-buying ticket-collecting activity of "Three people together, get industrial measuring tools/exquisite gifts on the spot", allowing insiders to spontaneously drive their peers.

Iii. Douyin Ecosystem: Visual Impact and Public Domain Breakthrough (Efficient Fan Washing

The Douyin ecosystem is suitable for leveraging hardcore visuals and broad audience tags to identify potential "factory owners" and "tech retail investors" who have not been covered by the wechat public domain.

1. Juliang Qianchuan/Juliang Advertising: Tag Combination Punch

• Crowd package strategy
  • DMP Custom audience Package: Upload unactivated mobile phone numbers from previous exhibitions, perform "collaborative filtering" to expand the audience (Lookalike), and find people with similar characteristics.
  • Enterprise account fan targeting: Target the active fans of competitors' exhibition accounts, industry media, and big V users (such as "XX Talks CNC", "XX Machinery Strong").
• Information flow materials (visual bombardment)
  • Material A (Technical Stream) : A decompression video of a 5-axis linkage machining center cutting metal. The first 3 seconds must be a scene of sparks flying or high-precision and advanced parts being formed. Copy: "After 15 years in the machine tool business, this kind of process is the first time I've seen it. Come to the XX Industry Expo to see the scene!";
  • Material B (Benefit Flow) : On-site welfare giveaway at the exhibition, interpretation of procurement subsidy policies, directly addressing the psychology of factory owners who are trying to save money and find alternative solutions.
• Conversion path: Click on the landing page of Xiaoxuehua/Orange website building at the bottom of the video, and directly call the one-click login component of Douyin to lower the threshold for leaving a profile.

2. Influencer marketing (KOL/KOC) and industry topics

• Matrix-style exhibition preheating: Invite tech bloggers and factory exploration experts from the industrial sector to release in advance reviews such as "The 3 Most Worth Seeing Big Machines at this year's Industry Fair".
• Build an official topic: Establish a topic like #2026XX Industry Expo, and unite exhibitors to speak out together. Each exhibitor releases a video with their own topic, and the official provides traffic heating (Dou+ or pre-resource exchange) to form a combined force of voice.

Iv. Analysis of Strategic Differences and Complementarities between Tencent and Douyin

V. Core Experience in Project Review (Guide to Avoiding Pitfalls)

1. For B2B information retention, the form must be "extremely simple"; : name, phone number, and company name (one-click authorization is preferred). Don't ask users to fill out a dense list of research questionnaires. Complex questionnaires should be placed in the text message link after successfully collecting the ticket.
2. Reject excessive traffic and control costs: When running information flow on Douyin, strictly control the assessment indicators. If it is found that the number of people mistakenly touched such as "stay-at-home moms" and "students" is too large, it is necessary to immediately optimize the exclusion words (such as excluding general entertainment tags like education and entertainment) to increase the purity of the group.
3. Leads must be "immediately followed up" : The phone numbers retained by online customer acquisition, the exhibition customer service or AI call center must be confirmed for the first time via text message or phone call within 48 hours, sending the location of the exhibition hall and the electronic ticket. Otherwise, the attendance rate will be greatly reduced when the event starts.