amplifyASIA Podcast

China’s B2B marketing landscape has transformed dramatically, with platforms, buyer expectations, and compliance rules evolving faster than ever. For foreign companies, the challenge is no longer waiting for stability; it’s learning to thrive in constant change.In this episode, our host Jacob Ketcher speaks with Mike Golden, Founder and CEO of Brandigo China, one of the first foreign-owned marketing agencies in China. Drawing on over two decades of experience, Mike shares how trust, localisation, and smart content strategies are redefining success for B2B brands in 2026.We will discuss:Why “waiting for stability” is no longer viable for B2B brands in ChinaHow high‑velocity trust helps companies establish credibility in a low‑trust societyThe rise of Xiaohongshu and Douyin as unexpected B2B platforms alongside WeChatGenerative engine optimisation (GEO) and how AI‑driven search is reshaping discoverabilityCompliance with China’s PIPL and why outdated outreach tactics can damage your brandPractical steps for market entry that foreign firms often overlook, from positioning to demand validationChapters00:00 Introduction to Mike Golden and Brandigo01:05 Mike's Journey from Japan to China and Founding Brandigo02:03 The Evolution of B2B Marketing in China Over 25 Years02:51 Key Changes in Chinese B2B Buyer Behavior03:21 Trust as a Constant in Chinese Business Culture04:15 Why Relying on Stability is a Liability in B2B Marketing05:41 The Rise of Xiaohongshu (Red Note) as a B2B Platform06:36 Building a Social Media Portfolio for B2B in China07:36 The Role of Localized Content and Websites08:50 AI, Search, and Content Optimization in China10:25 Gaming the AI Search System and Content Strategies11:21 Data Privacy, PIPL, and Risks in China12:15 Preparing for Market Entry: Legal and Strategic Steps13:43 The Importance of Positioning and Key Messaging15:03 Opportunities and Choosing the Right Partner in China16:25 Closing Remarks and Resources

Expanding across borders in Asia can unlock incredible opportunities, but it also comes with unique challenges. From navigating diverse markets to avoiding common pitfalls, how do you build a strategy that works? Join our expert, Miguel Latorre, Managing Director at Acclime Hong Kong, as he shares practical insights from years of guiding businesses through Asia’s complex landscape. This episode explores why stepping out of your comfort zone is essential for success and how to approach cross-border expansion with confidence. We will cover:Key trends shaping cross-border business in AsiaCommon mistakes companies make—and how to avoid themPractical tips for entering new markets successfullyWhy adaptability and cultural awareness matterLessons from Miguel’s journey across Southeast Asia and Hong KongDon’t let uncertainty hold you back. Tune in for actionable strategies to thrive in Asia’s dynamic markets!