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 China
How high‑velocity trust helps companies establish credibility in a low‑trust society
The rise of Xiaohongshu and Douyin as unexpected B2B platforms alongside WeChat
Generative engine optimisation (GEO) and how AI‑driven search is reshaping discoverability
Compliance with China’s PIPL and why outdated outreach tactics can damage your brand
Practical steps for market entry that foreign firms often overlook, from positioning to demand validation
Chapters
00:00 Introduction to Mike Golden and Brandigo
01:05 Mike's Journey from Japan to China and Founding Brandigo
02:03 The Evolution of B2B Marketing in China Over 25 Years
02:51 Key Changes in Chinese B2B Buyer Behavior
03:21 Trust as a Constant in Chinese Business Culture
04:15 Why Relying on Stability is a Liability in B2B Marketing
05:41 The Rise of Xiaohongshu (Red Note) as a B2B Platform
06:36 Building a Social Media Portfolio for B2B in China
07:36 The Role of Localized Content and Websites
08:50 AI, Search, and Content Optimization in China
10:25 Gaming the AI Search System and Content Strategies
11:21 Data Privacy, PIPL, and Risks in China
12:15 Preparing for Market Entry: Legal and Strategic Steps
13:43 The Importance of Positioning and Key Messaging
15:03 Opportunities and Choosing the Right Partner in China
16:25 Closing Remarks and Resources