03Inspur · Exhibitions · Marketing assets

B2B Marketing

OperationsWeChat Official AccountTrade shows

At two B2B tech exhibitions I turned the booth into a two-step experience — touchscreen first, then VR — so more visitors would get hands-on, and learned the technical vocabulary in advance to explain the product to clients from any industry. I also produced 115+ marketing assets on my own, including about 39 posts for the Inspur HCM WeChat account.

Brand Marketing Intern, Inspur Group, Jinan · Mar – Jul 2024.

  • 100+visitors receivedAcross 2 B2B exhibitions
  • 50+in-depth product consultationsAbout one in two visitors
  • 115+marketing assetsProduced on my own
Illustration of Jiakun at workCustomer go-live story, 2,952 reads2,952 reads · customer go-liveContract-win story, 2,874 reads2,874 reads · contract win

ABooth journey2 B2B exhibitions · 2024

Turned a look-only booth into a two-step funnel: a low-friction touchscreen first, then VR

  1. 100+visitors
  2. 50+in-depth consultations
  3. ~1 in 2from browsing to asking

What I did

  • The team worried few visitors would try VR — most only looked at product results — yet the booth couldn’t feel static.
  • From market research, I proposed a touchscreen as the first step: more direct and quicker, so more people would interact.
  • Visitors curious at the screen moved on to VR; those who skipped VR still understood the product through the touchscreen.
  • Learned the technical vocabulary ahead of each show, so I could explain the product to visitors from very different industries.

Result

Adopted by the team after 4 design rounds. Across two exhibitions, 100+ visitors came through and 50+ stayed for an in-depth product consultation — about one in two.

Illustration: a visitor’s first touch on the screen, with the VR headset next
  1. 1AisleA visitor slows down at a moving screen.
  2. 2TouchscreenA low-commitment first try: tap a use case for their industry.
  3. 3VR demoOnce curious, step into the immersive product demo.
  4. 4SpecialistIndustry questions handed to a technical specialist.

BWeChat contentInspur HCM WeChat account

Wrote about 39 posts for the Inspur HCM WeChat account — 9 passed 1,000 reads, the top one 2,952

~3002,952reads: a typical post on the account → my top post · 9 of my posts over 1,000

What I did

  • Wrote about 39 posts for the Inspur HCM WeChat official account.
  • Produced 115+ marketing assets on my own: scripts, posters and event materials.

Result

9 posts passed 1,000 reads, peaking at 2,952.

Next caseConsumer Growth