Find the key person for communication

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Case: GE China (General Electric) Innovation

If you were asked to introduce a company as large and complex as General Electric, how would you tell the story? In order to build a content platform for Chinese audiences to quickly understand and share GE stories and help customers deeply experience the charm of technology, "GE Innovation" was launched in 2015. Through interesting text, images and other multimedia forms, with persuasive and easy-to-understand content, it introduces users to cutting-edge technology, the stories behind innovation and GE's latest practices in China.

On social media, GE calls itself "Brother" and uses a skype database more friendly communication style to shape its localized image in China, which seems to be a carefully planned move.
Two key points before creating B2B content

B2B communication is not about the enterprise, but someone in the enterprise who has the power to make cooperation decisions. It may be the boss, the purchaser, or some special role. For example, if a seasoning brand wants to enter the catering industry, the key person to communicate here is not the boss, nor the purchaser, but the chef.

2. Find the key communication language