China is Australia's largest trading partner and the second-largest economy globally, presenting a massive opportunity for B2B companies. But to build a successful strategy for China, businesses must understand that B2B marketing and sales in China operates under different dynamics compared to Western markets.
While conceptually, the B2B funnel remains relevant globally, the tools, channels and tactics for how you execute each stage in China is markedly different.
Join us for this expert panel webinar discussion as we explore how to adapt your B2B acquisition funnel for China’s unique digital and cultural ecosystem.
Register to learn:
- The opportunities and challenges for Australian B2B businesses in China.
- How to adapt your buyer journeys for China into a strategy that actually works.
- How to leverage localised assets, WeChat, webinars, and offline engagement to drive B2B acquisition in China.
Mr Jorge is Chief Executive Officer of the Export Council of Australia.
He has more than 25 years of experience in global trade, including as an Australian diplomat, government trade negotiator, and export consultant.
He has a Master of Business Administration (specialising in entrepreneurial management and marketing). He is trained in aid-for-trade projects, and lean start-up and agile methodologies.
Tom Parker is a dynamic leader with deep expertise in trade facilitation, investment attraction and collaboration between Australia and China.
A Mandarin speaker, Tom has successfully led high-profile, cross border initiatives across government and the private sector, including trade missions, sports diplomacy, export development, and official visits programs.
With proven leadership as a CEO, he has managed remote and culturally diverse teams and continues to build extensive networks with government and corporate leaders across Australia, and China. His strategic mindset, persistence and ability to negotiate outstanding results in complex, multi-stakeholder environments ensure practical outcomes aligned with economic and business priorities.
Jasmine joined New South Wales Trade & Investment
in Shanghai in December 2020 and was appointed Interim Leader for Greater
China in April 2025. In this role, she is responsible for driving exports from New
South Wales to China and facilitating Chinese foreign direct investment (FDI)
into New South Wales. Before her tenure with the New South Wales Government, Jasmine served as the Senior Events & Programming Manager at AustCham Shanghai, where she played a key role in strengthening Australia-China business ties. She also has experience as an entrepreneur and in various private sector roles, demonstrating a strong track record in trade and investment promotion. Earlier in her career, Jasmine spent six years in Shanghai’s FMCG industry, where she successfully guided multiple Australian brands in entering the Chinese market. Her deep expertise in cross-border trade and market entry strategies has made her a passionate advocate for Australia-China economic relations. Jasmine holds a qualification from the Australian Institute of Tourism and Hospitality (AITH) and is currently pursuing a Master of Business Administration at the University of New South Wales.
As the CEO & Founder of Sinorbis, Professor Chu leads the multi-award-winning company that revolutionises the way institutions and businesses enter Asian markets through technology. With over 25 years of experience across three continents—Europe, the US, and Asia Pacific - he has a distinguished track record in leading technology ventures, ranging from start-ups to multi-billion-dollar corporates.
In addition to his business leadership, Professor Chu serves as a Professor of Practice at the UNSW Business School in Sydney. There, he leverages his expertise in digital marketing, online retail, e-commerce, and product strategy to develop cutting-edge research topics, assist in course content development, and lead strategic initiatives.
Nicolas also serves on several boards and is passionate about empowering and coaching the next generation of leaders and entrepreneurs with the skills and knowledge to succeed in the global digital economy.
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