The CEO of Anteriad, a leading provider of B2B marketing solutions, emphasizes the importance of understanding critical elements such as the market, competitors, buyers, and cultural factors in achieving international business success. Companies often fail in new countries due to a lack of understanding in one or more of these areas, and simply “testing the market” is not enough to set up for success.
To achieve global success, companies need to be agile, able to scale, and provide high-quality solutions consistently across the globe. It is important to invest in local experience and markets, with dedicated marketing efforts on the ground. Creating a cohesive global business, rather than separate international divisions, is crucial for building a successful global company.
Implementing a product operating model that connects product, technology, marketing, and operations teams to solve customer needs more quickly can lead to higher returns and operating margins. This approach ensures that the entire company is dedicated to solving customer needs in international markets, rather than relying on a single team back at headquarters.
When expanding globally, companies must prioritize marketing in new markets to give sales a chance of success. Understanding target markets, buyer personas, and market nuances is essential for adapting and responding effectively. It is crucial for companies to invest in learning their new markets, even if they have sophisticated data-driven marketing practices.
Localizing marketing efforts, including having local resources that speak the language and understand the market, can significantly widen the prospect pipeline and create more qualified opportunities for the sales team. Pairing this with relevant content, events, and campaigns can lead to increased global sales success. By focusing on these key elements, companies can navigate the challenges of entering new markets and achieve growth in their international operations.
