How SaaS Marketing Teams Can De-Risk New Market Expansion

Click on the image to access the full PDF with a step-by-step guide

Why are B2B marketers painfully (and expensively) re-making mistakes we already have the solutions for? We’ve known this for about 100 years!

I sat in on a session recently where marketing leaders were talking about expanding to new geographic markets. Bravely they admitted that it was very hard and shared the fact that they had made mistakes.

New market expansion is very hard and they were right to say that learning from mistakes is valuable. But where they lost me was that they were re-learning mistakes that are avoidable because we already have the solution… and have for decades, courtesy of companies like P&G.

When describing the new geo expansion approach, what NO ONE said was:

✓We have a strategic approach to new market entry based on best practice from the pioneers and enhanced with our modern insights and know-how.

✓We don’t have big budgets so we are even more focused on going through a rigorous process to ensure we understand the important dynamics that will impact our success.

✓We undertook qualitative and quantitative research to understand the buyers, the competition and the environment in the expansion country.

✓We know that this isn’t a guarantee of success but equally, without this rigour we know success will be more expensive and take longer than it otherwise would.

So, if you’re in B2B SaaS and you’re looking to enter a new geo please don’t hire a sales team, spend on PPC or LinkedIn or event sponsorships until you’ve done a bit more than looked at the TAM and CAGR in market and thought “that looks good!”

I’ve created a best practice guide for folks who are tasked with new market entry but aren’t sure where to start. Happy to update with suggestions for improvements and any modern advances. Click on the image above to access the full PDF.