A best-in-class approach to building credibility in new markets
Expanding overseas can be exciting for B2B tech firms, but it also comes with plenty of unknowns. The need to navigate differences in culture, media, politics, business practices and regulation can give even the most innovative brands pause for thought.
Questions around local media credibility and establishing a trusted reputation often arise early on. The good news is that a structured approach can lessen many concerns.
By combining local expertise with central coordination, B2B technology companies can confidently set out to claim their share of international success.
Getting a handle on the challenges
Before setting foot in another country, it’s vital to understand the hurdles. Cultural norms may differ widely, influencing exactly how specific messages should be framed.
Public sector procurement differs between countries, for example, and is subject to distinctly different approaches within Europe and in the Middle East where cultural and diplomatic influences are at work. And financial services, for instance, are highly regulated by national as well as international watchdogs.
Also, each region has its own media ecosystem in which journalistic practices differ. Who knows which publications, broadcasts or influencers are best suited to a company’s purpose?
Likewise with trade events. They are easy to find in the calendar but may turn out to be all show and little substance.
Is the answer to engage a different agency in each country or region at huge cost of money and time? Of course not. But the alternative of having a single agency doing everything is hardly likely to provide the flexibility and regional insight required for an effective PR campaign.
Finding a solution
What works best is to employ on-the-ground agencies that know the media landscape intimately, but with overall coordination from one lead agency at the top of the tree.
This approach is agency-agnostic, meaning the lead team collaborates with best-fit local partners, all of which share a focus on measurable success.
Tactics can be tweaked for each market’s cultural and language nuances, and execution is made easier thanks to trusted local relationships and well-established media contacts.
Delivered in this way, campaigns will be cohesive, flexible and cost-effective.
Reaping the rewards
With a centralised team guiding local experts, B2B tech companies can stay agile, control costs and keep their brand identity intact.
Instead of relying on generic messaging, agencies can craft content that resonates with each market’s culture and business environment.
This localisation doesn’t just help brands, it makes life easier for journalists, too. Content that’s relevant and tailored increases the chances of getting meaningful media coverage.
Building long-term relationships with local media and influencers also becomes more natural and intuitive when genuine engagement replaces one-off transactions.
At the same time, brands benefit from consistent reporting and real-time insights, so they know exactly where their PR efforts are paying off and where improvements might be needed.
Looking ahead
Global markets are always evolving, with new regulations, platforms and cultural shifts emerging all the time. Staying flexible and proactive is essential for maintaining momentum.
With the right balance of central coordination and local expertise, B2B tech companies can build a strong global presence without losing what makes them unique.
This approach isn’t just effective – it’s sustainable, ensuring growth stays on track no matter how the world changes.