The European market presents a complex and dynamic landscape for businesses seeking expansion. Its diverse cultures, advanced digital infrastructure and increasingly sophisticated buyers demand innovative approaches. The traditional sales model, reliant on proactive outreach, is being disrupted. Today's buyers are well-informed and advanced in their purchasing journey before engaging with a sales representative. This shift necessitates a proactive, data-driven approach to lead generation.
To succeed, organizations must identify and engage potential customers earlier in their buying cycle. By becoming trusted advisors and providing valuable content, businesses can position themselves as preferred solutions when buyers are ready to make a decision. This requires a fundamental shift from a sales-centric to a customer-centric model, with a focus on building relationships and providing value at every touchpoint.
Here, we’ll delve into a 12-step lead generation process which will help create your European brand awareness.
Do your research. You shouldn’t make the leap until you understand the European market — or should we say markets?
Authenticity is the cornerstone of genuine connections between your brand and customers. By being honest and transparent, you foster trust and loyalty. But that trust must be built with each target audience in each country — you can’t bank on the trust you built at home to translate.
Breaking into a new European market requires persistence. There are generally over 10 touch points needed to close a deal, building relationships from scratch can be daunting. A multi-channel lead gen approach — combining content marketing, social media, email and direct outreach — is essential.
Before diving in, carefully analyze your home market success and tailor it to your new target. Define clear revenue goals and allocate the necessary resources for a robust lead generation strategy. Remember, Europe is a continent of diverse markets, so building relationships takes time. Consider partnering with local experts to accelerate your entry.
It's key to remember that all these things take time. When it comes to brand awareness, consistency and relationship building is what will make people come to love and understand your brand. You must nurture them through your marketing and your lead generation strategy.
According to Theresa Woodiel, director, account-based marketing and integrated marketing at Deep Instinct, when it comes to your business development teams, they must focus on opening, engaging, educating your ideal customer profile a lot sooner than waiting for your prospect to reach out to you.
We all must become growth marketers in a very sophisticated way.
Quality trumps quantity when building your target audience. A scattergun approach to lead generation is inefficient and can damage your reputation. Account-based marketing demands precision, not volume. Spam filters and EU privacy regulations are strict, especially in Europe. Non-compliance can lead to hefty fines and reputational damage.
Cultural nuances also play a critical role. Communication styles vary widely across countries. What works in one nation might be counterproductive in another. Tailor your approach to each market, respecting local customs and preferences.
Businesses often outsource the lead generation side of their European expansion strategy to tap into specialized expertise, streamline operations, and focus on core competencies. By partnering with external consultants, companies can gain fresh perspectives, access advanced analytics, and mitigate risks associated with internal resource constraints.
Sales Force Europe exemplifies this approach by offering a comprehensive suite of services. Our business development representatives employ account-based marketing, demand generation, and growth marketing strategies to drive results. With a focus on strategic, multilingual outreach, we deliver tailored solutions to help tech businesses expand your reach and accelerate growth.
It's all well and good having a brilliant marketing strategy, but ultimately you need to be converting those leads to sales. The final steps of our 12-step blueprint for cracking the European market are:
You can accelerate your market entry and mitigate risks through strategic partnerships like with us. Collaborating with local European sales reps provides invaluable access to market insights, cultural nuances and established networks. By leveraging their expertise, you can significantly boost sales performance and shorten sales cycles.
By following these steps and continuously measuring and refining your approach, you can build a strong foundation for your tech company’s success in the European market. Remember, the key to success lies in understanding your target audience, providing value, and building long-term relationships. It's also not a one-time process.
Continue to adapt and understand which of your B2B lead generation strategies needs to pivot by measuring what works for your business in each market — and what doesn’t. It’s not a one-size-fits-all strategy, but following our 12-step blueprint will help you on your way to cracking the European market.
But if you need a helping hand, get in touch to see how we can make your international lead generation strategy a success
