How to Build a Sales Pipeline in a New Market

Expanding your business into new markets is an exciting but challenging endeavor. Whether you're targeting fresh territories in different countries or branching out into new industry verticals, success hinges on your ability to build a sales pipeline.

This international expansion process demands careful planning, research, and an unwavering commitment to understanding the unique dynamics of each market you enter.

Also check out our free ebook: How to Get Your Tech Company Ready for Global Expansion

Research the new market thoroughly

Before you can start building your sales pipeline, it's essential to gain a deep understanding of the new market's landscape. This includes not only the broader economic and regulatory environment of the country but also the nuances of each industry vertical you aim to penetrate.

Begin by assessing the European competitive landscape. Who are the key players, and what strategies have they employed to succeed? Are there any regulatory or compliance issues specific to this market that you need to be aware of? Identifying these factors will help you tailor your approach and avoid potential pitfalls.

Conduct market research to identify pain points, trends, and opportunities and delve into customer needs in each country and vertical. This intelligence will serve as the foundation for your sales strategy and enable you to tailor your value proposition to meet the specific demands of your target audience.

Working with local partners is a way to talk to those already with their eyes on the ground. They often have a tech buyer network ready to listen to their recommendations.

Identify your ideal customer profile

With a thorough understanding of the market, it's time to define your Ideal Customer Profile (ICP). This buyer persona encapsulates the characteristics of the type of companies or individuals you want to target in each country and vertical. Your ICP should consider factors such as industry, company size, budget, and pain points—these are the people who have needs your product can most meet.

Creating a well-defined ICP streamlines your lead generation efforts by ensuring that you're focusing your resources on prospects who are more likely to convert. It's a critical step in building an efficient and effective sales pipeline.

Generate and qualify leads

Lead generation is the lifeblood of your sales pipeline. It's the process of identifying potential customers and initiating interest in your product or service. In new markets, it's crucial to employ a variety of strategies to generate leads effectively.

Some effective lead-generation in sales methods include online advertising, attending trade shows and industry events, and networking with local professionals. Tailor your B2B lead generation strategy to suit the preferences and behaviors of your target audience in each country and vertical.

Once you have a list of marketing qualified leads or MQLs, the next step is to qualify them. Not all leads are created equal, and it's essential to determine if they are a good fit for your offering. Qualification involves assessing their needs, budget, timeline, and overall compatibility with your product or service. This process ensures that you're investing your sales efforts in sales qualified leads or SQLs that have a genuine interest and the potential to become customers.

Nurture your leads

Nurturing leads is a critical phase that often gets overlooked. Once you have identified and qualified your leads, you need to engage with them regularly and provide them with valuable content. This not only keeps your brand top-of-mind but also builds trust and positions your company as a thought leader in your industry.

LinkedIn is the most popular way to do this, but don’t forget about localized B2B social media Xing for German-speaking countries and Viadeo for France. You want BDRs with significant local networks.

Consider implementing content marketing strategies tailored to each market and vertical. Create blog posts, e-books, and other content that addresses the specific pain points and interests of your target audience. Use email marketing campaigns to share this content and maintain ongoing communication with your leads.

Then, have it translated into the local languages of your target country markets. And have influencers and thought leaders in your target vertical sharing and engaging with your content.

Close deals

The ultimate goal of your sales pipeline is to convert leads into paying customers. Once your leads are nurtured and ready to buy, it's time to close the deal. This involves negotiating a contract, addressing any remaining concerns, and guiding the customer through the final steps of the sales process.

When partnering with a B2B lead generation service, you can take over the deal closing yourself or leverage inside sales reps or SDRs to close them for you.

Additional tips for success

  1. Work with partners - In new markets, especially in different countries, local partners on the ground can be invaluable. They can provide insights and access to their networks, and help you build trust with potential customers.

  2. Attend trade shows and industry events: Participating in relevant trade shows and industry events is an excellent way to meet potential customers and gain a deeper understanding of the market. Some must-go European trade shows include Web Summit in Lisbon, Vivatech in Paris, The Next Web in Amsterdam, MWC in Barcelona, and Cloud Expo in London. Don’t miss out!

  3. Maximize online advertising - Online advertising, when done strategically, can be a powerful tool for reaching a large number of potential customers in a targeted way.

  4. Create valuable content - Content marketing is a universal tool for attracting and nurturing leads. Ensure your content is localized, addressing the specific needs and preferences of your target audience in each market.

  5. Adapt marketing and sales materials - Make sure that your marketing and sales materials are translated into the local language and are tailored to the cultural norms and preferences of the new market.

Building a sales pipeline in a new market that encompasses both new countries and verticals is a multifaceted endeavor. It requires meticulous research, a clear understanding of your target audience, effective lead generation, nurturing strategies, and a robust sales approach. By following these steps and staying attuned to the unique

Sales Force Europe — Your roadmap to building a multifaceted sales pipeline

Are you ready to take on the world and conquer new markets and verticals? Sales Force Europe is your trusted partner in expanding your business horizons. Our expertise spans continents and industries, ensuring your lead generation sales and building a sales pipeline are not just processes but well-oiled engines for growth.

With Sales Force Europe by your side, you'll have access to an elite team of sales representatives who understand the intricacies of diverse markets. We'll help you identify the ideal customer profiles, generate high-quality leads, and navigate the complexities of international sales, all while building a sales pipeline that propels your expansion.

Don't limit your growth potential—seize the opportunity to thrive in new countries and industries. Get in touch with our CEO Rick and watch your sales pipeline flourish in ways you never imagined.

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