Azadeh Williams is the Managing Partner of AZK Media, a global B2B agency helping technology companies grow in new and emerging markets.
In today’s content-saturated environment, getting noticed as a B2B business is hard, especially if you’re a technology company seeking expansion. In this article, I’ll take you through some of the fatal mistakes we see technology vendors make when expanding to new markets. These things do more harm than good for brand awareness and perceived value in new regions:
Relying On Newswires With No Personalized Press Outreach
Smart technology companies know they need to get their brand in front of the right media and third-party channels to get noticed in new markets. However, one of the fatal mistakes companies make is relying purely on “newswire” placements.
Without proper due diligence, this risks your news announcements getting picked up by irrelevant news sites—or worse, syndicated to sites that could actually harm your brand reputation. Make sure you have local PR support on the ground to navigate you through these hurdles.
Overcomplicating Customer Advocacy
Local customer stories are critical for demand generation when growing in new regions. However, as I mentioned in an earlier post, it’s important to not take up too much of a customer’s time when it comes to testimonials or use cases. Even though your head of marketing may want a case study crafted in a particular way, customers’ time is precious, and requiring multiple requests or revisions of them can be disrespectful—they’re not at your beck and call. Even more, you don’t want to be perceived as a difficult vendor, which can tarnish your brand perception.
Scrimping and ‘Ghosting’ Local Agency Partners
Often, when technology vendors are seeking expansion into new markets, their budgets are quite tight. This is understandable as it minimizes risk. However, it’s important to do right by the local PR and marketing agencies you’re dealing with. That means valuing their time, budget limitations and ability to service you in those new regions. Fishing for the best price, haggling down and then ghosting local agencies is a big no-no.
Why? Because straight out of the gate you look like an untrustworthy new player in the region. And it’s likely that the agency’s wider professional network, many of whom could be your prospects, will catch wind that you weren’t professional, ethical or reliable in your approach.
Great Inbound, Terrible Outbound
If your sales team on the ground is sending outbound communications that are completely inconsistent in tone and messaging to your inbound PR and marketing mix, then you have a serious brand problem. Not only are you annoying customers with off-the-mark outbound calls and emails, but you are also showcasing to prospects how misaligned your business is in terms of sales and marketing.
Getting It Right
The key to hitting the ground running when expanding into new regions is partnering with the right specialists who have a proven track record of success in your specialized vertical. Dig deep and do your research to find local talent that has the expertise and use cases to back up claims. Ensure they have the targeted contacts and strategic vision to solidify your brand presence in the new market, guiding your growth trajectory toward success.
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