More often than not, companies entering the U.S. are confident that they know how to attract U.S. customers. This confidence manifests itself when the U.S. website, sell sheets, and other promotional material are created in a fixed format that can only be edited by the home office or by a third party. Using agile marketing communications methodology overcomes this challenge.
Imagine your early U.S. market-entry strategy to be similar to going fishing. Anyone who goes fishing makes three basic decisions before they leave their house:
- What do I want to catch?
- Where am I going to go fishing?
- What bait am I going to put in the water?
Apply these decisions to the first stage of U.S. expansion. The best approach is to brainstorm answers for all three questions, create a hierarchy of responses, and use an iterative process to test these hypotheses. An agile marketing approach allows for quick sales and marketing asset iteration, enabling the local team to make adjustments easily as they learn. This low-friction approach reduces both the time and cost of discovering a repeatable and scalable sales system.
Agile marketing communications emphasize the need for flexibility and responsiveness. As the market changes, so should your marketing strategies. This adaptability is crucial for refining your approach based on real-time feedback and market demands. By continuously testing and refining your marketing messages, you can more effectively engage your target audience and convert leads into customers.
Moreover, agile marketing involves a close alignment between the sales and marketing teams. This collaboration ensures that marketing efforts are directly supporting sales goals and that any insights gained from customer interactions are quickly integrated into the marketing strategy. This synergy is essential for creating a cohesive and effective market entry strategy.
How to Get US Sales Traction Resources
For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.
