Expanding into the US is exciting, but it can be costly and inefficient without the right sequence. In a recent Belly2Belly conversation, Bill Kenney sat down with Dan Griffith from Greater Gain Group to explore how companies can enter the market with clarity, capital efficiency, and founder-led momentum. A Three-Step GTM Foundation Dan broke down Greater Gain Group’s methodology into three structured stages. Define the ICPFirst, companies identify their ideal customer profile. For Dan’s team, this work is especially strong in financial services, healthcare, banking, and insurance. Build and run outreachSecond, they implement and run a marketing and outreach engine for 90 days, then hand it over so the company can continue independently. Design scalable sales processThird, they establish a repeatable sales and marketing process with defined entry and exit criteria. Built properly, this framework slots directly into a CRM and gives founders and boards real visibility into pipeline maturity. When these three steps are completed, companies are ready to hire their first US salesperson. Where Companies Struggle Dan sees a few recurring failure points. Hiring too earlyMany companies hire costly US commercial talent before they understand the market. Without clarity, even strong hires cannot succeed. Misunderstanding the ecosystemThe US market is rarely a single buyer path. Healthcare, for example, includes insurers, providers, self-insured employers, tech companies, and wellness programs. Companies often underestimate this complexity—and size. One client nearly missed a 48-billion-dollar total addressable market. Overspending and unnecessary dilutionSome founders believe launching in the US requires heavy spending or giving up equity. Dan disagrees. He and his team prioritize capital-efficient progression without sacrificing ownership. The Founder’s Role Founders are often still the best early sellers. They understand the product deeply, and they’re best positioned to hear customer objections, refine positioning, and translate insights to boards and product teams. Dan noted that when outsourced teams or early hires collect this insight, the organization rarely adapts as quickly. Founders carry the trust inside their own walls to influence and accelerate change. Traits of Successful Founders Dan sees three consistent traits among founders who thrive in the US. CoachableThey listen to signals, absorb input, and make changes based on new information. Intellectually curiousThey are lifelong learners who actively explore how the market works. CommittedThey “burn the ships.” They are fully committed to the US market and do not maintain an easy exit route. Key Takeaway US entry succeeds with a defined ICP, structured outreach, a repeatable sales process, and active founder involvement. Companies that move deliberately, stay capital efficient, and remain curious position themselves to scale with confidence. Additional Resources For more on this topic, we suggest reading Navigating U.S. Market Entry with Manny Schoenhuber About MEET helps 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.

AI is transforming how we create content. But with speed comes risk. In this Belly2Belly conversation, Bill Kenney sat down with Yana Lapitskaya from YAi Digital to explore how companies can protect their credibility while still embracing AI at scale. The Problem: AI Makes Mistakes Yana shared a striking statistic. In 2024 alone, AI hallucinations caused 67 billion dollars in losses. These errors create real harm across industries, especially in regulated spaces like healthcare and finance. Companies are producing more content than ever before. AI accelerates ideation and drafting, but teams are now spending huge amounts of time correcting information, verifying sources, and editing text. The efficiency AI promised is often lost in cleanup. Risk Comes in Three Forms Untrustworthy AI content exposes companies to three major risks. Misinformation riskAI can fabricate facts and sources. Today, incorrect citations occur at an alarming 60 percent rate. Legal riskEven the strongest large language models hallucinate 69 to 88 percent of the time when asked legal questions. In real cases, lawyers have cited presidents who never existed. Financial riskIn regulated industries, incorrect content can trigger fines, penalties, or worse. Across sectors, credibility and reputation are also at stake, making accuracy essential. Content Lift: A New Safety Layer Yana explained that YAi is building the trust layer for AI content. Their solution, Content Lift, automatically fact-checks and removes hallucinations from text. It evaluates clarity, tone, references, and accuracy, then suggests precise corrections. It does more than identify what is wrong. It helps writers fix it. According to Yana, Content Lift is the only business-focused platform offering automated fact-checking at scale. The Volume Challenge Content volume is exploding.  Blogs. Articles. Product pages. Educational content. Internal documentation. For small teams publishing just a few articles each month, manual checks may be manageable. Larger companies, or those producing dozens or hundreds of content pieces, require automated solutions to maintain quality and compliance. Accuracy Across Borders AI makes translating content into multiple languages fast and affordable. But errors scale just as quickly. When mistakes appear in 10 or 12 languages, companies may not even recognize the problem until customers point it out. Yana’s advice is simple. Make sure your original content is fully accurate first. That becomes your single source of truth. Then localize. She reminded us that multilingual reach matters, even for companies targeting English-speaking markets. Opportunities can come from anywhere. Key Takeaway AI is an incredible accelerator. But without fact-checking and reliable sourcing, it can damage credibility and create real financial risk. Companies that embrace tools like Content Lift can keep their efficiency gains while protecting their brands. 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.  

Welcome back to our three-part series on building a high-impact trade show program for 2026. In Part 1, we explored Strategy, focusing on how to create a plan that drives measurable growth. Now we turn to Preparation, the stage where strategy becomes reality. Why Preparation Matters Preparation is where great ideas turn into great execution. Even the strongest plan will fall short if the team isn’t ready, the logistics aren’t clear, or the follow-up process is undefined. The best exhibitors treat preparation as a discipline. It’s not just about packing boxes or ordering graphics. It’s about creating alignment, accountability, and anticipation. When done well, your team arrives ready to divide, ready to fully participate, and to conquer. Clarify Roles and Responsibilities Trade shows succeed when everyone knows their purpose. Define each role early and document it clearly: Marketing drives prospect identification. Sales leads relationship-building and moving prospects to the next stage. Operations ensures logistics, shipping, and setup are seamless. Leadership supports visibility and key meetings. Clarity removes duplication, prevents gaps, and builds trust. When responsibilities are transparent, collaboration becomes second nature. Build a Realistic Timeline Create a pre-show timeline that maps every milestone from planning to post-event reporting. Work backward from the show date so nothing is rushed and every task has an owner. Your timeline should include design approvals, travel booking, training sessions, shipping deadlines, and campaign launches. Treat it as a shared, living document so everyone can track progress and anticipate needs. Train for Role Participation The booth team needs to know how to engage, qualify, and enroll high-quality prospects. The sales team needs to know how to pre-set appointments with prospects and partners who are already in the funnel. If you have a speaker or panelist, they need to be prepared to valuable content that builds a sense of competence and expertise without any form of selling. Everyone on the team needs to practice and perfect a common self-introduction and be able to clearly articulate their event goals. They need to be prepared to participate in all networking and show floor event activities independently. Perfect Your Lead and Follow-Up System Someone on the team needs to own assuring follow-up accountability. Leads lose value by the hour once the show ends. There is no point in going to an event without a reliable follow-up process. Set clear rules for how information will be captured, categorized, and handed off. Make sure data flows directly into your CRM and follow-up messages are ready to deploy. The goal is to remove friction. When capture and follow-up are effortless, conversion rates rise dramatically. Keep Communication Flowing Trade show preparation often involves multiple teams in multiple locations.Use shared dashboards or short sync calls to keep everyone aligned and on-track with their contribution and preparation. Simple, consistent updates prevent last-minute surprises and help everyone feel part of the same mission. Good communication keeps energy high and focus sharp. Plan for the Unexpected No event ever goes exactly to plan. Build a checklist of backup options for key assets and roles. Keep copies of presentations, spare cables, emergency contacts, and logistics details in one easily accessible place. Resilience comes from readiness. When small problems arise, a prepared team handles them quietly and confidently. Bringing It All Together Preparation is the quiet force behind trade show success.It transforms planning into performance and turns your booth from a display into a prospect identification and enrollment machine. When your team is trained, your processes are tested, and your communication is strong, execution feels effortless, and outcomes become predictable. In Part 3, we’ll focus on Analytics, how to empower your team, measure performance, identify what truly drives ROI, and use data to guide smarter trade show decisions in 2026. About MEET helps 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.

Explore MEET’s 3-part framework for trade show success—Strategy, Preparation, and Analytics—each designed to help you plan smarter, execute better, and measure what matters in 2026. Strategy How to build a high-impact annual trade show plan that drives measurable growth. Preparation How to align your people and processes for flawless execution and stronger results. Analytics How to measure performance, refine your approach, and maximize trade show ROI. Coming soon! Read Article Read Article Read Article About MEET helps 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.

LinkedIn can be your growth engine when you use it with intent. In this Belly2Belly conversation, Bill Kenney sat down with Jimmi Bradbury to unpack practical ways B2B and B2G teams can turn LinkedIn activity into pipeline. Why LinkedIn? LinkedIn is the world’s largest always-on networking event. More than 1.1 billion professionals use it across over 200 countries, and around 58 million companies have a presence there. Every week, more than 100 million people actively engage with content, making it the top global channel for B2B communication. Yet most of those users aren’t contributing, they’re consuming. Studies show that roughly 90 percent of members are purely passive, scrolling and observing. Another 9 percent will occasionally react or comment. Only 1 percent consistently create original content. That small group drives nearly all of the organic reach and conversation on the platform. This imbalance is the opportunity. When you create useful, consistent posts that address your audience’s real challenges, you instantly stand out in a sea of silence. In a space where competition for attention is surprisingly light, showing up regularly positions you as a trusted voice in your field. Create Value, Not Hacks Shortcuts fade. Value compounds. Jimmi recommends content that teaches and solves real problems. Educate your audience. Play the long game. Post consistently. Speak Their Language Great posts feel familiar to readers. Listen first. Learn the exact words your buyers use for pains and goals. Reflect that language in your copy. Relevance drives response. From Platform To Pipeline Treat LinkedIn like the party. Treat your email list like home. Publish to attract. Proactively find your people. Start respectful direct messages. Invite qualified contacts to your owned channel where you control the conversation. Profile First Before posting, fix your profile. Align your headline, about, services, and proof with the problems you solve. Traffic without trust will bounce. Key Takeaway Clarity, consistency, and conversation win on LinkedIn. Show up with helpful content. Speak the customer’s language. Move relationships to a channel you own. Additional Resources For more on utilizing LinkedIn (and other channels) for effective client follow-up, we suggest reading Effective Trade Show Follow-Up Strategy 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.

Breaking into the U.S. can feel like entering an entirely new world — legally, culturally, and operationally. In this Belly2Belly conversation, Bill Kenney sat down with Manny Schoenhuber, Partner at Nelson Mullins, to unpack what European companies need to know when expanding into the United States. Understanding the Legal Landscape Manny explained that the U.S. legal system is built on British common law, unlike the Napoleonic code systems common across Europe. This difference shapes everything from how contracts are written to how lawsuits unfold. For international founders, adapting to this system is often the first major hurdle. The Three Pillars of U.S. Operations Manny outlined three essential pillars every foreign company should have in place when doing business in the U.S.: He emphasized that setting up these structures is straightforward and offers significant peace of mind. Risk, Culture, and Capitalism Beyond law, Manny noted that success in the U.S. requires a cultural shift. Europe’s business culture tends to be more risk-averse, while U.S. entrepreneurship thrives on boldness and adaptation. Recognizing this difference — and adjusting accordingly — can determine how quickly a company gains traction. Why Management Matters Most When asked what differentiates the most successful companies, Manny didn’t cite legal or tax strategy. Instead, he pointed to leadership mindset. The best founders take a team approach, rely on advisors, and build informal boards of trusted experts who help them stay agile and informed. Key Takeaway Manny’s message is clear: entering the U.S. market isn’t just about paperwork — it’s about preparation, collaboration, and cultural adaptability. Companies that embrace expert guidance and local insight are the ones most likely to thrive. Additional Resources For more on preparation, we suggest reading Expanding to the U.S. with Enterprise Ireland’s Marisa Mannion 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.

Strategy Why Strategy Matters A new year demands a fresh look at how you approach trade shows and events. Start by asking three critical questions: Too often, B2B and B2G companies get complacent, ending up at the wrong events with outdated strategies. This wastes valuable resources and compromises growth. Your presence on the show floor should reflect your business objectives, not simply consume your marketing budget. When executed with intention, trade shows become powerful accelerators that fill your pipeline with qualified prospects, deepen account relationships, and position your brand as an industry leader. The difference between success and mediocrity lies in planning. Companies with deliberate strategies consistently outperform those that simply “show up.” Here’s how to build a high-impact annual trade show strategy that delivers measurable results. The Five-Step Framework Strategy begins with clarity. What do you want to achieve this year? Are you focused on generating net-new leads, nurturing existing relationships, launching a product, or recruiting channel partners? Avoid vague aspirations like “increase brand awareness.” Instead, establish specific, measurable outcomes tied directly to revenue growth—think “generate 200 qualified leads” or “close three enterprise deals influenced by trade show interactions.” Well-defined goals ensure every decision you make, from event selection to booth design to staffing, serves a clear purpose. They transform your trade show calendar from a collection of dates into a coordinated growth engine. Not every trade show deserves your investment. With dozens of industry events competing for attention, selectivity is essential. Evaluate each opportunity through multiple lenses: audience composition, market reach, competitor presence, speaking opportunities, cost, and historical ROI. A focused portfolio of five high-impact events typically outperforms a scattered approach across ten mediocre ones. Quality outperforms quantity. Consider whether each show delivers access to decision-makers in your target accounts, whether the timing aligns with your sales cycle, and whether the event’s reputation matches your brand positioning. The trade show floor is just one touchpoint in a longer engagement sequence. Strategic exhibitors think holistically about the entire customer journey. Before the event, implement targeted outreach campaigns that drive booth traffic and schedule meetings. During the show, create memorable experiences that attract your prospects and differentiate your brand. Post-show follow-up is where many companies falter. Develop a systematic approach to nurture every connection made, from immediate thank-you emails to personalized content sequences. The best trade show strategies ensure no lead goes cold and every conversation advances toward a business outcome. Your budget reflects your priorities. Rather than defaulting to last year’s allocation, align spending with your strategic goals. If thought leadership is your aim, invest in speaking opportunities and content marketing. If quality lead generation drives your strategy, allocate resources toward booth traffic-building campaigns and lead capture technology. Consider the full spectrum of investment opportunities: exhibit design and production, pre-show marketing, booth staffing, hospitality events, digital amplification, and post-show nurture campaigns. Every dollar should connect directly to your defined objectives. Treat your annual strategy as a living document, not a rigid plan. Schedule periodic reviews to assess performance against goals. Which shows delivered the strongest ROI? Where did you see unexpected opportunities? Use these insights to reallocate resources toward what’s working and eliminate what isn’t. Agility separates high-performing trade show programs from stagnant ones. Market conditions shift, competitor strategies evolve, and new events emerge. Your strategy should adapt accordingly. The Path Forward An intentional trade show strategy transforms events from expenses into growth accelerators. With the right plan, every handshake and connection contributes to your company’s success in 2026. Next in this series: Part 2 explores Preparation—how to align people and processes for flawless execution and high-impact. Tools for Success Explore MEET tools that support your strategy: Annual Trade Show Plan – Make 2026 your most productive trade show year yet. Our Annual Plan gives you a clear, data-driven roadmap—helping you choose the right shows, attract better prospects, and maximize ROI with every event. Event Plan – Turn any trade show into a win. Our individual Event Plan helps you target the right audience, sharpen your booth messaging, and prepare your team to engage effectively, so you leave with real results, not just traffic. 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.

In September, MEET joined events in Rome, Dublin, and London to connect with founders, advisors, and government leaders on the challenges and opportunities of U.S. expansion. Across three countries, one message stood out: success in the U.S. depends on clarity, preparation, and the right partners. Rome – An Inside Look at Expanding to the U.S. With Italian and U.S. Experts The Rome session brought together experts in law, regulation, and scaling strategies. Speakers included: Discussions centered on market entry planning, regulatory alignment, and strategies for scaling internationally, with practical guidance for Italian founders preparing to cross the Atlantic. Dublin – An Inside Look at Expanding to the U.S. With Irish and U.S. Experts The Dublin panel was highlighted by remarks from both the U.S. Ambassador to Ireland and the Minister of State for European Affairs and Defence, underscoring the strategic importance of transatlantic trade. Speakers included: Bill Kenney noted: “Yesterday’s content was spectacular, highlighted by the Ambassador’s comments and the Minister’s insights.” The discussion focused on building confidence, accessing networks, and navigating regulation — critical factors for companies targeting the U.S. London – Gateway to Growth: Expanding Your Business to the U.S.A. MEET joined founders, investors, and advisors at HSBC Innovation Banking in London for Gateway to Growth: Expanding Your Business to the USA. The evening session combined expert insights with networking, giving international companies practical guidance on how to successfully enter and scale in the U.S. market. The discussion was moderated by Russ Shaw CBE, Founder of Tech London Advocates & Global Tech Advocates, who guided a panel of experts through the critical building blocks of U.S. expansion: The audience posed excellent questions that spanned everything from product–market fit to managing regulatory hurdles. Together, the panel painted a clear picture of both the opportunities and complexities of U.S. expansion—emphasizing that while the journey is challenging, with the right planning, partners, and strategy, success is achievable. Key Takeaways From Rome to Dublin to London, the conversations made one thing clear: success in the U.S. requires both ambition and preparation. Whether through legal alignment, funding strategies, or trade show readiness, international companies need to approach the market with clarity and confidence. If you’re planning to expand to the U.S., MEET can help. Contact us to explore how we support international B2B and B2G companies in gaining traction and scaling successfully. 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.

Breaking into the U.S. market is one of the toughest but most rewarding journeys for international companies. In this Belly2Belly conversation, Bill Kenney sat down with Thomas Teger of Konzeptt1 to uncover the lessons he has learned from building companies, scaling globally, and guiding international firms as they enter the U.S. Branding Matters from Day One Thomas shared his experience of breaking into the U.S. market when helping launch Swatchbook, a startup that scaled quickly thanks to clear and consistent branding. From the logo to color schemes, nothing was left to chance. That attention to detail created instant recognition and built trust across markets. The Feature Trap vs. Benefits One of the biggest challenges Thomas sees is how technical companies communicate. Many international firms focus on product features. But U.S. buyers care about benefits. They want to know how a product solves their problems and why it matters to them. Define Your Audience First Thomas stressed that many companies skip a critical step. Before you can sell, you must know exactly who you’re talking to. Are you targeting designers, marketers, or sales leaders? Without that clarity, messaging becomes scattered and confusing. Trade Shows Done Right Trade shows are still one of the most effective ways to break into the U.S. market. But they can also burn through budgets fast. Thomas advises companies to start small and local, refine their message, and then scale up. Sending the right people also matters. Even major brands have missed the mark by sending booth staff who couldn’t communicate effectively with buyers. Key Takeaway Thomas’s advice is simple: Get your messaging right, define your audience, and show up with a brand that speaks clearly. Success in the U.S. starts with clarity and preparation. Additional Resources For more on messaging and branding, particularly for trade shows, we suggest reading Key Elements of an Effective Trade Show Booth 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.

Expanding into the U.S. is both an exciting opportunity and a serious challenge for founders. In a recent Belly2Belly conversation, Bill Kenney sat down with Marisa Mannion from Enterprise Ireland to discuss how companies can prepare, what mistakes to avoid, and where founders should focus their energy to make U.S. expansion a success. Enterprise Ireland’s Role Marisa explained how Enterprise Ireland supports Irish businesses as they explore new markets, including the U.S. With deep networks, tailored advice, and funding support, the agency helps founders connect with the right partners and build the right strategies for long-term success. Top Challenges for Founders Marisa emphasized that preparation is everything. That means building networks, validating demand, and ensuring that the leadership team has the resilience and confidence to adapt. She encouraged companies to focus not only on landing in the U.S., but also on building a strategy that ensures sustainable growth. Practical Advice for U.S. Growth Marisa emphasized that preparation is everything. That means building networks, validating demand, and ensuring that the leadership team has the resilience and confidence to adapt. She encouraged companies to focus not only on landing in the U.S., but also on building a strategy that ensures sustainable growth. Key Takeaway As Marisa put it, success in the U.S. requires both ambition and preparation. By leveraging support systems like Enterprise Ireland, founders can avoid costly mistakes and accelerate their path to growth. Join the Dublin Panel on 25 September Marisa will also be joining a panel discussion on Wednesday, 25 September in Dublin that will explore strategies for expanding into the U.S. The session will feature experts across law, finance, and business development, sharing practical advice for founders preparing for U.S. growth. It’s a chance to hear real-world experiences, ask questions, and connect with leaders who have supported hundreds of transatlantic expansions. Register here. Additional Resources For more on this topic, we suggest reading Building a Sustainable Growth Strategy 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.