For technology companies, expanding into the US market represents both a tremendous opportunity and a series of challenges. With competition fierce and market dynamics constantly shifting, the ability to effectively communicate your brand, value proposition, and offerings is key to sustainable growth.
Gemma Adair Talks Sustainable Growth
In our latest Belly2Belly podcast episode, we sat down with Gemma Adair from Riada Consultancy, an expert in helping Microsoft partners and tech startups navigate the complexities of market expansion. Gemma’s work focuses on aligning marketing and sales strategies, ensuring tech companies can streamline their go-to-market process, and ultimately, attract and convert quality leads.
Here are a few key takeaways from our conversation:
1. Understanding the Tech-Sales Disconnect:
Tech founders are passionate about their product, often focusing heavily on the features and technical aspects of their solutions. However, marketing in the US requires companies to shift their focus toward business outcomes rather than just product details. It’s essential to speak the language of the customer—focusing on how the technology solves specific pain points or enhances business operations
2. Marketing Must Be Aligned with Sales:
Successful companies understand that marketing and sales cannot operate in silos. It’s critical for both teams to work together toward a common goal: growing the business. Gemma emphasizes the importance of collaboration to ensure that marketing messages align with sales strategies, driving more qualified leads and shortening the sales cycle.
3. A/B Testing Is Critical, But It’s Just One Piece of the Puzzle:
While A/B testing can be a powerful tool in optimizing marketing efforts, it’s only effective if there’s a solid foundation to begin with. Gemma advocates for an in-depth audit of past marketing efforts, understanding what worked and what didn’t before diving into testing new campaigns. This ensures that companies aren’t wasting resources on ineffective strategies
4. Open-Minded Leadership Drives Success:
One of the most important factors for success, according to Gemma, is a founder’s open-minded approach to marketing. Being willing to experiment, collaborate, and bring the entire team along on the marketing journey is vital. It’s not just about hiring the right marketing consultants; it’s about building a culture where everyone within the organization plays a part in promoting the company.
5. Quick Wins with Long-Term Vision:
For tech startups, it’s crucial to balance immediate results with long-term strategies. While rapid growth is important, it’s essential to set the foundation for sustained success. Gemma’s approach includes identifying quick wins that can create immediate impact while developing a broader marketing strategy for sustainable growth.
To learn more about how Riada Consultancy helps tech companies break into the US market, listen to the full episode of Belly2Belly. Gemma’s insights are invaluable for any tech company looking to scale their operations and expand into the US market effectively.
Additional Resources
For more on this topic, we suggest reading Going Small to Grow Big: The Power of Focused Growth Strategies.
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.