Introduction: The Untapped Potential of Targeting Companies Expanding Internationally

Let’s face it, in the hyper-competitive world of B2B, chasing after the same leads as everyone else is a recipe for frustration, not to mention a surefire way to blend in with the crowd. Savvy sales and marketing teams are ditching the tired old playbook and tapping into a goldmine of opportunity: companies expanding into new markets.

Why this laser focus? Because global domination isn’t built on playing it safe—it’s about identifying those on the verge of breakout growth and becoming their trusted partner *before* they even realize they need you.

Think about it: global retail e-commerce sales are projected to reach a mind-boggling $6.8 trillion by 2028, with a huge chunk of that growth fueled by businesses diving headfirst into new markets. (Global Retail E-Commerce Sales Will Reach $6.8 Trillion By 2028) Now, imagine getting in on the ground floor with those companies, becoming an indispensable ally as they navigate uncharted territory. That’s the power of understanding how to pinpoint and engage companies at this pivotal moment in their journey.

Why Targeting Companies Expanding into New Markets is a Winning Strategy

Early Engagement = Higher Win Rates

Picture this: a company decides to plant its flag in a new country. They’re fired up, ambitious, and ready to make a splash. But they’re also facing a whole new set of challenges: different languages, unfamiliar regulations, and a customer base with unique expectations. What they need—desperately—are solutions and partners who can guide them through this new landscape, helping them avoid costly missteps and accelerate their growth.

Companies in this phase are actively seeking out solutions and haven’t yet forged those ironclad vendor relationships that can be so tough to crack. They’re open to new possibilities, hungry for expertise, and, most importantly, ready to make decisions. It’s like that magical moment when a company realizes, “We need what you’re selling, and we need it now.”

Story Time: Imagine a rising star in the fintech space decides to conquer the European market. They’re on the hunt for a CRM platform that can handle multiple currencies, comply with GDPR regulations, and integrate seamlessly with their existing tech stack. A forward-thinking CRM provider who targets this company early on, offering tailored solutions and demonstrating a deep understanding of their unique needs, is well-positioned to win their business and become a long-term strategic partner.

Outpacing the Competition

While your competitors are busy bombarding the same tired leads with generic pitches, you can be building meaningful relationships with companies on the cusp of explosive international growth. By the time your competitors catch on, you’ll already be the trusted advisor, the go-to resource, the one they call first when they need help navigating this new terrain.

Think of it as a strategic game of chess. While others are focused on capturing pawns, you’re making bold moves, anticipating your opponent’s next steps, and positioning yourself for checkmate.

Data Deep Dive: While specific statistics on increased vendor switching during international expansion are difficult to come by, it's logical to assume that companies entering new markets are more likely to re-evaluate their existing partnerships and seek out solutions that align with their evolving needs. This presents a prime opportunity for new vendors to step in and forge lasting relationships.

Greater Lifetime Value Potential

Landing a new customer is always a win, but securing a partnership with a company on the verge of significant international expansion? That’s like hitting the jackpot. These companies are growth machines, and as they scale their operations, expand their customer base, and increase their revenue, your business reaps the rewards right alongside them.

Example: Let’s say a company specializing in cross-border payment processing partners with an e-commerce business just as they launch in a new region. As the e-commerce company experiences rapid growth, their payment processing needs skyrocket. The payment processing company, having established a strong foundation early on, is perfectly positioned to capitalize on this growth and secure a long-term, high-value customer.

Identifying the Telltale Signs of Companies Expanding into New Markets

Now that you’re convinced of the “why,” let’s unravel the “how.” Uncovering companies with international expansion plans requires a detective’s eye for detail and a multi-pronged approach. Here’s your cheat sheet to spotting those golden opportunities:

Website & Content Analysis

A company’s website is often the first place they’ll subtly (or not so subtly) hint at their global ambitions. Here’s what to look for:

• New Language Options: A sudden appearance of multiple language options on a company’s website is a surefire sign they’re looking to broaden their horizons and reach a wider, international audience.
• Regional Office Announcements: Companies love to brag about their expansion plans, and their “News” sections and “About Us” pages are prime real estate for announcing new offices or branches in different regions.
• Country-Specific Case Studies: Case studies tailored to a particular country or region are a clear indication that a company is investing in understanding and serving that market.

Pro Tip: Don’t underestimate the power of the job board! Companies expanding into new markets need boots on the ground, and they often advertise open positions in those locations, providing valuable intel into their expansion timeline and strategic priorities.

Press Releases and News Coverage

Staying ahead of the curve means keeping your finger on the pulse of industry news and company announcements. Here’s where to get your intel:

• Industry Publications: Trade publications are goldmines of information, often featuring in-depth articles and press releases about companies making moves in specific markets.
• Financial News Outlets: Major financial news websites and platforms love to report on companies’ expansion plans, investments, and partnerships. Make these your daily reading.
• Press Release Distribution Services: Services like PR Newswire and Business Wire are treasure troves of company announcements, including those juicy tidbits about international expansion.

Social Media Activity

Social media is like a window into a company’s soul (or at least their marketing strategy). Pay close attention to these cues:

• Mentions of New Regions: Companies eager to shout their expansion plans from the rooftops often take to social media to announce their presence in new markets, share updates about their progress, or engage with local customers.
• Participation in International Industry Events: Attending or sponsoring industry events in specific regions is a strong signal that a company is serious about establishing a presence there.
• Engagement with Local Influencers: Collaborating with influencers popular in a particular market can indicate a company’s efforts to build brand awareness and connect with local audiences.

Example: Imagine a cybersecurity company tweeting up a storm about their participation in a major tech conference in Singapore. This could be a telltale sign that they’re looking to expand their operations in Southeast Asia.

Financial Filings and Reports

For publicly traded companies, financial filings are like treasure maps, revealing their strategic direction and future plans. Pay close attention to:

• SEC Filings (10-Ks, Annual Reports): These documents often dedicate entire sections to discussing a company’s growth strategies, including their plans for international expansion and investments in new geographic areas.

Intent Data and Behavioral Signals

Beyond direct announcements, companies often leave digital breadcrumbs that reveal their expansion plans. Here’s how to become a digital detective:

• Search Engine Queries: Platforms like Google Search Console give you a peek into the minds of your website visitors, showing you what keywords they’re using to find you. If you notice an uptick in searches related to a specific country or region, it could be a sign that companies in that area are researching your products or services. (3 ways to use search query data from Google Search Console - Search Engine Land)
• Content Consumption Patterns: Tracking which pages on your website receive traffic from specific regions can provide valuable insights into the interests and needs of companies in those areas. For example, if you see a surge in downloads of a white paper about navigating regulations in a particular country, it could signal expansion intent.

Example: A significant increase in searches for “GDPR compliance software” from companies in the United States could suggest that they’re gearing up to expand their operations into Europe.

Sales Intelligence Tools

B2B databases and sales intelligence platforms are your secret weapons in the fight for market share. Look for platforms that provide:

• Company Growth Data: Track metrics like revenue growth, employee count, and funding rounds to identify companies on an expansion trajectory.
• Hiring Trends: Platforms like LinkedIn can reveal if a company is actively recruiting for roles in new locations, a strong indicator of expansion plans.
• Technology Adoption: Understanding which technologies a company is currently using can help you identify potential needs and tailor your outreach accordingly.

Note: While many platforms offer valuable data, some, like Autobound, aggregate many of these data points, making it easier for sales and marketing teams to zero in on companies expanding into new markets.

Crafting Your Winning Game Plan: Tailoring Your Sales and Marketing Approach

You’ve identified your high-potential prospects—now it’s time to craft a winning game plan that speaks directly to their needs and challenges.

Refine Your Ideal Customer Profile (ICP)

Make “companies expanding into new markets” a non-negotiable attribute in your ICP. This laser focus ensures you’re directing your energy towards leads with the greatest potential for growth and long-term partnership.

Pro Tip: Implement a scoring system within your CRM to prioritize leads exhibiting multiple expansion indicators. For example, a company that has recently announced a new regional office, is actively hiring in that location, and is researching industry regulations in that market would receive a higher score than a company with only one of those indicators.

Personalize Your Messaging and Outreach

Generic sales pitches are about as effective as a screen door on a submarine—they just don’t cut it, especially when you’re targeting companies expanding into new markets. You need to demonstrate a deep understanding of their specific pain points and tailor your messaging accordingly.

Example: Instead of a generic “We help you grow revenue,” a message tailored for expansion might be “Navigating the regulatory landscape in [new market] can be a minefield. We’ve helped similar businesses like yours streamline compliance and accelerate their time to market.”

Here’s how to make your outreach sing:

• Congratulatory Emails: Start the conversation on a high note by sending a personalized email congratulating the company on their recent international expansion announcement. It’s a simple gesture that goes a long way in building rapport.
• Thought Leadership Content: Establish yourself as a trusted advisor by offering valuable insights on navigating the challenges of the target market. This could include insightful blog posts, engaging webinars, downloadable guides packed with practical advice, or even personalized reports tailored to their specific needs.
  • Example: A webinar titled “Top 3 Legal Considerations for E-commerce Businesses Entering [New Market]” demonstrates expertise and provides actionable advice.
• Case Studies & Testimonials: Showcase your track record of success by highlighting case studies and testimonials from companies you’ve helped expand into new markets. This builds credibility and trust, demonstrating your ability to deliver tangible results.
  • Pro Tip: Feature clients from the target market or related industries for maximum relevance and impact.

Localize Your Content and Campaigns

If your budget allows, translating your website content, sales materials, and marketing campaigns into the local language of the target market demonstrates a deep commitment to understanding their needs and resonates more effectively with local audiences.

Note: Even if full translation isn’t feasible, adapting your messaging and imagery to reflect local cultural nuances can make a world of difference. For example, using images that feature people from the target market or referencing local customs and traditions can make your outreach feel more authentic and relatable.

Leverage Local Partnerships and Events

Collaboration is key, especially when entering a new market. Partnering with local businesses, industry associations, or government agencies in the target market can provide invaluable access to networks, insights, and resources.

Pro Tip: Attending or sponsoring relevant industry events in the new market gives you the opportunity to connect with potential customers and partners face-to-face. This direct engagement can be invaluable for building relationships and establishing a presence in a new region.

Provide On-the-Ground Support

For companies with the resources, offering localized customer support, onboarding materials, or even dedicated account management in the new market can be a game-changer. This demonstrates a commitment to customer success and ensures a seamless experience for businesses navigating a new and unfamiliar business environment.

Measuring Success and Refining Your Approach

As with any strategic initiative, measuring the effectiveness of your efforts is crucial for continuous improvement.

Track Key Metrics

Keep a close eye on these metrics to gauge the success of your targeting strategy:

• Website Traffic from the New Region: An increase in website visitors from the target market indicates that your messaging is hitting the mark and reaching the right audience.
• Leads Generated from Expansion-Focused Campaigns: Track how many qualified leads you’re generating specifically from campaigns targeting companies expanding into new markets. This helps you measure the effectiveness of your targeting efforts.
• Conversion Rates of Targeted Leads: Measure how effectively you’re converting those leads into paying customers. This metric reveals the strength of your sales process and the relevance of your solutions.
• Customer Acquisition Cost (CAC) in the New Market: Understanding the cost of acquiring new customers in the target market helps you assess the efficiency of your campaigns and make adjustments as needed.
• Lifetime Value (LTV) of Customers Acquired Through Expansion Efforts: Measure the long-term value of customers acquired through your expansion-focused targeting to determine the overall ROI of your efforts.

A/B Test Messaging and Content

Don’t be afraid to experiment! A/B testing different messaging approaches, content formats, and outreach channels is crucial for determining what resonates best with your target audience in the new market.

Example: Compare the performance of emails that reference local news and events versus those that highlight general industry trends. Track open rates, click-through rates, and conversion rates to see which approach yields better results.

Gather Feedback and Adapt

Regularly solicit feedback from your sales reps, marketing team members, and even new customers in the target market. Understanding what’s working, what’s not, and how you can refine your approach is essential for optimizing your results and maximizing your success.

Conclusion: Seizing the Expansion Opportunity

In today’s interconnected world, targeting companies expanding into new markets isn’t just a nice-to-have—it’s a strategic imperative for any B2B company looking to outpace the competition and achieve sustainable growth. By understanding the motivations, challenges, and opportunities of these businesses, and by tailoring your sales and marketing approach accordingly, you can unlock a world of potential and position your business for long-term success.

The time to act is now. Don’t let this lucrative market segment pass you by. Start implementing the strategies outlined in this guide today and watch your business thrive in the exciting world of international expansion.

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

Built with love in San Francisco, CA