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February 18, 2025

How to Target Companies Struggling to Enter New Markets: A Guide1 for B2B Sales and Marketing1 Teams

Introduction: The Land of Opportunity (and Frustration) That is New Market Entry

Remember when Netflix tried to break into the Japanese market? They directly translated their slogan, only to discover it meant something hilariously inappropriate in Japanese. Yeah, new market entry can be a wild ride.

But for B2B companies, new markets represent untapped customers, fresh revenue, and global domination.

But here’s the catch: nailing new market entry is tough. Even with the best plans, many B2B companies stumble when they cross borders. By 2025, more than half of those big B2B deals will be happening online, according to Forrester's B2B Marketing & Sales Predictions 2025: More Than Half Of Large B2B Purchases Will Be Processed Through Digital Self-Serve Channels. This means standing out digitally is the price of entry.

So, what’s the secret? Instead of battling in a crowded marketplace, why not target companies already grappling with expansion challenges? These businesses are actively seeking solutions, making them high-value prospects – and you might have the answer.

This guide is your crash course in cracking the code of new market entry. We’ll dive into actionable strategies that sales and marketing teams can use to identify, understand, and win over companies navigating global expansion.

Why Target Companies Entering New Markets?

Why This Niche is a Goldmine (and How to Spot It)

Imagine a company, fresh in a new market, brimming with ambition. They’re in a state of heightened need, actively seeking solutions. This is where you come in.

Here’s why companies entering new markets should be your top priority:

  • Increased Budget Allocation: New market entry often means more flexible budgets. These companies are ready to invest heavily, especially if you can position your solution as essential for their expansion success.
  • Urgency and Shortened Sales Cycles: Companies expanding internationally are often working against the clock. This sense of urgency can lead to shorter sales cycles and faster decisions.
  • Openness to New Solutions: Entering a new market often means leaving old vendors behind. Companies are more likely to be receptive to fresh approaches and partnerships.
  • Potential for Long-Term Growth: Landing a company as they’re entering a new market is like planting a seed. As they expand, you grow with them. This can lead to increased contract value and referrals.

Signals That a Company is Eyeing New Territories

Now that you’re convinced this niche is where it’s at, let’s talk about how to spot these expansion-hungry companies. Here are a few telltale signs:

  1. Job Postings: A sudden influx of job postings for a specific region is a strong indicator. Keep an eye out for roles like “Sales Manager - DACH region” or “Marketing Director - APAC”.
  2. Website Localization: Adding new language options to their website or launching region-specific landing pages is a surefire sign.
  3. Social Media Activity: Are they suddenly connecting with industry influencers or potential partners in a new geographic area? This could be a hint.
  4. Press Releases & News Coverage: Announcements about new offices, strategic partnerships, or expansion plans in target markets are telling.
  5. Industry Events: Attending or sponsoring conferences and trade shows outside of their usual locations is a proactive way for companies to test a new market.
  6. Changes to Executive Leadership: Hiring executives with experience in the new target market, such as a “VP of Global Sales” or “Head of [Region] Operations,” is often a precursor to expansion.
  7. Investment Activity: Announcing new funding rounds specifically for international expansion or acquisitions in a new market is a clear signal.

Understanding the Challenges of Entering New Markets (and How You Solve Them)

The B2B Obstacle Course: Why New Markets Are Tricky

Before you can offer your solution, it’s crucial to understand the challenges companies face when going global. Empathy is key. These companies are looking for a trusted partner.

Here are just a few of the hurdles companies face:

  • Lack of Brand Awareness: It takes time and effort to build brand awareness from scratch in a new market.
  • Cultural Differences: Navigating cultural nuances can be a minefield for companies expanding internationally.
  • Regulatory Hurdles: Complying with local laws can be complex and time-consuming.
  • Finding the Right Talent: Building a local team is essential, but finding the right people can be difficult.
  • Competition from Established Players: Competing with local competitors who already have a foothold can be intimidating.
  • Adapting Sales & Marketing Strategies: Companies need to adapt their messaging and strategies to effectively reach a new audience.

Positioning Your Solution as *The* Bridge to Success

This is where you step in as a problem-solver. By understanding these pain points, you can position your solution as the answer.

For instance, if you’re a marketing automation platform, you might say: “We understand that scaling personalized campaigns for new regions can be chaotic. Our platform streamlines that process, empowering your marketing team.”

Or, if you offer sales intelligence, you could say: “One of the biggest challenges of entering a new market is identifying the right prospects. Our platform provides your sales team with real-time insights.”

The key is to be specific, relatable, and focused on the value you bring. You’re selling a solution to their problems.

Tailoring Your Sales and Marketing Strategies

Stop, Collaborate, and Listen: Aligning Your Teams

Targeting companies entering new markets requires sales and marketing working together. Your teams need to be aligned to identify the right prospects and deliver a consistent message.

Sales Tactics That Resonate with Market Expansion Pains

Here’s how your sales team can fine-tune their approach:

  • Lead Qualification: Prioritize leads showing the strongest signals of expansion. Multiple job postings for the new region, recent funding announcements mentioning global growth – these are the companies to focus on.
  • Personalized Outreach: Go beyond generic messages and craft personalized ones that reference the company’s specific expansion efforts. For example: “Congratulations on your recent funding announcement for APAC expansion! We helped [Similar Company] expand into that region.”
  • Value-Based Positioning: Frame your solution as a way to mitigate their specific risks and accelerate their time-to-market. For example: “We understand that establishing brand awareness quickly is crucial. Our platform is designed to help you do just that.”
  • Case Studies & Social Proof: Showcase success stories of similar companies that you’ve helped succeed with market expansion.

Marketing Campaigns That Speak Their Language (Literally)

Marketing plays a crucial role in attracting and engaging companies entering new markets. Here’s how your marketing team can create effective campaigns:

  1. Content Marketing:
    • Create valuable resources that address the challenges of entering their target market. Think ebooks like “A Guide to Navigating German Data Privacy Regulations”.
    • Develop localized content, such as translated website copy and region-specific case studies.
  2. Paid Advertising:
    • Run targeted campaigns on platforms like LinkedIn, using keywords related to their expansion plans.
    • Experiment with geotargeting to reach decision-makers in both their headquarters location AND the new region.
  3. Public Relations & Media Outreach:
    • Issue press releases highlighting your expertise in helping companies succeed in the target market.
    • Partner with industry publications or influencers in the new region to gain visibility.
  4. Events and Webinars:
    • Host webinars or virtual events focused on market entry best practices.
    • Consider sponsoring or attending relevant industry events in the target market.

Measuring Success and Iterating Your Approach

The Proof is in the Pipeline: Tracking What Matters

Entering new markets is an ongoing journey. Regularly tracking your progress and measuring your success is essential.

Here are some key metrics to track:

  • Lead Generation: How many qualified leads are you attracting from companies entering new markets? Are certain lead sources performing better?
  • Sales Pipeline: Track the conversion rate of these leads. Are your sales cycles shorter with this audience? Are deal sizes larger?
  • Content Engagement: Monitor website traffic, downloads, and social shares for content targeting companies expanding into new markets.
  • Brand Awareness: Track brand mentions and sentiment in the target market. Are you gaining recognition?

Refining Your Strategy Based on Data

Regularly review and analyze your performance data, adjusting your tactics based on what’s working. Share learnings across your teams to foster continuous improvement.

Conclusion: Become the Go-To Guide for New Market Success

Targeting companies entering new markets is a lucrative opportunity for B2B growth, but it requires a strategic approach. By embracing these strategies, you can position your company as a trusted partner, guiding businesses through global expansion.

Now it’s your turn. Go explore new territories and become the go-to guide for companies navigating new market entry.

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 →

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