Bottom line: Study the market and adjust quickly
Marketing strategies look and work differently in each country. While a marketing campaign designed around diverse pricing plans for different business sizes might work well in Italy, a campaign designed around third-party user reviews could work better in Brazil.
For a software provider executing marketing strategies on a global scale, it is important to spend time and resources studying each market’s opportunity in detail. That requires teams to shift beyond secondary research, and might also involve running surveys and experimental campaigns to understand market distinctions. As the findings come in, be quick to adjust the marketing message, the positioning of products and the channels used in the campaign.
*Buyers Trends during COVID-19 (International): Survey methodology
Gartner Digital Markets conducted an online survey in May 2020 between 2,904 respondents, which included employees and managers in small and medium businesses (SMEs) from Australia, Brazil, France, Germany, Italy, Netherlands, Spain and the United Kingdom. Only responses from those who owned the business or were at the management, senior management, and executive management positions were considered for the findings of this article.