Too often, marketing leaders face a tough choice between standardization and localization when businesses go global. Do you want to maximize market share as you enter a new territory, or are you interested in ensuring brand consistency across each market? There is no easy answer.
Standardizing your global marketing campaign can lead to uniform messaging and promotional activities. But if you don't align your message to local buyer preferences, it can prove fatal to your brand as you enter a new region.
An effective global marketing strategy should strike a balance between the two. As you capitalize on global branding, the key is to understand which aspects to differentiate to resonate with local business-to-business (B2B) buyers.
Optimizing your marketing mix for global expansion can be daunting, but returns are worth the effort — there are thousands of potential clients who haven’t yet heard about your product. These four marketing tactics will help you adapt your global marketing strategy to varying buyer journeys and strengthen your expansion plans.