Software providers frequently seek growth through geographic expansions. In a survey, 44% of tech CEOs highlight that their main reason to expand to a new market is new customer acquisition, and 41% state that it is part of their strategic planning for growth (full research available to Gartner clients).
However, preparing for geographic expansions can be tricky. Software providers will need to understand the new market and its consumers, navigate the legal and regulatory framework, and possibly do all of this in a non-English language. Even if the primary language in the new market is English, getting a foothold can still be a challenge because every market has its nuances and unique characteristics, and consumers there might respond differently.
According to the same Gartner survey, 27% of tech CEOs wish they had created a dedicated marketing resource to develop regionalized marketing campaigns. While the sheer number of moving parts in creating regionalized marketing campaigns can be daunting, focusing on SEO, language and consumer preferences can be an easy baseline starting point.