Germany offers immense business opportunities for software and SaaS providers looking to expand into new global markets. Germany’s software market, valued at $27.3 billion in 2021, is Europe’s second-largest software market and has an expected CAGR of 10.1% through the next two years.
However, entering Germany’s software market isn’t easy. German software buyers’ preferences for well-known brands present challenges to positioning new offerings. Despite the initial effort required to build brand presence in the region, the return is likely worth the investment. SaaS and software marketers should take the time to understand the top concerns and business priorities in order to maximize their ROI in Germany.
In this post, we share insights about software buyers in Germany and how to best engage and convert them with a strong international marketing strategy.