Re-Thinking Company Size Filters for International Demand Generation
If you are a global technology marketer tasked with launching or extending your North American programs into international markets, there are a number of challenges that you must deal with, including: .
” href=”https://www.techtarget.com/international-technology-trends-global-marketer-video/” target=”_blank”>understanding international buying tendencies; tailoring content and messaging for specific markets; to translate or not to translate; setting appropriate follow-up strategies; navigating regional and country regulations; and many others way too numerous to list.
Very simply put, before you launch in new markets, make sure you understand the ins and outs of those markets.
When it comes to international demand generation, getting a handle on market dynamics is even more critical . There is a tendency for marketers to want to replicate North American programs in other markets, specifically company segment filters. In North America, applying company size filters to programs in order to maximize their reach and influence with enterprise decision-makers is a common practice. To most, the word “enterprise” applies to companies with more than 500 employees, or even those with more than 1,000. As many of the world’s largest corporations are headquartered in the United States, these filters are often attainable and can allow companies to more efficiently generate leads within their target.
While enterprise filtering is certainly an acceptable strategy in North America, marketers must think twice about applying filters when expanding into international markets. When you look at company size statistics by country, it reveals a great international market opportunity, but also many fewer organizations at the largest company segments. Marketing organizations that do not adjust expectations based on this reality often have slower growth because they have unnecessarily limited their initial target segment.
Right-sizing international demand generation: A closer look at company size statistics in major global markets
The truth is, outside of the US, many markets have a higher concentration of small and medium-sized business and the number of companies with even 250 employees are far fewer. It may be time to change your definition of an enterprise lead in these markets.
Before you consider running any international demand generation programs, you must get your market facts straight, or you will most likely be disappointed in the results you get.
To help you learn more about these considerations related to international demand generation, we have developed this white paper to guide you.