B2B tech firms with expansion plans in overseas markets are right to be excited about the prospect of reaching new audiences, but they also face unknowns. Whether it’s a difference in culture, business practices, media or even political factors, even the most innovative brands may face barriers to success.
Early in the process, challenges in establishing a trusted reputation and gaining credibility with local media can materialise. However, with a combination of local expertise and central coordination from a lead PR agency, companies can move ahead with an international campaign with confidence.
Deciphering the challenges
Before attempting to engaging audiences in a new territory, it’s important to understand any potential barriers. Cultural norms may differ widely, influencing exactly how specific messages should be framed.
Procurement in public sector can differ by region, for example, and is subject to distinctly different approaches within Europe and in the Middle East where cultural and diplomatic influences are at work. And financial services, for instance, are highly regulated by national as well as international watchdogs.
Also, each region has its own media ecosystem in which journalistic practices differ. Who knows which publications, broadcasts or influencers are best suited to a company’s purpose? Trade events may also be easy to find in the calendar but may turn out to be all show and little substance.
Is the answer to engage a different B2B tech PR agency in each country or region at huge cost of money and time? Of course not. But the alternative of having a single agency doing everything is hardly likely to provide the flexibility and regional insight required for an effective PR campaign.
Local knowledge from local experts
The solution is to combine the expertise of on-the-ground agencies that know the media landscape intimately with the overall coordination from one lead agency at the top of the tree.
This approach is agency-agnostic, meaning the lead team collaborates with best-fit local partners, all of which share a focus on measurable success.
Tactics can be tailored to the culture and language of the target country, and execution is made easier thanks to trusted local relationships and well-established media contacts.
Delivered in this way, campaigns will be cohesive, flexible and cost-effective.
Reaping the rewards
With local experts overseen by a centralised team, B2B tech companies can stay agile, control costs and keep their brand identity intact.
Instead of relying on generic messaging, agencies can craft content that resonates with each market’s culture and business environment.
This level of localisation is beneficial to brands and journalists. Content that’s relevant and tailored increases the chances of getting meaningful media coverage.
Building long-term relationships with local media and influencers also becomes more natural and intuitive when genuine engagement replaces one-off transactions.
Simultaneously, brands benefit from consistent reporting and real-time insights, so they know exactly where their PR efforts are paying off and where improvements might be needed.
Looking to the future
Markets around the world are constantly changing. New regulations, platforms and cultural developments are constantly emerging. Brands need to be flexible and proactive to ensure success.
With central coordination and local expertise working together, B2B tech companies can establish a lasting global presence, while keeping their USPs intact.
This approach is both effective and long-lasting, ensuring that growth remains resilient to global changes.
Find out more about the best way to do international PR with our agency-agnostic approach.
