Category: Overseas Expansion

In this blog, Richard Peters, Senior Content Creator at Whiteoaks, explores:

  • How to run B2B tech PR internationally without losing clarity or control
  • The roles, cadence and enablement that keep multi-country teams in sync
  • How Performance PR makes outcomes comparable and decisions faster

Global communications programmes often struggle when regions move at different speeds. Messaging built for one country gets copied elsewhere, timings drift and partner delivery is uneven. Different approval paths, media cycles and KPIs add to the problem, making it difficult to see what’s working, where and why. The result is patchy coverage, diluted narratives and spend that is hard to defend when leaders compare markets.

In Europe, the complexity increases. Research shows buying groups often involve nine to ten stakeholders and decisions can take around ten months. That means programmes must build momentum steadily rather than rely on short bursts around launches.

Common hurdles

Clarity
A master story that reads well in one market can lose shape as local teams tweak for tone or legal nuance and rush to hit news windows. After multiple handovers, language is flatter and proof points feel generic.

Pace
Every country runs to a different clock. Some are comment-led with short lead times, others demand depth and analyst context. If you try to run at one speed everywhere, activity won’t fit local needs, announcements will land unevenly and teams may default to fast-but-familiar channels over slower, higher-value ones.

Reporting
When regions count different things or define the same thing differently, comparison becomes guesswork. It’s harder to see which countries are building awareness, influencing pipeline or need support. Results become harder to prove and budget harder to justify.

Local relevance
Buyers want insight that matches their market reality, phrased in terms they use, from people who understand their sector. Studies show buyers prefer information in their own language, which is a clear signal to build localisation into the plan rather than bolt it on near the deadline. Without that, media interest fades and sales teams are left with content that does not help them progress conversations and ultimately seal deals.

Governance
International programmes need a clear owner of the narrative and sensible division of roles. Without that, global approvals become bottlenecks, centrally produced content needs heavy rework in-market and friction grows, slowing delivery and reducing chances to join key conversations.

A practical way forward

A lead-agency model offers a solution. One central agency coordinates strategy, messaging and execution across regions or partner agencies, setting the plan and guidelines while local teams tailor for their markets. This gives B2B tech firms a consistent global “look and feel” plus in-country expertise where it counts.

The lead agency sits at the centre, delivering performance-based PR principles, ensuring consistent processes, effective practices and clear and consistent brand positioning across the network. Common outcomes and comparable reporting give leaders one view of progress while local teams shape angles and cadence to fit their media environment.

Through region-specific reporting, business leaders get clarity on results, enabling them to see impact and make faster, better-founded decisions.

Making content resonate

In some countries analyst context and long-form explainers work best; elsewhere short video and sector case studies resonate more. But while the core stays intact across markets, the delivery flexes.

Success depends on alignment with local conditions and media expectations: local spokespeople and proof points, practitioners who understand cultural norms and preferred channels, and awareness of what journalists want. Is that data-led reports, short commentary, news-jacking or creative assets? High-quality translation ensures copy reads naturally, producing coverage that belongs in-market and content sales can actually use.

Benefits that scale

Over time, a lead-agency approach scales with the business. Centralised coordination plus local expertise builds brand consistency, streamlines communication and deepens relationships with media and stakeholders. Together, this approach creates cumulative benefits that support sustainable growth and reputation across markets.

If you are looking to enter a new overseas market but lack the local knowledge you need for expansion, explore international PR for B2B tech brands and get in touch with the Whiteoaks team today.

You’re a SaaS brand and you’ve set your eyes on expansion. 

You’re weighing up the risks. Is this the right time? Will the move accelerate your brand? How can you replicate the successes of your initial launch in regions which you are entirely unfamiliar with? 

Well let us reassure you, SaaS growth is on the up and is globally forecast to grow nearly 20% between now and 2032.

India’s market is projected to reach $9.22 billion by 2029, growing at 25% annually and outpacing both the US and Europe. Germany’s sector is expected to hit €16.3 billion this year, building on five years of strong momentum. 

North America still holds the lion’s share, but as you can see from the stats above, the rest of the world is opening up. If overseas expansion is part of your roadmap, then there’s no better time than now, provided it’s done with clarity and conviction. And luckily, Performance PR can help you do that. 

The challenges of expansion

Expanding internationally demands more than switching languages or updating your pricing page. It’s a shift which will reshape how your software is seen, understood and trusted in an entirely new context.

For SaaS brands, this challenge is magnified. You’re often selling a product which relies heavily on perceived value before anyone even sees a demo. 

For starters, there are local expectations to consider. What feels normal and trustworthy in one region might fall flat – or worse – feel tone deaf in another. Buyers want to know what you offer, yes, but they also want to feel like you understand their challenges and realities.

There’s also the balancing act of staying true to your brand. As you adapt your messaging, how do you make sure you don’t lose the distinctive voice and values which set you apart? Compromise too much, and your identity starts to blur. Too little, and you risk coming across as out of touch.

Language is only the beginning. Cultural nuance, preferred channels of communication and even the pace of engagement vary wildly from one market to the next. Content which performs well in the UK might land differently in Germany, and miss the mark entirely in India.

You also need to think about who holds influence – because for software brands like yourself, visibility without credibility means nada. Industry analysts? Media outlets? Events, thought leaders? They aren’t usually the same from region to region. If you don’t know who they are or how to reach them, your story risks going unheard, and no-one taking you seriously.

If these challenges aren’t tackled deliberately, the result is slower traction and weaker impact. The momentum you were counting on never quite materialises. And, once you’ve launched without it, it’s much harder to recover.

This is where a strong Performance PR campaign can give your SaaS brand the edge. It can help you land the launches and enter the markets you’re aiming for with confidence and credibility.

The challenges of launching in new markets 

When you’re entering a new market, it’s easy to focus on the mechanics such as press releases, landing pages and maybe a few events. But step back for a moment and ask: what are we really trying to achieve here?

A successful PR launch should create visibility among the right people. You also want to build credibility with them quickly and speak to them in a way which lands.

Generating attention is great, but your PR should also drive engagement and impact – this could be in the form of traffic, leads, interest from analysts or conversations sparked with future partners. 

However, all of that doesn’t happen by accident.

How Performance PR can help

It starts by understanding exactly what success looks like, and then it builds towards that. 

Every activity is measurable through KPIs – tied to the activities in the campaign – which are aligned with your business goals from day one. 

So therefore every headline, every byline or LinkedIn post should have a clear purpose. The integrated nature of modern PR (which includes media relations, social media, content and creative) amplifies every part of a campaign making it far more likely you’ll hit the business goals.

There’s usually a lot riding on launching into a new market. You want to make sure your spend is actually doing what it should do and giving you a return on investment. 

Fortunately Whiteoaks’ commitment to ‘fixed fees for fixed outcomes’ supports this. We work closely with clients to agree to targets which connect with your overall business objectives and we guarantee that if those agreed targets are not met, you get your money back.

It gives you peace of mind when you’re expected to build recognition fast, win trust in unfamiliar territory and spark demand without the luxury of time.

It also keeps us accountable.

How we measure success of market expansion 

Metrics we’d use to measure market expansion could include: 

  • Growing your share of voice against regional competitors
  • Securing coverage in trusted, influential tech and business media
  • Driving high-quality traffic to localised landing pages
  • Increasing branded search in new geographies
  • Encouraging trials, sign-ups or subscriptions through integrated PR and content touchpoints

 

The Whiteoaks way

As a B2B tech PR agency, we’re part of an international network of trusted partners. This allows us to bring reach and regional insight to your campaigns through specialists who know the nuance of their markets inside out.

Our local partners open doors to analysts, media, events and conversations wherever you’re expanding to. They can help refining tone, reworking content, or selecting the right local channels so your story gets told in the right way but still making sure your brand still feels like your brand.

You’ve no need to handle the coordination across regions. We operate as your lead agency and your one point of contact.  

Every region is measured and tracked, so you know exactly what’s working, where and why.

If you’re a SaaS brand looking to go global, we’ll help you break boundaries, cross borders and land with impact. Find out how we can help.