Posted by BBN Central on 17th Nov 2023
Global Work Experience with BBN
Michelle Scott, a senior user experience strategist at Elevated Third, one of BBN's partners in the US, shares her story
READ MORENavigating Global Marketing Strategies for Maximum Impact
Posted by BBN Central on 15th Aug 2023
To end our series of posts on global marketing, we round up the key strategies to provide maximum impact on a global scale.
In the era of global connectivity, business-to-business (B2B) marketing holds a promise of endless opportunities. The scope of global marketing is vast, spanning numerous countries, cultures, and languages. Thus, to embark on a successful B2B global marketing journey, one needs a well-thought-out strategy that addresses multiple elements, including messaging, creativity, website development, media channels, and a robust marketing team structure. Let’s remind ourselves what it takes to establish a strong global B2B marketing presence.
1. Messaging: Speak a Universal Language
It’s essential to understand that while you’re marketing on a global scale, your messaging needs to be localized. Every region has nuances, and understanding them will ensure your message resonates with the target audience. Localizing your message doesn’t mean changing your core values but rather presenting them in a way that feels relatable and authentic to the local audience.
See Also: The Marketing Globetrotter: The Challenges of Global Messaging
2. Creativity: Embrace Cultural Diversity
A one-size-fits-all approach rarely works in global marketing. Adapting your creative assets to reflect cultural sensitivities and preferences is vital. While a campaign’s core idea can remain consistent, its representation might change to better suit different audiences.
See Also: The Marketing Globetrotter: Creative that can go the distance
3. Website Development: A Digital Home for Global Clients
Your website is your business’s digital front door. For global clients, it’s essential to offer a user-friendly experience, which includes language options, region-specific content, and accessible customer support. A mobile-responsive site, quick loading times, and clear calls to action can greatly improve engagement levels with a global clientele.
See Also: The Marketing Globetrotter: Getting language right online
4. Media Channels: Know Where Your Audience Lives
Not every region uses the same social media channels or responds best to the same types of advertising. Research where your target audience spends most of their time online and tailor your media strategies accordingly. This could mean exploring platforms unfamiliar to your home market or investing more in specific channels that dominate a foreign market.
See Also: The Marketing Globetrotter: Staying close to your customers
5. Marketing Team Structure: Building a Global Squad
A diverse team with an understanding of regional markets can be an asset. Employing local talent, or at least those with a profound understanding of local culture and market dynamics, can provide insights that might not be obvious to outsiders. Such teams can drive a consistent yet localised approach to your marketing efforts when properly coordinated.
Reaping the Benefits of B2B Global Marketing
When a B2B company nails global marketing, the rewards are significant:
- Employment Opportunities: By entering new regions, companies can tap into local talent, thus offering job opportunities and fostering goodwill in the community.
- Market Expansion: Breaking into new markets can significantly boost a company’s clientele and revenue streams.
- Competitive Advantages: Standing out in a global market can position a business as a leader in its industry.
- Diversification: Being present in multiple markets helps companies mitigate risks associated with economic downturns in any particular region.
- Optimal Resource Utilisation: Companies can efficiently use surplus production by selling in markets with a demand.
Furthermore, the global platform offers an exciting opportunity for collaboration, addressing industry-wide challenges, and broadening the customer base. Every new market unlocked represents a new set of businesses seeking B2B solutions.
In conclusion, global B2B marketing is not just about scaling your business; it’s about weaving your brand’s narrative into the fabric of diverse cultures. It requires patience, strategy, and adaptability, but the outcomes are unparalleled when done right.
About the AuthorThis article was originally co-produced by U.S.-based BBN partner TriComB2B and Cross-Border Communications in a white paper published by TriComB2B titled ‘Top Considerations for Highly Effective B2B Global Marketing.’ TriComB2B is unabashedly devoted to industrial and technical B2B marketing, helping clients design optimised marketing strategies that drive decisions in complex, considered purchases. |
Posted by BBN Central on 15th Aug 2023
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