How thinking local can help improve ROI when you expand globally

Marketers know that personalisation drives better engagement and a greater ROI. Account Based Marketing is grounded in this basic concept, and every good marketing strategy starts with a deep understanding of who you are selling to and why. And growing your understanding of the pain points they experience as they relate to the problem you solve. When you look to scale your business by expanding into new markets, this principle carries through. But not all pain points travel well.

How to tackle international launches when scaling to optimise ROI

I spoke to Angie Vaux, Founder and CEO of Women in Tech Forum, who spent 20 years working for global companies like TripAdvisor and Mimecast. Like many of us, she reflected that,

“The joy of working in a scale-up, after the complexity of large organisations, is the speed of change.”

Whilst that does mean you don’t have the infrastructure behind you, what you do have is the ability to see results quickly and impact the bottom line (and pivot quickly if you need to).

The natural path on the scale-up journey will at some point involve tackling international brand launches and Go-To-Market planning. As Angie pointed out,

“You will encounter different cultures, and languages which your marketing and sales approach will need to flex to respond to.”

Angie’s top tip is to work with local partners, who understand the unique differences within their geography, culture, and market conditions – otherwise you are seen as a foreign brand coming into a local market without the right insight and understanding.

In fact, several of our clients work with us for that very reason. One, an established US based software company who wanted to improve the return on their UK marketing spend. However, with the global team based in the US, they needed a UK specific partner who could ‘right-size’ their Demand Generation approach. Whilst some companies are large enough to benefit from Field based marketing teams who sit within the region, many do not, as was the case for another client, a French IoT company. Their core headcount was intentionally lean, but they wanted feet on the ground they trusted to grow their brand in the UK.

A Rapid Review gives you a fast start

When we take on a new challenge like this, we immediately run a process called a Rapid Review. During the discovery phase of the Review, we analyse current performance set against their marketing spend and targets for the country or region. We review their positioning, targeting and overall digital marketing performance – Paid Search, Email and Social as well as unpaid/unattributed website traffic to identify potential areas of improvement.

We are looking to identify gaps relative to the defined regional execution plan and targets. We outline tactical areas of improvement and help them to craft a cohesive narrative. What is important here is that our recommendations and follow-up actions are specific and relevant to the market they are targeting. When it comes to execution, this has helped our clients to connect more deeply with their buyers.

Central to this process is making recommendations about how the language, the call to action’s (CTAs) and the digital campaign management should be adapted. We recommend that when you have a global campaign strategy, Field teams should aim to localise the last mile, or 20%.

Ultimately, it’s the results that count

In the case of our US client, we identified 12 specific opportunities to improve their SEO, PPC, Paid Social and Email performance, reducing inefficient spend by $200,000 per quarter. We delivered regionalised copy for 5 new digital campaigns which delivered a 10% improvement in MQL to SQL conversion rates.

Marketing is both a science and an art. With each new project we take on, it is our ability to apply a powerhouse of Marketing knowledge and experience, that enables us deliver results like this.

We have over 30 years of global client-side experience, which gives us the ability to look at a plan or approach holistically and consider the impact across different regions. We combine this with deep knowledge of digital tools how to apply the most successful tactics. We do not only seek to identify what campaign results are telling us, but to understand the blockers that sit further back in the marketing value chain which are impacting campaign success. Unless you can identify and resolve those, your business will remain exposed and potentially waste money on tactics that do not have the right ingredients for success.

Call us a consultancy, call us an agency. We don’t mind. The truth is we do both the thinking and the doing and take genuine pride in the work we deliver for our clients.

If you want to find out more about our Rapid Review service, or how we could help you improve results, call us on 02033 940049 to speak to one of the team.

Author: Helen Brown, Director and Co-Founder, Seeblue Marketing

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