The document provides a comprehensive guide on selling internationally in the B2B domain, emphasizing the importance of global market strategies for corporations. It covers essential steps like market research, defining target markets, and choosing entry methods while highlighting the significance of understanding local competition and customer engagement. An example of a software services company from India showcases both the challenges and opportunities in expanding into English-speaking markets.

1. Guide to selling Internationally in
the B2B domain
Tapping into new customers across continents

2. World is your playground
Every corporations is operating in a global
marketplace.
Even a takeaway down the street is
competing with Mcdonalds for a pie of
customer spend. If a corporation's
competition is global why should not its
market be the same.
If you have any doubts just look at two
countries Germany and China, they have
become economic powerhouse based on
their exports

3. To succeed in the global market a corporation need a
strategy. The process to undertake it involves a multi
pronged approach
• Undertake market research to identify prospects, competition, and
pricing
• Define a marketing plan to take the offering to the market
• Design an operational mechanism that is able to cope with a
slightly different nature of demand

4. How to Target Customer
Once a corporation decides to compete
in the global market, it needs to ask a
few question-
• Will it sell directly or through
partners?
• What target markets it wants to
address?
• Which products it wants to offer?
• What will be the pricing strategy?

5. IDENTIFY YOUR TARGET
MARKETS
What is the market
landscape
What kind of
competion exists
What is your mode
of entry

6. What should be your market entry strategy
Joint Venture
Trading Partner 100 % Subsidiary

7. Your cheat sheet
IDENTIFY YOUR
TARGET MARKETS
CONSIDER YOUR
MARKET ENTRY
STRATEGY
ATTRACT
CUSTOMERS WITH
A 360 DEGREE
ENGAGEMENT
ESTABLISH A
CONTINUOUS
ENGAGEMENT
PROCESS

8. Undertake Gap Analysis Review your internal data see
what is your ideal customer
persona
What campaigns
have worked for you
What have been
your most significant
wins/losses?
What is the typical
contract value of
your first sale?
What messaging
resonates with your
prospect?
Which countries
outside your
domestic market
your customers
come from.
Undertake a pilot campaign test-selling specific products to these markets

9. SWOT Analysis

10. Let us take an example of a software services company from India. They are a small sized
corporation but with a well- established brand locally with some key customers in India, US
and UK. They have a strong tech team, and a fairly nascent marketing team and sales
team.
Currently, they’re exploring the possibility of further expanding into the United States,
United Kingdom, Australia and other English speaking market

11. Strength
• An emerging high growth
brand
• A strong pool of
knowledge workers
experts in a niche
domain
• Price advantage over
domestic operators
functioning in the
developed market
• Easily scalable delivery
capability
• Access to high quality
resource pool

12. Weakness
• Lack of deep
understanding of local
markets
• Inability to portray
thought leadership
• Weak domain knowledge
• Fairly nascent customer
acquisition models
• Lack of understanding of
overseas regulations

13. Opportunity
• High growth
economies with low
access to high
quality resources
• Business friendly
international market
which is open to
innovation
• High adoption to
technology unlike
domestic market
• Export oriented
Tech-friendly
government policies
in India

14. Threat
• Low barrier to entry for other
domestic corporations
operating in a similar domain
• Hyper-competitive, saturated
Indian market. Rapidly
diminishing the cost
advantage of India because of
ever increasing Indian
employee salaries
• Negative perception of Indian
companies associated with
stereotypes
• A large number of overseas
corporates opening their
offshore development centres
in India

15. Customer Acquisition
Conferences Tradeshows Content Marketing Referral Network

16. Conferences
Identify which
conferences
your target
audiuences is
most actively
participating
What costs are
involved in
ensuring
attendance in
those events
Can you get
institutional
support from
bodies like
Nasscom to
participate in
those events

17. Tradeshows
Identify which
trade shows
address your
industry
segment most
closely
What costs are
involved in
ensuring
attendance in
those events
Starting by
participating in
events where
the costs are
low
Unlike conferences which are organized by corporations like Gartner
trade shows take on a more industry specific use case

18. Content Marketing
Use Social Media,
affliate network and
SEO to attract
online customers
Segment based
marketing using
Email, Chatbots,
Newsletters is the
key to success
Personalization is
the key
Optimize your online
presence for mobile
and build presence
in local languages

19. Deep dive into your existing network, see if
some of your existing customers can help you
make introduction into your target market
Referral Network

20. Your future beckons you
Selling in the international market can be the
expansion roadmap a corporation needs.
It helps you hedge your risk against your local
market economy fluctuation

21. To find out how Vichinth can help
email us at info@vichinth.com or visit us at
www.vichinth.com