Global Expansion Remote Visibility for Scale-Ups: Guidelines for Building Visibility and Lead-Generation Activities during International Expansion

Preface

This book is the final installment in the series. Its focus is on making the vendor visible to potential customers, with the goal of turning this visibility into leads and, ultimately, buying customers. However, this book stops at lead generation and does not explore converting leads into customers.

Although the title uses ‘visibility’, companies traditionally classify this concept as ‘marketing’ within their structures and budgets. However, this book focuses on a narrower concept than the broader scope of marketing, intentionally choosing the term visibility.

While ‘marketing’ covers a broad array of activities, ‘visibility’ specifically focuses on creating attention.

Visibility, in this context, means making the vendor’s presence known to those unfamiliar with it while continuously transferring knowledge to those who already are. By maintaining visibility, existing customers feel validated in their decision to use the vendor’s solutions.

To achieve the intended success outlined in the broader perspective of this book, marketing initiatives need to support all previous steps. Relying solely on the efforts of the sales team or channel partners is insufficient. During global expansion, building visibility comes last because once leads are generated or customers show interest, the organization must have the right support structures in place to meet those needs

Let the brand values guide the choice of visibility strategies.

This final step discusses several visibility strategies. Select those that align best with the vendor’s brand values. This could mean adopting just one approach or utilizing several; costs will be a determining factor, as history has shown. Still, visibility is one of the most dynamic aspects of expansion. At the time of this book’s publication, new visibility opportunities may emerge while others may fade. Staying attuned to these changes is essential.

For personalized guidance through the process—whether through training, strategy development, or full implementation—please visit www.jbtd.nl or contact us at [email protected] to request an offer.

Contents

ARE YOU A SCALE-UP?

THE DEFINITION OF A SCALE-UP

REMOTE VISIBILITY – WHY?

CASE STUDY 1: RESULT - BRAND DAMAGE

REMOTE VISIBILITY – HOW?

PERCEIVED VALUE OF MARKETING

MARKETING BUDGETING

VISIBILITY IN THE TARGET COUNTRIES

PRIORTIZING VISIBILITY

BRAND AND PRODUCTNAMES

TRADEMARK & INTELLECTUAL PROPERTY

SHORT-TERM MARKETING ACTIVITIES

ON-LINE

OFFLINE

SALES COLLATERAL

WHITEPAPERS

NEWSLETTERS

JOINT MARKETING & MARKET DEVELOPMENT FUNDS

LONG-TERM VISIBILITY ACTIVITIES

EXHIBITIONS

PRESS & MEDIA

THOUGHT LEADERSHIP

REFERENCES & CASE STUDIES

ROADSHOWS

INDUSTRY ALLIANCES

ANALYST RELATIONSHIP

COMPANY EVENTS

CASE STUDY 2: GARTNER MAGICAL QUADRANT

LEAD GENERATION

LEAD NOMENCLATURE

CONCEPT OF A FUNNEL

LEAD CREATION

LEAD QUALIFICATION

LEAD REGISTRATION

IMPACT OF OVERSHOOTING

VALUE OF A LEAD

CASE STUDY 3: A SUMMER POSTCARD

CULTURAL CONTEXT

LOCALIZATION

EXAMPLES OF MARKETING MISHAPS

FINAL WORDS

REFERENCES AND FURTHER READING

Table of Figures & Tables

Figure 1: Concept of a funnel

Table 1: Lead nomenclature

Table 2: Marketing mishaps examples

Are you a Scale-Up?

As this book, along with the others in the series, focus on scale-ups, a valid question arises: what exactly is a scale-up? While the first book addressed this question, here we only provide a summary. For a comprehensive understanding, including the underlying concepts, please refer to Global Expansion Feasibility Framework for Scale-Ups.

Without a doubt, there is a significant gap between the extremes of a Start-Up and an Enterprise. Generally speaking, every Enterprise was once a Start-Up-or at least one of its predecessors was. This leads to the simple conclusion that every business organization, particularly those that are technology-driven, begins its journey as a Start-Up.

A Scale-Up either recently transitioned from the Start-Up phase or has remained stagnant for multiple decades, poised for growth.

already.

The Definition