It is invariably said that the purchase process is now reliant on the customer. The intended market may be targeted and marketed to if they have access to information and can perform research.
How? To begin, smart phones, tablets, laptops, and desktop computers are used. For example, despite the economic obstacles that some Asian and African countries face, one thing is certain: you can create leads in the same manner you would in the West as long as your target market has access to the internet and a device (computer or smartphone).
Furthermore, social media is still very much in play in any industry, depending on your target demographic. LinkedIn is still the go-to site for B2B. Platforms like as Facebook, Instagram, Pinterest, and Snapchat, among others, are used for B2C.
Even with these similar characteristics between the US and the rest of the globe, there’s something you should know before expanding your business internationally: B2B Lead generating services in USA may not work in new markets in the same manner that they do in the globe. Why? Because distinct cultures and standards exist in each geographical location (continent and nation). As a result, a one-size-fits-all lead generating strategy will not work everywhere. Furthermore, it is human nature for audiences all over the world to seek customised advertising content and approaches like Account based marketing.
That is the topic of this blog. Here’s what you need to know if you’re in the US market and want to grow internationally.
Is The United States Ahead Of The Game In Terms Of Lead Generation?
Since the invention of the mobile phone, lead generating channels such as websites (through search engines) and social media networks have exploded. Brands observing social media activity on their accounts may better measure their visitors’ preferences by using likes and dislikes. Thousands of lead generating applications are released each year, providing consumers with new opportunities to interact with companies.
Many of these technologies have their origins in North America, notably the United States. The US has an edge in this sector because to its greater and more strong technology skills, as well as its economic capacity to promote itself and influence how commerce is done throughout the world.
Lead Generation In Europe Vs. The USA
Despite the fact that Europe and the United States are both considered “Western,” they are vastly different. Graham Curme, CEO of LiveHive, Inc., shares his experience selling in the United States vs. the United Kingdom in an article published on Salesforce. According to Curme, selling in Europe requires a unique approach that takes into account the culture, geography, and business practices of European countries. Understanding these three concepts can help you improve how you engage and sell to your customers. Curme goes on to lay down these three crucial elements as follows:
Face-to-face engagement is seen as a superior approach to form relationships in Europe. Customers prefer to meet salesmen in person 75% of the time. Although meeting this desire could lengthen your sales process, it will help you connect with your European target more effectively. The reverse is true for American purchasers, who conduct the majority of their purchases and contacts online.
In Europe, business concentrations are concentrated in major cities. For example, London accounts for 85 % of all business in the United Kingdom, whereas Paris accounts for 90 %. It is simple to conduct business in these hubs because of the concentration of businesses.
Because smartphones are considered a work tool in Europe, you may cold call your database of phone contacts to create revenue. In America, on the other hand, phones are mostly used for personal communication, therefore individuals seldom take up calls from numbers they don’t recognize.
This means that phone calls alone will not suffice to create leads in the United States. Engagements on social media, email, conferences, and so on should come before a phone call. This results in excessively extended sales cycles with up to eight contact points and a greater chance of lead abandonment. As a result, lead generation procedures in the United States have increasingly used automated sales processes in order to fill their pipelines with more prospects.
Lead Generation In Asian Countries
Asia has one of the world’s highest rates of smartphone adoption and social media usage. According to Statista, more than 38% of China’s population had a smartphone in 2015. In 2019, there were almost 675 million smartphone users. Countries such as the Philippines, Vietnam, India, Singapore, South Korea, and Indonesia have significant smartphone and internet penetration rates.
With the exception of China, where all social media channels not of Chinese origin (apart from LinkedIn) are banned, the majority of the population in most Asian countries uses social media platforms popular in the United States, such as Facebook, Instagram, and Youtube, and lead generation on those platforms is essential.
However, for the following reasons, this is easier said than done:
A marketing strategy for a country like India must take into account the multilingual and multicultural elements of the population. Indians, for example, speak 23 languages, and each part of the vast nation has its own customs, nutritional preferences, and weather circumstances, all of which influence dressing choices. As a result, obtaining leads in such a market necessitates additional study and labour.
To promote effectively in other countries, where each city is as varied and lively as the next, you will need to tailor your message for each location.
Must Read: B2B Lead Generation 101
A Multi-Faceted Influencer Marketing Strategy
In Asian countries, influencer marketing is quite essential. According to Vero, 81 percent of millennials and Gen Z would purchase based on an influencer’s suggestion. KOL marketing might make all the difference for lead generation in China and Thailand, and social media platforms are crucial for getting recommendations for respectable businesses. According to a TNS worldwide research, 1 in 5 Singapore consumers reject brand messaging, while influencer marketing and word of mouth remain important ways to reach potential purchasers.
The intricacies of influencer marketing, on the other hand, are dependent on the target demographic. In South Korea, for example, influencer marketing is equally important, although sponsored material is more popular than individual content.
The Retail Landscape Has Changed
Vijay Govindarajan and Gunjan Bagla, speaking on the topic of “How to Break Into the Indian Market,” emphasised the importance of the country’s more than 10 million mom and pop retail stores. While these stores include items to meet everyday requirements, they lack the capacity to stock aspirational items seen in American stores. With over 400 million people predicted to hold smartphones in India by 2022, there is plenty of room for online sellers in the country.
Furthermore, because of the vast number of shops, experience selling is essential. As a result, in addition to internet marketing, other marketing mediums such as brochures and pamphlets must be considered.
The Way You Access The Internet Is Different.
Search engines are essential for finding websites in North America. Apps are quite useful in Asia for locating websites. Because the majority of people use mobile phones, this helps address the issues faced by the restricted availability of fixed line internet. There are outliers, such as South Korea, which has high-speed internet and a strong IT infrastructure, according to the 2019 Global Digital Insights Report.
Generation of Leads in the Middle East And Africa
The development of technology in the Middle East and Africa is influenced by developments in the United States. The major players in the United States are the same ones that are leading the way in the digital domain in Africa and the Middle East. Google Inc and Amazon.Com Inc, for example, are two of the most important participants in the SaaS industry. Facebook, Youtube, and Twitter are among among the most popular social networking platforms. Furthermore, LinkedIn is the most popular B2B lead generating channel. Whatsapp is the most popular messaging app on the market.
Furthermore, while LinkedIn is an important site to leverage for generating leads in the B2B arena, knowledge centres like Africa Business Pages are just as significant. You may use such a website to not only get high-quality leads, but also to market your products or services.
Furthermore, automation is critical for any online marketing process, and while worldwide solutions like Hubspot and Zoho are popular throughout Africa and the Middle East, it’s necessary to investigate local choices accessible in each area.
When it comes to doing business, though, the personal connection is important, just as it is in Europe. People want to talk to you on the phone and meet you face to face. Advertising on the street, in print, on television, and on the radio has a lot of clout. As a result, a multi-faceted lead generation strategy must encompass not only site content, social media, PPC, and email marketing, but also traditional advertising media.
That is all there is to it. The United States is a unique market in that it is a pioneer in many aspects of business, including lead generating. However, there are as many parallels as there are variances in lead production in the United States. At the end of the day, all businesses desire increased levels of engagement and conversions, regardless of their geographic location. The key to any lead generating service is to approach each nation individually. Once you’ve figured out who your target market is, you’ll be able to choose the ideal lead generating strategy.
Have you attempted to engage with qualified B2B leads in the US market? Share your encounter in the comments section below.
Must Read: The Dynamics Of B2B Lead Generation
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.