International business to business marketing

One of the most frustrating things I've encountered as a b2b marketer is the assumption that what works in one market will work in another market.

That's either lazy or narrow-minded.

If you're a manager of an international company or overlook the global marketing operations of your company, don't make this costly mistake of taking what works in one market and rolling the same thing out in another market.

Listen to your frontline staff who are on the ground in the local market. They will know what works and what doesn't. If they tell you that what you presume will work because it worked wonders in another market doesn't work in their local market. Listen carefully.

Also, I'm pretty sure that most international marketing departments will differ in terms of procedures, terminology used, practices and methods so basing your marketing efforts on your local point-of-view can mean you're making false assumptions.

So, next time your frontline marketing staff tell you it's been tested and it doesn't work for them, give them the benefit of the doubt.