Startup marketing

How Can an International Marketing Plan Save You More Than $14000

Most of you reading this, including founders and executives of startup and B2B software companies, have already read an article or post, heard a lecture or were advised on the importance of creating a marketing plan for breaking into international markets. Despite the broad professional consensus in favor of creating marketing plans, it’s quite surprising to see that there are still small and medium-sized enterprises that do not bother investing in making international marketing plans. There are various reasons for this: [...]

In which arena are you competing when internationally marketing your B2B software?

B2B startups, and even more established companies, that develop innovative products are very focused on the product and its development. These companies have invested all of their capital, time and efforts into developing and improving the product. When they face difficulties entering international markets, they don’t seem to understand why it’s so hard to sell a product that is better than the competition, and why clients don’t simply realize it and just buy the product or at least start [...]

Copywriting that sells: An effective vehicle for your B2B marketing strategy

We cordially invite you to our upcoming event “Copywriting that sells: An effective vehicle for your B2B marketing strategy” – to be held on July 13th, 08:45 AM, at Google Campus Tel Aviv, 98 Yigal Alon St. Tel Aviv. The impact of your company’s strategic marketing plan on your bottom line is not always obvious. Nevertheless, a good marketing plan is an elementary factor for succeeding in the global B2B marketing arena. Once all your marketing efforts are aligned with your strategic [...]

“The Distributor is My Client”

Any reasonable person would tell you that this statement has a built-in contradiction. In a live survey that I conducted during one of my lectures in front of a large and experienced crowd of exporters, around 67% believed that if a locally-based company that develops or manufactures products and solutions works with a distributor or other channel partner abroad and issues them an invoice, then the distributor is that company’s client. A few exceptions aside, this is a mistake. The [...]

The Alternative Pitch – Presentations and Software Demos that Actually Work

We cordially invite you to our upcoming event – “The Alternative Pitch - Presentations and Software Demos that Actually Work” – to be held on June 8th, 5 PM, at Google Campus Tel Aviv, 98 Yigal Alon St. Tel Aviv. Most companies' presentations are built in a logical structure, with the purpose of leading the audience to certain conclusions. This is in particular valid in B2B software presentations and demos, which have a functional and technical nature. All the investment in international marketing [...]

Are you too lazy to put your International Marketing Plan in writing?

The importance of preparing an international marketing plan for the purpose of planning and implementing marketing and sales operations abroad has already been discussed at length elsewhere. We will not delve into all of the advantages of preparing a marketing plan, but they include: Defining target clients on whom we wish to focus Establishing brand positioning and a unique selling proposition Setting marketing and sales targets Defining your product scope Determining pricing models Establishing sales channels and distributors Planning [...]

How Will You Make Distributors Want to Work with Your Company and Successfully Sell Your Products in Global Marketing?

Appointing distributors in B2B start-ups and software companies is rather common. In a previous article, we listed the 5 Most Deadly Mistakes of B2B Start Ups and Software Companies When Locating and Recruiting Distributors Abroad. We’ve seen that one of the common mistakes results from the companies’ approach, by which it is sufficient that they find a good distributor, and it will do the work of breaking into the target market for the company. This approach does not take into consideration the [...]

The Five Critical Mistakes of Israeli Startups in the B2B Field When Breaking into Global Markets

The dream of breaking into global markets During my work, I accompany startups and small to medium tech companies in the B2B field in their efforts at penetrating international markets. Most of these companies are globally-oriented and the dream to break into global markets is the goal of most of them. The entrepreneurs are confident in the technological or functional superiority of their product and are ready for the big challenge. Are they? Each time I am once again baffled by these [...]

The 5 Most Deadly Mistakes of B2B Start Ups and Software Companies When Locating and Recruiting Distributors Abroad

Most start-ups and software companies in the B2B field recruit distributors abroad. The benefits are clear, and the following can be included as the major ones: A local distributor is a much cheaper alternative compared to the costs of opening an office and recruiting local employees The distributor has relations and better familiarity with the local market than we have – it reduces our time-to-market The distributor has presence and speaks the local language, resulting in better communication with [...]

How and Where to Search for Distributors for Your Global Business

International high-tech companies wishing to extend their global reach to new territories may opt for building up indirect sales channels. Using distributors is a common option. Distributors may be defined differently in different industries and by their respective players. By a distributor we refer to a legal commercial entity in the target market which is legally and organizational wise independent from the international company and which: • Commits to promote, sale and optionally provide implementation and first line support services, if [...]