Just the way one shoe does not fit all, one standard form of Brand Communication doesn’t fit all geographies. This is especially true for B2B organisations whose Brand Marketing is centrally managed by the Corporate Marketing team based in a foreign country.
While the Corporate Marketing team does a stellar job of ensuring a consistent brand voice across all geographies, topical communication that is tailor-made for individual geographies often gets pushed to the back burner due to bandwidth issues.
And therein starts the tussle between regional Sales teams and the Corporate Marketing team when it comes to timely Marketing support.
Going Glocal
Each geography has its unique B2B buying dynamics influenced by regional market forces, the stage of market maturity, and geopolitical conditions. Brand Communication that resonates perfectly well for enterprises in matured markets may not often be relevant for developing markets.
Take the example of India’s United Payments Interface (UPI). In a digital payments-matured market like India, almost everyone knows how UPI works, and hence digital payment solutions that integrate UPI-like systems in the backend do not need much convincing. Contrastingly, in the United States, which predominantly uses cash and card for everyday transactions, a digital payments solution may need that extra Marketing push to get enterprises to buy into the concept.
Another example is the different approaches to sustainability messaging. In European countries where sustainability is a significant driver of business decisions, organisations often look for partners who demonstrate strong environmental credentials. However, in developing Asian markets, immediate economic concerns can often overshadow long-term sustainability goals. In such markets, a solution with sustainability as its core value proposition, may fail to instantly get enterprise buyers’ attention.
There are many such examples that highlight the critical need for localised B2B Marketing strategies that reflect the unique characteristics and priorities of each market. When regional Sales teams are armed with market-specific Marketing Communication assets and Campaigns, they can more effectively engage with prospects and drive conversions.
One Size Doesn’t Fit All
Unfortunately, the one-size-fits-all approach of centrally managed Corporate Marketing teams often falls short in this regard. While they ensure Brand Communication consistency, they may lack the nuanced understanding of local markets that is essential for crafting impactful messages.
This is where a regional B2B Marketing Agency plays the critical role of being an extended arm of the Corporate Marketing team.
A regional B2B Marketing Agency helps with:
- Local Market Insights
A regional B2B Marketing Agency brings invaluable local market insights that Corporate Marketing teams based out of a different geography often struggle with. These insights include understanding local buyer behaviour, cultural nuances, and market trends.
By leveraging this knowledge, a regional B2B Marketing Agency can help Corporate Marketing teams craft Marketing messages that resonate deeply with the local audience, increasing engagement and effectiveness.
- Tailored Marketing Strategies
Local B2B Marketing Agencies excel at developing and executing Marketing strategies that are specifically tailored to the regional market. This includes creating localised B2B content, choosing appropriate communication channels, and timing Campaigns to coincide with regional events and market conditions.
Such tailored strategies ensure that the Marketing efforts are not only relevant but also timely, capturing the target audience’s attention when they are most receptive.
- Enhanced Agility and Responsiveness
Regional B2B Marketing Agencies can act quickly and efficiently in response to local market changes, competitive actions, and emerging opportunities. Their on-the-ground presence allows them to adapt strategies and Campaigns in real-time, ensuring that the Marketing efforts remain effective and competitive.
This agility is often difficult for centrally-managed Corporate Marketing teams to achieve due to bureaucratic delays, time zone differences, and lack of local Marketing presence.
Summing Up
While centralised Corporate Marketing teams are essential for maintaining Brand Communications consistency, partnering with a regional B2B Marketing Agency can enhance the relevance and impact of your B2B Marketing efforts in diverse markets.
This collaboration with an external Agency not only improves the effectiveness of your B2B Marketing Campaigns but also strengthens the relationship between Corporate and local teams, driving better business outcomes for all.
As India’s leading B2B Marketing and Communications Agency, Augmentis has helped Corporate Marketing teams of industry leaders like Thales, Futurex, and IMDC, amongst others craft impactful, India-specific Marketing Communication strategies in close coordination with their regional Sales and Marketing teams.
Whether it is targeted LinkedIn Campaigns, Email Marketing, or industry-specific Content Marketing, Augmentis has been at the forefront of creating bespoke Marketing Communication that resonates with the Indian B2B audience.
Feel free to reach out to us at marketing@augmentis.in if you’d like to learn how we can help your organisation in its B2B Marketing initiatives.