Market analysis is a crucial lever for B2B marketing, especially when launching a product internationally. It enables marketing teams to draw on solid data to make strategic decisions. Whether it’s targeting the right market segments, adapting messages or defining a positioning strategy.
However, once a market analysis has been completed, its potential is often under-exploited by B2B marketers. And yet, to maximize the impact of an international B2B marketing campaign, revisiting this data can reveal additional insights and bring real added value in the long term.
Why is market analysis often under-utilized in an international B2B marketing context?
When B2B marketing teams prepare an international campaign, they usually invest a great deal of time and resources in data collection. Whether through surveys of decision-makers. Also through sector studies or value chain analyses, market analysis provides crucial information about potential customers. About industry trends and competition.
However, once the report is delivered and the first marketing decisions are made, this data is often forgotten. Or that its use is limited to a few aspects of the campaign.
Here are some common reasons for this under-utilization of data:
Lack of an ongoing review strategy: Many B2B marketing teams adopt a linear approach to market analysis. They conduct a study at the beginning of the project. Then they stick to the initial results, with no provision for reassessment at each key stage of the campaign process. This can prevent the team from reacting to changes in the market. Or to changes in the needs of business customers, which are particularly common in international B2B markets.
Static and inadequate segmentation. Initial market segmentations, although based on sound assumptions, can quickly become obsolete once the B2B marketing campaign has been launched. Unforeseen challenges related to communication channels, decision-maker preferences or local regulations can call the initial assumptions into question. By failing to revisit segmentation, the marketing team risks missing out on important opportunities or misdirecting its efforts towards key decision-makers.
Siloed data. Market analyses for international B2B marketing are often based solely on the data collected as part of the study. And this without integrating other sources of information such as performance data from previous campaigns. Or sector indicators or business customer behavioral data. Yet these external data can considerably enrich the analysis. This enables us to better understand the buying behavior of companies in different countries, and to adjust our marketing strategy accordingly.
Revisiting market analysis: a necessity for international B2B marketing
To get the most out of market analysis as part of an international B2B marketing campaign, it’s essential to adopt a more dynamic approach. Market conditions change, competitors evolve, and business customer expectations vary by region. Here are a few ways you can maximize the impact of your data by revisiting your B2B market analysis:
Re-examining data from new angles
When planning an international launch, it’s crucial not to settle for the first interpretation of the data. By revisiting the results with teams from different departments (marketing, R&D, sales, etc.), new insights can emerge. What’s more, involving local experts in target countries can bring a different perspective. Particularly on the cultural and behavioral aspects specific to these markets.
A concrete example might be a B2B company launching a product in Europe after a successful launch in North America. Initially, the analysis might suggest a similar interest in the product’s sustainability attributes. But by revisiting the data and adding local information on purchasing habits, the company might discover that price plays a much more decisive role in this region. This calls for an adapted pricing strategy.
Integrate external data to enrich analysis
Integrating external data is a key strategy for improving the relevance of market analysis conclusions. For an international marketing launch, this can include macroeconomic data (exchange rates, inflation, economic growth). But also competitive data or information specific to consumers in each region.
For example, if a survey reveals a high level of interest in an eco-responsible product in a given market, it may be worth supplementing this information. How can we do this? With local transactional data. To identify the times of year when consumers are more inclined to buy this type of product. Similarly, behavioral data from digital platforms can provide valuable insights. About??? Well, how consumers interact with your brand online in different countries. This, in turn, helps refine your digital strategy.
Use advanced technologies for deeper analysis
Advances in artificial intelligence (AI) and predictive analytics open up new possibilities for exploiting market analysis data. These technologies make it possible to detect hidden trends. Analyze unstructured data such as consumer comments. Or feedback from social networks, and predict future behavior.
In the context of an international B2B marketing launch, AI can also help to model different market scenarios. To test hypotheses and identify correlations between factors that would not be obvious with traditional analysis methods. This can include analyzing interactions on social networks in target markets. This helps to better understand the perception of your brand even before launch.
Implement a regular review strategy
To maximize the potential of market analysis for an international B2B marketing campaign, it’s essential to adopt a continuous improvement approach. This means regularly reviewing data, adjusting segmentations and integrating new sources of marketing information.
Assemble a multidisciplinary team
A team dedicated to monitoring and reviewing market analysis should include members of several key departments (marketing, sales, finance, R&D) and, ideally, local experts in the target markets. This diversity helps generate fresh ideas and a better understanding of the specific features of each market.
Invest in the right tools
To take full advantage of revisited data, it is essential to invest in advanced analysis and data integration tools. Data analysis platforms with machine learning capabilities or centralized data management systems (CDP) can facilitate the integration of new data sources and improve decision-making.
Conclusion: don’t let your data gather dust
In the context of an international B2B marketing campaign, your market analysis data is a valuable resource that should not be under-utilized. By adopting a dynamic approach, revisiting data regularly, integrating new information and exploiting advanced technologies, you can improve your B2B marketing strategies, fine-tune your decisions and maximize your chances of success with business customers.
A well-exploited B2B market analysis is an investment that continues to pay dividends long after the initial campaign launch. Don’t let this valuable information lie dormant! Use it to leverage the success of your international B2B marketing campaigns. Your global marketing success is within reach. Let our experts show you how to turn your data into a real competitive advantage on the international B2B marketing scene. Contact us today and take the first step towards successful international marketing expansion!
