B2B marketing is complex. Creating marketing strategies to reach audience groups in multiple international markets is even more challenging. There simply isn’t one “best practice” or a special marketing guide to approach every global marketing problem situation.
Obviously, we are not one big, homogenous group of humans on this planet who makes buying decisions in exactly the same way. As marketers, we know there is no such thing as a singular audience. But where do we begin in our journey to effectively develop a marketing strategy that resonates with unique audience groups in possibly 100 (or more) countries?