How to build an international go-to-market strategy

Expansion into global markets presents incredible opportunities for business growth. However, it’s more complicated than simply bringing your existing product to a new region and watching revenue rise.

A carefully structured go-to-market (GTM) strategy ensures smooth and efficient product launches while maximizing impact and return on investment. A GTM plan accounts for the following functions of market entry:

• Assessing the product-market fit and value proposition
• Identifying an appropriate target audience
• Setting pricing strategies
• Localizing marketing content and customer support

This guide will define what a GTM strategy is, explain its benefits, and outline how to build an international go-to-market strategy for your organization.

What is a go-to-market strategy?

A GTM strategy is a structured plan for launching a product or service in new markets. It defines how a company will position its offerings, reach its target audience, and establish a competitive presence. 

There are two primary types of GTM strategies:

• Sales-led GTM plans focus on direct sales to drive customer acquisition. This approach to demand generation often involves a high-touch sales process, strong relationship-building, and a deep understanding of target customers’ needs in different markets. It works well for enterprise solutions and complex B2B products that require extensive customer education.
• Product-led GTM plans rely on the product as the main driver of growth, often through self-service models or free trials. This model is common in SaaS businesses, where customers can easily adopt and integrate new products into their workflow without extensive sales intervention. Product-led GTM plans scale well in digital-first industries where customers prefer to experience the product before engaging with the sales team.

A well-planned GTM strategy for new markets can make the difference between a successful product launch and a failure. Crucial considerations include the value proposition, target audience, and distribution channels.

When do you need a GTM strategy?

A GTM strategy helps businesses navigate various scenarios, including:

• Introducing a new product to an existing market: Companies may launch new products to diversify revenue streams and maintain competitiveness. Even in familiar environments, a well-structured GTM plan is essential to ensure the new product is positioned correctly and gains traction quickly.
• Entering a new market: Expansion into international markets requires an understanding of cultural nuances, regulatory requirements, and the competitive landscape. Even the best products can fail to attract buyers in the target market without a localized approach.
• Strategic shifts: This includes rebranding and business model changes. A well-structured GTM strategy helps effectively communicate changes to foster a smooth transition for existing customers.
• Increased competition: In a tight market, differentiation becomes crucial. A GTM strategy helps companies carve out a unique market position and sales strategy to compete effectively against other players and gain a competitive advantage.

Localization plays a vital role in global market penetration. Smartling’s translation and localization services guarantee your messaging resonates with regional audiences, enhancing engagement and conversion rates. By integrating localization early in the GTM process, you can avoid costly missteps and improve your odds in new markets.

6 benefits of a global go-to-market plan for marketing teams

A well-executed GTM strategy is essential for global marketing teams aiming to expand their brand presence worldwide. It provides a structured approach that aligns marketing plans with business objectives while integrating localization and cultural adaptation from the outset.

Without a clear GTM marketing strategy, companies may struggle with inconsistent messaging, inefficient resource allocation, and missed opportunities in new markets. 

Here are six significant benefits of global GTM plans:

1. Clear goals and success metrics

A GTM strategy provides a structured roadmap that aligns every team behind shared objectives, key performance indicators (KPIs), and market positioning. This eliminates confusion and ensures every department—from product development to marketing and customer support—is working toward the same goals.

2. Stronger product-market fit and positioning

Businesses should tailor their products to satisfy regional preferences and close gaps in the target market. They often start by conducting market research and defining target customers. A strong GTM strategy makes sure messaging, distribution, and pricing strategies align with market expectations to increase customer adoption rates.

3. Faster time to market

A well-executed GTM strategy streamlines the launch process, reducing delays and maximizing early adoption opportunities. By planning market entry steps in advance, companies can efficiently allocate resources and execute campaigns quickly.

4. Improved brand recognition and trust

Consistent messaging and localization efforts enhance brand credibility and trust with international audiences. Customers in new markets are more likely to engage with brands that communicate in the local language and reflect their cultural values.

5. Increased revenue generation

Strategic market entry minimizes risks and maximizes sales opportunities, driving higher revenue potential. Companies that execute GTM strategies effectively can accelerate revenue growth by capitalizing on early adopters and rapidly expanding their customer base.

6. Cost efficiency

A GTM plan optimizes resource allocation with precisely targeted marketing and sales efforts. Instead of spreading efforts thinly across multiple markets, a focused GTM strategy allows businesses to invest in the most promising opportunities.

8 steps to create an international go-to-market strategy

An international GTM strategy requires thoughtful planning to ensure long-term success. Companies must consider regional market conditions, customer behavior, and the competitive landscape when going to market.

Follow these eight steps to build a scalable GTM strategy that maximizes your impact in new markets while minimizing risks and inefficiencies:

1. Define your ideal customer profile

There’s no one-size-fits-all product that will delight every consumer. Find profiles and buyer personas that are likely to engage with your offerings in each new market by researching regional demographics, behaviors, and pain points.

Customer profiles that apply to one region won’t necessarily translate to another. Variations in purchasing power and cultural attitudes contribute to distinct target audiences across international boundaries.

2. Conduct market research and analyze competitors

Assess market demand, competition, and regulations to develop a marketing plan that positions your product advantageously. Conduct thorough competitor analyses to understand what works in the market and identify gaps where your product can stand out.

3. Develop localized messaging

Based on your research, craft culturally relevant messaging in a language and tone that resonates with regional audiences.

Localization goes beyond translation. It involves adapting the content marketing strategy to fit cultural norms, values, and expectations. Localized marketing campaigns achieve higher customer engagement and retention rates.

4. Establish targets for market entry and growth

Set clear, measurable goals for market penetration, customer acquisition, and revenue growth to track success. Define short-term and long-term objectives that contribute to overall business growth.

5. Determine go-to-market tactics and key channels

Identify the most effective channels for customer engagement, whether direct sales, partnerships, or digital marketing. Consider how customer behavior varies across markets. Some regions may favor in-person sales, whereas others prefer digital-first interactions.

6. Create a detailed launch and localization plan

Develop a roadmap for launching in each market. This plan should outline milestones, budget allocations, and resource distribution. Use the previously defined branding attributes—value proposition, buyer personas, and emotional hooks—to craft localized content that appeals to buyers.

7. Launch and support

With the roadmap in hand, it’s time to go to market. Marketing materials and post-launch support should be localized to ensure buyers receive help in their preferred language that comes across clearly and professionally. This will improve the customer experience, build trust, and encourage loyalty.

Smartling’s cloud-based translation management system and AI-powered solutions can help you efficiently localize content throughout the sales cycle. They integrate with every element of your tech stack, from e-commerce platforms to customer support tools. 

8. Gather insights and refine your strategy

Continuously track KPIs and customer feedback to improve your GTM strategy. Regular analysis allows you to refine your tactics, address pain points in the customer experience, and capitalize on growth opportunities.

Power your international go-to-market strategy with Smartling

Successful global business expansion starts with a product launch plan. One essential element is a localization strategy that engages target audiences.

Smartling’s translation solutions employ both AI translation technology and human expertise to help businesses adapt marketing content efficiently across languages and regions. Companies can leverage Smartling’s technology to streamline their translation workflows, reduce time-to-market, and enhance customer engagement during international expansion.

Ready to take your global marketing strategy to the next level? Download a copy of “The Ultimate Guide to Translating Your Marketing Materials.” This free eBook is packed with actionable tips to optimize your localization practices.