The steps to successfully launch a B2B product in a new market

Launching in a new country is a product marketing problem before it is a sales problem. Nine steps, done for your product in your chosen market: eight before launch, one after.

Tell me about your launch

  1. 01

    Market research

    The questionWho buys, and how do they decide?
    What gets doneBuyer interviews, a review of local alternatives and competitors, and a map of how a purchase gets made.
    What you have at the endA clear picture of the market
  2. 02

    Target customer

    The questionWho do we win first?
    What gets doneSegment by industry, company type and role, then choose one.
    What you have at the endA first target customer, with the reasoning
  3. 03

    Positioning and messaging

    The questionWhy would local buyers care?
    What gets doneRebuild the positioning against local alternatives and check it with local consultants.
    What you have at the endPositioning and messaging that fit
  4. 04

    UI and UX localisation

    The questionWhat has to change in the product?
    What gets doneReview sign-up, payment, layout, formats, integrations and trust signals.
    What you have at the endA prioritised list of changes for your product team
  5. 05

    Pricing

    The questionWhat should we charge?
    What gets doneWeigh local budgets, buying habits and partner margins.
    What you have at the endA price for the market, linked to your home pricing
  6. 06

    Channels and partners

    The questionDirect or through partners?
    What gets doneMap the routes to market and shortlist local partners.
    What you have at the endThe channels to use and the partners to approach
  7. 07

    Launch plan

    The questionIn what order, and with what?
    What gets doneSet the sequence, the sales and partner materials and the measures of success.
    What you have at the endA launch plan. I can manage the launch.
  8. 08

    Team definition

    The questionWho do we need in the market?
    What gets doneDefine the roles to fill and what each one owns.
    What you have at the endRole definitions ready to hire against
  9. Launch
  10. 09

    Handover

    The questionHow do we keep growing?
    What gets doneSet the measures to track, the signals to adjust on, and the next segment and market.
    What you have at the endA team that runs it from here

What I do, and what stays with you

I do

  • The research
  • The positioning and messaging
  • The pricing
  • The launch plan

Your team does

  • The relationships
  • The selling
  • The hiring
  • The product changes

This is product marketing. It is not business development.

Tell me about your launch

Common questions

What are the steps to successfully launch a product in a new country?

Research the market and the customer, choose a first target customer, rebuild the positioning and messaging, localise the product and its user experience, set pricing, choose channels and partners, set a launch plan and define the local team. Finish with a handover so the team can measure results and grow from the launch.

What is product marketing in a market launch?

It is the work that comes before selling: finding out who the customer is, positioning the product, deciding what changes in it, setting the price and choosing how it reaches the market.

Who does the work, you or our team?

I do the research, the target customer definition, the positioning and messaging, the pricing and the launch plan, and I lead the UI and UX review. Your team builds the product changes, builds the relationships, sells and hires.

Can you manage the launch?

Yes. I can coordinate your team, the local consultants and the design firm through the launch.

Do you stay involved after launch?

No. The work ends at launch. You get a handover with what to measure, the signals to watch and the recommended next segment and market. Your team takes it from there.

All questions → FAQ

Planning a launch?

Tell me the product and the country. I'll tell you straight whether I can help.

Tell me about your launch