Challenges and Strategies for Foreign Software Companies Entering the U.S. Market

The United States is a major market for software, and foreign software companies can tap into this market by employing a few key marketing strategies.

However, there are also a number of challenges that international companies face when trying to market and sell their software in the US:

  • The biggest initial challenge is cultural differences. The US has a very different business culture than many other countries.  For example, Americans are generally more direct and informal in their communication style, and also may be more results-oriented than other cultures.  Foreign companies need to be aware of these cultural differences and adapt their marketing and sales strategies accordingly.
  • Another challenge is the language. English is the primary language of business in the US, so foreign companies need to have their website, marketing and sales materials translated into English, and so need to have communications resources who are fluent in English.
  • The US market is also very competitive. There are many large and well-established US software companies that compete for market share. As such, Foreign companies need to find ways to differentiate themselves from the immense competition and position themselves as the best choice for US businesses.

Despite the challenges, there are a number of reasons why foreign B2B software companies should consider marketing and selling their software in the US. The US market is large and growing, and there is a strong demand for high-quality software. US businesses are typically willing to invest in technology, which makes it a good market for foreign companies that offer innovative and cutting-edge software solutions.

If you own an international B2B software company that aspires to sell your software in the US, here are a few strategic tips to help you succeed:

  1. Do your market research. Before you do anything else, it's important to do your research and understand the US market. This includes understanding the needs of US businesses, your competition, and the regulatory environment.
  2. Tailor your marketing materials. Once you understand the US market, you need to tailor your marketing materials to appeal to US businesses. This includes using language that is relevant to US businesses, and highlighting the features and benefits of your software that are most appealing to US businesses. You should create a website that is optimized for the US market—using US-based domain names, hosting, and payment processors. And you should promote case studies and testimonials from US customers to show how your software has helped other businesses succeed.
  3. Use the right channels. This may include attending industry events, networking with potential customers, and using online marketing channels such as search engine optimization (SEO) and pay-per-click (PPC) advertising. You can also partner with US-based technology companies that offer complementary products or services.
  4. Deliver excellent customer experiences. US businesses expect high levels of customer service, so it's important to provide excellent customer experiences and service if you want to succeed in the US market. This includes being responsive to customer inquiries, providing clear and consistent communications, resolving issues quickly, and going above and beyond to meet the needs of your customers—especially the early adopters in your new market.
  5. Build relationships with US partners. Building relationships with US partners can help you to market and sell your software in the US. Distributors, resellers, and system integrators can provide valuable feedback on your products and services, and help you to understand the US market. You can find technology partners by attending industry events, networking with potential partners, and researching your key market verticals.

Jones Communications can help increase your chances of success in the US market with research, go-to-market plans, executing campaigns and programs, and ensuring superior customer experiences with your software.  To learn more, contact us today!