International expansion is a major milestone for SaaS companies, and while it presents new opportunities, it also comes with immense challenges. While APAC and EMEA markets hold vast potential, their diversity can result in frustratingly expensive routes to market. An optimal first foothold would be an English-speaking market in those regions. This allows them to expand more easily, reduce localization costs, and build a strong proof of concept.
Here’s a breakdown of how SaaS companies can enter APAC/EMEA via English-speaking countries, building a base for further expansion.
1) Advantages of Starting with English-speaking Markets
Simple Communication – Removing language as a barrier means onboarding and support are easy in markets such as Australia, New Zealand, Singapore, the UK and Ireland.
Low content costs – Reuse existing sales and marketing playbooks to launch faster, gain customers faster.
Faster time to market – Winning in these markets proves demand for your product and gives you case studies to support expansion elsewhere.
Focusing on these areas gives a SaaS company early wins and proof.; They can adjust their playbook before entering the more important but complex markets.
2) Streamline for Scalability
By targeting English-fluent markets, such as in the UK and Canada, SaaS firms can establish larger frameworks that can subsequently be adapted to localized markets.
Streamline Support and Onboarding
– Leverage current customer success teams to perform onboarding and support without needing additional language skills.
– Focus on a unified process for a uniform customer journey across geographies.
Refine Sales Playbooks
Resuing successful sales strategies means that there is less room to tweak it. Data from tools like **Gong** or **Chorus** can also analyze regional trends and identify small changes that can enhance performance.
3) Spot High-Growth Companies
Targeting the right prospects still matters, even in English-speaking markets. Target industries and organizations with the highest propensity to need your solution.
High growth velocity typically signals a greater need for solutions required to scale. High-growth targets come with high costs of inaction and a potentially strong compelling event, which are known to be highly favorable for new business.
High-Growth Companies Rankings
Use lists from sources such as LinkedIn Sales Navigator and regional start-up lists and rankings to find fast-growing companies.
Funding
Utilize platforms such as Crunchbase to find companies recently funded that are growing and investing in technology. Reference your funding milestones and align your pitch with the company’s growth goals to make your outreach feel personalized.
4) Leverage VC Connections
Venture Capital Firms Are the Gatekeepers to High-Growth Companies Establishing bonds with important VCs will give you more access into their portfolio companies and develop your reputation.
Reach Out Strategically – Leverage LinkedIn and common connections for warm introductions.
Provide Value – Give them information or tools that solve some of the challenges in their Portfolio to showcase your skills.
5) Personalization at Scale
– Leverage tools like Apollo.io and Salesloft for hyper-targeted campaigns.
– Identify the specific pain points of the market and portray your solution as the strategic ally to tackle those issues. What might have hit the spot in AMER, might not resonate with APAC and vice versa.
6) Adapt to Regional Norms
Find the balance between persistence and cultural awareness in markets like the APAC and EMEA. For example, cold calls are not as common or well received in EMEA and APAC compared to AMER. Some regions like France will have a lower email response rate compared to the global benchmark. On the other hand tradeshows and channel introductions are great starting points for this market.
7) Localize in stages
Focusing on English-speaking markets first and applying the lessons learned in the subsequent approach to the non-English-speaking regions.
Final Thoughts
Moving into APAC and EMEA needs thorough planning and execution. Focusing on English-speaking markets makes it relatively easy for SaaS companies to start, score some wins, and prepare grounds to go broader. Emphasizing on the scalability of your operations, identifying growth-focused companies for acquisition, and utilizing significant relationships can prepare your company for sustained success in these fast-growing regions.
Expansion is a journey, and you build not just for today but for sustainable growth tomorrow by taking strategy-driven, calculated steps.
