Andrea Vaugan, Founder & Operating Partner at Wyngs, interviews Tim on how to approach the German market and the critical steps to launch a brand successfully. Listen now!
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[Musik]
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So was ich sehen, was die meisten companies machen, und die meisten companies
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machen, die auch auch US-Kamten, die auch in die
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Deutschland-Market, die auch die meisten Facebook-France-Kamten, die auch in
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die
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Deutschland-Market, die sich einfach kapiontätigen sind. So das
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basically means just translating them, nicht even paying attention to
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cultural differences. Und natürlich, wir alle schon nicht arbeiten, aber
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aber wir sind aber auch noch überrascht, dass es nicht arbeiten kann,
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wenn wir sehen die Results.
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[Musik]
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So, willkommen, Tim, zu der go-to-gemony-Podcast,
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der podcast, wo wir uns überlegen, wie sich die
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Deutschland-Market und auch wie sich die Brand in die
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Deutschland-Market, ich bin wirklich, wirklich happy, zu haben
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auf mein Podcast heute. Für alle, die gibt es einen
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Tim, ich habe noch einen Tim für ein paar Jahre jetzt. Und ich
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kann sagen, dass er die Fonder der Japa, die
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Leading, B2B, Tech-Sass, Growth-Agency in die
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Deutschland-Market. Und wir haben viele
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Diskussionen über, wie zu leuchnen, in die
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Deutschland-Market und wie zu Speed-Up, Growth und auch
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your branding in die Deutschland-Market. Ich bin
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wirklich happy, zu haben, Tim, willkommen.
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Thank you so much for having me Andrea.
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It's a pleasure to be on your podcast.
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You know, I love podcasts, so I'm always excited
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to talking about tech stuff, marketing stuff, also for
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this conversation, very excited to diving into this.
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Yeah, so you know, I told you I was a little intimidated
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because you have your own podcast also, which is very
1:51
successful, the revenue marketing podcast.
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And I really recommend everyone to listen into this
2:00
podcast, because it gives a lot of insights and I've
2:02
shared it a lot with our clients or prospects already.
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So I hope I'm going to be up to the task, but I think
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it's going to be okay. So Tim, please present
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yourself a little bit. Tell us what you do, what you do
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at Yaba, and then we dive into the topic of today.
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Yeah, sure. So almost five years ago, I actually co-founded
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your Yaba together with my dad, which already in itself is
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probably kind of a crazy story, I would say.
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At least that's what most people tell me.
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And we basically started as a kind of a basic online
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marketing agency that then quickly transitioned into
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a highly specialized, to a tech agency for B2B SaaS
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and tech companies, taking care of all the different
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growth activities, such as course demand generation,
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mostly on paid channels, but also organic growth,
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which is becoming more and more popular, actually,
3:00
because it's very efficient. So going deep into thought
3:03
leadership content on kind of optimizing the inbound buying
3:07
experience. And basically taking care of all the
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initiatives that drive pipeline and revenue through
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inbound demand, so to speak, that makes sense.
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And we call that revenue marketing.
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Yes. So the challenge that we have when we talk to
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brands that want to launch the German market and your
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real, real expert, I know you also do international
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campaigns, but your real expert for the German market.
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So, and you have worked with French and international
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brands also launching in the German market. So,
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what is always a challenge for us is to explain to
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our clients or to our ecosystem how to approach the German
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market and what are the critical steps you have to take to
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really launch a brand. So when we talk about scale ups,
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then normally they already have a brand in their whole market.
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They already exist. They have clients. They have a product.
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So it's not a small startup trying to, you know, get a
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little bit of traction, but normally they want to go big in
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Germany quickly. What do you, what are the first, let's say,
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advice or how do you onboard those kind of clients?
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What is really the critical points that they need to do in
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the very beginning to be able to have something that they can
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scale than in the German market?
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Yeah. So I'm assuming that all the research and the
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decision on a specific market has been done before,
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because of course the due diligence on a market should
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always be step number one. And after that, I like to call
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the further steps the three M's. So for me, that's mindset.
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Then market differences. And then third one is mechanics.
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And I think also it's very important to put them into that
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specific order because the mindset on how you approach a market
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is crucial. Because for me, it's kind of a,
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it's an evolution of your whole strategy and not a quick
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tactic. And to understand that on its core level, I think
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it's very essential because in your original market when
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you were building, for example, your product and your
5:16
audience and your customers in France, you wouldn't be
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just kind of throwing budget on all different activities,
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but you would act and do it like a real startup, you know,
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you would build bridges between the different steps and
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also do different things when you raise your seed round,
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your serious A, your S.B, etc. And maybe you're now past
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your S.B. and you want to internationalize more. But that
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doesn't mean that you should kind of use the same methods
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that you and tactics you do now in France, also kind of
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copy and clone them towards Germany, but you should
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rather start how you would have behaved in your seed round in
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France now with the same mindset in Germany, for example.
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And I think it's highly important to, when you internationalize,
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to be that startup in its early stages once again,
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and not the scale-up that you're in your home country.
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And I think understanding this, that it's really a strategy
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kind of focus and not a quick tactic is this highly important
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to start with.
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The first step that you said, which is interesting,
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and maybe we can just come back to it a little bit because
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this is the preparation for the mindset, is the analysis
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of the market and really understanding the ICPs,
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the customers, the needs that they have.
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This is something that I think is really very crucial too.
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So you said, okay, it's a prerequisite when they come to you,
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or maybe this is also something that you can do for your clients.
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Do you have any advice on how to do that very thoroughly?
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Because of course, we know, and this is also based on research
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and all of our experience, a German client doesn't buy any product,
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service, or software, as a French customer, for example.
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We have different decision cycles.
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We have longer decision cycles.
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We need different kind of information.
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So what would be your advice to really do this research and how deeply should
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it be?
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Yeah.
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So I think the research is part of the second M-Den,
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which is the market differences, which goes very deep into the research,
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as you say, and I fully agree how important it is.
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Because if you have the mindset that you are a startup now once again,
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what do you do when you start up in your home country?
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Well, you go very deep into your SAP analysis,
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and you understand that you don't have product market fit yet when you receive
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startup, right?
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And that you should also understand when you go into a new country.
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You should assume that you don't have product market fit yet.
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And then you take all the steps that you also did before in your home country,
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so that you can be certain that you have product market fit in your new,
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the country that you expand into.
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So to understand the market difference,
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I think it's important to split into legal and cultural.
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First and foremost, I think legal is quite obvious.
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Here in Germany, we have the GDPR,
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which basically regulates how you handle a prospect's data,
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and then we have the PECD, which regulates how you kind of reach out to a
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prospect, right?
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And I'm sure there's similar laws in France, but I think it's important to
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really have a look at them
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and check in with your lawyer before you actually take any action.
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And that box, you can probably check off quite quickly.
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The cultural mod, of course, is a little bit more tricky,
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and you probably need to do more research, talk with more people and potential
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customers,
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and it will take more time.
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I think all the steps you've done before for your home country, you should also
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do for the new country.
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You should look at all the competitors that exist in that market.
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You should look at their communication, how they kind of go into the market,
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and how you kind of...
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So it's basically for the strategy questions, I like to think into questions.
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It's, where do we play?
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Right? So now you have a new playing field with that new country,
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and new playing fields have new rules.
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So you need to look at how does that market really work?
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And then the second question is, how do we win?
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And answering how you win is basically analyzing all the things that other
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companies do,
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and then picking your game plan or playbook that will define how you win in
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that market.
10:00
And I think all the work you've done in order to reach product market fit and a
10:05
level in your home country
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that have kind of given you the opportunity to even internationalize,
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you should do all the work again for the new country.
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I think maybe you will talk about it when you talk about the mechanics,
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but because I think what's interesting is also that sometimes we...
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People are less patient with a new market, because they say, "Okay, we have...
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Word."
10:33
We have...
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I think you should repeat that sentence one more time.
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You need to be more patient.
10:39
Yeah.
10:40
Because, of course, you think, "Okay, we figured it out.
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We have found product market fit and all home market, and we know how it works.
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We know our customers, we know ICP, we know all of the unique selling points
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and everything.
10:53
They're less... and they forget that it took them months and years to build
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that information.
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And I think it's a good basic information that you can build on when you go in
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another market
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and you can set up hypotheses of what should work, what work at home, what
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could work.
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But then you have to take the time and test everything again.
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And sometimes we see companies that start campaigns or ads or those kind of
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initiatives
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and they get upset very quickly because it doesn't work.
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So maybe you can tell us how this testing mechanism, you know, A/B testing
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and also testing different messages, testing different use-piece, different IC
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Ps
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is also part of what you do.
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Because I think this is something where people get...
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I see people sometimes, you know, or companies stopping campaigns after two or
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three months,
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I said, "Okay, we don't have the right KPI.
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It's not working.
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We have to stop.
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We have to do something differently."
11:51
Yeah.
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Yeah.
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So when we talk about the mechanics, we can kind of check the box that we have
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kind of done legal work, right?
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So we have set the legal foundations.
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And as you said before, I think that it's important to dive into our ICP very,
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very deeply.
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So we need to define our ICP one more time.
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We can't just copy paste the same ICP.
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We need to define it for the new market.
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And that also means that we need to select new use cases.
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Because of course, for German countries, very different use cases are relevant.
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Then there are for French companies.
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So we need to pick the relevant ones.
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And of course, if you're...
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I think the best case would be that before you enter a new market, you already
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have some customers in that country.
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And you already have some success stories.
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Because if you don't have that, you will have a pretty hard time.
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So I think that should be your very first goal to win your first customers,
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make them successful,
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and then also create really, really compelling, well thought through detailed
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oriented case studies.
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Because Germans like to go very deep also in understanding the cases and they
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read everything.
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Especially if you're not a German company.
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Because you need to show that they can trust you.
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So the more detail you can add to the success stories and case studies, the
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better.
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And then you need to also of course define new KPIs.
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And I think that will go in stages.
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Because the KPIs you look at within your first quarter will be different than
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after your fourth quarter in a new market.
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So it should be kind of an evolution of your KPIs.
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So to say, I think in the first quarter it would not be the best idea to
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measure your success in net new AR.
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For example, right, I think we can all agree on that.
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But maybe after the fourth quarter, I think it should be quite relevant to
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measure success on AR.
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And that you have to define with your leadership team.
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What are the different stages of the North Star metric so to speak of how we
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will measure success in a new country.
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And once we've done that, I think it's highly important to approach your
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creative strategy.
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And by creative strategy, I mean start from the bottom once again.
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You've done your research now.
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You know the pain points in the market. You know what competitors do.
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You know how you will win in that market.
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And now it's important to craft a creative strategy that is only relevant for
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that specific market.
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So what I see what most companies do and almost all companies actually do that.
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Especially also US companies going into the German market, but also most French
14:50
companies going into the German market.
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They just copy and paste their playbooks.
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So that basically means just translating them.
15:00
Not even paying attention to cultural differences.
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And of course we all somehow know already that it doesn't work.
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But somehow we're still surprised that it doesn't work after we've seen the
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results.
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And it's a completely different story if you're taking something that exists
15:18
already and you translate it versus creating something new from scratch with
15:23
your new research.
15:24
And I think that's very important that you go very deep into that.
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So when you've created your first campaign for your home country, you also
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created a creative strategy.
15:34
So you've done your research, you've selected the pain points, you've crafted
15:38
your messaging.
15:39
Basically what is the story that we want to tell?
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Some people also, and I also like to call it strategic narrative.
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What's our narrative for our product and for our customers and everything in
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between?
15:56
And how can we distribute our story not only through all our different go-to-
16:04
market departments such as marketing sales, customer success, success.
16:08
Everybody needs to be in board, but also through all different channels.
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So that's events that also all the digital channels.
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So probably linked in Meta, Google, your website.
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If you don't have a localized landing page, I think at least you should have a
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landing page in German for example.
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You don't need to have, I think you don't need to have your whole website in
16:35
German in order to go into the market because that's a crazy lot of work to do
16:39
first kind of test.
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But I think you should have at least one landing page that all of your
16:46
campaigns can kind of lead into so that you actually show, hey, well at least
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we're trying and we're making an effort to provide you in your native language
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and to understand you better.
16:59
So yeah.
17:01
So you said in the beginning and it's interesting because it's also a question
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of the size of the company and the resources that they have that they're disp
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osed so you mostly work with scale up so companies that really also have the
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firepower to do those kind of things.
17:21
Very often what we see in the practical world is that they do not have
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customers in Germany.
17:30
I know how important social proof is in Germany and that you need logos that
17:35
you can recognize that Germans can recognize big logos that are known.
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So let's say you have international clients.
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I don't know, could be a France or aliens or those kind of companies that you
17:47
already have that you can use.
17:50
But you know to really understand and find German customers if we talk about
17:55
the German middle strand also so the SMB companies in Germany.
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How do you, can you, what kind of channels would you, let's say, advise
18:09
companies to use in the beginning because you know have such a big portfolio of
18:15
things that I can do from events to social media to ads to newsletters.
18:19
To whatever webinars and all those kind of things.
18:22
So how would you build it up from the beginning? Let's say I want to start my
18:26
scale up in January 2025 in Germany.
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What would be a little bit the sequencing to be able to build it up in the
18:34
right with the right resources also?
18:37
It's a great question.
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And that's exactly what you should think about after you've done your creative
18:45
strategy. So you know your story and you've selected the channels.
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So that's particularly relevant for the German market to warm up the market
18:55
before you go heavy into sales mode.
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Because if if if German people have never heard about you ever before and you
19:03
outreach them, I think your chance of success are very minimal.
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It's much better if you provide value first without having the intention of
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winning customers right away.
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So that means maybe creating a webinar, maybe creating even a local podcast,
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maybe even kind of picking subject matter experts within your country.
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A sorry, not country company that will post in the German language very
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regularly on LinkedIn, for example.
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So really kind of creating that demand, providing that value at scale through
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different through different materials and assets.
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And I think what works great here and that's that's a kind of something we've
19:47
also done with, for example.
19:49
So we've done the go to market for play play and pay for it. And what we've
19:56
done there also is that we co hosted webinars with brands that are already very
20:01
popular and relevant in the market.
20:04
And there's always different also SaaS companies, but maybe sometimes even
20:10
service providers or agencies that kind of compliment your product really,
20:15
really well.
20:17
So if you can pick them and ask them to do a co hosted webinar, for example,
20:23
you will appear next to the brand that's already known to German people so that
20:27
already gives you an advantage in terms of trust.
20:32
And not only that, I think another step that's that's highly relevant and pay
20:38
for it at the so pay for this in the HR space.
20:42
And in HR there's a lot of business creators, D2B influencers, thought leaders,
20:48
however you want to call them, that have a lot of of reach and have a huge
20:53
audience, especially on LinkedIn.
20:56
And I think what makes a lot of sense is if you cooperate with them for a set
21:01
period of time, so not just for one promo post because that doesn't really work
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, but kind of use them as
21:11
Yeah, kind of brand ambassadors almost. So you go into an agreement for like
21:16
maybe six months, if that's your or maybe 12 months, if that's the time that
21:21
you want to prove your success of your go to market and then do different
21:27
events with them. So do webinars do so they should write linked in post maybe they can also be
21:31
featured on your website maybe they can give you a quote maybe they can even
21:35
use your product and show how the product is inserted into their own workflow
21:41
etc.
21:42
Because thought leaders nowadays I think they have so much attention and are so
21:48
underpriced because so few B2B companies actually use them. It's kind of like
21:55
it's kind of like a gold mine still.
21:57
It's like the early days of when when first influences were used for B2C in e-
22:03
commerce that's how we're now will in B2B.
22:07
And I think there's there's a huge advantage if you kind of do a webinar in
22:12
Germany with a German thought leader in your vertical in your industry and they
22:17
will invite their audience into the webinar.
22:20
So you will have a lot of trust and you also have great content that you can
22:25
record and then distribute on all other channels and use also in your campaigns
22:30
because of course it's part of your strategic narrative and your story because
22:35
you've picked also the theme of the of the event for example.
22:39
That will give you a great great way to warm up the market to only focus on
22:45
demand creation to create new net new demand in a new market for a couple of
22:51
months and only then focus on on capturing the demand that you've created
22:55
already because you will have a much higher level of trust.
22:59
Okay, so now if I look at the classical playbook of a scale of wanting to go to
23:06
the German market.
23:08
The question is now mostly what we see is that because I agree with you if not
23:12
I wouldn't have you thought because I think it's really the right way to do it.
23:18
But what we see in reality very often and it would be interesting on how you
23:23
convince your clients and maybe also help your clients convince their boards
23:28
and also their investors basically to invest in warming up the market without
23:34
having revenue goals from let's say months sometimes we see it months three or
23:41
four or five or six because basically what you say is that you can go six
23:44
months nine months maybe 12 months depending on your product.
23:47
Depending on the sales cycle that you have without doing any revenue.
23:51
So the idea is how can we get people to understand that this warming up of the
23:56
market is so important and then basically because what we see is that people go
24:02
in and then they do outreach they do LinkedIn they do called email they do
24:06
funding they do all of those things when I think that they can close a deal
24:09
very quickly and they want to have the you know the low hanging fruits and the
24:14
quid wins and all those things.
24:15
And basically what they should do is what you just said warm up the market and
24:19
then try to build on that but it's the other way around and this is also what
24:23
sometimes even the board and the investors don't really understand because if
24:28
you go and be to be sus and you say you want to work with inference as they're
24:32
going to say no no what we want is revenue we want customers we want to lead
24:36
you and pipeline everything.
24:37
So how do you convince people that this is the right way to go and how can you
24:41
help them convince you know be the internal heroes to defend this kind of
24:45
strategy when we talk about country managers or marketing managers.
24:50
Yeah, I think I think it's it's it's a really tough challenge because I've
24:55
experienced so many times exactly this conversation and it applies to so many
25:00
different things also.
25:02
But I think a great way is to of course also bring external experts who've seen
25:07
it so many times into the conversation someone like yourself you've seen it so
25:12
many times how it should be done if you've been brought into the conversation
25:18
you can bring the relevant arguments that actually then make sense so you can
25:21
actually execute like that but.
25:24
On the other side I think I think at the end of the day you will be need you
25:30
will be needed to find kind of a compromise so that you can go kind of yes you
25:38
need to capture demand and you need to show success but also then you need to
25:42
be able to warm up the market and I think it all comes down to aligning on a
25:48
mindset right so what's the mindset that we have when we go into the market now
25:53
How can we how can we establish shared beliefs that will that will align us on
25:59
also the success then and when you have the mindset that you can define KPIs
26:05
and I think we've talked about this earlier on on this podcast and that you not
26:10
pick for example new one logos for the first month for example as your nostarm
26:15
etric but rather you you pick for example engaged accounts or something like
26:20
this you know.
26:21
And then you can you can really work your way through and the KPIs you will
26:25
pick they will make all that they will make all the difference to be honest
26:30
because if you pick engaged accounts and then maybe the next stage is maybe you
26:34
see a brand uplift in the country.
26:37
From Google searches that would make make sense or maybe even you will see an
26:41
increase in company followers on LinkedIn from from German people and accounts
26:46
from your ICP in that country etc.
26:50
And so that you can really work your way through in a way that it makes sense
26:54
and that will also support your initiative and your your tactic of warming up
26:59
the market first before capturing it.
27:03
And so maybe if you yeah go ahead yeah if you if you really make that if you
27:07
presented in a way that it's completely logical you bring someone in like
27:11
yourself that has seen it many times and can support this this kind of way of
27:15
working.
27:16
Then I think also investors will agree that it makes most sense to do this and
27:21
also show them the threats if you go especially in Germany heavily into sales
27:26
mode of like needing to win clients in the first week.
27:30
Your brand will be highly damaged and I think that's a huge threat also if you
27:34
if you want to see this as a long term play and it should be a strategic long
27:39
long term play not a quick tactic as we've discussed at the beginning.
27:44
Yeah so I think when we go back to the mindset what is interesting that I think
27:49
that the first step of the mindset will basically be how do I prepare this
27:54
project and prepare everyone who is part of this project.
27:59
Even before you pitch it to your investors or even before you pitch it to your
28:04
board is to basically build up the international project with this mindset in
28:10
mind if you can say it like this you know is that you say okay what we will
28:14
what we are looking for is building up and growing a market on the long term.
28:20
Even though we have some short term metrics but then you have to define short
28:24
term you know short term for a start up can also be nine months or 12 months to
28:28
have some you know really strong KPIs like sales for example but to really have
28:33
this in mind before you start crafting the project is to say how we're going to
28:39
how we're going to craft this whole project together and what kind of mindset
28:43
do we have to have from the beginning of building it up this is why we also
28:46
because as I said.
28:48
Mostly the KPI that we see for the international project is sales pipeline and
28:53
so we say you need to get other KPIs into the discussion in knowing the market
28:59
talking to the client talking to the prospect having partners building up a
29:04
network all of those kind of things understanding the culture understanding ICP
29:08
all of those are also really strong KPIs that you have at least for the first
29:12
six to 12 months that you need to that you need to get in and this is why I
29:17
think the earlier you be able to do that. The earlier you build up this is what we call a little bit international by
29:20
design because this is the further the earlier you build up this kind of
29:23
mindset into your company and into your investors and you start pitching the
29:27
story from the very beginning.
29:29
The easier it will be to convince them to do what you just said and to build a
29:35
common belief on how we should start this project.
29:39
And also I mean you need to be you need to be you build you build new
29:43
structures right and it can also be considered a complete phase shift in your
29:49
company kind of journey of building your startup and for every phase shift.
29:55
Of course you need to prepare months if not years in advance so I fully agree
30:00
with you the earlier you start the better.
30:03
Yeah and maybe when we think about because I know that you have been to an
30:09
event in the US and last and we talked a little bit about this how to create
30:16
you know the difference approaches on branding and communication that we can
30:21
see because we're in this as field right we talk about text or there's a lot of
30:26
you know American communication of course that is we see every day.
30:30
What do you think is the and then we said okay is there maybe an American way
30:34
to communicate and the European way to doing branding and those kind of things
30:39
what do you think is really crucial to build a European brand so not to have
30:44
like a French startup that also has activities in other markets but to say okay
30:49
I'm a European company and I have a European branding.
30:54
So I think first it's important to define what brand what's branding and for me
30:59
it's how people in your market talk behind your back when you're not in the
31:04
room pretty much and that is defined by every single interaction that they have
31:10
with your company right so I think it's it's it's better to look at.
31:17
Like what kind of way of doing business is is really relevant and it's what
31:22
people look for in that new market that we should talk about first and then we
31:27
can see of how we can actually adapt that within our company for that specific
31:32
market that will be of course executed by different people then for other
31:38
markets of course and something that quickly comes to mind is especially you've
31:43
talked about the German middle stand before is to really keep it formal.
31:46
They don't want to be talked to in this startup is slang language that we like
31:52
to talk in the tech space here they want to be respected they want to start
31:58
formal into a conversation and if you decide after the third fourth of fifth
32:04
call that you want to make it a little bit more informal then that's completely
32:08
fine if you have that consent.
32:10
So I think that's that's highly relevant the next one is and I think that's
32:15
that's very typical for Germans to keep it really task oriented when you're in
32:21
a conversation because we're Germans were all about efficiency.
32:26
So don't do too much you know like small talk at the beginning but like start
32:31
into be kind of structured be well prepared be task oriented get the task and
32:37
if there's time at the end for some other chatter that's completely fine but
32:43
you need to be efficient in in your way of business and also in your follow ups
32:47
for example if you promise to follow up same day or next day you need to do
32:51
that if you don't you you've lost that trust.
32:55
And that also comes to the next point which is reliability not only with your
33:01
follow up but also just be on time I know especially in the US people don't
33:07
value that as much as German people but German for German people it's really
33:12
important if you're five minutes related considered as highly disrespectful.
33:18
So I think that's that's a crucial time sorry crucial thing and then also just
33:25
doing what you said you were going to do that's that's how you win when the
33:31
trust and then of course I think now when I think about it I think Germans kind
33:38
of prefer written over spoken communication a little bit more.
33:43
So especially I mean it's fine to to have a call especially when scheduled of
33:48
course and also to be spontaneously called sometimes but there should always
33:53
also be written communication where everything is like documented in an
33:57
official kind of way in German in German yes via email not not only on LinkedIn
34:06
or Slack which is kind of an unofficial channel but like on email I think that
34:10
's that's important.
34:11
And then I think it's important to especially in a professional context really
34:17
treat business first and then private second if at all to be honest yeah I
34:23
think that's important to keep it.
34:26
That's a big difference between that's interesting because you know in in in
34:30
France for example what can happen to you is that you meet a business acquaint
34:34
ance the first time over lunch which is something that does not so much happen
34:38
in Germany is you meet someone I don't know linked and you say.
34:40
Okay let's have a coffee let's go for lunch and then you meet and this is a
34:44
little bit different in Germany way first build up the you know before sharing
34:48
a meal you build up some kind of relationship basically and here it's a
34:52
different so this is one of the cultural differences so.
34:56
And one more thing I would like to add is this and I think that's highly
35:00
important especially for for German people is a complete transparency over how
35:05
you handle data.
35:08
Like a don't try to kind of to chat or like kind of like go into gray zone or
35:13
kind of thing that you can trick German people because we're so smart here
35:19
about data and we take privacy and all that kind of topic so so seriously that
35:26
the better you are the more transparent you have you the more transparent you
35:30
are the more trust you will gain from those people.
35:34
And if you have maybe even a landing page where you show how you handle that
35:39
data maybe even a video where someone explains it specifically that will that
35:45
will really win hearts here in Germany.
35:48
Yeah we have done a review of many German websites even especially the bigger
35:52
ones like the big text that upset our Germany and most of them actually have
35:57
what you say this kind of landing page where they only talk about the different
36:02
certifications they have on e-zo GDPR how they handle data and it's something
36:07
that we always recommend.
36:08
We just not always understood because it's not so complicated to do you just
36:12
have to build the page and you know at the text it's not that complicated but
36:17
it's really something that is that is important for the for the German market.
36:22
So this is really interesting to have this special localized information from
36:29
you and those tips on how to prepare especially for the middle stand which is a
36:35
big big target group is there maybe a last tip that you can give on the middle
36:40
stand how to reach them and how to really because you know there is so many of
36:44
them you know people from
36:46
5,000 to 25,000 companies depending on the size that you that you see and it's
36:51
something that we do not have so much in France this really big big big strong
36:56
group of SMBs how do you reach them.
36:59
Yeah I think I think we've talked about many great things already one thing
37:05
that we haven't mentioned I think is they love personal interactions and
37:11
offline events.
37:12
So if you have the chance to create local events small minimum size or big any
37:18
size and kind of meet them there offline not only on LinkedIn or digital
37:24
channels I think that will give you a huge advantage and I think that's
37:29
something that you should highly highly consider in your in your go to market
37:34
strategy and playbook especially when trying to win German companies.
37:40
So there are a lot of conferences in Germany that are kind of where a lot of
37:44
these middle stand companies actually go to so you won't find many startups
37:50
usually on those conferences so you if you can pick and choose the conferences
37:55
for your industry and you start there with maybe buying a booth or just going
38:00
there to talk and understand them first I think that will give you a lot of
38:03
value.
38:04
All creating your own events like some dinner events or lunch events or maybe
38:09
with a partner doing a road show in different in different locations to invite
38:15
yeah prospects and okay so many great content thank you Tim with completely
38:21
again you know stretched the time that we had but I think it was very valuable
38:28
advice from you so thank you very much.
38:30
So tell me what is the exact use case where people should call Tim to launch
38:34
the German market what would be the best use case for you what kind of company
38:39
should come and talk to you when they want to conquer the German market yeah
38:45
yeah yeah so we usually work with B2Bs us and tech scale ups that are mostly
38:53
past series A but usually past series B and really have really are in the deep
38:58
growth phase.
38:59
And I think you should I think I mean of course any time where you want to go
39:04
into the German market it makes sense to contact us either just for consultancy
39:10
and we will also tell you when it's a little bit too early if you still need to
39:14
do more due diligence or research on the market or kind of yeah just your legal
39:20
topics first but once you've done this and you want to localize your creative
39:25
strategy and create a completely new creative strategy for the general market.
39:28
For the German speaking market for the I think that's exactly the moment where
39:33
we come in and we can really craft all with with all of our experience and
39:37
inside the German market your your ideal creative strategy and and strategic
39:43
narrative also the story that you want to then distribute on all digital
39:47
channels.
39:48
Okay and you have done it so many times before and again the leading agency for
39:53
those kind of use cases in Germany so thank you very much Tim I was really
39:57
looking forward to doing this podcast and I think we've done a good job and
40:02
given a lot of good advice. Thank you.
40:05
Thank you so much Andrea yeah enjoyed a lot great questions and yeah very
40:11
excited to to seeing yeah some comments maybe maybe some further questions from
40:16
listeners.
40:17
And of course everybody's also welcome to message me a link in any time.
40:21
Yes and check out your own podcast revenue marketing podcast. Thank you Tim.
40:27
Yes, speak soon.
40:28
Thank you.
40:29
Thank you for tuning in to another episode of Go to Germany Stories.
40:40
I hope you enjoyed today's insights and found them very valuable for your own
40:43
journey.
40:44
If you have any questions stories to share or topics you'd like me to cover in
40:48
future episodes feel free to reach out.
40:51
Don't forget to subscribe, leave a review and share the podcast with others who
40:55
might benefit.
40:56
Until next time keep pushing forward and making your mark whether you already
41:01
in Germany or on your way despite.
41:03
* Musik *