The Art of Influencing applied to technology businesses entering the European market

For non-European businesses entering the European market, generating traction quickly is essential for success. One of the most effective ways to build confidence among European buyers is by establishing credibility. Without an existing track record in Europe, new entrants must strategically position themselves to gain the trust of potential customers.

At Exportia LAB, we explored how businesses can create traction and credibility as newcomers in Europe. This session covered key strategies for influencing the market, targeting the right customers, and leveraging networks to accelerate sales growth.

The Importance of an Ideal Customer Profile

The first step in building traction in Europe is identifying an ideal customer profile. This means defining the specific industry, job roles, and target companies most likely to buy your technology.

To effectively influence the European market, businesses must understand their customers’ key challenges and articulate how their solution directly addresses these problems. A well-defined ideal customer profile helps businesses focus their sales and marketing efforts on the right audience, increasing their chances of success.

Applying Influence to the European Market

The European market presents unique challenges and opportunities for businesses. Many small businesses attempt to enter multiple European countries at once, but this approach often leads to wasted resources and a lack of traction. Instead, businesses should adopt a focused country approach, concentrating on a single market before expanding further.

In some cases, even a regional approach within a country can be beneficial. For example, targeting a specific industrial hub—such as the Basel area in Switzerland for the pharma and lab industry—can lead to rapid market penetration. Once a business gains traction in a strategic region, it can expand into other European markets more effectively.

European business networks are highly interconnected. For instance, professionals in southern Germany often collaborate with colleagues in Austria and Switzerland. Similarly, French, Spanish, and Italian markets have strong links, as do Dutch and German industries. Businesses should leverage these regional networks when planning their market entry.

The Myth of the Star Influencer

Many companies believe that partnering with a well-known industry influencer will instantly drive sales. However, research on market adoption suggests that influence does not always start at the top.

For example, Twitter’s early growth was not driven by a celebrity endorsement. Instead, it spread regionally and organically among small groups of users before gaining mainstream popularity. Businesses entering the European market should apply the same approach by focusing on peer-to-peer influence within their target industry.

Rather than relying on a high-profile endorsement, businesses should build credibility through trusted local networks, gaining recommendations from key professionals and organizations within the industry.

Identifying Key Influencers in the European Market

Influencers in the European market do not have to be celebrities. Instead, businesses should focus on the trusted voices that their target customers listen to. Potential influencers include:

• Large corporations: Companies can establish partnerships with influential corporate clients that serve as industry leaders. These partnerships provide credibility and open doors to other customers.
• Industry professionals: Key opinion leaders (KOLs) within an industry, such as technology specialists, product managers, or researchers, can become valuable influencers.
• Journalists and industry publications: European trade magazines and industry-specific publications hold significant influence over professional audiences.
• Medical experts and key opinion leaders: In regulated industries like MedTech, businesses can collaborate with medical professionals who conduct trials, publish papers, or recommend solutions.
• Government bodies and industry associations: Regulatory agencies, trade associations, and steering committees often shape market trends and can validate a new product’s legitimacy.

How to Formalize an Influencer Partnership

Once a business identifies an influencer, it should establish a clear partnership that benefits both parties. Depending on the industry, influencer relationships can take different forms:

1. Product Testing and Feedback: The influencer can test the technology and provide feedback.
2. Endorsements and Recommendations: Influencers can formally or informally recommend the product to peers.
3. Official Approvals and Certifications: Government bodies or large corporations can officially approve the use of a product.
4. Collaborative Research and Publications: In industries like MedTech and engineering, publishing white papers or research with a key influencer increases credibility.
5. Government Incentives: In some cases, governments may subsidize innovative solutions, giving businesses direct access to the market.

Successful partnerships are built on mutual benefit. Businesses must consider what they can offer influencers in return, whether through providing innovative solutions, supporting their research, or offering strong customer service.

Amplifying Influence to Gain Traction

To maximize the impact of influencer partnerships, businesses should reinforce their presence across multiple platforms and networks trusted by their target customers.

Google research suggests that buyers need seven hours of interaction across 11 touchpoints in four different locations before making a purchase. Applying this principle, businesses should engage customers through:

• Industry awards: Winning an industry award can position a company as a credible player.
• Trade shows and conferences: Presenting at relevant European events increases visibility.
• Local partnerships: Establishing a distribution network or reseller partnerships helps reinforce credibility.
• Industry publications: Writing articles or securing interviews in professional magazines strengthens a company’s authority.
• Targeted digital marketing: Running LinkedIn and Google campaigns can ensure potential buyers see the brand multiple times.

Conclusion: How to Succeed in the European Market

For non-European businesses entering the European market, traction and credibility are essential. Success is not about finding a single influential figure but about leveraging trusted networks within a target industry.

Businesses should start by defining their ideal customer profile, then focus on a single European country or region before expanding. Identifying key influencers within that industry—whether corporations, industry experts, or trade associations—helps establish credibility.

By formalizing influencer partnerships and reinforcing brand presence across multiple touchpoints, businesses can build a strong market position and accelerate sales growth in Europe.