Introducing a new technology into the European market is often challenging, especially for small and medium-sized enterprises (SMEs). Without strong brand recognition, gaining credibility and overcoming regulatory barriers can be difficult.
At Exportia, we specialize in helping SMEs navigate these challenges. One of the most effective strategies we use is leveraging Key Opinion Leaders (KOLs)—also known as industry influencers—to build credibility, drive market adoption, and even influence regulatory changes.
Key Topics Discussed in Exportia Lab
- How to get local regulations changed in favor of your business.
- How to build and leverage a network of KOLs.
- How to select the right KOLs for your industry.
- How to get a KOL to trial or use your technology.
Why Are KOLs Essential for SMEs?
Unlike established global brands, SMEs often struggle to gain market trust. Many European industries—including healthcare, automotive, and government-regulated sectors—require validation from credible sources before adopting new technologies.
Benefits of Working with KOLs
- Build credibility and trust with industry stakeholders.
- Open doors to key decision-makers and customers.
- Influence regulatory changes that may otherwise act as market barriers.
- Validate product performance through trials, case studies, or expert reviews.
- Encourage large-scale adoption within an industry by setting new standards.
By strategically working with KOLs, SMEs can accelerate their market penetration and increase revenue growth.
Defining Key Opinion Leaders (KOLs)
KOLs are typically associated with healthcare professionals, but depending on the industry, they can take many different forms.
Who Can Be a KOL?
- Medical professionals & researchers – Doctors, professors, or specialists who publish studies or conduct trials.
- Corporate decision-makers – Large companies that can endorse or bundle your product into their offering.
- Government agencies – Regulatory bodies that issue guidelines or standards for product adoption.
- Industry associations – Organizations that create industry best practices and recommendations.
- Consulting firms – Professional services firms that influence procurement decisions.
- Journalists & influencers – Experts who review new technologies or write industry reports.
For example, in the automotive sector, a large European car manufacturer could act as a KOL by recommending a supplier’s technology to vehicle manufacturers.
How to Identify the Right KOLs for Your Industry
To find the right KOLs, ask yourself the following questions:
- Who influences purchasing decisions in your target market?
- Who has the authority to recommend or endorse products in your industry?
- Who dictates industry standards or guidelines that impact product selection?
- Who can validate the technical quality of your product?
- Who regularly speaks at industry conferences or events?
- Who has conducted research on similar technologies or published findings?
Real-World Example: KOLs in the Automotive Industry
A client of Exportia developed an accessory for ambulances that allowed emergency vehicles to power electrical equipment while reducing CO₂ emissions.
The Challenge
- The client sold to ambulance manufacturers, but regulatory restrictions and lack of credibility slowed market adoption.
The KOL Strategy
- Instead of targeting individual buyers, we focused on large car manufacturers that supplied ambulance chassis.
- These manufacturers faced regulatory pressure to reduce CO₂ emissions.
- The client’s product helped them comply with European Union emissions regulations.
- The car manufacturers tested the product and recommended it to ambulance builders.
The Outcome
- The client gained credibility due to the endorsement from a major European automotive brand.
- Sales increased as ambulance manufacturers trusted the car manufacturer’s recommendation.
- The product became an industry standard, leading to larger deals and long-term success.
This case study demonstrates that KOLs don’t always have to be individuals—they can be large companies or organizations that influence purchasing behavior.
How KOLs Can Support Your Business
Once you have identified your KOLs, they can help in several ways:
- Endorsements & Validation – KOLs can test, validate, and recommend your product based on technical performance.
- Industry Influence – A well-known KOL can recommend your product in conferences, journals, and industry reports.
- Regulatory Impact – KOLs within government or industry boards can advocate for regulatory changes.
- Inclusion in Approved Product Lists – Many European industries maintain pre-approved supplier lists that a KOL’s endorsement can help you access.
- Publication of Research & Case Studies – In healthcare, engineering, and technology, respected professionals publishing findings on your product builds trust.
How to Get a KOL to Work with You
Since KOLs are busy professionals, they need a compelling reason to work with your business. The best way to engage them is by providing value in return.
Ways to Add Value for a KOL
- Solve a specific problem for them—your product should fill a gap or need in their industry.
- Support their work and initiatives by promoting their studies or events.
- Provide free trials or product samples, where ethical and permitted.
- Introduce them to your network, helping them connect with experts or potential partners.
- Sponsor relevant research or assist in publishing a scientific study or industry report.
Building relationships with KOLs should be mutually beneficial, ensuring long-term engagement and advocacy.
Final Thoughts: The Power of KOLs in European Expansion
Using KOLs strategically can speed up market entry, enhance credibility, and influence industry regulations.
Key Takeaways
- KOLs provide credibility and accelerate market adoption.
- They can be individuals, corporations, or government bodies.
- KOLs can validate, endorse, or advocate for your product.
- The best way to gain KOL support is by offering value in return.
For SMEs looking to expand into Europe, partnering with KOLs is not just a growth strategy—it’s a game-changer.
Next Steps
- Identify one or more KOLs relevant to your industry.
- Develop a strategy to engage and collaborate with them.
- Consider what value you can offer to build a strong, long-term partnership.
To learn more about expanding into the European market, visit www.exportia.com.au for expert guidance and market entry support.