1 BUYER PERSONAS & BUYER JOURNEY MAPSStart with your existing personas and journey maps then localise them by:

• Creating a U.S. online listening post• Targeted calling to personas and

industries• Online buyer surveys• Third-party market research

Customise your global content strategy to �t localised buyer personas and journeys. Elements to be localised might include:

• Value proposition• Timing and frequency• Distribution channels• Asset types• Content calendar

Conduct a content audit to determine what existing content assets can be adjusted to �t the U.S. market and what new assets need to be created. For assets that can be adjusted, localise:

• Language• Customer references• Competitive positioning• Calls to action• Contact information• O�ers• Images• Legal requirements

2 CONTENT STRATEGY

E�ective data intelligence requires familiarity with the local market. Smart localisation means:

• Integrating local people, company, locations, and marketing information

• Making information actionable with behavioural, demographic, and psychographic insights

• Ensuring target segments are measurable, accessible, and pro�table

• Accounting for local data collection and privacy regulations

In teleservices, localisation is essential to ensure:

• A local language and accent• A familiarity with local business and

selling approaches• Insight into local industry trends• Responsiveness to inquiries• Time zone availability

This infographic is based on Televerde’s Solution Guide, “Minding the Gap: Best Practices for European B2B Companies Marketing into the U.S.” Get your

complimentary copy at Televerde.com/resources

Televerde can be your global strategic partner and U.S. localised marketing team. Having a local partner to help you mind the gap with the U.S. can help you drive

revenue, productivity, and e�ectiveness. Let’s talk about demand generation. Ring us at 44 800-011-9048 or visit televerde.com

MINDING THE GAP

More and more European companies are looking to the U.S. for growth. How do they succeed in new locations and new time zones,

selling to new buyers with new preferences?

Through smart localisation of these 5 key marketing activities:

“There is more to data intelligence and segmentation

than buying a list online.”

“A lot of B2B deals are won on subtlety. All else equal, people buy from people they know and like.”

“If you haven’t previously sold your product or service into the U.S.

market, you don’t know what you don’t know about your buyers.”

“B2B marketing depends on rapport, and rapport only grows when the

buyer feels an a�nity with the seller.”

“Localisation of content is important for accuracy,

nimbleness, and relevancy.”

3 CONTENT ASSETS

4 DATA INTELLIGENCE & SEGMENTATION

5 TELESERVICES & INSIDE SALES