The benefits of expanding to new markets? Aside from the ability to collect hats from all over the world, SaaS companies can multiply their revenue channels and scale.
Identify the right partners, and you can grow your customer base by 20-30% in just months and bypass many of the roadblocks a more traditional expansion strategy entails (like understanding nuances in buyer behavior and conflict management).
Today, we're sharing how Ecosystem-Led teams use Crossbeam and Partnerbase to kick off their co-selling motions in new markets — Plus, our best market expansion stories from the Crossbeam blog.
In this edition:
Using the Crossbeam "Region" field for market expansion and co-selling
Using Partnerbase to identify partners in new markets
Four of our best stories on market expansion
— Olivia Ramirez, Managing Editor
If You're Not Sharing the "Region" Field With Partners, Start Now.
Getting your footing in a new city is easier when you have a local showing you all the best spots. In SaaS, leaning on partners and Ecosystem-Led Growth can help your tech product take off in a new market or region.
When account mapping in Crossbeam, "Region" is one of the ten most commonly shared fields among partners. Partners can use this information to:
Understand the potential revenue and influence a partner has in a particular region. (e.g. More overlaps between your prospects and your partner's customers in EMEA is a signal your partner can help you break into the accounts and expand your customer base.)
Provide an additional data point while making the case to your leadership team to invest in the partnership. A high overlap count in a particular region shows the breadth of the opportunity at stake.
Know which of your partner's account executives (AEs) can help generate high-quality leads and make warm intros to prospects within a particular region.
Know which partners can help educate your team about buyer behavior, conflict management tendencies, popular tech stacks, and other nuances particular to a region.
Below, we'll share how you can easily identify partners who align with your value proposition and can help you expand quickly.
Using Partnerbase (It's Free!)
to Expand to New Markets
Who do you know that could help you break into EMEA? APAC? UKI? It takes minutes to find out using Partnerbase's new filters.
1. In Partnerbase, use the "Location" filter to identify partners in the region you're targeting. This will provide you with a list of potential partners that could help you generate leads and establish a customer base in the region.
But, first, let's filter the list down a bit more.
2. Use the "Partnered" filter to write in any of your integration partners. By knowing who's partnered with one of your integration partners, you can identify agencies and system integrators (SIs) who regularly implement your integration partner's technology for their existing clients in the region. These agencies and SIs can help recommend your product/integration to their clients.
3. Use the "Partner Tech Stack" filter to identify which of your potential partners is on Crossbeam. When reaching out, suggest a quick account mapping session to see the number of prospects you have in common with your potential partner's customers. A high overlap count is a positive sign you should move forward with partnering.
Don't forget to show your potential partner how you can help them. When mapping accounts, your Customers <> Prospects overlap count and Opportunities <> Opportunities overlap count can help show your potential partner where you can help them close opportunities in your established markets.
Want to add one of your partnerships to your Partnerbase page? Register for free, and start updating your ecosystem right away.
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Check out the stories below for help mapping your next expansion overseas or across borders. 👇
How reviews platform Reviews.io gained 20 clients in the DACH region through a single agency partner in just six months and boosted their customer base by 20-30%.
How Spectrm, a conversational marketing automation platform, got the buy-in of just one of their strategic partner's CSMs, who helped them establish co-selling relationships with CSMs and AEs across markets and regions.
How Skylark ditched traditional sales tactics for Ecosystem-Led Growth to generate leads quicker. Now, the video-first content management system (CMS) company leans on partners to co-sell into new markets and beat out the competition.
If you're looking to expand to EMEA, it may be easiest to start with the UK. 12% of UK companies have adopted Ecosystem-Led Growth. Your partners in the UK may be able to introduce you to relevant stakeholders at their regional offices in EMEA, their existing customers, and new partners.
Be on the lookout for the next edition of Crossbeam Insider!
👋 Olivia Ramirez
Managing Editor
Crossbeam
Crossbeam, 1315 Walnut Street, Suite 300, Philadelphia, PA 19107
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