How to Successfully Enter the US Market: Insights from Bader Rutter

Episode notes

Elena sits down with Rodger Jones and Bryan Forbes from Bader Rutter, North America's #1 B2B agency, to unpack what it really takes to succeed in the United States. Discover why direct, action-oriented communication is the norm, how silence in business conversations can be a double-edged sword, and why you need to think of the US as 50 different countries, not one monolithic market. You'll learn about the key success factors for US market entry: fully committing to your brand story, adapting your positioning for American audiences, testing before scaling, and focusing on outcome-based communications that answer "what's in it for me?" From SAP's strategic partnerships to Tesco's billion-dollar misstep, Rodger and Bryan share real-world examples of what works and what doesn't. They also provide practical advice on research sources, regional nuances, localization strategies, and why having a US presence builds credibility that opens doors. Whether you're in tech, services, or B2B, this conversation offers actionable insights on cultural differences, decision-making styles, business etiquette, and the marketing assets you need to succeed.

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