Marketing Tips for Expanding Your SaaS Business to North America


According to a study by McKinsey, companies that actively pursue business expansion strategies experience an average revenue growth rate of 8.3% annually. This significant finding highlights the importance of business expansion strategies in driving revenue growth. However, it is essential to note that the success of business growth strategies depends on various factors, such as the expansion and marketing strategy employed. 

Understanding the North American SaaS Landscape  

During the projected CAGR 2023-2028, the Software-as-a-Service (SaaS ) market revenue is expected to increase at a compound annual growth rate of 5.73%. North America dominated the SaaS market due to increasing disposable income and growing demand for North American SaaS products. 

The SaaS industry can be categorised based on the deployment model: private cloud, public cloud, and hybrid cloud. The public cloud and private cloud models are performing well in the market, and enterprises are experimenting with the hybrid cloud model in the near future. The public cloud industry dominates, but the private cloud market is expected to develop at the fastest rate. 

The SaaS market can be divided into supply chain management (SCM), enterprise resource planning (ERP), human resource management (HRM), customer relationship management (CRM), and others based on application. Web conferencing systems, chat applications, and collaborations are examples of other application types. 

The SaaS market is divided into verticals such as information technology (IT), banking, financial services and insurance (BFSI), telecommunications, manufacturing, retail, healthcare, education, and others. The BFSI category continues to have the most significant market share in the vertical segment, and the manufacturing segment will grow rapidly over the projected period. 

North America is undergoing widespread digitalisation across all cities and regions. Customers will benefit from more scalable, flexible, and customisable solutions due to digitalisation. 

Market Trends and Opportunities  

Multi-cloud Adoption: Organisations are adopting multi-cloud strategies to capitalise on the characteristics of several cloud service providers while avoiding vendor lock-in. Multi-cloud environments provide flexibility, redundancy, and the opportunity to save costs by utilising the best cloud service for certain workloads. 

AI-Enabled Cloud Services:Cloud providers are incorporating AI capabilities into their service offerings, allowing businesses to benefit from AI without making significant upfront investments. AI-enabled cloud services enable organisations to gain valuable insights from their data through advanced analytics, natural language processing, image recognition, and predictive modelling. 

Serverless Computing:Serverless computing, also known as function as a service (FaaS), eliminates the server provisioning and maintenance requirement. Developers are able to focus on building code for specific functions while the cloud provider handles infrastructure maintenance. It offers increased scalability, decreased operational overheads, and cost efficiency. 

Challenges to Anticipate  

You may encounter several challenges when entering the SaaS business in the North American market. Here are some common ones to anticipate: 

Intense Competition 

The North American SaaS market is highly competitive, with numerous established players and new entrants. Standing out and securing market share requires a well-defined value proposition. 

Regulatory Compliance 

Navigating through complex and evolving regulatory landscapes in different states and countries within North America can be a significant challenge. Staying abreast of compliance requirements is essential. 

Customer Acquisition Costs 

Acquiring new customers in a competitive market can be expensive. Building an effective and cost-efficient customer acquisition strategy is vital for sustained growth. 

Adaptation to Local Markets 

North America consists of diverse markets with varying business practices and cultural nuances. Adapting your SaaS solution to cater to the specific needs of different regions can be a complex task. 

Customer Education 

Educating potential customers about the value and benefits of your SaaS solution may require dedicated efforts. Demonstrating the ROI of your product is crucial for winning over new clients. 

How gigCMO Empowers Your Expansion  

  1. The Business Growth Playbook: A Blueprint for Success

Here, we outline how our playbook is designed to strengthen and support your business expansion, providing a comprehensive and strategic approach to business growth. 

Establishing a Strong Business Foundation  

In this phase, the focus is on laying the groundwork for a successful market expansion. This involves a thorough analysis of your business structure, operations, and financial health. By establishing a strong foundation, you ensure that your business is well-equipped to handle the challenges and opportunities that come with expansion. This may include revisiting your organisational structure, optimising processes, and ensuring financial stability. 

Precision Targeting with gigCMO Audience Insights  

Understanding your target audience is crucial for successful expansion. The playbook leverages gigCMO's precision targeting capabilities to provide in-depth insights into your audience. This includes demographic information, preferences, and behaviour patterns. With this insight, you can tailor your products and services to meet the needs of your North American audience, enhancing the effectiveness of your marketing efforts. 

Crafting a Strong Brand Identity for North America  

A strong brand identity is vital for standing out in a new market. This section of the playbook focuses on adapting your brand to resonate with North American consumers. This may involve rebranding, refining your messaging, and aligning your brand values with those of your target audience. A compelling brand identity not only attracts customers but also builds trust and loyalty. 

Setting Yourself Apart with gigCMO Value Proposition Strategies  

Your value proposition is what sets you apart from competitors. gigCMO helps in crafting effective value proposition strategies tailored for the North American market. This involves highlighting the unique benefits and features of your products or services that resonate with the needs and desires of the local audience. A compelling value proposition positions your business as the go-to solution for your target customers. 

Showcasing Your Solutions in the North American Market  

This section focuses on the practical aspects of presenting your offerings to the North American market. It includes strategies for effective product/service presentation, marketing channels, and communication methods. The goal is to create visibility and awareness, ensuring that your solutions are well-received by the target audience. 

Outsmarting Rivals with gigCMO Competitive Insights  

Understanding the competitive landscape is essential for staying ahead. gigCMO provides insights into your competitors' strategies, strengths, and weaknesses. With this information, you can make informed decisions and develop strategies to outsmart your rivals. This competitive intelligence is invaluable in navigating the North American market successfully. 

Crafting a Winning Pricing Strategy for North America  

Pricing can significantly impact your success in a new market. This section focuses on developing a pricing strategy that is competitive yet profitable. It takes into account factors such as local market conditions, customer expectations, and the value perception of your offerings. A well-crafted pricing strategy ensures that your products or services are both attractive to customers and sustainable for your business. 

Building a Comprehensive Marketing Strategy  

gigCMO playbook focuses on bringing everything together into a cohesive marketing plan. This includes integrating the insights, strategies, and tactics outlined in the previous sections into a comprehensive and actionable strategy. A well-crafted marketing plan ensures that all aspects of your expansion strategy work together towards the common goal of success in the North American market. 

  1. Building a High-Performing and Effective Marketing Team

A high-performing and effective marketing team is essential for executing the strategies outlined in the gigCMO playbook. Here's how we go about building such a team: 

Strategic Talent Acquisition 

We begin by strategically acquiring talent that aligns with your business goals and the specific requirements of the North American market. This involves recruiting individuals with diverse skills and experiences, ensuring a well-rounded team capable of handling various aspects of marketing. 

Skill Development and Training 

The team undergoes skill development and training programmes. These initiatives are tailored to enhance existing skills and introduce new ones, keeping the team abreast of the latest marketing trends and technologies. Continuous learning is a key principle, ensuring that the team remains agile and adaptable in a rapidly changing landscape. 

Collaboration and Cross-Functional Integration 

Collaboration is central to our team-building approach. We foster an environment where marketing professionals collaborate not only within the marketing department but also across different functions of the business. This cross-functional integration ensures that marketing strategies align seamlessly with overall business objectives. 

Clear Roles and Responsibilities 

Clarity in roles and responsibilities is crucial for team effectiveness. We define clear roles for each team member, ensuring that everyone understands their contributions to the overall marketing strategy. This clarity minimises confusion, streamlines workflows, and enhances overall productivity. 

Performance Metrics and Accountability 

Establishing clear performance metrics is fundamental to measuring the team's success. We set key performance indicators (KPIs) aligned with business objectives, allowing for the continuous evaluation of the team's effectiveness. Individual and collective accountability ensures that team members are motivated to achieve and exceed expectations. 

Nurturing a Positive and Inclusive Culture 

A positive and inclusive team culture is essential for fostering creativity, collaboration, and innovation. We prioritise creating an environment where team members feel valued, supported, and encouraged to share ideas. This inclusive culture contributes to a motivated and engaged marketing team. 

  1. Accelerate Your Global Expansion with Result-Driven Marketing Leadership

Our result-driven marketing leadership serves as a catalyst, propelling businesses towards accelerated growth on the global stage. Here's how we make it happen: 

Elevating Your Business with Expertise 

gigCMO team comprises professionals who have not only walked the path of global expansion but have excelled in key leadership roles, such as Chief Marketing Officers, CEOs, and Founders. We have successfully guided businesses through the intricacies of global expansion, tailoring strategies that align with each client's unique goals and challenges. 

Our experts understand that expanding a business into new markets involves more than just replicating existing strategies. It demands a nuanced approach that takes into account local nuances, regulatory environments, and consumer preferences. With our extensive experience, we offer businesses a roadmap to success built on a foundation of tried-and-tested methods, ensuring a smoother transition into new territories. 

Global Vision and Outside Perspective 

Global expansion requires a fresh perspective and innovative thinking. Our team prides itself on its ability to think outside the box, crafting creative solutions that resonate with diverse audiences. We understand that what works in one market may not necessarily translate into success elsewhere. Therefore, we leverage our global perspective to identify opportunities, mitigate risks, and design bespoke strategies that align with the unique demands of each market. 

We believe that a global mindset is essential for businesses seeking international success. Our team combines local expertise with a global outlook, creating a synergy that enables us to anticipate trends, adapt to changing landscapes, and position our clients for long-term growth. 

Immediate Returns on Your Global Investment 

We recognise that businesses invest significant resources in global expansion, and the return on investment (ROI) is a critical measure of success. Our commitment to delivering tangible results is reflected in our ROI-driven strategies. We don't just aim to increase market presence; we aim to drive meaningful business outcomes. 

Our approach to global expansion is rooted in data-driven decision-making. By harnessing the power of analytics, market research, and performance metrics, we continuously refine our strategies to maximise efficiency and impact. We measure success not only by the growth of market share but also by the bottom-line impact on our client's profitability. 

Get a Consultation with gigCMO and Explore gigCMO's Full Range of Services  

When selling your SaaS internationally, there is a lot of information and aspects to consider. While global traction can be gained spontaneously in the early stages of a business, you must be strategic about expanding into international markets. 

Companies must establish a solid commitment and global perspective to understanding new mindsets and cultures to mitigate this increasingly competitive market. It's also vital to remember that growth strategies for business may differ based on where you start. Scaling from the UK is not the same as scaling in North America. Your company has its own distinct growth trajectory. 

gigCMO playbook offers a comprehensive roadmap for businesses seeking to expand into the North American market. From establishing a strong foundation to crafting a winning strategy and everything in between, it's a strategic guide to empowering businesses for successful growth. 

Book your consultation today and explore our full range of services tailored to meet your unique business needs.