In some countries, both B2B and B2C insurers are having difficulty generating sales leads due to their industry falling under the political spotlight. While awareness of the industry’s issues should be encouraged, it can reach dangerous levels where people treat providers with mistrust and suspicion.
It is only logical then that many have decided to look further beyond local, trying to use what they have to establish footholds in foreign (and friendlier) markets. Regardless, generating B2B leads in these unfamiliar territories comes with challenges that go beyond the typical barriers of language and culture. These also include the challenge of finding the best channels through which to engage their customers.
The following infographic takes data from Ernst & Young and shows the difference in those preferences between two regions: China and Australia
So if you are looking to establish a foothold in either one of these reasons, you should naturally consider investing in channels its people are more likely to use for interacting with your business. You cannot stick to your communication comfort zones. You need to either upskill your marketers or outsource to an appropriate provider (who also must have additional experience marketing in those countries).
It does not take much to see the consequences of using the wrong marketing channels for the wrong people:
Related Content: Too Many Lead Generation Methods Can Result In Overhead
On the bright side, this does not really diminish the fact that the grass can be greener on the foreign side of the fence these days. This could make communication the only major challenge so far so just employ the channels that work best according to your new market (whether it is online marketing in China or lead generation in Australia).
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