Breaking Into The US Market By Building Authority

“Great opportunities, but lots of uncertainties.”

I memorized this thought shared in a session at the biggest global gathering of Microsoft 365 Dynamics partners, Directions for Partners EMEA, in Vienna last November. This particular sentence stuck with me because it perfectly illustrates how EMEA Microsoft partners look at the potential of breaking into the US market.

Most EU partners who would love to cross the pond with their services and products don't know where to start or fear they will fail. Even though my company is not a Microsoft partner, my consultancy frequently serves American customers, so I was naturally drawn to this topic, too.

At Directions, I attended two engaging sessions about succeeding in the US market: 

• "Coming to America: Navigating the North American Partner Channel" with Velosio's Joe Longo and Robbie Morrison 

• "Ciellos | Hey European ISVs. Is now the time to enter the US market?" featuring Karina Nielsen and Matt Abbott.

Then, after those sessions, something strange happened. 

When I looked at the notes from both sessions, several recommendations that all four speakers shared from their IT business perspectives aligned with my advice for building a successful authority-driven communication strategy. 

To be clear, the speakers shared many other recommendations and valuable advice for partners, other than the points in my summary below. However, the three highlights below resonated with my views the most:

1. Invest in your reputation, trust, and long-term relationships

Velosio, a Microsoft Cloud Distributor specializing in Dynamics 365, provides licensing and support to hundreds of growing Microsoft partners across the US. 

During their session, Velosio's leadership discussed various options for European partners expanding across the pond, from establishing a local presence through divisions or subsidiaries to multiple location rollouts and finding the right US-based implementation partners.

"Whichever model you choose, consider that you'll need to commit time and energy to build your reputation, trust, and long-term relationships. Reputation and trust are key, especially when your plans include US implementation partners," emphasized Joe Longo.

—> How do you build your business reputation?

Your reputation builds through multiple channels: networking, referrals, exceptional products, and customer experience. However, communication is the cornerstone. 

Through thought leadership marketing, you invest in two critical prerequisites: 

• Your company's reputation 

• The trust you gradually build with prospects who consume your content. 

Moreover, this digitally built credibility extends beyond online presence, working for you during in-person meetings where people already feel they know you through your content. 

2. Make sure you differentiate in a crowded market

Ciellos, a Microsoft Dynamics 365 consulting firm serving EMEA and NA markets, identified a crucial opportunity for European partners. With their remote team distributed across continents, they've gained unique insights into market differences.

"In working with EMEA and US partners, we noticed European companies have more sophisticated offerings. Their solutions come with a vertical focus, which their US peers lack—a huge advantage from marketing and sales perspectives," explained Karina Nielsen. 

Matt Abbott added that American ISVs are intensively seeking their place in the new business landscape, especially those serving customers still running on sunsetting technologies like GP Dynamics.

—> How do you communicate your differentiation?

Successful differentiation requires more than claiming uniqueness. I've seen websites stating: 'We specialize in Dynamics365 implementations, but we do it differently," or something similarly vague, unspecific, and painfully unpersuasive.

 Define your value proposition by examining:

• Specific services, unique methodologies, and innovative products

• Target audience and ideal customer profiles

• Competition landscape and positioning

This is the marketing foundation that feeds all your communication in marketing and sales. However, if you really want to stand out, I recommend adding another layer to this marketing baseline—discovering your authority narrative.

While the marketing foundation typically serves for years, your authority narrative is the current story you're sharing and should evolve with market dynamics. 

I've developed a specific process around uncovering this narrative. We dive into your expertise, business goals, company values, and culture and help you find a unique point of view developed against market trends, audience interests, and competitive messaging.

3. Adjust your sales approach by focusing on your (US) customer

Understanding North American selling approaches proves crucial for success. 

 "Sales reps are the first workforce investment in the US, and if you're coming from EMEA countries, be aware of the cultural differences," advised Karina Nielsen, who faced these challenges herself when establishing her company in the US. "The messaging style is more direct than in Europe, and US customers expect proof that your solutions work for them," said Karina.

—> How do you adapt your message for US customers and partners?

Working with US customers has taught me cultural distinctions:

• Europeans prefer longer study periods and deeper trust-building processes

• US customers have shorter attention spans but respond strongly to geo-specific solutions, direct messaging, and concrete results

Focus on securing at least one American customer through referrals first. Then, leverage their success story, especially by highlighting measurable improvements in time or money saved, to attract more US business.

The Path Forward

The journey to US market entry doesn't start with a plane ticket to New York or a hastily opened American office. It begins with thoughtful positioning and authentic authority building that proves your value to the market long before you officially arrive.

Whether through thought leadership content, differentiated offerings, or market-specific messaging, the key is establishing yourself as a trusted voice before making the leap.

The beauty of an authority-driven approach is that it works in all directions—helping you build credibility with potential US partners, strengthening your position in your home market, and creating a stronger global brand.