Planning B2B Research for North America, UK and European Markets

Make the Target Market Specific

North American, UK and European markets include many business types and applications. Useful research starts by defining the countries, customer types and product applications most relevant to your offer.

Clarify the Route to Market

You may need direct commercial users, manufacturers, distributors, wholesalers or specialist partners. Each route requires different qualification criteria and buying roles.

• Explain what your product does and who uses it.
• Choose the geographies and company types to research first.
• Agree the indicators that establish company relevance.
• Identify the functions likely to evaluate or source your product.

Do Not Limit Research to a Generic Sector Label

A packaging or industrial product may have several applications across industries. A precise application can be more useful than a broad industry label when selecting companies.

Agree Deliverables Up Front

Confirm the number of companies, contact fields, qualification depth and delivery format before work begins. Contact availability and research complexity can affect the final scope.