If you’re leading an international midmarket company, whether headquartered overseas or running a U.S. subsidiary, and struggling to grow consistently in the U.S. market, you’ve probably asked yourself:
“Why is it so hard to get traction in the U.S.?”
Interestingly, the very things that draw owners/founders/CEOs of global businesses to the U.S. in the first place — the American market is big, appealing and accessible — also result in a market that is incredibly competitive. And if your products and services aren’t truly tailored to your ideal customer, whether B2C or B2B, you’ll find yourself just spinning your wheels.
➡️ (If this sounds familiar and you’re navigating these challenges, feel free to contact: http://marketingbeyondborders.com/contact We are happy to share ideas.)
This insight led us to create Beyond Borders Marketing. We decided to shift from being like a lot of other agencies that are just becoming more and more commoditized every day.
It’s the same realization that led us to completely rethink who we are and how we want to serve global B2B companies and their U.S subsidiaries.
The “C-Word” We Couldn’t Ignore
Beyond Borders Marketing isn’t just a new name — it is the result of months of reflection and real-world conversations.
What we realized was that agencies on the whole (whether creative, marketing, advertising or digital) were fast becoming commoditized. And those that didn’t adapt to being true knowledge centers and resource networks were going to become obsolete.
Here’s what I kept hearing from midmarket B2B business owners:
“The traditional agency model will become obsolete. There are enough AI tools and technologies we can use off the shelf to make our own content and marketing.”
From entrepreneurs launching the next big thing:
“We’re lean and mean. Why would we pay tens of thousands of dollars a month to some big-name agency when we can do most of this ourselves or hire an offshore freelancer?”
From other agency owners:
“Clients don’t see the difference anymore. Everyone promises content, ads, and growth — but AI and automation have made marketing feel like a commodity.”
And honestly? They were all right.
Solving the U.S. Growth Challenge for Global Companies
You might wonder: Why focus on helping overseas-headquartered companies and their U.S. subsidiaries with U.S. growth?
Quite simply, because that’s where our experience is.
As the founder of Beyond Borders Marketing, I’ve spent much of my career working with overseas-based midmarket B2B companies, and helping them navigate the complexities of entering and growing in new markets. Our team has lived and worked in multiple regions of the world, so we understand firsthand what it’s like to look at the U.S. market from the outside in.
We’ve been in those conversations where leadership teams are asking:
“How do we make sure U.S. customers understand our value? How do we avoid wasting time and money doing things that won’t work here?”
Because we’ve seen those challenges up close, and helped companies overcome them, we bring a perspective that most U.S.-based service providers can’t offer.
We know where overseas-based companies are coming from, which makes us uniquely positioned to help them figure out where they’re going.
The Real Problem International Companies Face: It’s Not Just Marketing — It’s Growth.
Here’s what I’ve seen over and over again, working with global midmarket companies and their U.S. subsidiaries:
• They arrive in the U.S. with big dreams — and then struggle to gain traction.
• They don’t have a specific U.S. growth strategy — one that’s built for how American B2B buyers think and act.
• They don’t have an experienced American team on the ground to execute that strategy effectively.
• And because of that gap, leadership gets distracted — CEOs, founders, and VPs of Sales trying to handle U.S. marketing and growth themselves, which drains their focus from actually growing the business.
If that’s you, know this: You’re not alone.
Real Stories of How U.S. Growth Can Go Wrong — or Go Right
Let me share two stories that have stayed with me and shaped how we think.
1. Matthew’s Story: Focusing on the Right U.S. Markets
Matthew is the Managing Director of a European manufacturing company that builds high-quality IoT sensors.
When the company first entered the U.S., growth was elusive. Even though their product was top of the line, it wasn’t connecting. Trying to compete directly with the biggest players in several different U.S. markets wasn’t generating results.
When the company hired Matthew, he introduced a new approach. He developed a strategy focused on specific vertical industries and geographic markets — places where their product solved real, urgent problems.
By focusing on where they could win, rather than trying to play the same game as massive competitors, they started gaining traction and growing effectively in the U.S. Under Matthew’s new leadership and our partnership, their U.S. sales doubled within two years.
2. Brian Smith’s UGG Story: Learning to Speak to the U.S. Customer
Brian Smith, the founder of the UGG brand, shared a similar challenge. Though in a consumer market, the lesson applies just as much to B2B.
When he first brought UGG to the U.S., nobody cared. Why?
Because he didn’t understand what American consumers wanted or how they thought. It wasn’t until he figured out how to position UGG in a way that resonated with Americans that the brand took off and became a global phenomenon.
Whether you’re selling IoT sensors, HR services or manufacturing equipment, understanding what U.S. buyers care about and how to reach them is essential to making sure your great product or service gets noticed.
Why We Chose to Be Growth Enablers — Not Just Another Marketing Agency
Instead of becoming “just another agency,” we chose a different path.
We became growth enablers — American success facilitators for international companies and their U.S. subsidiaries.
Because here’s what we know:
• Your job as a founder, CEO or leader is not to become a U.S. marketing expert. It’s to grow your business.
• You don’t need more on your plate; you need a partner that can handle U.S. growth strategy, marketing, and execution so you don’t have to worry about it.
• You need a team that understands both where you’re coming from and where you want to go.
Whether that’s building strategy, executing kickass campaigns, creating content, forging meaningful partnerships, or building a stronger foothold in the U.S., our goal is to give you peace of mind and a clear path forward.
The Bottom Line: Why This Shift Matters
We made this shift because we saw too many international companies and U.S. subsidiaries struggle to grow in the American market for the same reasons:
• No U.S.-specific plan.
• No on-the-ground expertise.
• No time — because leadership is pulled in too many directions.
We wanted to be the team that says:
“You want U.S. growth? We’ve got you.”
And that’s why Beyond Borders Marketing exists — to help companies like yours realize their U.S. growth potential without adding more stress or responsibility to your already-full plate.
➡️ If you’re navigating these challenges — whether you’re just entering the U.S. market or leading a U.S. subsidiary that isn’t growing the way you want — feel free to contact http://marketingbeyondborders.com/contact. Happy to share what we’ve learned.
