B2B platform (Andava) · Americas & UAE
International GTM: one spine, multiple regions
Defined region-specific ICP slices and proof points, rebuilt the message house, and installed a campaign rhythm with clear KPIs—aligned with their stack and integrations workflow.
Faster time-to-learning in target markets, cleaner qualified conversations, and a shared vocabulary between marketing and sales on what “good” pipeline looks like.
Overview
Andava needed international growth without cloning a single playbook—each geography required credible tone, targeting, and follow-up while staying operationally manageable.
Challenge
Pipeline in new regions was uneven: messaging still reflected the home market, campaigns were not repeatable, and leadership lacked a single view of experiments and outcomes.
Objective
Create predictable qualified demand in the Americas and UAE while keeping reporting honest and iteration weekly, not monthly.
Strategy
Treat each region as a hypothesis: validate buyer language, prioritize segments, then scale outbound and nurture only where reply quality held.
Execution
Research-led list rules, sequenced outreach, integration-friendly handoffs into CRM, and a lightweight reporting cadence for leadership.
Results
Sharper meetings in priority segments, less noise in the funnel, and a campaign calendar the team could actually run.
Key takeaways
- International growth needs one GTM spine and several localized expressions—not ten different strategies
- When tools and integrations matter, workflow design is as important as copy
- Weekly experiment review beats quarterly campaign resets
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