European manufacturers don’t lose in the US because their product isn’t good enough. They lose because the marketing that worked at home doesn’t translate — and nobody owns the gap between headquarters, distributors, and American buyers. This guide walks through the eight marketing functions every expanding manufacturer needs, what US buyers expect before they’ll take a call, and how to build a US presence without hiring a full marketing department.

Nearly three-quarters of industrial buyers — 73%, according to Thomas’ Industrial Buying Habits Report — evaluate a supplier’s website before they ever pick up the phone. For European manufacturers entering the US market, that single number explains why a great product and a signed distributor are rarely enough on their own.

Small differences in business culture, buyer expectations, and purchasing behavior can shape how a company is perceived in the US — and whether it ever gets the meeting. This guide covers exactly what closes that gap.