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.

Nearly three-quarters of industrial buyers (73%, according to Thomas’ Industrial Buying Habits Report) evaluate a supplier’s website during the purchasing process. By the time a US engineer calls, you have already been shortlisted or ruled out. That is why a great product and a signed distributor are rarely enough on their own.

What’s inside

• The six problems that slow most US launches, and why unsold inventory is usually the first sign
• What American buyers expect to find before they contact a supplier
• The eight marketing functions every expanding manufacturer needs
• In-house hire, agency or fractional: how the three options compare
• Why a distributor isn’t a marketing plan, and what high-performing distributor networks do differently
• How to build a US presence without hiring a full marketing department