Elena sits down with Rodger Jones and Bryan Forbes from Bader Rutter, North America's #1 B2B agency, to unpack what it really takes to succeed in the United States.

Discover why direct, action-oriented communication is the norm, how silence in business conversations can be a double-edged sword, and why you need to think of the US as 50 different countries, not one monolithic market.

You'll learn about the key success factors for US market entry: fully committing to your brand story, adapting your positioning for American audiences, testing before scaling, and focusing on outcome-based communications that answer "what's in it for me?"

From SAP's strategic partnerships to Tesco's billion-dollar misstep, Rodger and Bryan share real-world examples of what works and what doesn't. They also provide practical advice on research sources, regional nuances, localization strategies, and why having a US presence builds credibility that opens doors.

Whether you're in tech, services, or B2B, this conversation offers actionable insights on cultural differences, decision-making styles, business etiquette, and the marketing assets you need to succeed.

The UK is a unique market in many respects: it is attractive in its own right, has a tradition of international trade, and can serve as a springboard to other markets.

But it’s also very competitive. To understand the inner workings of this market, how decisions in B2B are made, and how to navigate the specific British communication style and sometimes the humor, I’ve had the pleasure of speaking with Richard Parsons, Managing Director at True, BBN London.

With over 30 years of experience across blue-chip and startup brands, Richard shares what it really takes for international companies — including Romanian tech firms — to win in the UK market.

Discover:

• The nuances of British communication and business etiquette

• Why context and politeness matter in meetings

• How decisions are made (and who really makes them)

• The importance of brand familiarity and trust

• How to enter a mature market strategically

• Why “just do it” is Richard’s advice for those ready to expand
  

🔗 Connect with Richard: trueagency.com

The United States is one of the most dynamic, diverse, and opportunity-rich markets in the world, but also one of the most complex to navigate.

In this episode of the Value-driven Marketing Podcast, Elena talks with Chris Eifert, Managing Director, US, at Luxid Group, a global B2B marketing agency that helps brands connect creativity, data, and technology to drive growth.

With over three decades of marketing and leadership experience, Chris shares practical insights on culture, communication, and the real investment required to build trust and win clients in America.

What you’ll learn in this episode:

• How Americans communicate and make business decisions.

• Why local presence and distribution matter for credibility.

• The role of emotional connection and storytelling in B2B marketing.

• Practical advice on adapting your messaging and positioning for the US.

If you would like to connect with Chris, you can find him on LinkedIn.

Discover these articles Chris wrote on market expansion:

• Balancing messaging consistency and local relevance

• Creative that can go the distance

• Team structures that work well for global marketing