TechCrunch Experts: International Expansion, 2022 Trends & Boutique Software Devs
TechCrunch Experts: Predictions and Strategies for 2022
The TechCrunch Experts program has released forecasts for 2022, focusing on product-led growth and offering guidance for early-stage companies aiming for global reach.
Jonathan Metrick, Chief Growth Officer at Sagard & Portage Ventures, collaborated with Simon Lejeune, User Acquisition Lead at Wealthsimple, to identify three key trends expected to influence marketing throughout the year.
Key Marketing Trends for 2022
Their analysis considered areas such as data privacy, innovative growth tactics, and the evolving landscape of influencer marketing. They detailed the anticipated changes within these domains.
The Evolution of Intent Data Frameworks
Kerry Cunningham, Senior Principal at 6sense, has refined his “Intent Data Framework (IDF).”
Previously updated to incorporate the “Buyer Signals Framework (BSF),” the model has been further developed to now encompass the principles of product-led growth.
International Expansion Strategies for Startups
Marjorie Radlo-Zandi, an experienced entrepreneur, board member, mentor, and angel investor, has outlined strategies for founders looking to expand their businesses internationally.
Her guidance spans from thorough market research to the establishment of clear, measurable objectives, illustrated with practical examples.
Key Takeaways for Founders
- Conduct comprehensive market research before entering a new region.
- Establish specific and attainable goals for international expansion.
- Leverage product-led growth strategies to accelerate market penetration.
- Stay informed about evolving marketing trends, including privacy concerns and influencer marketing.
Software Consulting Insights
Recent coverage in TechCrunch featured an interview with Andrew Drach, a software development consultant and founder of Solwey Consulting and Callentis Consulting Group. The interview, conducted by Anna Heim, explored how Drach’s doctoral-level education influences his consulting approach.
Drach and his wife, Monika, have intentionally chosen a boutique service model to best meet the needs of their clientele. This approach allows for a focused and personalized experience.
For those continuing their holiday shopping, Alex Wilhelm and Anna Heim have compiled a “Gift Guide: The best business books for 2021 recommended by VCs.” This guide, available in a free edition of The Exchange, details highly-rated business literature as suggested by venture capitalists.
Featured titles within the guide include “The Qualified Sales Leader: Proven Lessons from a Five-Time CRO” by John McMahon, and “Bad Blood: Secrets and Lies in a Silicon Valley Startup” by John Carreyou. A separate list of non-business book recommendations is also available, alongside TechCrunch’s complete collection of 2021 Gift Guides.
This week’s Experts section also highlights a specific recommendation within the software consulting field.
Recommended Consultant
Consultant: Design 1st
Recommended by: Allan Johnson, Zumio
Testimonial: “Our selection of Design 1st was driven by a requirement for expertise in integrating hardware components with software systems, as well as physical product design.”
Growth Marketing
Product-led growth and the challenges of gauging buyer interest are central to modern marketing strategies. Cunningham highlights the unreliability of traditional methods for assessing potential customer engagement. Rather than depending on a single indicator, like a stated intention, a more effective approach involves analyzing multiple signals.
These signals should be combined algorithmically to identify patterns that can refine sales prioritization. This data-driven methodology offers a more nuanced understanding of buyer behavior.
Successful international expansion requires careful planning and a focus on return on investment. Radlo-Zandi emphasizes the importance of evaluating market viability and size before initiating global growth efforts.
A thorough assessment of entry barriers and potential market size is crucial for establishing a strong international presence. Prioritizing markets based on ROI estimates ensures efficient resource allocation.
Looking back at 2021, Metrick and Lejeune identified three key trends that significantly impacted growth. These insights formed the basis of their predictions for the marketing landscape in 2022:
- A shift towards greater data privacy and a resurgence of growth hacking techniques.
- The increasing influence of TikTok, content creators, and native advertising formats.
- The impact of the Great Resignation on the availability of skilled marketing professionals.
The authors contend that a return to previous marketing norms is unlikely. Marketers in 2022 must demonstrate adaptability and a willingness to integrate historical data with ongoing experimentation.
This combined approach will be essential for navigating the evolving marketing environment and charting a successful course forward. Agility and openness to new strategies are paramount.
Marketing Agency: BrandPipers
Referral Source: Anonymous
Client Feedback: “Their expertise was instrumental in developing a highly optimized website and driving substantial traffic to our online platform.”
