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Why the Global Market is a Myth and How to Enter New Markets the Right Way via LinkedIn
Many businesses still aspire to go global, but today, does the concept of a single “global market” even apply anymore? The idea of expanding across borders has evolved, and a more nuanced approach is needed to succeed in diverse markets.
In this article, we’ll share insights from the webinar hosted by ModumUp’s founder, Olga Bondareva, on How To Enter The Global Market via LinkedIn.

Let’s see, why focusing on a “global market” is a misconception, and how targeted, region-specific strategies, powered by Social Selling, can help build meaningful connections and achieve sustainable growth in diverse markets.
Why the “Global Market” Doesn't Exist and What Exists Instead
As businesses look to expand beyond their borders, many often assume that there’s a singular, global market. At ModumUp, we often hear it from our clients: “We want to go global.” The truth, from our experience working with companies across various regions, is that the global market doesn’t exist in the way many think it does.

Instead, we’ve seen that success in international expansion comes from recognizing that each market has its own unique dynamics: cultural, social, and economic. A one-size-fits-all approach simply won’t work.
The Challenges of Entering New Markets and How to Overcome Them
Entering new markets presents numerous challenges. At ModumUp, we frequently work with clients eager to expand, and from our experience, these are the key factors that can make entering new markets more challenging, though they are essential for success:
  • Proving You’re Better Than Local Competitors:
    While this might be true in some cases, it’s often difficult to prove and, more importantly, it’s rare. In our experience, many businesses find it challenging to demonstrate their superiority when competing with local providers who already have established reputations
  • Being Cheaper Without Sacrificing Quality
    This pricing advantage might work for some, but it’s not always sustainable or the right approach. Furthermore, lower prices can sometimes raise doubts about quality, and in some regions, offering a lower price can even be seen as a negative
  • Addressing the Lack of Local Alternatives
    There are cases where businesses succeed because their product or service isn’t available locally. In such cases, potential clients may have no choice but to turn to foreign providers. However, this is a rare scenario, and businesses can’t always rely on it
Materials from ModumUp’s Webinar on How to Enter the Global Market via LinkedIn: "Why Choose You Over Local Competitors”
More often than not, fulfilling these conditions, or at least one of them, is key to building relationships and proving your value within the local context. However, when these conditions are difficult to meet, we at ModumUp have developed alternative strategies that can be more effective in helping businesses enter new markets.
Materials from ModumUp’s Webinar on How to Enter the Global Market via LinkedIn
From what we’ve observed, the most effective way to enter new markets is not to chase a "global" audience, but to focus on two core strategies:
  • Become Local: Take the time to build relationships and establish a physical presence (even if virtual) in the target market. Success doesn’t happen overnight, but with consistent effort, the results will follow.
  • Partner with Local Companies: For many businesses, forming partnerships with local companies is a smart way to access an established network. Local partners often have the trust and relationships that you’re lacking, which makes them valuable allies.
These strategies will help overcome the initial barriers and create a foundation for growth in new regions.
The Power of Social Selling: Building Local Connections from Afar
At this point, you may be wondering how you can actually implement these strategies and achieve success in your new market. This is where Social Selling comes in.

It’s a powerful tool that helps businesses develop expert personal profiles to connect with potential clients, partners, or employees on LinkedIn. It’s not just about making connections, but about nurturing relationships over time through consistent engagement, valuable content, and personalized interactions.

For businesses aiming to expand into new markets, Social Selling helps build relationships that last, even when you're not physically present in the market.
Here’s how lead nurturing works in the context of Social Selling:
  • 1
    Initiate the Contact
    The first step is to connect with people on LinkedIn - your target audience, potential clients, and partners. Start by sending personalized connection requests to the right people in your industry or market
  • 2
    Post Relevant Content
    Share industry insights, case studies, and expert opinions to engage your target audience and generate demand
  • 3
    Engage with Your Audience
    Consistently interact with your connections by liking, commenting, and reacting to their posts. This keeps the conversation going and builds trust
  • 4
    Move the Conversation Forward
    Invite prospects to events, share valuable content with them, and start personalized conversations that lead to deeper connections
  • 5
    Take Action
    When the time is right, propose a meeting or collaboration to turn the relationship into a tangible business opportunity
Materials from ModumUp’s Webinar on How to Enter the Global Market via LinkedIn: "Social Selling is based on Lead Nurturing”
Social Selling involves a variety of tools and mechanics, including posts, personal messages, comments, reactions, and even live events. These interactions help you connect with your target audience and build relationships over time.
Social Selling in Action: Real Results from Our Clients
To demonstrate the effectiveness of Social Selling in entering new markets, let's explore some of our successful case studies.

These examples not only showcase the power of Social Selling but also highlight how a strong personal brand, when combined with a deep understanding of local market specifics, can lead to meaningful connections and sustainable business growth.

We know that success in international markets requires more than just a one-size-fits-all approach. It’s about tailoring strategies to each market’s unique needs. These case studies are proof that it’s possible:
Case Study 1: Machine Learning Lab in the US
A machine learning lab in the US worked with ModumUp to develop its personal brand and expand its network.

  • Project Duration

    3 years of personal brand development, followed by 3 months of lead generation

  • Key Results to Date

    • 2,526 new connections
    • 43 interested individuals
    • 11 leads
    • Connection rate: 25% (average result)
By the end of the third year, we had helped them establish an expert personal brand in machine learning, with viral posts exceeding 10K views.
Case Study 2: Social Listening Platform in LATAM
A social listening platform targeted marketing directors in the FMCG and retail sectors across Latin America.

  • Project Duration

    Over 11 months

  • Key Results to Date

    • 3,891 new connections
    • 183 interested individuals
    • 51 leads
    • Connection rate: 43% (high result)
As a result, we helped the company build an expert personal brand that is trusted by the marketing audience, with viral posts exceeding 50K views and a newsletter with around 1,000 followers.
Case Study 3: Fast Delivery Services in the MENA Region
A fast delivery services company operating in the MENA region targeted C-level executives, COOs, Heads of Logistics, and Heads of E-commerce in the retail and e-commerce sectors.

  • Project Duration

    9 months

  • Key Results to Date

    • 2,918 new connections
    • 244 interested individuals
    • 187 leads
    • Connection rate: 47% (high result)
Today, the company’s LinkedIn presence is built on a strong, business-focused personal brand, with viral posts receiving more than 20K views
Case Study 4: Cloud Services Provider in Western Europe
A cloud services provider targeted IT professionals across Western Europe.

  • Project Duration

    9 months

  • Key Results to Date

    • 5,103 new connections
    • 271 interested individuals
    • 58 leads
    • Connection rate: 56% (high result)
The company’s LinkedIn presence is now anchored in a genuine personal brand that resonates with tech audiences, building trust and establishing credibility.
Materials from ModumUp’s Webinar on How to Enter the Global Market via LinkedIn: "Recommendations for a successful Social Selling project”
Understanding Regional Specifics on LinkedIn
Through these case studies and many others, we’ve learned invaluable lessons about entering new markets. By testing various hypotheses and strategies — often in close collaboration with our clients — we’ve gained a deeper understanding of the local specifics of LinkedIn audiences and how those markets operate on the platform.

Social Selling, as we’ve seen, is most effective when tailored to these unique characteristics.
  • US Market
    • Total Users: 100M+
    • Active Audience: 4M+
    • Companies with Local HQ: 17M+

    Success in the US comes from building trust over time. Consistent activity, valuable content, and warm introductions are key. Large corporations may take a year or more to convert leads into deals.

  • LATAM Market
    • Total Users: 100M+
    • Active Audience: 2M+
    • Companies with Local HQ: 3M+

    In LATAM, language is crucial. Communicating in Spanish or Portuguese yields better results than English. Also, showing emotion and sharing personal stories resonate with the audience. Moving conversations to WhatsApp after LinkedIn contact is common for deeper connections.

  • MENA Market
    • Total Users: 72M+
    • Active Audience: 1M+
    • Companies with Local HQ: 1M+

    In MENA, authenticity and trust are critical. Like LATAM, WhatsApp is a popular platform for continuing conversations. Focus on demonstrating expertise and nurturing long-term relationships.

  • Western Europe
    • Total Users: 79M+
    • Active Audience: 4M+
    • Companies with Local HQ: 25M+

    European audiences are more reserved. Be polite, avoid pushy sales tactics, and respect privacy regulations (e.g., GDPR). Focus on networking and adding value rather than aggressive outreach.

Conclusion: The Key to Successful Market Expansion
At ModumUp, we believe there’s no such thing as a “global market”. Success comes from understanding and adapting to the unique needs of each region, with tailored strategies that work.

Whether you aim to establish a local presence or partner with trusted businesses, Social Selling offers a powerful, scalable way to build trust and generate leads, forge long-term connections, and gain the credibility necessary for successful international growth.
Materials from ModumUp’s Webinar on How to Enter the Global Market via LinkedIn: "The Culture Map” by Erin Meyer
To deepen your understanding of cultural differences and how to navigate them, we recommend The Culture Map by Erin Meyer, a valuable read for anyone looking to succeed in global markets. Let’s stop chasing the “global market” and start building meaningful relationships, one region at a time.