Making the Big Moves

When asked to describe their international expansion in one word, Regina chose “bold,” while Karen described Snowflake’s journey as “disruptive.” Both choices reflect a deliberate challenge to the status quo: so how can you prepare to make it happen?

Positioning, Partnerships & Alignment: According to Karen, Snowflake’s expansion success stemmed from prioritizing customer centricity, alignment between sales and marketing, and leveraging a strong partner ecosystem across different markets. All the while, keeping focus on a strong company culture from day one and throughout the scaling journey.

U.S. Expansion: Regina describes how Pigment took the risk of expanding to the U.S. very early in the company’s journey. The decision was driven by understanding that, given Pigment’s enterprise, winning the global market required success in the U.S. (100% of Fortune 500 companies are headquartered there!) However, she cautioned that the higher investment required in the U.S. meant operating costs could be two to three times higher than in Europe.

The Hard Truths of Expansion

Milestones Over a ‘Hockey Stick’ Moment: Regina shared that Pigment’s journey wasn’t about a single breakthrough but rather a series of strategic wins. The first major milestone was closing their first U.S. customer, Gong, which paved the way for bigger deals with firms like Snowflake, Unilever, and Coca-Cola. The key takeaway? Celebrate every win and use it as a stepping stone to the next.

Mistakes Are Inevitable, but Some Are Avoidable: When discussing missteps, Regina admitted to focusing too much on technical details in early media outreach, a classic pitfall. However, she stressed that most mistakes are reversible, except for those involving brand reputation and customer trust. Karen highlighted common pitfalls in international expansion, including insufficient market research, lack of focus, and short-term thinking. One major mistake? Assuming that a marketing campaign that worked in one country would automatically succeed in another without localization.

Practical Advice for Global Growth

Invest time with Customers in each Market: Customize your messaging and gain a deep understanding of local buying behaviors. When expanding into the U.S., consider starting with one coast—choose the East Coast for industries like consumer packaged goods and manufacturing, or the West Coast for technology-focused sectors. Prioritize hiring senior leaders early in new markets to establish credibility with both customers and potential talent.

Maintain Cultural Consistency: Karen says that this starts with hiring people who align closely with your core values. Avoid becoming complacent; each stage of growth brings new challenges that require discipline and a readiness to address difficult problems head-on. Additionally, invest in brand consistency early on to ensure that your company is described the same way across all markets, reinforcing a unified identity.

AI’s Role in International Expansion: Both leaders agreed that AI is reshaping marketing and global expansion in fundamental ways. Regina notes that AI can help make better strategic investments and, practically, it can enhance content customization by vertical and localization, lowering barriers for foreign brands to enter new markets. Meanwhile, Karen highlighted how Snowflake leverages AI to optimize marketing intelligence, predict campaign performance, and streamline localization through AI-driven translations.

Final Takeaway

Success isn’t about avoiding mistakes but learning quickly and executing relentlessly. Whether it’s Pigment’s bold expansion or Snowflake’s disruptive strategy, the key to international growth is a balance of risk-taking, market adaptation, and focus.