Best Marketing Channels for Expanding into Spain

Which Channels Should You Prioritize When Entering Spain?

When you're entering a new market, you can't do everything at once. The companies that grow fastest in Spain are the ones that sequence their channels deliberately, starting with what builds trust quickly and layering in longer-term plays as they gain traction.

At Next Market Live Spain, the speakers who had done this most successfully followed a remarkably similar playbook.

Does Outbound Work in Spain?

Better than you might expect. Tarik from Driveco, who launched Spain alongside Belgium and Italy, described outbound as their first and most effective early channel: "We built a list of targeted emails, sent them, did phone calls. The outbound went surprisingly well. We did a 9-figure pipeline in value in a few months."

A few things to keep in mind for outbound in Spain. Use a local +34 number. Batist from Fleet was unequivocal about this: calling from a French +33 number could drop your answer rate by 30 to 50%. Avoid calling between 2 and 3 pm, when most of Spain is at lunch. And on Fridays after 3 pm, don't expect to reach anyone at all.

Timing and local signals matter more here than in most markets.

Why Are Events So Important for Entering Spain?

Every single speaker at Next Market Live who had succeeded in Spain mentioned events as a top channel. Not as a nice-to-have, but as a core part of how they built pipeline and trust simultaneously.

Alejandro from Ringover summed it up well: "Events were the key to success. It's not only bringing leads, it brings trust as well."

The reason events work so well in Spain connects directly to what we covered in Module 2. Spanish buyers need to see you, meet you, and recognize your face before they're ready to do business. An event appearance changes a cold outbound sequence into a warm follow-up.

Tarik described the compounding effect clearly: "When you tie the event to outbound it really increases the success of your campaigns. A cold email is not cold anymore when you're attending the same event."

The approach that worked best was targeting events where your specific ICP is present rather than general business events, and tracking ROI carefully to decide whether to return the following year.

How Do Partnerships Fit Into a Spain Go-to-Market Strategy?

Partnerships are one of the most underused entry channels for Spain, and one of the most effective for getting warm introductions into a market that runs on relationships.

Alejandro described how Ringover used telecom resellers early on, then shifted to digital partners like CRM agencies once they realized the value alignment wasn't right with their first set of partners. The lesson: choose partners whose clients already see the value of what you're selling.

Miguel from AppLivery was direct about it: "When you get a warm intro to an SMB, the conversation is radically different than when you go cold."

What About Content and SEO?

Content takes longer to pay off but compounds over time. Tarik used it primarily as sales enablement at first, fueling the outbound engine with strong messaging before organic traffic kicked in. Alejandro flagged SEO as one of Ringover's top-performing channels once it matured.

The sequencing that worked: outbound and events first to generate early pipeline, content running in parallel to support those conversations, and paid acquisition only once messaging was validated and targets were clear.

Up next: Channels get you in front of people. The next lesson covers how to turn those first conversations into signed clients by building credibility quickly in the Spanish market.