Breaking Into the German Market: What It Really Takes to Succeed

If you want to become a European leader, expanding into Germany isn't optional—it's essential. And it's not something you can figure out as you go. Beyond the stereotypes of strictness and formality, the German market is demanding, well-organized, and full of opportunity… but only if you know how to play by its rules.

Selma Chauvin (CRO at Agorapulse), Agata Hidalgo (European Affairs Lead at France Digitale), Jeremy Cahen (Chief Product Officer at Brevo), and Anaïs Barut (CEO and Co-Founder at Damae Medical) shared their experiences at the Next Market Live Weglot event on international expansion.

Why Germany Matters

A Gateway to Europe

Germany is Europe's largest economy, and that makes it a must for any company with ambitions in the continent. You simply can't build a European powerhouse without tackling this market. As Jeremy Cahen from Brevo puts it:

"You can't become a European giant without cracking both the German and French markets."

Germany draws businesses in with its strong economy and reliable companies. For Damae Medical, the choice was obvious: the country is home to many key players in dermatology.

"Some of our competitors were already based in Germany, so we had a gut feeling this would be a crucial market for us," says its CEO and CO-Founder, Anaïs Barut.

Customers Who Pay for Quality

French companies that succeed in Germany notice something important: German customers are willing to pay more for solutions that are reliable and meet their high standards. In SaaS, for example, they'll happily sign up for a pricier subscription than they would in France, but as long as the quality is there and security is airtight.

It's no accident that Brevo (formerly Sendinblue) now counts Germany as its third-largest market, behind the US and France. The company accelerated its growth there by acquiring a local player, opening doors to a mature, well-structured market with real purchasing power.

A Market With Very Specific Needs

You can't approach Germany with a copy-paste strategy. Expectations and business models can be completely different from what you're used to, sometimes down to how entire professions are structured.

Take dermatology as an example: in France, a dermatologist often works alone. In Germany, they're more likely to practice in centers with several specialists and multiple assistants. This setup, which is closer to the North American model, means you need to rethink your offering, your materials, and how you communicate.

What Makes the German Market Different

A Long, Research-Heavy Buying Process

Unlike other markets where salespeople drive the conversation, in Germany, most of the work happens before you ever make contact.

Around 70% of the buying process is completed before the deal is signed.

German buyers do their homework. They research, compare, check certifications, and look for solid proof that you're serious. For international companies, this means creating a full library of reassurance content: detailed product sheets, case studies, customer testimonials, certifications, and more. Everything gets examined closely.

"Understanding German habits also means understanding the regulatory landscape: GDPR, double opt-in… These are essential for localizing your product," says Agata Hidalgo from France Digitale.

This attention to detail isn't just about compliance, but about being a cultural fit.

Trust Comes From Being There

More than in most places, success in Germany depends on people and your ability to build trust. Speaking German isn't enough; you need native speakers on your team who understand the cultural nuances and can reassure local prospects.

Again at Damae Medical, Anaïs Barut explains that everything started with hiring someone on the ground, initially part-time. Soon after, the company brought on a French-German VP of Sales based in Paris:

"It was essential for bringing feedback from the German market back to headquarters and building our credibility. Today, our growth depends on hiring German team members, and we rely more on word-of-mouth than recruitment agencies."

A Regionalized, Hierarchical Market

Germany isn't one uniform market. Each region has its own networks, media, and habits. Companies need to think zone by zone, adapting their communication and outreach for each area. This takes time, resources, and a real commitment to understanding the local landscape.

Selma Chauvin from Agorapulse shares:

"Opening a subsidiary in Germany is like launching a company from scratch. You have to completely rethink your website, your communications, and invest as much as you would for a startup launch."

What You Need Before Entering the German Market

Hire Senior Talent

Recruitment is one of the biggest challenges. In Germany, you need senior profiles who already know the market, have an existing network, and can represent your company at the highest level.

Boldness, flexibility, and rigor are essential for navigating this complex market. Germans expect transparency, precision, and punctuality.

Create Highly Adapted Content

Nothing should be left to chance. Product sheets, your website, and marketing materials all need to be designed with a German audience in mind. That means more detail, concrete examples, and strong reassurance elements:

• Labels, certifications, and local testimonials
• Educational resources: guides, webinars, case studies
• Adapted branding: logo, colors, tone—everything should align with what German audiences expect

This isn't just about translating, but about localizing, respecting local codes and standards like GDPR, double opt-in, and security requirements.

Invest… and Be Patient

Entering the German market takes resources, sometimes significant ones. At Agorapulse, each sales rep works alongside a BDR, a content specialist, and a demand generation expert. Yes, all a major investment before you even start generating revenue. But that's often what it takes to break through.

Succeeding in Germany is a project in itself, one that requires patience, humility, and adaptability. The companies that make it are those that take the time to understand the market and invest in people and quality.

Germany is demanding, but it rewards those who commit. If you're ready to invest, adapt, and learn, the German market could become your greatest European success story.

Frequently Asked Questions

Why expand into Germany?  

Germany is Europe's largest economy and essential for any company pursuing European expansion. It offers stability, strong purchasing power, and major opportunities across industries.

What do German customers expect?  

German customers look for quality, reliability, and proof: certifications, customer reviews, and local presence. They're demanding, but they'll pay for serious solutions.

How do you succeed in Germany?  

You need to localize your offering, hire native or bilingual team members, create adapted content, and be patient. It can be quite a rigid market, but a rewarding one.