Local Vs. Global Strategy: How To Successfully Expand Your Marketing Into Germany [From France]

“If you want to be a leader in the European market, you can’t ignore France and Germany.”
– Andrea Vaugan

Germany is a key market for any company looking to establish a strong presence in Europe. Andrea Vaugan, founder of Wyngs, and Eugène Ernoult, CMO of Weglot, shared their insights during our latest webinar.

From cultural nuances, to content strategies and actionable tips, discover how to tailor your marketing approach to conquer the German market.

Understanding the German market: What mindset is needed?

Unlike the French model, which favors an iterative approach, German professionals prefer a more structured decision-making methodology:

• An in-depth planning phase.
  
• Thorough checking of all project aspects.
  
• Fast rollout once the decision is finalized.
  

Will your German contact approve your proposal? Only if it’s about 80% complete—compared to just 50% in France.

Adapt your sales approach accordingly: provide plenty of reassurance and adjust to these longer validation cycles.

Global Approach: Laying The Foundation For Your Marketing Strategy

Define Your Brand Identity Before Entering A New Market

Before entering the German market, ensure your brand identity is clear, coherent, and communicates your message effectively.

Andrea explains:
“To target the German market, it's crucial to already have a well-defined brand identity and positioning. You can’t adapt to this market if your foundations aren’t clear globally.”

Even if your brand is very French, it’s not a drawback. Embrace your identity and turn it into a marketing strength. For example, MyLittleParis signs its German newsletters with a “bisous”—a reminder of its French roots…and it works! What matters most is having a strong foundation and existing recognition.

Build A Strong Operational Infrastructure

To succeed in your expansion, your internal processes must be rock solid:

• Have a reference document (e.g., a checklist) to assess progress and strategy performance regularly.
• Define your global positioning clearly.
• Analyze your competitors' messaging, pricing, team size, etc.
  

Pro tip: Never skip market research before launching!

“The GTM strategy must be sales-oriented. Don’t underestimate competitor analysis. We always study how competitors communicate: their pitch, client approach, value proposition.”
– Eugène Ernoult

German Market Specifics: Tailoring Your Marketing Strategy

Content & Communication: A Localized Approach

Should you create content specifically for Germany? And how do you build authority through local content?

Andrea recommends creating about 30% of your content tailored to the German market, focusing on:

• Local challenges
• Market-specific use cases
• Local testimonials and case studies

You can use your existing content for the rest, which is helpful for SEO and visibility. But make sure to allocate a significant translation budget.

“When promoting your content, start with a clear, conservative tone. You can localize and refine later. Play it safe initially and test.”
– Andrea Vaugan

Expert Tips On Translating Content Into German

For existing content translation, consider a dedicated tool that saves time and ensures high-quality output. Weglot offers a quick and intuitive solution to translate your website.

Eugène, Weglot's CMO, shares 4 actionable tips to maximize ROI and resource efficiency:

1. Prioritize high-performing content based on your sector, target, and business goals.
2. Work with certified translators specialized in your industry.
3. Create a glossary of key technical terms before starting translations.
4. Set a realistic monthly content translation budget and map out priorities accordingly.

“Whether you’re creating or translating content for Germany, always focus on the value you’re providing. All your content should meet a real, expressed need.”
– Andrea Vaugan

Trust Signals Are A Must In Germany

To gain the trust of German prospects, you’ll need to reassure them and provide evidence that you’re trustworthy. Enrich your website with:

• Local client testimonials.
• Well-translated customer case studies.
• A dedicated page on data security and privacy.
• Prestigious client logos.

Consider creating a full “Security Center” page, which is common among German companies and is often consulted before a deal is signed.

Physical Presence: A Major Advantage In Germany

Want to gain traction in the German market? You’ll need key team members on the ground for strategic meetings. Key tips:

• Trade shows are essential. In Germany, they're often twice the size of those in France and a great opportunity to connect with potential partners. Highlight your partnerships with recognizable international brands.
• CEOs and marketing execs should attend key meetings.
• In-person meetings are preferred for major deals.
• Evening events are favored in Germany, unlike the breakfast meetings typical in France.

“Germans feel reassured knowing someone from your team is local or German-speaking and easily reachable. Having a German address is even better.”
– Andrea Vaugan

Cultural Adaptation: Understanding German Business Norms

Germany and France differ significantly in how they handle professional relationships.

France operates in a high-context culture, where meaning is often implied. Germany is low-context, valuing direct, clear, and explicit communication.

“In France, important messages are often implied. That’s not the case in Germany—they need clarity and hate reading between the lines.”
– Andrea Vaugan

Implications for your marketing and sales strategy:

• In France, messages can be subtle.
• In Germany, communication must be:
  
  • Direct and explicit
  • Structured and step-by-step
  • Fact-based
  • Supported by proof

Use bullet points, repeat key messages, and end every meeting with a clear action plan.

“Fun fact—in Germany, no one leaves a meeting without confirming the next steps. Unlike in France!”
– Andrea Vaugan

Catch the webinar replay to get the full breakdown of the best way to expand into Germany.

3 Common Questions About Expanding Into Germany

Is Xing a must-have for marketing in Germany?
Although Xing is still used in Germany, it's now primarily for recruitment. LinkedIn remains the go-to for B2B marketing.

Is cold calling effective in Germany?
It can work if it’s highly targeted, well-prepared, done by professionals, and integrated into a larger strategy.

Do you need to adapt your strategy per Land (region)?
Start with a national approach. Localized campaigns make sense for mature companies or specific regional events.

Your French identity isn’t a barrier—embrace it, but respect local cultural codes.
To earn trust in Germany, focus on high-value content, in-person presence, and well-structured processes. This is a long-term investment that can turn your company into a true European leader.

Weglot is a website translation tool that helps you translate your website into German in just a few minutes while meeting the high-quality standards demanded by the German market.

Try Weglot’s 14-day free trial to get started.