By Amol Palve, Founder, IndustrySpan. Last updated: 22 September 2026.
In short: IndustrySpan is a go to market strategy agency for manufacturers and technical companies that want to enter or expand in Europe. In 90 days we help you choose the right markets and segments, sharpen your positioning, decide on a route to market (direct, distributors or partners) and launch with a concrete demand and sales plan. We are based in Eindhoven, Netherlands.
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From IndustrySpan’s work: Manufacturers entering Europe from outside the EU often arrive with a translated website and a brochure. For one manufacturer moving from Asia into Europe, what made the difference was positioning, outreach and structured lead generation built for European buyers, which gave them a clear direction for the expansion.
When do you need a go to market strategy agency?
When you are entering a new market, launching a new product or segment, or a first attempt has stalled. Typical triggers:
- You are a manufacturer from outside the EU, for example from India or the US, planning to sell in Europe.
- You sell well in one European country and want to expand into neighbouring markets such as Germany or Belgium.
- You are launching a new product line or entering a new industry segment.
- Your first attempt at a new market stalled after a trade show or a distributor agreement.
- Your team knows the technology inside out but lacks a clear plan for who to target and how.
Why does a market entry strategy for Europe need local detail?
Because Europe is one market on paper but many in practice.
The size of the opportunity is real. The EU single market gives businesses access to 450 million consumers and is the second largest market in the world (European Commission), with around 26 million companies (Council of the EU).
The catch is that a common market does not mean common buying behaviour. Languages differ, procurement habits differ, and so do the roles of distributors, agents and industry associations. A German plant engineer and a Dutch plant engineer may buy the same equipment in very different ways. Competition is also intense in many sectors. In chemicals, for example, Europe’s share of global sales has fallen to 13% while China accounts for 46% (Cefic), so a new entrant needs a sharp reason for buyers to switch.
And buyers will not wait for you to explain it in person. Gartner found B2B buyers spend only 17% of their buying time meeting suppliers (Gartner). Your positioning has to work before the first meeting.
What does our go to market strategy consulting cover?
| Component | Question it answers | Output |
|---|---|---|
| Market selection | Which countries first, and why? | Ranked market shortlist with rationale |
| Segmentation and ideal customer profile | Which industries, applications and company types? | Target segment map and ideal customer profile |
| Competitive landscape | Who are we up against in each market? | Competitor overview and gaps |
| Value proposition and positioning | Why should a European buyer switch to us? | Positioning and messaging per buyer role |
| Route to market | Direct sales, distributors, agents or partners? | Recommended channel model per market |
| Demand plan | How will buyers find and trust us? | Channel plan: LinkedIn, content, events, outreach |
| Sales enablement | What does sales and each partner need? | Presentations, product sheets, case studies |
| Targets and metrics | How will we know it is working? | KPIs and a 12-month roadmap |
Our 90-day go to market process
Weeks 1 to 3: research and market selection. Interviews with your team, desk research on target markets, competitor review and a first target company list.
Weeks 4 to 6: positioning and route to market. Segment priorities, value proposition per buyer role, and the channel model for each market.
Weeks 7 to 9: demand plan and sales enablement. Content and campaign plan, LinkedIn presence, sales and partner materials.
Weeks 10 to 12: launch. First outreach to target accounts, first content live, review of early signals and the plan for the next quarter.
After launch, many companies continue with us on execution. See our B2B marketing agency for manufacturers and account based marketing services.
Route to market options compared
| Route | Advantages | Watch out for | Best when |
|---|---|---|---|
| Direct sales | Full control of customers and pricing | Slow and costly to build a local team | Few, large accounts; high deal values |
| Distributors | Local stock, relationships and logistics | Less control; your product competes for attention | Many customers; standardised products |
| Agents | Local network without holding stock | Commission focus; needs clear targets | Specialist niches; early market testing |
| OEM or technology partners | Built into someone else’s solution | Dependence on one partner | Components or sub-systems |
Most companies combine routes: for example, direct sales to key accounts plus distributors for the long tail. The right mix depends on deal size, product complexity and how customers in each market prefer to buy.
Market entry strategy mistakes technical companies make
- Translating the brochure and calling it localisation. Buyers need local references, local language and local proof.
- Relying on one trade show. A stand without a follow-up plan produces business cards, not pipeline.
- Signing the first distributor who says yes. Without clear targets and support, the product sits in the catalogue.
- Targeting everyone. Trying to cover every industry in every country spreads the budget too thin.
- Underestimating trust. New suppliers must prove reliability, service and compliance before buyers take the risk.
- Judging too early. Industrial buying cycles are long. Plan for quarters, not weeks.
A note on compliance: regulatory requirements such as CE marking or REACH registration must be handled by qualified specialists. We make sure your go-to-market plan accounts for them and your marketing reflects them accurately; we do not give regulatory advice.
Who this is for
- Manufacturers and technology companies from outside the EU entering Europe
- European companies expanding from one country into neighbouring markets
- Process technology, engineering and specialty chemical companies launching new products or segments
What clients say
“We needed structured support to grow in Europe. IndustrySpan helped us bring clarity to our approach and supported our outreach with the right messaging and materials.”
Business Development, GreyTec (Industrial Equipment)
“Entering the European market required more than just a website. IndustrySpan supported us with positioning, outreach, and structured lead generation. It gave us a clear direction and confidence in our expansion strategy.”
Founder, Manufacturing Company (Asia to Europe)
Related reading: How to Appoint a Distributor Abroad: Step-by-Step, Export Documentation Checklist for Selling Into the EU and Exporting to the EU After Brexit: A Manufacturer’s Compliance Guide.
Frequently asked questions
What does a go to market strategy agency do?
It helps a company decide where, to whom and how to sell a product in a new market, then turns that into a launch plan. That covers market selection, segmentation, positioning, route to market, a demand plan, sales materials and success metrics.
What is the difference between go to market strategy consulting and a market entry strategy?
A market entry strategy focuses on how to enter a new country, for example through distributors or a local entity. Go to market strategy consulting is broader: it also covers who to target, how to position the product and how to generate demand once you are in.
How long does a go to market strategy take?
Our process takes about 90 days from research to launch. Execution and optimisation continue after that, because results in industrial markets build over several quarters.
Should we sell through distributors or directly in Europe?
It depends on deal size, product complexity and the number of customers. Direct sales suit a few large accounts; distributors suit many customers and standardised products. Many companies combine both.
Should we hire a go to market consultant or an agency?
A go to market consultant typically advises on strategy; an agency like IndustrySpan also builds and runs the launch: content, outreach and sales materials. If you have a strong internal team to execute, a consultant can be enough. If not, choose a partner that does both.
Do you help companies from outside Europe?
Yes. We work with manufacturers and technology companies from outside the EU who want to build a presence in the European market, starting with the Netherlands, Germany and Belgium.
Do you handle regulatory approvals?
No. Compliance topics such as CE marking and REACH need qualified specialists. We make sure your plan accounts for them and your marketing reflects them accurately.
Plan your European launch
Book a go-to-market discovery call
About IndustrySpan
IndustrySpan (IndustrySpan Consulting B.V.) is an industrial growth consultancy based in Eindhoven, the Netherlands. It supports industrial manufacturers, process technology providers, engineering companies and specialty chemical businesses with technical marketing, lead generation, account based marketing, sales support and market visibility across Europe, with a focus on the Netherlands, Germany and Belgium.
About the author
Amol Palve is the founder of IndustrySpan. He has a background in chemical engineering and experience across industrial sectors, technical sales, marketing and business growth, and built IndustrySpan to help technical companies make their value clearly understood in the market. Connect with Amol on LinkedIn or follow IndustrySpan.
How this page was produced: written by Amol Palve, founder of IndustrySpan. Statistics are taken from the primary or reporting sources listed below and were checked on 22 September 2026. We update this page when sources change.
