Expanding into new markets remains one of the most promising avenues for business growth, yet it carries significant risks if not executed with the right strategy. That was the central message of a recent event hosted in partnership with our Silver Patron Grou, where we shared practical steps for companies looking to expand abroad.

Aljaž Peklaj, CEO of Grou, explained why going global is no longer optional. Internationalization, he emphasized, is one of the most effective ways to reduce dependence on a single economy and to mitigate risks associated with market fluctuations. Peklaj also outlined the most frequent mistakes companies make when venturing abroad – such as selecting markets based on instinct rather than data, overlooking the importance of localized messaging, maintaining only a weak or inactive digital presence, relying exclusively on trade shows or inbound leads, and lacking a structured outreach plan.

He complemented this analysis with practical guidance on how to approach market entry in a more strategic way. His advice: don't rely on assumptions when choosing markets – use data. Analyze buyer behaviour, digital maturity, competition, and trends. Then build your ideal customer profile around it.

Adding a practical case study, Katarina Palčič, Marketing Manager at Caleffi Hydronic Solutions, shared how their company successfully expanded into foreign markets. Their formula for success combined automated lead nurturing, localized campaigns, targeted use of LinkedIn and email, and strategic engagement with partners through educational content. She highlighted several key lessons for businesses seeking to internationalize: start by building human connections even when using automation, educate potential customers before selling, adapt to local languages and cultural contexts, and combine outreach with consistent nurturing. She stressed the importance of empowering partners with training and branded materials to achieve stronger conversions in new markets.

We would like to thank MUZA Museum and Gallery & NLB for hosting us in such a special setting.