---
title: "Market entry research for a B2B software company | antedote"
description: "Market and buyer research for a software company in North America and Europe: a landscape review, a decision-maker survey, interviews and personas."
url: "https://antedote.com/explore-our-work/b2b-software-market-expansion/"
author: "antedote"
---

# Prioritizing markets and buyers for a B2B software company

Choosing where to grow means choosing where not to. A B2B software company with two products needed to know which markets, which companies and which people to focus on, so with a research partner we surveyed decision-makers and interviewed buyers in three markets.

**Client**
Software company

**Industry**
Software

**Markets**
Three markets in North America and Europe

**Kind of work**
Market entry

**Our role**
Market entry and buyer research in three markets, from landscape to personas

## The question

The company had two products and needed a growth plan it could resource.

It wanted three answers: the markets that mattered most for growth, the kind of company most open to buying, and the people inside those companies who would make the decision.

## Our approach

We built the program with a research partner, narrowing the field at each stage so the work went deepest where it mattered most.

A landscape review and expert interviews brought the choice down to three markets. A survey of sustainability decision-makers and influencers then compared them on common measures, so every market was judged on the same terms.

Interviews with decision-makers traced how a purchase like this moves through a company, and gave the buyer personas their shape.

## What the team came away with

The founders and growth leadership had a market prioritization, an ideal customer profile by product and market, and buyer personas.

Together they put the evidence for the company’s growth plan in one place: where to go, which companies to target and who to talk to inside them.

Who we heard from

Sustainability decision-makers and influencers in three markets, in a survey and interviews

## Related work

[View market entry case studies](https://antedote.com/explore-our-work/?work=Market%20entry#library)

- Software

    ### [Setting an entry order for five new countries](https://antedote.com/explore-our-work/five-countries-one-entry-order/)

- Consumer technology

    ### [Choosing between three explanations of what makes younger users pay](https://antedote.com/explore-our-work/monetization-product-strategy/)

**What we do**
[Market entry research](https://antedote.com/what-we-do/market-entry-research/)

**The thinking behind this**
- [What would customers have to give up to choose you?](https://antedote.com/thinking/why-customers-who-want-to-switch-stay-put/)

## Considering a new market?

We’d be happy to talk through what it would take to know.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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