Launching a B2B Technology Platform in the U.S. Market

Driving Market Entry Strategy for a B2B Tech Platform in the U.S. - Case Study

Client Background

An Asia-based enterprise software provider specializing in logistics optimization had built strong traction across regional manufacturing and distribution clients. As part of its next growth phase, the company planned to enter the United States and establish its platform among mid-sized industrial buyers. Entering a mature and competitive technology market required a clear understanding of buyer expectations, competitive dynamics, and regulatory considerations.

Client’s Challenge

Although the client had a proven solution and a strong regional footprint, the U.S. market presented new complexities. They lacked clarity on how American buyers evaluated logistics technology, what differentiated incumbent platforms, and which customer segments offered the highest near-term adoption potential. They also needed to determine whether to pursue a direct sales model or partner-led approach and how to navigate data privacy and cloud deployment requirements. Without structured market intelligence, the launch risked misaligned positioning, slow traction, and inefficient allocation of sales resources.

How Mordor Intelligence Helped

Segmented the Target Market: Identified high-fit sub-segments within mid-sized manufacturers using NAICS codes, technology maturity levels, and logistics outsourcing tendencies.
Benchmarked the Competitive Landscape: Analyzed ten U.S. and global competitors, assessing features, positioning, pricing, and partner ecosystems.
Engaged Key Stakeholders: Conducted interviews with procurement leads, IT decision-makers, and channel partners across four states to understand buying cycles, integration needs, and risk considerations.
Assessed Regulatory Readiness: Reviewed data privacy, cloud deployment, and compliance requirements relevant to manufacturing technology solutions.
Developed a Go-to-Market Roadmap: Designed a phased entry strategy including early adopter targeting, vertical-specific messaging, partner onboarding criteria, and adjusted pricing models aligned with U.S. buying expectations.

Key Findings

Buyers placed strong emphasis on integration capabilities and data governance when evaluating new platforms.
Mid-sized manufacturers with outsourced logistics functions showed the highest receptiveness to new optimisation tools.
Competitors relied heavily on partner-led sales, highlighting the importance of channel relationships.
Pricing expectations varied significantly by vertical, requiring a calibrated model for U.S. customers.

Impact Created

Prioritized Market Focus: The client avoided less receptive verticals and concentrated on segments with strong adoption indicators.
Accelerated Partner Development: Identified and formalized relationships with two regional value-added resellers, improving speed to market.
Enhanced Product Readiness: Pre-entry adjustments aligned the platform with U.S. integration and data governance expectations, reducing implementation cycles.

Our Industry Coverage

Mordor Intelligence supports companies across sectors as they expand into new markets. Our go-to-market capabilities include:

Localized buyer behavior analysis to understand decision-making patterns.
Cross-market pricing and packaging assessments.
Route-to-market mapping covering direct, partner-led, and hybrid models.
Sales strategy design and enablement tailored to regional expectations.

Through structured market intelligence and tailored go-to-market planning, Mordor Intelligence helps organizations enter new markets with clarity and stronger commercial alignment.