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EP01: Avoiding the 40% Failure Rate: How B2B Brands Can Thrive in the UK
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B2B sales in the UK are valued at over £188 billion a year-but entering the market isn’t always straightforward. Over 40% of businesses expanding into the UK fail within three years, often because they underestimate the cultural and media nuances of doing business across the Atlantic.
In this episode, Richard Cook speaks with Eric Brown, a seasoned global communications leader who has worked with brands like Microsoft, NetApp, Yahoo, and Skype. Together, they explore three decades of PR evolution - from the early days of print media to the era of AI-powered storytelling - and share practical insights for North American B2B companies planning to “cross the pond.”
Eric shares his proven strategies for building global PR networks, preparing North American leaders for the UK media landscape, and creating localized content that resonates. He also discusses how AI is transforming market research, the importance of storytelling, and why the right partners make all the difference in a high-pressure, highly visible industry.
About the Guest
Eric Brown is the VP of Corporate Marketing at Aviatrix, a cloud networking leader. With 30 years of experience across 30 countries, Eric has led communications and marketing teams at major global brands including Microsoft, NetApp, Yahoo, Skype, and Sun Microsystems (now Oracle). He’s a member of the Forbes Communications Council and is known for his expertise in global PR strategy, narrative-driven storytelling, and navigating complex international markets.
Key Lessons & Takeaways
- Prepare for the UK’s cynical media culture - North American leaders need to anticipate dry, sarcastic editorial tones and not take them personally.
- Prioritize localized content - Local case studies, data points, and cultural understanding are essential for credibility.
- Understand the market first - Listen, research competitors, and study the cultural and news landscape before launching campaigns.
- Use AI for research and planning - Modern tools can accelerate competitor analysis, media monitoring, and market insights.
- Find trusted, fun partners - Building a global PR strategy is high-pressure work; relationships with partners who teach and support you are invaluable.
Resources & Mentions
- Book: Crossing the Chasm by Geoffrey Moore
- Company: Aviatrix
Connect with Us
- Host: Richard Cook - Champion Communications
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