Lessons from International Trade Week on how Microsoft Partners can use content to expand confidently into the US or Canadian market — from messaging to mindset.
This week, we joined the UK Export Academy’s “Scaling Your Tech Business to North America” session, part of International Trade Week 2025, to hear directly from the Department for Business and Trade (DBT) experts who help UK tech companies expand into the US and Canada.
At Bright Star, we work with Microsoft Partners who are on that very journey — building their presence, reputation, and relationships across the Atlantic. One of our clients is currently successfully growing steadily in the US, so we know first-hand how valuable these insights are when you’re navigating a new market.
That’s why we wanted to share the lessons we learnt from this week’s session because success in North America isn’t just about exporting your product or service. It’s about exporting your story.
And that’s where content becomes your most scalable asset.
So, if you’re planning to attend upcoming Microsoft Ignite, next year’s Channel Partners Conference & Expo, or community events like CollabDays or IAMCP meetups, these insights can help you show up with the right message and mindset. And if your sights include Canada as part of your North American growth plan, don’t overlook events like M365 Toronto or the Canadian Cloud Summit — ideal spaces to build credibility, connect with local partners, and fine-tune your content for a Canadian audience before crossing the border.
Content advice at a glance
- Build credibility before visibility
- Adapt your tone and storytelling for US audiences
- Strengthen your digital footprint before setting foot abroad
- Network strategically in the Microsoft ecosystem
- Use content to build trust across time zones
1. Start with credibility before visibility
According to Senior Trade & Investment Officer, Matt Ivanch at the British Consulate in New York, credibility travels faster than you do.
“It’s rare for a UK or European company to come into the US and be successful if they haven’t already been successful in their home market,” he said. “Globally recognisable clients, even a proof of concept, help demonstrate readiness.”
That credibility begins with how you present yourself online.
Before chasing visibility in a new market, make sure your website, LinkedIn, and case studies tell a consistent, confident story, especially if they feature clients North American audiences will recognise.
Takeaway: Before you sell in the US, make sure your digital presence tells the same confident story your pitch does.
2. Localise your message and your mindset
Trade & Investment Officer in New York, Shree Shah said that many UK companies underestimate how much tone and tempo matter in the US.
“Be ready to do pitches in three to five minutes, not thirty,” she said. “Americans expect clarity, confidence, and focus. Don’t be afraid to say you’re the best because if you say you’re ‘one of the best’, they’ll ask who’s better.”
Your content should reflect that same energy.
Translate your offer into American terms — from spellings and currencies to customer stories and contact details.
Bold, benefit-led messaging cuts through faster than cautious explanation. So, when you’re entering a new market, how you sound is just as important as what you sell.
Takeaway: Localise your language, but lead with confidence, North American audiences value clarity and conviction.
3. Build your digital footprint before your physical one
Before you put people on the ground, make sure your digital presence is doing the groundwork, said Ivanch:
“Invest in the internet not just for business development. It’s how investors, journalists, even prospective employees judge you.”
Check your:
- Website is clear, mobile-friendly, and value-led
- LinkedIn is consistent tone and messaging
- Case studies include recognisable clients and contextualise UK brands
- Crunchbase / PitchBook is up to date (investors will look)
One of our clients has accelerated their credibility in the US simply by reworking their website copy in to US spelling and publishing case studies relevant for a North American audience ahead of attending US-based in-person events.
Takeaway: Build trust online first as it’s your cheapest and most powerful market-entry tool.
4. Utilise your networks and show up where your customers do
Senior Trade & Investment Officer Deirdre Moore, based in San Francisco, reminded attendees that relationships are everything in North America.
“Having credibility and visibility — bumping into the same investors or partners — really matters.”
For Microsoft Partners, those networks aren’t abstract they’re events. If you’re planning expansion into the North American market, build your calendar around Microsoft Ignite conference (a perfect place to see how US buyers think and what tech stories land), the Channel Partners Conference & Expo next year (to meet distributors, resellers, and potential collaborators), and community-driven events such as CollabDays and the IAMCP (International Association of Microsoft Channel Partners).
These gatherings are where ideas, introductions, and partnerships start. And every conversation there can become content — from thought-leadership posts to lessons learned on the road to North America.
Takeaway: Don’t just attend document. Every conversation is content in the making. Take a look at our blog that explains how you can do this.
5. Think like a journalist, act like a marketer
Scaling with content isn’t about creating more noise, it’s about saying something worth hearing.
Before publishing anything, ask:
- Does this help a North American buyer solve their challenge or need?
- Does it sound confident and human?
- Does it show we understand their market, not just ours?
The DBT team emphasised how much US buyers value clarity and enthusiasm. The same applies to your content. Write with conviction, teach something useful, and sound like a professional talking to another professional — not a press release talking to itself.
Takeaway: Show up with insight and empathy. Content that teaches earns trust faster than content that sells.
It starts with how you show up
Breaking into North America is a long game. You’ll need strategy, stamina, and eventually a presence on the ground. But the first step isn’t incorporation; it’s communication.
Your website, pitch decks, and posts are already in the market, quietly shaping how potential partners perceive you. Make sure they speak the same confident, consistent language as the audience you’re trying to reach.
As one DBT panellist summed it up:
“Your success in North America starts with how ready you are to be seen.”
So, if you’re heading to Ignite, Channel Partners Expo, or a CollabDays event this season, take that mindset with you and make every interaction part of your content story.
FAQs: Expanding your tech business to North America
What makes a company “North America–ready”?
A proven track record in the UK or Europe, globally recognisable clients, and a clear USP. You need to show traction, not just potential.
How should Microsoft Partners adapt content for a US audience?
Be bold and succinct. Lead with outcomes, not process. Use case studies and testimonials that feel relevant to North American buyers.
What’s the most cost-effective way to start building visibility in the US?
Invest in your digital footprint such as your website, LinkedIn, and search visibility before opening a physical office.
Which events are most valuable for UK Microsoft Partners entering the US market?
Start with Microsoft Ignite, the Channel Partners Conference & Expo, CollabDays, and IAMCP events. These are where real relationships (and opportunities) begin.
How can Bright Star help my business break into the US market?
We help UK tech brands translate their story for North American audiences, without losing their identity. That means refining your message, reworking your website and case studies, and creating consistent, confident content that builds credibility fast. From tone to terminology, we make sure your content feels native on both sides of the Atlantic.
Let’s make sure your story lands
If you’re a Microsoft Partner preparing to grow your presence in North America, we can help you shape and scale the content that earns trust across borders.
Let’s talk about your North American content strategy whether you need a sharper narrative, stronger positioning, or consistent content that connects.
