Successful expansion in Germany: Go-to-market and qualified lead generation

Germany, Europe’s largest economy, is a strategic market for many French companies. However, entering and developing the German market requires a structured approach and a detailed understanding of its specific characteristics. Myriam Debes, Head of Sales at vif Solutions and Vice President of Globallians, shares the keys to an effective strategy.

The specific characteristics of the German market and the expectations of the Mittelstand

The German market is characterized by its Mittelstand, which represents nearly 90% of companies. Often family-owned and medium-sized (SMEs or mid-cap companies), these companies are the economic engine of the country.

Germany in a few key figures:

• Population: Germany has more than 84 million inhabitants, representing 15% of the European population and 25% of the EU’s GDP.
• German trade balance: surplus, making Germany dependent on foreign trade.
• Germany’s economic growth: Friedrich Merz’s government has announced several key measures, including the creation of a special fund of more than €500 billion over five years to support infrastructure, energy transition, and the modernization of the country. This strategy will have a direct and indirect impact on investments in infrastructure, climate, and energy, as well as digitization and urban development.
• The “Growth Crescent” – Rhine-Ruhr – Baden-Württemberg – Bavaria axis: This industrial corridor is home to a large proportion of German companies, as well as many subsidiaries of French companies.

What opportunities are there for French companies in Germany?

Germany is facing a significant aging of its population: today, one in two people is over 45 and one in five is over 66. This trend is creating significant needs in the Silver Economy, particularly in medical devices, health services, and home care. This increasingly elderly population is also characterized by relatively high purchasing power with needs and expectations in sectors related to well-being and nutrition.

Economically speaking, German companies are facing recruitment difficulties. According to several studies, nearly 500,000 positions remain vacant in Germany today! This is forcing companies to restructure, sometimes even to turn down contracts, thus offering opportunities for French companies with the necessary skills and industrial capabilities. On the other hand, when recruiting in Germany, this tight job market means that companies need to implement an effective recruitment strategy, focus on an attractive employer brand, and retain their teams.

What are the key sectors for French companies in Germany?

Today, around 5,700 French companies are already active in Germany, employing more than 300,000 German workers. Particularly dynamic sectors include construction and infrastructure, IT and software, chemicals, healthcare and medical technology, as well as energy and smart agriculture. The French art of living (furniture, jewelry, watches, tableware, agri-food, etc.) is also highly valued. There is even a German expression for this: “Leben wie Gott in Frankreich” – living like God in France.

Developing a digital sales and marketing strategy for success in the German market

To be successful, your strategy must be clear and tailored to the expectations of the German market. According to Myriam Debes, several steps are essential:

1. Understand the market and clarify your objectives: as part of your development in Germany, the first step is to validate your market and define your strategy. This crucial step involves in-depth research to accurately assess your market potential and analyze your commercial opportunities, customer expectations, and your positioning vis-à-vis the competition. You also define the stages of your project, the strategy to be implemented, and the investments and adjustments that will be necessary. Interviews with market experts—partners, professional associations, potential customers, and industry players—provide valuable qualitative feedback and help you adjust your strategy for entering the German market.
2. Define an action plan and adopt a medium- to long-term approach: Developing the German market requires perseverance and is done in stages.
   • The initial phase (1-2 years) will allow you to lay the foundations for your development. It will enable you to confirm (or not) the assumptions made during the market study and to take the first steps in prospecting, with the first sales.
   • The transformation phase (2-3 years) allows you to consolidate your establishment. You will begin to receive initial feedback from prospects, and orders will increase. This phase consists of consolidating your commercial development. It requires a high degree of responsiveness and adaptability.
   • The confirmation phase (5 to 10 years) allows you to confirm, as its name suggests, your company’s commitment to Germany, but above all to ensure its long-term growth. It is often characterized by full integration into the local ecosystem. This may involve setting up a subsidiary, developing a local after-sales service, etc.
3. Germanize your sales approach and offering: in many sectors, Germany is a mature and competitive market. It is therefore essential to differentiate yourself from your local competitors. This can be achieved, for example, through technical or functional added value or distinctive storytelling. Another key factor for success is the “Germanization” of your commercial approach, which will also reassure your contacts about your credibility and your ability to meet local standards.

Choosing sales and distribution channels in Germany:

Presence strategies:

• • Virtual domiciliation: this involves having a German postal address and telephone line. This allows you, for example, to prospect from France and display a German presence, which makes it easier to establish contact while maintaining a flexible structure. However, this solution quickly reaches its limits: you remain far from the market and your sales representative will not be able to travel to Germany on a weekly basis.
  • Physical presence: this strategy can take different forms, whether with a sales agent, a local distributor, or an importer. Companies can also choose to rely on a part-time sales representative, or recruit their own team, set up a subsidiary, or buy a company (note that German law allows you to recruit locally without necessarily having a legal structure. Legal advice is recommended before taking any steps to avoid being reclassified as a permanent establishment).
• Focus on external growth: according to KfW (Kreditanstalt für Wiederaufbau), 30% of German entrepreneurs are currently over 60 years old. This means that with the upcoming retirements, a significant number of business owners are looking for buyers, whether they are micro-enterprises, SMEs, or mid-cap companies. The growing imbalance between the supply of companies for sale and demand is opening up interesting opportunities for foreign companies, particularly French companies. By the end of 2026, 560,000 German Mittelstand companies will be looking for a buyer.
• Don’t overlook trade shows: Germany is THE country for trade shows (around 150 per year, both global and regional). Small trade shows or events organized by associations can also offer targeted access to key decision-makers and allow you to meet a small but qualified group of contacts.

Digital marketing: essential for success in Germany

Digital marketing plays an essential role in the success of your go-to-market strategy in Germany. Even before any commercial contact, German prospects seek to assess the credibility of a potential supplier through its online presence. An effective digital strategy can therefore generate qualified leads while reassuring prospects about the reliability and professionalism of the company. Among the digital channels:

• LinkedIn allows you to establish your expertise and generate visibility. Regularly publishing expert content, case studies, or feedback helps to reinforce the credibility of the company and initiate initial commercial contacts.
• Google: natural referencing and Google Ads campaigns allow you to capture existing demand and be visible when prospects are looking for specific solutions.
• Website: It is advisable to have at least one website in English, ideally a landing page in German for conversion with “call to action” buttons.

Particular attention must be paid to your translations. Each industry has its own jargon. There is nothing worse than a poor translation or inappropriate terminology. This immediately gives the impression of an unreliable or poor-quality product.

The keys to success in Germany in three words

For Myriam Debes, success in Germany lies in combining a differentiated offering with a sales service that is close to the customer and meets local requirements. This can be summarized in three points:

1. Germanization: adapt your sales approach, communications, and tools to local expectations.
2. Resilience: development in Germany is a medium- to long-term process. Acquisition cycles are longer, but customer loyalty is very high. It takes patience and perseverance, but also a high level of responsiveness.
3. Success: Germany is a key market and a gateway to other geographical opportunities.

Establishing a presence in Germany requires careful preparation, cultural adaptation, and a sustainable development strategy that combines commercial presence and digital marketing. There are many opportunities for French companies.