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What Is EMEA Marketing? (+The Best Software Companies in EMEA)

June 25, 2019

Are you ready to take your marketing abroad?

You’ve launched a successful North American business, crushed your IPO, and you’re ready to expand globally. But before you prepare yourself for international business travel, you’ll need to do some research!

Launching a global brand or marketing a product overseas is nothing like it is in North America. There’s a ton that goes into creating a successful, worldwide brand and EMEA marketing is at the heart of all of it.

What is EMEA?

The EMEA is shorthand for Europe, the Middle East, and Africa. The term is most often used by governments and businesses to refer to the region. The main reason EMEA is given a special distinction in the business world is because of the culture-difference between countries in the EMEA and those in North America.

What countries are in EMEA?

The EMEA encompasses all of the countries included in Europe, the Middle East, and Africa. The tricky thing is remembering them all. Here’s a handy guide for which countries are a part of the EMEA:


Familiarizing yourself with the countries in EMEA will help guide your business decisions. You can find the full list of countries in the EMEA in 2019, along with their population and growth rate by visiting World Population Review. 

What is EMEA marketing?

EMEA marketing refers to marketing efforts made in EMEA, as opposed to businesses in North America. It’s often used by companies stationed in North America when referring to the business they plan on expanding overseas.

The particularly tricky thing about creating a marketing plan for EMEA is the difference in local laws and cultures between different regions. In order to create an effective EMEA marketing strategy, there are some technical aspects you’ll need to focus on.

What technical things should you consider when creating a marketing campaign for EMEA?

  • Copyright laws
  • Economic and political factors
  • Government regulation
  • Market Size
  • Market rate of growth
  • Market share
  • Product fit
  • Profit

These are just a few of the things to consider when marketing in EMEA. As we’ve mentioned before, culture and tone are vital to the success of an internal marketing campaign. Creating a uniform marketing campaign that has the same meaning in the U.K. as it does in Kenya isn’t an easy task to accomplish.

What creative decisions should you consider when creating a marketing campaign for EMEA?

  • In which countries should products be marketed?
  • Will you need a different campaign for different regions?
  • What are the local customs and taboos?
  • Should you create variant products for different regions?

As you can see, marketing in EMEA requires a lot more than you might’ve considered. That’s why a lot of companies hire international employees that work from EMEA to carry out special overseas projects.

What are the benefits are hiring a remote team located in EMEA?

  • Teams that are local to EMEA already speak the language, know the local customs, and are familiar with local laws
  • They have their finger on the pulse of the types of marketing campaigns that work in their region
  • They work in the EMEA time-zone, which means they can get things done when North American team members are off the clock
  • They provide a unique addition to your teams’ insights and corporate culture

Before you decide to expand your business to EMEA, consider the things we outlined above. Do you have the business knowledge to know you’re making the right call? Do you have the right team to pull it off? And are you savvy enough with international laws to ensure you’re staying compliant?

If you're looking to start a business in EMEA, you'll need to stay compliant with GDPR. Learn how G2 Track can help.

Manage my software compliance →

What are the top software companies in Europe?

Are you wondering which companies are pulling off EMEA marketing the right way? We’ve launched our first ever Best Software Companies in EMEA report to answer that exact question.

How do we decide the top 100 companies in EMEA? G2 scores products and vendors based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. We do that by applying our own unique algorithm to the data and calculating the Customer Satisfaction and Market Presence scores in real time.

As a little sneak preview, here are the top 10 software companies in EMEA FOR 2019.

Company Name Location
1. WIX Tel Aviv, Isreal
2. SAP Walldorf, Germany
3. Telegram Messenger London, United Kingdom
4. ESET Bratislava, Slovakia
5. Prezi Budapest, Hungary
6. TeamViewer Goppingen, Germany
7. JetBrains Prague, Czech Republic
8. Sage Software Newcastle, United Kingdom
9. Tel Aviv, Israel
10. MOO Inc. London, United Kingdom

In order to qualify for our Best Software Companies in EMEA list, a product is required to have at least 10 verified user reviews. For each qualifying product, we created a company profile outlining their satisfaction score, star rating, and review total. The data relies on G2’s more than 750,000 B2B software and services reviews.

Marketing isn’t a universal language

Which is why it’s important to approach EMEA marketing with a strategy. The best way to do that? Check out your competition. Learn what the most successful companies are doing by reading their reviews on our website and see why their customers love them.

Can you guess top 100 software companies in Europe, the Middle East, and Africa?

See Who Made the List...


What Is EMEA Marketing? (+The Best Software Companies in EMEA) What is EMEA and how should you market your business there? Learn the best practices in EMEA marketing and see which companies are doing it right.
Lauren Pope Lauren Pope is a former content marketer at G2. You can find her work featured on CNBC, Yahoo! Finance, the G2 Learning Hub, and other sites. In her free time, Lauren enjoys watching true crime shows and singing karaoke. (she/her/hers)

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