For SaaS companies expanding into Germany and DACH.
Germany, Austria and Switzerland form a large, stable market that stays loyal once won. In return, it asks for trust, the local language and patience.
Why DACH?
In Germany, Europe's largest economy, mid-sized companies (the Mittelstand) are investing in digitalisation. Once these companies start working with a supplier, they tend to stay for many years. The time difference with Turkey is one to two hours.
What kind of message does a German buyer expect?
Formal address (Sie), clear technical information and concrete evidence. In mid-sized companies especially, communicating in German makes a real difference. Data security and where data is hosted come up often in first calls. Decision processes are usually longer and involve several people.
What we watch for in outreach
This page is for general information and is not legal advice. Before a campaign starts, we check the current rules for the target market.
- Cold email rules In Germany, sending promotional email without prior consent is generally considered unlawful, even to businesses. That's why in this market we put the weight on LinkedIn and phone.
- B2B calls Calls to businesses are possible when there is a reasonable basis for their interest. We build the target list around that basis.
- Language We write in German or English depending on the target segment, and discuss native-language support for German messages as part of the scope.
- Austria and Switzerland Rules and buyer habits differ from Germany's; we assess each country separately.
Related guides
- B2B sales in Germany and DACH: culture, channels and legal rulesGerman business culture, trust signals, UWG rules and the right channel mix.
- Is cold email legal? B2B rules in the UK, Germany, the US and the GulfPECR, UWG, CAN-SPAM: the core rules for reaching companies by email and phone in four markets.
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