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Build a U.S. go-to-market strategy that helps you reach the right buyers and turn expansion into growth.
12:15 PM - 12:45 PM
PT
Entering the U.S. market does not automatically create demand. International companies need to understand how to position themselves, build credibility and reach buyers in a market where expectations, competition and buying behavior may be different. Join Cameron Heffernan at the 2026 Cross-Border Conference to explore the go-to-market decisions cross-border companies need to make when entering the U.S. Learn how to adapt positioning for U.S. buyers, strengthen market credibility and build a more focused approach to customer acquisition.
How to adapt your positioning for U.S. buyers
How to build credibility in a new market
How to focus customer acquisition around the right U.S. audience
Cameron Heffernan | Founder, Marketing & U.S. Expansion Advisor, Beyond Borders
Cameron Heffernan is the Founder of Beyond Borders, where he advises international businesses on U.S. market entry, positioning and go-to-market strategy. His work focuses on helping companies understand how to approach U.S. buyers, strengthen their market positioning and build a customer acquisition strategy suited to the U.S. market. That experience gives Cameron a practical perspective on what cross-border companies need to change when moving from market entry to customer growth.
Cameron’s session is one part of a broader conference focused on the decisions international businesses and their advisors face when entering and growing in the U.S. Explore additional sessions covering tax, legal and compliance issues, immigration, U.S. operations and hiring, trade and tariffs and intellectual property throughout the day.
Tuesday, November 3, 2026
9:00 AM PT / 12:00 PM ET
Virtual Conference
