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ANALYSIS: Prepare for invasion

There is much to get right with European campaigns. However, by focussing on these five areas you will avoid many of the most common pitfalls, and ensure you get off to a good start 

While the US is our individual largest export market, taken as a whole the European Union is without doubt the UK's most important trading partner. In 2008 UK export of goods to Germany totalled £25 billion, and UK service exports totalled £10.3 billion. Exports to France amount to some £20 billion per year and account for nearly 10 per cent of our visible exports worldwide.

Across the whole continent there are enormous opportunities for every company. B2B companies are no exception. The recent news that France and Germany have already emerged from recession has given many B2B brands further encouragement to look across the Channel and investigate what opportunities might exist there.