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Amol Ghemud Published: December 2, 2021
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Anyone in the digital marketing world knows that Google’s updates and algorithms often are an integral part of formulating a strategy.
Each update and algorithm change makes work fun and challenging and keeps marketers and growth specialists like us on our toes, looking for better ways to grow our business and the digital footprint of the clients we work with.
For the last few years as a Google Strategic Partner Agency, upGrowth is lucky to gain insight, directly from the masters, through their workshops and events, which help us grow, and, in turn, help you grow when you work with us.
This year Nov 2021 upGrowth got to be a part of the IGAP (International Growth Agency Program) kickoff event that was held a few days ago — and it was a rewarding experience indeed!
International Expansion for Growth
As the pandemic has shown us, working remotely and across continents and timezones is doable, and expanding into territories beyond the familiar is necessary to grow and stay profitable.
As international growth becomes a key strategic objective for most businesses, IGAP demonstrates how the teams at Google can support the partner ecosystem in driving international expansion, for their clients and themselves.
All About International Growth Agency Program (IGAP)
The International Growth Agency Program (IGAP) is a global initiative with the core purpose of creating an ecosystem of agencies that partner with Google, to support businesses across verticals to achieve their international growth goals.
After running sessions in other regions (America, EMEA and China), Google launched the program in India this year.
The aim of the program is to give agencies (likes!) insight into the global scenario, and how we can help clients (like you!) expand and achieve International growth. The agenda included:
Introduction to Global and Indian Export Scenario
Understanding the role of agencies as strategic partners to their clients seeking international growth
Exclusive access to select resources for agency partners to facilitate exports of their clients
Hear from an Indian company on their international growth journey
Announcement regarding next steps to participate in International Growth Agency Program (IGAP)
IGAP: The Speakers and Sessions
The event gave us great insights and perspective on pertinent issues related to doing business in a post-pandemic world, conducted by Google experts.
India Export Landscape and Google’s export vision by Shalini Puchalapalli, Director of Google Customer Solutions, India
Covid impact on exports and way ahead by Anthony Zhang , Head of Commerce, IGT APAC
International Growth Opportunity for Agency Partners by Tanveer Uberoi, Agency head, Google India
How can Google help? Program Overview & Value Offerings by Kuntal Sharma, International Growth Consultant, Google India
Fireside Chat with Cuemath, hosted by Nupur Verma, Account Manager, Google
IGAP: Key Learnings and Takeaways
The event shed light on the importance of pursuing global business goals — and just how much influence the digital landscape can have on exports.
The growing export landscape: Findings show that India exported a whopping $500 bn of goods and services in the fiscal year 2021, accounting for 25% of our GDP. With a bulk of global search queries originating outside India, exports are what can keep businesses profitable and growing amidst slow domestic demand and economic recovery.
Digital will play a big role in influencing export demand — and agencies influence only a third of these revenues. So, a focus on creating value on a global scale is the way to go, for agencies and clients. And, Google can drive that expansion with proprietary data, premium partner insights and access to the Partners’ Network.
Covid impact and a change in consumer behaviour: Consumer behaviour and demand underwent a sea change after Covid, propelling e-commerce growth in major verticals. Certain specific searches boomed: “smart working,” “tutorial,” and “enhance creativity,” to name a few.
There was also a surge in engagement for certain topics on YouTube, for at-home activities and entertainment like:
Gaming (+44%)
Cooking/recipes (+54%)
Home improvement and decorating (+56%)
Gardening (+40%)
Fitness (+100%)
and more.
Creating content properties and services to cater to these demands (all of which can be targeted to a global audience) can help you grow.
International growth is a must-have, not a good-to-have: Agency partners are sitting on a goldmine. Data shows that global expansion International is a leading priority for brands. And, as many are unsure of how to go about it, it has become one of the main reasons they turn to agencies.
60% of brands plan to expand into international territories in the next 3 years.
83% of the brands studied want their agencies to address and create strategies for multiple markets.
80% of agencies surveyed ranked export as important/very important to agency business roadmap over next 3 years, due to shift in client needs.
So, learning effective strategies to “go global” or “go home is key to long-term success.
What’s Ahead
The data speaks volumes, and it’s clear that moving into new markets is a must for brands. And, as agencies, we have to tap into that and bring our A-game!
The kick-off session highlighted the whys of going global.
Now, we’re getting set for the “how” of taking our clients global and catering to their expansion needs.
With the kickoff event over, we are looking forward to the next phases of IGAP: building skills and planning, engaging with our client base, understanding their needs and growing and going global with them.
We’ll keep you posted on how our IGAP journey is going in the months to come!
And when you are ready to take your business global, we’ll be ready to help you do it.
Choose the Right Words
B2C content marketing, in particular, demands an SEO-focused strategy. Here’s your content guide that will help you curate the content that appeals to your target group.
Watch: How Google’s IGAP Program Helps Indian Businesses Go Global
For Curious Minds
Google's International Growth Agency Program (IGAP) is a global initiative designed to build an ecosystem of partner agencies that help businesses achieve their international growth objectives. It equips agencies with exclusive insights, data, and resources directly from Google to support their clients' expansion into new territories.
The program's value is rooted in its ability to bridge the knowledge gap for companies looking to export. With 60% of brands planning international expansion in the next three years, IGAP provides a structured path forward. For your business, this translates to partnering with an agency that has access to:
Proprietary data on global market trends and consumer behavior.
Premium insights from Google's extensive partner network.
Strategic support for navigating the complexities of multi-market campaigns.
Proven frameworks for identifying and entering new export markets.
This initiative, highlighted in a fireside chat with Cuemath, empowers agencies to move from being service providers to becoming strategic growth partners. Understanding how to leverage this ecosystem is the first step toward unlocking your brand's global potential.
International expansion is now a critical priority because it represents a primary vector for growth and profitability, especially when domestic demand is slow. The post-pandemic landscape has demonstrated that businesses must look beyond their home borders to maintain momentum, a sentiment reflected in recent data.
The statistics confirm this strategic shift, showing that 83% of brands now expect their agencies to develop strategies for multiple markets. This expectation changes the client-agency dynamic, requiring agencies to become deeply integrated strategic partners. Your agency is no longer just executing campaigns; they must guide your global strategy. This includes:
Identifying viable new territories based on proprietary data.
Understanding nuanced consumer behavior changes across different regions.
Building digital strategies that directly influence export demand.
Leveraging partner networks, like those offered by Google's IGAP, for a competitive edge.
The message is clear: brands need expert guidance to navigate global markets, and agencies must evolve to provide it. Exploring how this partnership model drives success is crucial for long-term growth.
Partnering with an agency in Google's International Growth Agency Program (IGAP) offers a significant strategic advantage over an independent approach. An IGAP partner provides access to exclusive tools, data, and a support network that is unavailable when going it alone, mitigating risks and accelerating market entry.
While an independent approach gives you full control, it often lacks the deep market intelligence needed for success. Data shows 80% of agencies now rank export as a vital part of their business roadmap, indicating a sharp focus on building this expertise. An IGAP partner like upGrowth brings specific benefits:
Data-Driven Decisions: Access to Google's proprietary data on global search trends and consumer insights.
Strategic Frameworks: Use of proven methodologies for market selection and entry strategy.
Reduced Learning Curve: Benefit from an agency's experience in overcoming common international expansion challenges.
Ecosystem Access: Connections to Google's international teams and partner network for on-the-ground support.
The core difference is moving from guesswork to a guided, data-backed strategy. Learning more about these specific program benefits can clarify the path to achieving your global objectives.
The dramatic increase in YouTube engagement for at-home activities signals a profound and lasting shift in global consumer behavior. The surge in specific searches, including a 100% rise in fitness content and a 54% jump for cooking and recipes, reveals new, borderless markets for digital products and services.
These trends are not isolated; they represent a global audience actively seeking solutions and content they can consume from anywhere. For your business, this creates immediate export opportunities. For example, a fitness app, an online cooking course, or a home improvement blog can now cater to a worldwide audience. Savvy companies can capitalize on this by:
Creating targeted content properties for high-growth niches like gardening (+40%) and home decorating (+56%).
Developing digital services that address trending search terms like “smart working” and “enhance creativity.”
Using Google's tools to target these global audiences with precision.
This data proves that your next big market may not be geographical but digital and interest-based. Exploring how to align your content strategy with these global trends is the key to unlocking this potential.
India's export performance, accounting for a massive $500 billion or 25% of its GDP in fiscal year 2021, highlights that global demand for Indian goods and services is incredibly strong. This economic reality proves that international markets offer a vital buffer against slow domestic demand and are essential for sustained business growth.
Digital marketing is the engine that connects this potential with actual revenue, especially since a large volume of global search queries originates outside India. The insight from Google experts like Shalini Puchalapalli at the IGAP event is that digital channels heavily influence export demand, yet agencies currently influence only a third of these revenues. This points to a huge opportunity for businesses to:
Invest in a global-first digital strategy to capture international search interest.
Partner with agencies skilled in cross-border e-commerce and lead generation.
Use data to identify and penetrate high-potential overseas markets.
This figure is not just a statistic; it is a clear indicator that your growth is directly tied to your ability to compete on a global digital stage. Understanding the strategies to capture your share of this export market is the next logical step.
The inclusion of Cuemath in a fireside chat at the IGAP event provides a real-world case study on successful international expansion from India. Their journey demonstrates how partnering with Google can transform a domestic success story into a global brand by effectively navigating the complexities of new markets.
While specific details of the chat are not listed, the context suggests that companies like Cuemath leverage Google's ecosystem for critical strategic advantages. Other businesses can draw valuable lessons from this example, such as:
The importance of using data-driven insights to choose which international markets to enter first.
How to adapt product offerings and marketing messages for diverse cultural contexts.
The value of working closely with a dedicated partner, like an agency or Google's internal teams, to accelerate growth.
Best practices for using Google's advertising and analytics platforms to scale efficiently across borders.
The key takeaway is that international growth is not just possible but can be systematically achieved with the right partners and tools. Examining how successful companies build these partnerships can offer a blueprint for your own expansion.
For a B2C company, successfully expanding globally requires a structured approach that moves from understanding the opportunity to execution. The IGAP framework itself provides a model, focusing first on the 'whys' of going global, then building skills and planning, and finally engaging clients to execute.
This phased approach minimizes risk and maximizes the chances of success. A practical plan for your company, guided by the IGAP philosophy, involves a few key stages.
Skill Building and Planning:
Begin by educating your team on global market dynamics, using resources from partners like Google.
Analyze proprietary data to identify high-potential markets where your product has a competitive edge.
Develop a comprehensive market-entry strategy, including localization, pricing, and logistics.
Client or Customer Engagement:
Understand the specific needs and behaviors of your target customers in the new market.
Launch pilot campaigns to test messaging and channel effectiveness.
Measure performance against clear KPIs and iterate on your approach based on real-world feedback.
This structured method, which mirrors the next phases of the IGAP journey, ensures your global expansion is strategic, not speculative. Exploring these planning stages in more detail can help you build a robust roadmap.
An agency can strategically prepare for global expansion by adopting the phased approach outlined in the International Growth Agency Program (IGAP). The process begins internally with skill development and then extends outward to client engagement, ensuring the agency is equipped to be a true strategic partner.
The key is to move methodically from education to action, as demonstrated by the IGAP structure. With 83% of brands wanting multi-market strategies, agencies must proactively build this capability. Here is a practical roadmap:
Internal Skill Building:
Participate in programs like IGAP to gain access to exclusive training and resources from Google.
Train account managers and strategists on international market analysis, cross-cultural marketing, and export logistics.
Develop internal playbooks for entering new regions based on program insights.
Client Base Engagement:
Proactively identify clients with high potential for international growth.
Host workshops or webinars to educate clients on the 'whys' of going global, using data from IGAP.
Collaborate on pilot programs to test international markets and build case studies.
By following this path, your agency transforms from a service provider to an indispensable growth engine. Deepening your understanding of this client engagement model is vital for success.
This powerful statistic, that 60% of brands are planning international expansion, signals an impending intensification of global competition. To remain competitive, your business must integrate a global mindset into its core strategic planning, treating international growth not as a future project but as a present-day imperative.
This requires a fundamental shift from a domestic-first to a global-first perspective. The insights from the IGAP event suggest that long-term survival and profitability are linked to this evolution. Key adjustments to your strategy should include:
Proactive Market Intelligence: Continuously monitor global trends and identify emerging markets before they become saturated.
Building Global-Ready Operations: Ensure your logistics, customer support, and digital infrastructure can scale across borders.
Strategic Partnering: Forge relationships with entities like Google or IGAP-affiliated agencies to leverage their expertise and networks.
Talent Development: Invest in training your team to think and operate with a global perspective.
The market is clearly moving in one direction. Failing to adapt your strategy means you risk being outmaneuvered by competitors who are already making their global moves. Examining these strategic adjustments further will help you prepare for what's ahead.
The fact that 80% of agencies now see export strategy as a critical business priority indicates a significant evolution in the marketing services industry. Agencies are transitioning from being domestic campaign executors to becoming global growth consultants, a change driven directly by client needs and market opportunities.
This trend implies that the skill set required for a successful marketing career is expanding. Marketers must now possess a more strategic, international perspective. The future of agency services will be defined by:
Consultative Expertise: Offering strategic advice on market entry, localization, and international business development.
Data Mastery: Using complex datasets from partners like Google to forecast international demand and measure cross-border ROI.
Cross-Cultural Competency: Understanding the cultural nuances that impact consumer behavior and campaign effectiveness in different regions.
Technological Proficiency: Mastering platforms and tools that facilitate global e-commerce and logistics.
For marketers, specializing in domestic markets alone will soon become a career-limiting move. Understanding how to acquire these emerging global skills is essential for future relevance and success in the industry.
Brands often stumble in their initial international expansion efforts due to a lack of specialized knowledge and reliable data. Common mistakes include choosing the wrong market based on assumptions, failing to localize their product or marketing, and underestimating logistical complexities, all of which lead to wasted resources.
A strategic partnership with an experienced agency, especially one connected to a program like Google's IGAP, helps avoid these pitfalls by providing a structured, data-driven approach. With 83% of brands wanting multi-market strategies from their agencies, the value is clear. A partner helps by:
Prioritizing Markets with Data: Using proprietary data to identify countries with the highest demand and lowest entry barriers, rather than relying on gut feelings.
Ensuring Cultural Resonance: Guiding the localization of everything from website copy to ad creatives to ensure the brand connects with the new audience.
Navigating Operational Hurdles: Offering expertise on international payments, shipping, and legal compliance.
The core solution is replacing uncertainty with a proven process. Exploring the specific frameworks these partners use can demystify the path to successful global growth.
The launch of Google's International Growth Agency Program (IGAP) in India is a strategic move that directly acknowledges the nation's rising stature as a global export powerhouse. It provides the digital infrastructure and expertise needed to help Indian businesses capitalize on the massive $500 billion export market they generated in fiscal year 2021.
This initiative is more than just a training program; it is an ecosystem designed to accelerate growth. Its significance lies in connecting Indian businesses' potential with global opportunities. For your company, this means:
Direct access to a pool of agencies trained by Google on best practices for international expansion.
Leveraging Google's global data to make informed decisions about where and how to export.
Gaining a competitive advantage by adopting strategies proven in other markets like the Americas and EMEA.
By launching IGAP in India, Google is essentially building a bridge between Indian ambition and global consumer demand. Understanding how to walk across that bridge is the critical next step for any growth-oriented Indian business.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
