3. How AB Tasty Grew Internationally: From the US to Global Scale

Next Market Live – The Podcast by Weglot explores what it really takes to grow beyond your home market.

Each episode is a conversation with the people behind that expansion: marketing leaders, partnership managers, founders, and operators, all sharing their strategies for scaling internationally.

In this episode, Alix de Sagazan shares what it really takes to build traction in the U.S., from early hires to go-to-market pivots.

She breaks down how AB Tasty adapted its strategy, balanced global ambition with local execution, and found its edge in a hyper-competitive market. It’s a candid look at why hiring, patience, and embracing your identity matter more than trying to “act local.”

About Alix:

Alix co-founded AB Tasty in 2009 with her childhood friend Rémi Aubert. Today, the company has more than 1,000 customers, 300 employees, and offices across three continents – and recently merged with VWO to form a global experience platform. 

In 2018, after AB Tasty’s Series B, Alix uprooted her family from Paris to New York to personally lead the company’s U.S. expansion. Her focus across AB Tasty’s journey has been go-to-market: building the teams, channels, and positioning that turn European SaaS products into international ones.

What you’ll learn in this episode of Next Market Live:

• Why Alix hired a VP of Marketing before a VP of Sales in the U.S., and how that reshaped the pipeline strategy

• Why trying to “act more American” backfired, and what embracing French culture did for U.S. hiring

• How sponsoring big partners’ events outperformed AB Tasty’s own big-booth plays (and how to pick the right partners)

• What three years of complexity in the UK taught Alix about patience and market timing

• Why moving the founder – not just a country manager – to a new market matters more for the team than the customers

• What Alix would do differently today if she were starting expansion from scratch

Connect with Alix: LinkedIn

Mentioned in the episode: AB Tasty · VWO · Business France Impact USA program

Co-production: MonkeyBird

Studio: The Pod, Paris

Make-up Artist: Livia Delacroix

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