An Aussie Success Story in America With Julie Lawrie

Here’s a glimpse of what you’ll learn:

• [02:33] Julie Lawrie explains why SelectUSA became a key catalyst in Amplifyo’s US expansion
• [04:21] The importance of on-the-ground market research before entering the US
• [06:45] How Amplifyo uses AI to automate growth marketing for small and mid-sized businesses
• [09:01] Turning executive expertise into scalable thought leadership content
• [13:32] Defining ideal customer profiles before entering a new market
• [17:45] Why physically relocating to the US accelerated growth and market traction
• [24:52] Key differences between the Australian and US marketing landscapes
• [37:54] Strategic advice for international founders entering the US market

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In this episode:

Breaking into the American market is a bold move for any international founder. The opportunity is massive, but so are the risks, competition, and unknowns. What does it really take to turn an overseas startup into a thriving US success story?

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Julie Lawrie, a seasoned marketing strategist and international founder, believes the key is getting on the ground and testing assumptions in real time. She explains that no amount of desktop research can replace face-to-face meetings, in-market conversations, and firsthand exposure to customer behavior. She highlights the importance of clearly defining ideal customer profiles before entering a new region and using AI to scale strategy without sacrificing nuance. The result is faster traction, smarter positioning, and stronger investor confidence. By combining disciplined research with adaptive marketing systems, she was able to accelerate growth while reducing costly missteps. She also emphasizes building local teams and partnerships early to strengthen long-term momentum.

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In this episode of America: Open for Business, host Cameron Heffernan sits down with Julie Lawrie, Co-founder and CEO of Amplifyo, to talk about expanding from Australia into the US market. They explore how SelectUSA helped shape her market entry strategy, why on-the-ground research outperforms remote expansion, and how AI-powered marketing accelerates growth. Julie also shares practical advice for international founders navigating US fundraising and location strategy.

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Resources mentioned in this episode:

• Cameron Heffernan on LinkedIn
• Beyond Borders Marketing 
• Julie Lawrie on LinkedIn
• Amplifyo Website | LinkedIn
• SelectUSA

Related episodes:

• “The Story of Ugg: Birthing a Billion Dollar Global Brand with Brian Smith” on the America: Open for Business podcast  
• “Zero to $21 Million in 7 Years with Ben Tietje” on the America: Open for Business podcast

Quotable moments:

• "There’s a lot you can do from desktop research, but it does not match getting on the ground and having a proper look at things."
• "We’re saving companies around 90% of the time doing a lot of the tasks that we could automate."
• "Being physically present helps us understand the nuances of the audience in a way that I don’t think we’d have as much customer insight without being on the ground."
• "If you see that there’s a great fit from initial research, I would dive into the market and start that process."
• "Knowledge sharing is really important, and I’ve been delighted and surprised about how willing people are to share information and knowledge."

Action Steps:

1. Conduct in-market research before expanding internationally: Visiting the target country and meeting stakeholders firsthand provides insights that desktop research alone cannot uncover.
2. Clearly define your ideal customer profile before entry: Knowing exactly who you serve allows you to focus meetings, messaging, and resources on the right opportunities.
3. Leverage AI to automate core marketing workflows: Automating strategy and campaign execution saves time, reduces costs, and enables teams to focus on high-impact activities.
4. Evaluate location based on talent and cost alignment: Assessing wage data, talent concentration, and cost of living helps ensure sustainable hiring and long-term growth.
5. Build local partnerships early in the process: Connecting with economic development groups, mentors, and legal advisors accelerates setup and minimizes costly missteps.

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