The podcast for global marketers to hear experts talk about opportunities and challenges in increasing multilingual lead gen and revenue. Explore the highs and lows and then delve into best practices for strategies, technologies, processes and quality for translation, transcreation, localization and more.
Episodes
Wednesday Apr 21, 2021
Wednesday Apr 21, 2021
Grace Preston, Director of International Sales at Optim LLC, has travelled the world as an international sales rep.
She understands that relationships in other parts of the world take face to face time.
She explains how to pick the right distributor for your company and how to navigate travel routes while having fun.
You’ll get to really like her when you hear about her favorite vacations!
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Grace - https://www.linkedin.com/in/gracepreston/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Tuesday Apr 13, 2021
Tuesday Apr 13, 2021
Wendy Pease, the regular host of The Global Marketing Show podcast becomes the guest as Andrea Heuston, CEO of Artitudes Design, podcast host of “Lead Like a Woman”, and author of the newly released, incredible book, “Stronger on the Other Side” hosts this week's episode.
Andrea graciously interviews Wendy about why she wrote “The Language of Global Marketing – Translate your Domestic Strategies into International Sales and Profits”. They talk about black-market Frosted Flakes, living in Taiwan, funny mistakes in translation and other stories from the book.
Listen in as the tables are turned and Andrea has Wendy laughing and talking.
Learn more about Wendy and the new book at www.WendyPease.com.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Andrea - https://www.linkedin.com/in/andreaheuston/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Apr 07, 2021
Wednesday Apr 07, 2021
Jamie Gelbtuch, Founder of Cultural Mixology, has a wealth of knowledge about cultures and the contexts that make interactions difficult.
Yet, by understanding the differences and learning how to “read the air”, you can be successful in understanding when a “yes” really means “no”.
This is a fascinating conversation about what types of cultural training make sense.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Jamie - https://www.linkedin.com/in/jamiegelbtuch/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 31, 2021
Wednesday Mar 31, 2021
Bill Tung, International Expansion Advisor at Peaks Consulting, explains “revenge shopping”, the need for product adaptation in China, and about the Japanese “sucking teeth” reaction.
His background includes managing International Growth with Reebok, New Balance, Columbia Sportswear, and Rockport.
It’s always great to hear the path of a fellow Penn State Nittany Lion!
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Bill - https://www.linkedin.com/in/williamtung-18/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 24, 2021
Wednesday Mar 24, 2021
Ann Kallman, Director of Creative Services at Kallman Worldwide, is a world traveler and tells great stories about doing business internationally.
In between the stories about smoking shisha and eating random foods, she shares sage advice about entering new global markets.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Ann - https://www.linkedin.com/in/ann-kallman-43105411/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 17, 2021
Wednesday Mar 17, 2021
Scott Wilder, Head of Customer Engagement, Advocacy, & Community at HubSpot, is the perfect person to head up international customer engagement.
Listen to him share his funny experiences in making friends without sharing a language and hitchhiking experiences around the world.
Also, hear how he thinks about creating a plan for HubSpot on translating their global outreach and engagement.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Scott - https://www.linkedin.com/in/wilder/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 10, 2021
Wednesday Mar 10, 2021
Mike Krass, CEO of MKG Marketing, is the son of airline employees so he had an early introduction to travel and international cultures.
As a specialist in “measurable marketing”, he works with companies as they expand globally.
Learn about the biggest three mistakes he sees companies make.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Mike - https://www.linkedin.com/in/mikekrass/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Mar 03, 2021
Wednesday Mar 03, 2021
Zach Selch, owner of Global Sales Mentor and Wendy Pease, the host of this show and President of Rapport International talk about the intersection of global marketing and sales.
Is one a subset of the other, how do they overlap and differ and what did quarantining change for companies as they try to grow internationally?
From tech, to trade shows, to language, learn from their experience.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Zach - https://www.linkedin.com/in/zselch-internationalsales/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Feb 24, 2021
Wednesday Feb 24, 2021
Nina Ann Waters is the founder and Managing Director of Expandise, which helps growth-stage companies execute and manage international expansion. She has helped companies navigate the complexities of launching in over 26 different countries - a truly fascinating feat!
In this episode, she outlines the language requirements for successful global branding, including best practices and common missteps, the importance of in-country support, and the key to impactful market entrée in any country.
Language Landmines to Avoid
First and foremost, Nina advises, be especially cautious of word choices when expanding into new markets, even when you’re dealing with other English-speaking countries like the UK.
Subtle linguistic differences can have major implications, especially for e-commerce businesses, Nina continues. Something as simple as using the word "pants" (rather than “trousers”) on a UK-facing website would instantly signal to customers that it's an American company, which can negatively impact trust and conversion rates.
"People generally prefer to do business with local companies," she said. "The more local you can make your business look, the better it's going to be for consumers. Because it's also going to appeal to their comfort level."
Adapting to Local Languages and Customs
In addition, Nina says that truly succeeding in international markets requires adapting to local languages and cultural norms.
Issues can arise even around the smallest details. In one instance, an Expandise client simply could not accommodate Polish character sets in its logistics systems, denying them entrée into a potentially lucrative market.
Conversely, preparing for translation from the outset allows you to fully adapt your products, marketing, and operations to each new market, rather than simply translating a message that may fall flat. Take the time to understand local consumer preferences, payment methods, and even delivery expectations.
Similarly, there are challenges involved with adapting management styles when working across different cultural contexts. Nina illustrates the contrast between her preferred "hands-off, goal-oriented" approach and the more hierarchical, step-by-step management style that was common in Indonesia. Only when leadership is open to learning and adjusting their management style will companies create engaged and productive teams in unfamiliar cultural environments.
The Value of In-Market Expertise
Nina also advises her clients to work closely with local experts when expanding into new markets. These on-the-ground connections can save companies weeks or even months of time by providing crucial insights that may not be readily available online.
Local expertise gives companies a competitive advantage when it comes to understanding cultural nuances, identifying the right marketing channels, and navigating regulatory and legal requirements.
Nina suggests hiring junior-level employees who can be trained in various aspects of the business, such as online marketing or logistics. This approach provides flexibility – probationary periods or fixed-term contracts, for example – and allows the company to retain talented individuals even if the initial market entry doesn't work out as planned.
Key Strategies for Successful Expansion
Despite the potential pitfalls, she emphasized that global expansion can be tremendously rewarding for businesses. At the same time, she describes the failure rate for international expansions as shockingly high, around 80%.
Again, "the main reason for this is a failure to adapt properly to the local market," she says. "And that doesn't just mean in terms of the product or service, which is a big part of it, but clients or companies often expect what works in their home market to work exactly the same in a new market. And that often isn't the case."
To avoid becoming part of this statistic, companies should take a methodical, data-driven approach to market selection and entry. This includes conducting thorough competitor analysis, assessing market size, pricing, and staffing considerations, all while keeping a keen eye on cultural factors. She also stresses the importance of having adequate resources and a willingness to build relationships, rather than just expecting customers to flock to a new market.
Her best advice? Approach international expansion with a strategic mindset, a willingness to learn, and a commitment to delivering a high-quality, localized experience to customers worldwide. And listen to the full episode for more practical insights and advice.
Links:
Website: https://www.linkedin.com/company/expandise/
LinkedIn: https://www.linkedin.com/in/ninaannwalters/
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Feb 17, 2021
Wednesday Feb 17, 2021
Alyson Hodson is president and CEO of Zag, a full service marketing agency.
A fortuitous trip run by the Canadian government opened Alyson’s eyes to global business opportunities when she visited Abu Dhabi on a trade mission.
Now, at her company she opens the eyes of her clients when they have the opportunity to “think bigger” about expanding across borders.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Alyson - https://www.linkedin.com/in/alysonhodson/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com