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 Dec 02, 2020
Wednesday Dec 02, 2020
Picking a geographic hub and then building relationships in new global markets can be difficult.
In this episode with Tim Rezendes, an attorney with Osborne Clarke, learn about how other companies do this while minimizing the risks of international expansion.
As an attorney who specializes in working with companies to expand cross borders, he’s seen it all!
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Tim - https://www.linkedin.com/in/timrezendes/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Nov 25, 2020
Wednesday Nov 25, 2020
Elliott Holloway is senior education content developer at Align, the company behind the popular Invisalign clear braces product. In this role, he creates materials to help dentists and orthodontists better understand and market Invisalign to their patients. While Align's products are today primarily sold in North America, Elliott reports a strong global footprint, with dedicated marketing teams in various international markets.
Prior to Align, Elliott worked at Cheetah Digital, ABB, and SunTech Medical; at SunTech, he was tasked with marketing a new blood pressure monitoring device internationally, starting in China. Planning for translation and localization at the start of the campaign generated messaging that worked globally, while resonating with the local audience.
“It is incredibly important to create genuine experiences and in order to do that, you can't take your Americanized box of stuff, pick it up, [and] import it to another country without there being some level of customization that speaks specifically to people in that country.”
For a meaningful entrée into new markets, it’s also important to find the right partner translation agency, Elliott advises, not just a vendor. He recounts his frustrations with translation providers who failed to respond promptly or hid or inflated pricing. At SunTech, working with the company’s existing in-country distributors and sales teams proved to be a more effective approach.
“Having a partner, that's sort of where that process starts,” Elliott explains. "If I can't get you to respond to my request or to engage with me, I’m probably not going to come back to you for things."
Initially overwhelmed by the sheer number of people around him, and the novelty of being the only non-Chinese individual in the room, he embraced the experience with an open and curious mindset, eager to learn from the experience.
"If you have the opportunity to experience something, say ‘yes!’ to that, go engage with something you may not have the opportunity to engage with ever again," he says. "Those are things that are going to widen your experiences and knowledge that you can bring back here to wherever you are." And it's an invaluable opportunity to learn how to break down stereotypes and biases.
Similarly, SunTech’s trade show presence in Düsseldorf, Germany evolved over the course of a decade, from a modest 5’ x 5’ setup to an expansive double-decker exhibit, all while collaborating with the same trusted local partners. Such gradual growth and relationship-building can be incredibly fulfilling, he says, and underscores the crucial role that translation and localization play in effective global marketing.
Elliott offers four key recommendations for marketers looking to expand internationally:
- Start the preparation process early by initiating international conversations and building your network, even if full-scale expansion plans aren't yet solidified.
- Find a language service provider that will work as a true partner, one that cares as much about the quality and effectiveness of the content as you do.
- Build in flexibility around timelines and deadlines to accommodate potential hiccups, rather than expecting perfection.
- Collaborate closely with in-country distributors, sales teams, and other experts to ensure the messaging resonates authentically with the local audience.
Elliott’s favorite foreign word is "abuela," the Spanish term for grandmother, because of the denotative (literal) and connotative (emotional) meaning of the word. "Abuela" translates to, simply, "grandmother," he says, yet it evokes a sense of warmth and comfort for him, evoking memories of his own family. His nuanced appreciation for language is a valuable asset in the world of international marketing.
Connect with Wendy – https://www.linkedin.com/in/wendypease/
Connect with Andy - https://www.linkedin.com/in/relliotthollowayiii/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Nov 18, 2020
Wednesday Nov 18, 2020
When you’ve worked across all the continents of the world and met all kinds of people, you get to know that people are the same everywhere.
Listen as we talk to Andy Korhonen, CEO at Takehill Partners, as he gives advice on how to enter the US market.
Use his advice to sell across countries, anywhere in the world.
Connect with Wendy – https://www.linkedin.com/in/wendypease/
Connect with Andy - https://www.linkedin.com/in/anttikorhonen/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Nov 11, 2020
Wednesday Nov 11, 2020
From Harvard to Bahrain to Women in Manufacturing - Stephanie Hendricks is smart, insightful and experienced.
In her role as VP of Operations and Customer Success at Voltus, Stephanie participated in the planning and strategy for global expansion.
Listen to the criteria for picking the next international market.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Stephanie - https://www.linkedin.com/in/stephanie-hendricks-85b56613/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Nov 04, 2020
Wednesday Nov 04, 2020
The Devil is in the Details, according to Michelle Safrit, global marketing and excel expert.
Hear about her journey in consolidating product information and messaging for Conitex Sonoco, a global manufacturer of specialty packaging.
Translation is not an afterthought - a purposeful mindset helps the project run smoother.
Hear her compliment Rapport International and how that team made it seamless! Thanks Michelle!
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Michelle - https://www.linkedin.com/in/michelle-safrit-inbound-pro/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Oct 28, 2020
Wednesday Oct 28, 2020
Peaches and Coconuts. Americans are peaches and French people are coconuts.
Listen to this week's guest, Armand Adande, explain how this French analogy came to be.
With years of experience in opening markets around the world, Armand gives great recommendations on how to navigate cultures, read social cues, develop culturally adapted value propositions, and build a plan to launch successfully.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Armand - https://www.linkedin.com/in/armand-adande/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Oct 21, 2020
Wednesday Oct 21, 2020
Bill Kenney, a former competitive sailor once met the King and Queen of Spain and has visited more countries than the well traveled Joe.
He is the Founder of MEET and Soft Land Partners, both organizations that help companies expand internationally.
Listen to his fishing metaphors to get some tricks and tips on how to be successful.
Connect with Wendy: https://www.linkedin.com/in/wendypease/
Connect with Bill: https://www.linkedin.com/in/bkenney/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Oct 14, 2020
Wednesday Oct 14, 2020
What do you do when a Chinese woman in Taiwan drops a half an egg on your noodles?
Find out in this episode featuring Stephanie Fuccio of HearShare Productions - a US expat who has lived in China, Taiwan, Vietnam, Japan, Malaysia, the UAE, Turkey, and Germany.
She gives advice on what markets to enter and how to handle cultural differences and not knowing the language.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Stephanie - https://www.linkedin.com/in/dstephfuccio/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Wednesday Oct 07, 2020
Wednesday Oct 07, 2020
Today's episode features Randi Roger, an expert in global marketing.
Want to build negative feelings with your international partners? Just tell them “English is the international language”.
In this podcast, Randi Roger eloquently explains how she managed global communications and reflects back upon how it could have been improved.
It’s interesting to hear talk about the opportunity costs of not translating.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Randi - https://www.linkedin.com/in/randi-roger/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
Thursday Oct 01, 2020
Thursday Oct 01, 2020
Burnout is a global issue, particularly with social justice organizations as it’s a fine line between passion and burnout.
Listen as Davida Ginter of Enkindle Global talks about the global phenomenon.
Even though her company consults on burnout mostly in English now, listen to her passion for expanding globally across languages and cultures.
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Connect with Davida - https://www.linkedin.com/in/davida-ginter/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com