Ep. 106 – How To Successfully Address the Challenges of Global Multilingual Marketing w/ Wendy Pease
How To Successfully Address the Challenges of Global Multilingual Marketing

Implementing your B2B marketing campaigns across different geographies, languages, and cultures is no small feat. We often tend to forget that while technology and rapid globalization have brought the world closer, things do sometimes get “lost in translation”. As such, how can B2B companies successfully translate their domestic strategies into international sales and profits? What should they be mindful of?

In this week’s episode, we have an incredibly insightful conversation with cultural wordsmith and language expert Wendy Pease (President, Rapport International) about how businesses can become culturally relevant with the wonders of high-quality translation, localization, and interpretation. During our discussion, Wendy talks about how successful global marketing should start with the right corporate strategy and why it’s also important to understand the language and culture of the market that companies are entering. She also provides tips on which mistakes to avoid, the importance of conducting the right research, and what metrics marketers implementing global campaigns should pay attention to.

Topics discussed in episode

  • The common mistakes and misconceptions that B2B marketers make when they roll out global marketing initiatives, and what should be done to address these [5:01]
  • Wendy explains what the term ‘translation’ could mean [11:06]
  • Wendy shares a global marketing challenge that she helped a client to solve [18:27]
  • Wendy shares some actionable tips she would give a B2B marketer thinking about implementing a campaign/activities in a different geography [22:13]
    • Get the Book “The Language of Global Marketing”
    • Think about your company strategy
    • Develop the relevant marketing strategy
    • Think about your process
    • Review and identify the technology you need
    • Determine what type of quality of translation you need to have
  • Wendy shares her thoughts on machine translation / AI / ChatGPT [31:20]

Companies and links mentioned

Transcript