The Global Marketing Show, hosted by Wendy Pease at Rapport International, helps growth-minded marketers expand into international markets and boost multilingual lead generation and revenue. Each episode features experts from industries like medical devices, industrial manufacturing, consumer brands, government, and education sharing real-world lessons on how to go global the right way. Discover actionable strategies for translation, localization, transcreation, and cultural adaptation, plus insights on the technologies, workflows, and quality standards that drive global marketing success. Whether you manage global campaigns, oversee multilingual content, or lead international sales, this podcast is your guide to building a brand that connects across languages and cultures.
Episodes
Wednesday Jun 21, 2023
Wednesday Jun 21, 2023
Perry Nalevka, CEO of Penguin Strategies, specializes in launching technology companies internationally. In this episode of The Global Marketing Show podcast, he talks about the global launch of GuardKnox, a technology and engineering company specializing in electric/electronics (E/E) products and solutions for the automotive industry.
GuardKnox offers next-generation software to carmakers, enabling the development of secure, high-performance driving computers. The company has won multiple awards and gets high marks from major car manufacturers like Ford, Mercedes, and Audi.
From the outset, the company knew it had a total addressable market of only 1,000 to 2,000 people and about 10 companies, so their messaging had to be impactful and authentic. Through a few iterations and carefully selected forums of engineers, they tested their messaging to make sure it resonated with their target audience in specific countries, namely the US, UK, Germany, and France.
Throughout, Perry insisted that messaging and content had to be insightful and accurately translated. He said they “would never use AI, that it had to be done right or not at all.”
The biggest mistakes the company made initially were expecting results too quickly and not creating enough quality content of interest to its buyers. Now, the CEO or CTO develops content technical enough to capture their market’s attention. You can find a wealth of robust content on the company’s website – www.guardknox.com.
Links:
Website: www.penguinstrategies.com
LinkedIn: https://www.linkedin.com/in/pnalevka/
Email: perry@penguinstrategies.com
Connect with Wendy - https://www.linkedin.com/in/wendypease/
Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com
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