The Global Marketing Show

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

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

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

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

 

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

 

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

 

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

 

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

 

Randi Roger is Senior Product Manager for security for Midcontinent Independent System Operator (MISO), the electric grid operator for the central US. MISO provides power to 15 states and the Canadian province of Manitoba, focusing on creating a reliable, affordable, and sustainable grid for the future. As a guest on The Global Marketing Show, the Rapport International podcast, Randi shares real-world insight into the complexities of global marketing and translation management, including common pitfalls and best practices for businesses expanding internationally. 

The High Cost of Decentralized Translation 

Throughout her varied career roles, Randi saw many companies default to having their in-country offices handle translations, to save money while ensuring local relevance. Her experience as Senior Manager of Global Partner Marketing at Genesys, a customer experience company, revealed significant hidden costs to this approach. 

At Genesys, marketing managers in each country spent approximately one week per quarter managing translations instead of focusing on critical revenue-generating activities like trade shows and sales support. With marketing professionals earning around $60 per hour, the process represented substantial opportunity costs. Additionally, the decentralized approach led to fragmented campaign rollouts, undermining global brand consistency. 

“If we were trying to launch a global marketing campaign, it would end up being very staggered because I would finish it in the U.S. But by the time I sent it down to Latin America (LATAM) to get translated, and then over to EMEA (Europe, Middle East, and Africa) to get translated into the different types of languages...it was all based on when that marketing manager had time to get it done.” 

The Inefficiencies of Duplicated Efforts 

Randi says a decentralized approach also leads to redundant work. For instance, Spanish translations were handled separately for Spain and Latin America, doubling the workload and cost. Similarly, French translations for French markets needed additional adaptation for Canadian markets, creating delays and coordination challenges. She describes it as “double duty,” asking the LATAM team to duplicate what was done for the Spanish translation, “tying up two marketing managers and two agencies.” 

That’s not to overlook proper cultural context, however. Successful international business requires more than language translation; it demands cultural integration. Randi led a marketing campaign in Japan with the central message of “improving customer experience.” The idea couldn’t be translated effectively because, as Randi learned, “the whole concept doesn’t exist in Japanese. We would never have a bad customer experience since Japan's whole culture of business centers around the customer.” 

Many companies assume they can use English globally, considering it the international language of business. Randi has found that this approach can damage both internal morale and market success, however, since “it’s very ethnocentric to say to a country that speaks a language other than English as their primary language, ‘Just use my language, everybody understands it.’” The sentiment can create resentment within international teams and harm brand perception in local markets. Even in markets where English proficiency is high, like the Netherlands, using localized content shows respect for the market and strengthens brand relationships. 

For global marketing campaigns to truly resonate worldwide, Randi now takes a centralized translation approach: 

I would have liked to hire a single translation agency and say, " Here’s the campaign for Q1. When do you need it by so that we have enough time to translate it into the other six languages?” This approach would ensure materials are ready in time for in-country teams to review and accept them while maintaining consistent messaging across markets. 

The benefits extend beyond timing. A centralized approach allows companies to build valuable translation memories and glossaries over time, creating cost efficiencies and ensuring consistency of voice and brand, even while localizing to a region. 

Finding the Right Translation Partner 

Poor translation can severely impact consumer trust, particularly in e-commerce. Would you buy from a website that isn’t well translated? The trust deficit extends to email marketing, where poorly translated messages are often mistaken for phishing attempts and immediately deleted. 

Randi always looks beyond the simple procurement process when looking for a translation agency. Many companies rely on RFPs (Request for Proposals), but she cautions against selecting a vendor based purely on price, which could cost more in the long run due to protracted editing requirements and missed deadlines. Instead, evaluate potential partners based on: 

• Experience in your industry and target markets 

• Quality of their in-country teams 

• Translation technology and glossary management capabilities 

• Project management processes 

• Track record with similar global rollouts 

• Ability to scale with your business growth 

Making the Business Case 

To secure budget dollars for professional translation services, Randi recommends quantifying both direct and indirect costs to align departmental goals with corporate ones. At the same time, it underscores translation (and all language services) as an investment rather than a sunk cost. For instance: 

Direct Costs: 

• Salary costs of in-country staff managing translations 

• Agency fees per market 

• Technology and tools 

• Review and quality assurance processes 

Indirect Costs: 

• Delayed campaign launches 

• Inconsistent brand messaging 

• Lost sales from poor translation 

• Damaged market reputation 

• Internal team inefficiencies 

In this light, the ROI from translation becomes clearer. Faster market entry allows businesses to capitalize on opportunities more quickly, while properly localized content typically leads to higher conversion rates. Organizations also benefit from increased customer trust and engagement when content speaks directly to local market needs. Internal teams become more productive when freed from translation management duties, allowing them to focus on core business activities. Finally, companies achieve better global brand consistency when messages are professionally translated and culturally adapted across all markets, strengthening their international presence and market position. 

Language Services Strategy from the Start 

As business becomes increasingly global, professional translation and cultural adaptation of marketing materials isn’t just a nice-to-have – it’s a strategic necessity. You can start, so long as you start strategically: 

1. Start with a clear global rollout strategy before entering new markets 
2. Select a centralized translation agency partner early 
3. Ensure the chosen agency has local expertise in target markets 
4. Build translation glossaries for industry-specific terminology 
5. Allow time for in-country teams to review translations 
6. Count translation needs as part of the initial market entry budget 

Success in global markets requires more than just word-for-word translation; it demands a strategic approach to language and cultural adaptation. Investing in professional translation services and cultural understanding can mean the difference between thriving and merely surviving in international markets. By taking a thoughtful, systematic approach to translation management, companies can build stronger global brands while avoiding costly mistakes and cultural missteps. 

Links:

Website: https://www.misoenergy.org/ 

LinkedIn: https://www.linkedin.com/in/randi-roger/ 

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