What are the best practices in creating messaging that works across geographies?

These are the top 3 best practices I recommend: 1. Include Include the regional marketing leaders or regional general managers (depending on the size of your company) early in the development of the go-to-market strategy and team. These leaders are a great sounding board for the countries in the regions that they manage and can help you identify potential pitfalls and opportunities as you develop your marketing plans.  2. Research I cannot stress this enough, marketing research is key to a succe ...Read More

At my previous company, Sojern, we had this very problem! We wanted to translate all of our sales decks and materials but every time we tried we found that it took more effort, time, and money than it seemed to be worth - that is, the translations would always come back and be considered poor by the folks who would use them.  So, we did a few things to make revamp our messaging and it had to start at the foundation. I explained to our VP of Sales - garbage in, garbage out.  The first thing we di ...Read More

I won’t sugar coat it: localization is hard. While I’d love to give you some magic advice that will ensure your messaging resonates globally, the reality is that geographic segmentation and market insights are as important as any other work you may be doing to personalize your messaging and GTM strategy if you want to be successful. We’re actually working on refreshing our global GTM strategy now at Momentive. That being said, it’s unlikely you’ll need to stand your messaging completely on its h ...Read More

You can do so in the following ways Conduct market research and understand the cultural, social, and economic factors of the different geographies. Use language that is clear and easy to understand across all geographies. Avoid using colloquialisms, slang, or local references that may not be universally understood. Focus on the common benefits and value of the product, rather than specific features that may not be relevant across all geographies. Utilize visuals and images that are universally a ...Read More