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How to Improve SaaS Metrics with Localization
Localization is a global growth enabler for any software as a service (SaaS) business. It’s easy to see why. Customers strongly prefer to use software in their native language. Often, companies try to make a…
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Should You Do Local Influencer Marketing?
Influencer marketing is a technique used within digital marketing to drive awareness of a brand. So, if you’re a global marketer, should you leverage influencer marketing in order to target local audiences? One of my…
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The Ultimate Guide to Localization
By the simplest definition, localization means adapting a digital experience for users who speak other languages or live in other countries. Many customer experiences require this type of adaptation. Examples include software products, web or…
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How to Create a Modern Marketing Strategy
What is a modern marketing strategy? Successful marketers in the digital age create a marketing strategy that accomplishes two key things. First, they put the customer at the center of their marketing strategy. Second, they…
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Applying Inbound Concepts to Localization
I’ll never forget the day one of my marketing mentors introduced me to the concept of inbound marketing. I was a marketing leader at a B2B SaaS company at the time. I devoured the inbound…
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European Expansion Lessons From Tech Companies
I was excited to open up a new research report from Frontline Ventures on the topic of European expansion. Their research looked at 300,000 expansion-related data points from 175 B2B software companies expanding into Europe…
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Why Companies Expand into International Markets
With so many concerns over COVID-19, one of the things I’ve been wondering is whether companies will hit the brakes on their international expansion plans. Recent CFO research conducted by Argyle Advisory and Globalization Partners…
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International Business Trends and the New Normal
COVID-19 is dramatically transforming the way companies do business. HubSpot CEO and Co-Founder Brian Halligan recently shared some insightful views on what the new normal will look like. One of the best marketers I’ve ever…
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Building a Global Mindset Doesn’t Happen Overnight
Most companies are international long before they’re global. Becoming an international business requires you to sell to customers outside your home market. But becoming a global company is much harder and more complex. Going global…
