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Case study

Marketing, sales, product & brand

Communicating value to raise awareness and sales

“How can we position localisation as a differentiator for our company and an important buying criteria for multinationals?”


VP Product Marketing


Enterprise software provider
1K+ local product versions 
In-house localisation capabilities spanning 130+ countries

Target audience

External: C-level executives at multinationals worldwide

Internal (primary): Global sales, pre-sales, marketing and customer solutions teams

Internal (secondary): Global product and localisation teams

  • Most buyers consider localisation to be mainly about local language UI and expect it to be included as part of the solution, but it’s not always the case – at our company localisation has nothing to do with language

  • Commercial teams struggle to explain the true value of our global offering, which creates friction in the buying process resulting in lost opportunities

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