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?”

Project owner

VP Product Marketing

Company

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

Challenge

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.

Deliverables

Competitor analysis, stakeholder interviews and engagement
Language and key messaging to communicate localisation
Video script explaining how the company’s localisation capabilities add value to customers

Results

Commercial teams are excited and want to know more about localisation
Other senior leaders reach out to ask what’s behind the initiative’s success

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