B2B marketers know it’s important to put global audiences at ease when consuming marketing messages. Of course, that means translating content whenever feasible. But companies take different approaches to this, mostly influenced by perceived complexity and overall cost.
Thomas Heide Jorgenson, head of marketing communications for Danfoss, noted that most of their master materials are created using English, then translated to local languages. Two countries, China and Russia, are given much more flexibility in how content is adapted, with allowances for messaging changes where cultural and audience differences may dictate a shift.
Esther Oon-Bybjerg, group director, corporate communications for GAC Group, stated that despite a strong, centralized approach to messaging and campaign ideas, GAC provides a lot of local freedom. “It’s either global or it’s local. And when it’s local, we need to make sure what we’re doing is ideal for the audience. There are no ‘regional’ compromises for this. Proximity does not mean similarity.”
Localization goes beyond translations. Shea Vincent, senior marketing director for BioLife Solutions, said a key local consideration is customer relevance. “We encourage creating case studies, customer references and testimonials that are geographically relevant and trusted locally. The more local and relevant, the more belief you can instill that your brand and offerings are taken seriously in the target geo.”
The B2B marketing field has converged on another area of agreement: social media.