Global Marketing Strategies in SaaS & Software -
A former owner of an agency, now the Chief Marketing Officer at , David Vogelpohl has been instrumental in helping many software firms expand across the globe.
I spoke with him to gain insights into how to build an international growth strategy especially when it comes to localization.
The topic of discussion was:
- A method of iterative localization for marketing activities
- An easy guide for looking at regional growth opportunities
- Localization and regional marketing Partners
Stream the full interview or watch the highlights from our interview below.
The highlights of our Conversation
Where Should SaaS Companies Localize [2 min video clip
David walked through a step-by-step procedure to determine the areas SaaS and software firms could be able to localize.
1. Begin with sales you have already made and look for areas of demand from your existing customers.
David took the U.S. as an example: "You charge in U.S. dollars, your website is in English, but you have customers who convert from other countries aren't targeted. This is why the first step to find out what is the interest present from buyers who are already buying."
2. Find out what opportunities exist within these areas.
Consider, for instance, the volume of searches for keywords around high purchase intent keywords.
"You may also place advertisements in market, linking to your website without any other localization, and get a really precise view of your availability and interest. Also try localizing those ads. It's a way to test the waters prior to things like translation, or localizing to local currencies."
3. Look for existing ecosystems of communities, websites and social networks that are present within the geographic area around your topic.
"So I'm able to see: is there an ecosystem around what's happening that I might consider integrating with my marketing?"
Take a look at the clip of 2 minutes for further details.
How to Profit from the booming SaaS Consumer Markets [4 min video4 min video
In this short video, David offers recommendations for when you should consider a proactive approach for getting into new markets.
Here's the quick lesson from David:
"A lot of these regions have been seeing increasing use of Internet access and digital, and so there's this bit of lag. This means that the opportunity I believe will only grow. Therefore, if you're able to gain a foothold there, and sometimes since people may be watching for lower hanging fruit and larger market, you may succeed in that area."
3. Why do we need to localize more frequently? [1.5 minutes video»
A lot of companies do not think about localization because it appears to be an enormous undertaking. David recommends localizing incrementally in order to make the process
"I consider the most costly mistake that people make is that they assume they must have to achieve it, when in reality there are a lot of incremental steps you can take in order to reach that point," he explained.
A good place to start is to translate your landing page into a page explaining the products you sell and also how to get in touch with sales.
Watch the one minute clip for more details on how and why it is important to locallyize gradually.
What is the easiest way to sell Around the World
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