Welcome to another episode of Three Minute Marketing, where we interview some of the world’s best and brightest growth marketers across different channels where revenue and growth is the true North.
Today, I’m excited to welcome Jaime Punishill, the CMO of Lionbridge, a leading translation and localization platform. I’d love to talk to him for a whole hour, but of course, we have just three minutes.
My question for Jaime is: “I know you work with many of the largest and most sophisticated brands in the world. Most companies are interested in growing globally faster, better, cheaper, and more effectively. So what advice would you give a brand that’s looking to go global or operate more effectively on a global scale?”
- If you’re not thinking globally, you will be left behind.
- 90% of websites are written in English, yet 90%+ of countries don’t speak English. Every time you’re not looking at things at a global view and adjusting things for each locality, you’re leaving money on the table.
- You need to get prepared to support the entire world upon product releases. If not, you’re behind the leaders.
- The “market by market” or “locality by locality” mentality is outdated and from the Industrial era. Products no longer roll out city by city anymore. They announce, launch, and open across the world at the same time.
Bonus discussion after the recording:
- Last year, Lionbridge re-platformed onto Adobe and tried a new ABM platform. This year, it’s all about doubling down on what’s working.
- Lionbridge’s industry is typically a multi-vendor universe. They know there are dollars they’re spending elsewhere.
- Most B2B companies are more concerned with “net new leads.”
- A large part of the goal for Jaime is just letting people know that Lionbridge exists or reminding existing customers of their services. Some aren’t even aware that localization solutions exist. Part of the goal is “category establishment.” Their organization needs to convince CMOs to consider and understand localization.
- They’ve had to build a real map of the customer lifecycle and customer segments because they don’t think the industry really has a firm grasp of these concepts.
- Not every CMS is global, yet many don’t think about that when they choose a CMS. For example, Adobe doesn’t offer a multi-lingual data schema out of the box, so Lionbridge built the only one in the Adobe app store.
- In B2C, they offer incentivized sharing (e.g., free credit when you get someone else to signup) to get referral sales. B2B should learn from that and use that to get referrals.