#75: Alconost CCO Ilya Spiridonov on prioritizing localization in the B2B marketing funnel

"Despite the global opportunity available to so many businesses, most are constrained by finite resources. So, the more interesting question isn't "what should we translate?" but rather, "what's the real cost of not localizing the right customer touchpoint, and how do you even begin to calculate that risk?" Agility requires more than just speed; it demands the sensitivity to know when a universal message fails and a local one is needed. It's the capacity to pivot your entire customer experience to resonate in a new market, not just as a translation, but as a native conversation. Today, we're going to talk about navigating the complexities of global expansion. We'll get into the strategic decisions leaders have to make when localizing content, such as where to spend the budget for maximum impact, and the critical choice between leveraging AI for scale and speed versus deploying human experts for nuance and connection. To help me discuss this topic, I'd like to welcome, Ilya Spiridonov, Chief Commercial Officer at Alconost. About Ilya Spiridonov   Ilya Spiridonov is the Chief Commercial Officer at Alconost, an ISO-certified localization company that has been helping businesses grow internationally since 2004. He leads the company's sales and revenue strategy, focusing on building long-term client partnerships and driving sustainable growth. With expertise in scaling global sales operations, Ilya oversees everything that fuels revenue - from business development and client success to aligning commercial initiatives with Alconost's localization and technology services.   Ilya Spiridonov on LinkedIn: https://www.linkedin.com/in/ilyaspiridonov/   Resources    Alconost: https://alconost.com/en    Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com