The Multilingual Content Podcast, Powered by Undertow

In Part 2 of his solocast series, Undertow Founder Nicola Calabrese gets practical about building a localization program that actually works as you grow. If you're still copy-pasting translations into your CMS or relying on scattered Google Docs, this one's for you. Nicola breaks down the four pillars every scalable localization program needs: 🎯 Strategy: aligning localization with your business goals, prioritizing markets, and making smart budget decisions 👥 People: why AI doesn't replace the humans who make localization work, and the roles you need on your team ⚙️ Technology: the tech stack that saves your marketing team from hours of manual work, from translation management systems to automation and task management 📋 Processes: how documented workflows keep things running smoothly and make onboarding new languages (or new team members) way easier He also walks through how to build a business case for investing in localization, including how to calculate the real cost of having your sales reps spend their time translating instead of selling. Spoiler: there's a lot of money left on the table. One of the most useful parts of this episode is the minimum viable experience framework. When you enter a new market, you can't localize everything on day one. Nicola explains how to map the customer journey and pick the assets that matter most, from your top-performing Google Ads to the onboarding emails your new users will actually read. You'll also hear about: 🔗 How translation management systems connect with your CMS, code repo, and help center to create a single source of truth 🤖 Where AI really adds value in localization workflows (hint: it's not just translation) 🧩 Emerging roles like AI workflow specialists and AI-aware linguists 📊 How to maintain quality as you scale, through content segmentation and keeping humans in the loop The bottom line? AI is a copilot, but it still needs a captain. A scalable localization system is part people, part tools, part governance, with AI amplifying the whole thing, not replacing it. Whether you're just getting started with localization or looking to level up your current setup, this episode gives you a clear framework to work with. 🎧 Missed Part 1? Go back and listen to "AI Is Changing Localization and Here's What Matters" for the full picture. This is The Multilingual Content Podcast, powered by Undertow. We create and manage localization programs for B2B SaaS companies so they can grow globally.

How is AI reshaping international growth—and what does it mean for your marketing strategy? In this episode, Nicola Calabrese talks with Joliene van Grieken, Co-founder of The Growth Syndicate, about the shift from traditional SEO to AI-driven search and how companies should adapt when expanding globally. They explore why credibility is becoming more important than keywords, how to maintain an authentic brand voice in an AI-driven world, and what most companies get wrong when entering new markets. ✨ SEO vs AI search: what’s actually changing ✨ Why trust, mentions, and authority matter more than ever ✨ The biggest international expansion mistakes ✨ How to localize beyond translation ✨ What modern marketing teams should look like If you’re scaling internationally, this episode will help you rethink your approach—and avoid costly mistakes. 🎧 Tune in now

In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Anca Greve, Senior Director of Global Expansion at Salesforce, to explore how AI is transforming localization at scale. They discuss how localization evolves from a reactive function to a strategic growth driver, how Salesforce builds scalable localization workflows, and how AI helps reduce friction across product, marketing, and engineering teams. You’ll also learn how to think about global expansion, prioritize markets, and design localization programs that actually drive user adoption and revenue. What you’ll learn: 🚀 How Salesforce scales localization across products like Slack and Trailhead 🤖 The role of AI in continuous localization workflows ⚖️ How to balance speed and quality in AI-driven localization 🌍 Common mistakes companies make when expanding globally 📊 How to measure the ROI of localization Timestamps 00:00 Introduction 01:30 Anca’s background & role at Salesforce 05:00 From reactive to scalable localization 10:30 AI in localization workflows 18:00 Managing quality with AI 24:00 Market prioritization: momentum vs potential 30:00 Metrics & measuring localization impact 36:30 Final advice for global expansion

In this special solo episode of The Multilingual Content Podcast, Undertow’s founder Nicola Calabrese takes the mic to talk about one of the biggest shifts happening in localization today: AI. There’s a lot of noise around AI replacing localization teams. But what’s actually happening inside real localization programs? And what does AI truly change when companies expand globally? In this first part of a two-episode series, Nicola explores how AI is transforming localization workflows, where it creates real value, and why strategy, orchestration, and human expertise are still essential for building effective localization programs. Rather than replacing people, AI is acting as a multiplier—automating repetitive tasks, accelerating workflows, and allowing teams to focus on higher-value work that actually drives global growth. In this episode, we discuss: 🔹 Why AI won’t replace localization teams and why human expertise is still critical 🔹 Where AI actually adds value inside localization workflows today 🔹 How AI helps automate repetitive tasks so teams can focus on strategic work 🔹 The evolving role of translators in AI-assisted localization programs 🔹 Why strategy and orchestration matter more than ever in global content operations 🔹 Unexpected AI use cases in localization, beyond machine translation 🔹 The growing talent gap in localization and why skilled linguists will become even more valuable Nicola also shares insights from conversations with localization leaders at major tech companies about how AI is already being implemented inside large localization programs—and what smaller companies can learn from these approaches. If you're building or scaling a localization program, this episode will help you understand where AI fits, where it doesn’t, and how to think about localization in an AI-driven world. 🎧 In Part 2, Nicola will go deeper into the practical side and explain how to design a scalable, AI-powered localization program, including workflows, processes, and governance.

🎙️ In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Chiara Scaldaferro, Senior Localization Manager at GoStudent, to explore what it takes to build a modern and scalable localization program. From streamlining workflows to experimenting with AI and custom GPTs, Chiara shares a behind-the-scenes look at how she transformed localization into a more efficient and data-driven function, even as a one-person team. Here is what you will learn: ✨ How to restructure localization programs for speed and efficiency 🔗 How integrations between Figma, TMS, and Slack can remove manual work 🤖 What Chiara learned from building custom GPTs for SEO content ⚖️ How to balance AI automation with human linguistic expertise 📊 How to position localization as a strategic business partner 🌍 Practical tips for scaling multilingual content across markets Chiara also shares honest lessons from testing AI in production environments, managing stakeholder expectations, and prioritizing high-impact work when resources are limited. If you are a localization manager, content leader, or B2B SaaS operator looking to make your global content operations smarter and more scalable, this episode is packed with actionable insights. 👉 Tune in to learn how to build localization programs that do not just translate. They drive business impact. Let’s dive in 🚀

Expanding into a new market is never just about business. It’s about culture, trust, timing, and finding the right ecosystem to grow in 🌍 In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Maria Andros, Senior Advisor at Helsinki Partners and Program Manager of the 90 Day Finn program, to explore what it really takes for international tech companies to enter Finland and scale across the Nordics. Together, they discuss what makes Finland such a compelling destination for global growth stage companies and why Helsinki has become a strategic gateway to the European market. 💡 What the 90 Day Finn program is and who it’s designed for 🚀 How growth stage SaaS and tech companies can reduce friction when entering a new market 🤝 The role of trust, transparency, and direct communication in Finnish business culture 🌱 How founders can think beyond short term market entry and focus on long term growth 🧭 Why cultural immersion is just as important as business strategy when expanding internationally Whether you’re a founder, CEO, or growth leader planning your next international move, this conversation offers practical insights and real world advice straight from the heart of the Finnish tech ecosystem. 📩 Want to learn more about the 90 Day Finn program or expanding into Finland? 🌐 90dayfinn.com 🏢 Helsinki Partners on LinkedIn https://www.linkedin.com/company/helsinkipartners 👤 Maria Andros Senior Advisor, Investment Promotion Program Manager, 90 Day Finn Helsinki Partners 📧 [email protected] 🔗 LinkedIn https://www.linkedin.com/in/mariaandros/ 🎧 Tune in to learn how to approach international expansion with clarity, intention, and a long-term mindset.

How do you build products that work not just in theory, but in the real world? In this episode, Nicola sits down with Merel van der Lei, CEO at Wyzetalk, to unpack the complex relationship between buyers, admins, and end users in B2B SaaS. They discuss how different personas influence product decisions, why frontline users are often overlooked, and what happens when the people buying a product aren’t the ones using it every day. The conversation explores how these dynamics affect adoption, safety, engagement, and long-term success — and why product teams need to think beyond features and roadmaps. Drawing clear parallels with localization and global expansion, this episode highlights why understanding user context, workflows, and real-world constraints is essential for building products that scale across teams, markets, and cultures. 🎯 A must-listen for founders, product leaders, and localization professionals looking to build solutions people actually want to use.

🤖 AI is changing how people search — and how brands get discovered. In this episode of The Multilingual Content Podcast, host Nicola Calabrese talks with Alex Casals, Founder of Tacmind, about what happens when AI starts answering questions instead of search engines showing links. They dive into how AI-powered search is reshaping SEO, why visibility now depends on being mentioned in AI-generated answers, and what this means for global marketing, multilingual content, and international growth 🌍. From content strategy to discoverability across languages and regions, this episode is packed with practical insights for teams scaling globally. If you’re a marketer, founder, or content leader wondering how to stay visible in an AI-first world, this one’s for you 🎧 🔗 Learn more: 🌐 https://www.undertowlanguages.com 🌐 https://www.tacmind.com

In this solo episode, Nicola Calabrese opens up about what’s really happening at the intersection of AI, localization, and multilingual content 🌍🤖 If you’ve been wondering how AI is reshaping translation workflows, speeding up content production, or changing the role of linguists, Nicola breaks it all down in a way that’s practical, honest, and easy to follow. He walks through how teams are using AI for pre-translation ⚡️, automated quality checks 🔍, terminology extraction 🧩, multilingual dubbing 🎙️, and even content creation across markets ✍️. But he also talks about the real bumps in the road—like hallucinations, quality control, and the growing gap between client expectations and what AI can actually deliver today 😅. Nicola doesn’t shy away from the human side either. He chats about how the linguist role is evolving toward quality leadership, cultural consulting, and maintaining the reference materials that AI relies on 👥📚. And if you’re thinking about introducing AI into your own localization workflow, he shares clear, actionable advice: start small, keep humans in the loop, build strong foundations, and focus on the business outcomes that matter 🚀. Whether you're a founder, localization manager, content lead, or just AI-curious, this episode gives you a high-level overview of where multilingual content operations are headed and how to prepare for the hybrid future of humans and AI working together🤝✨.

Expanding your SaaS product into Europe? 🌍 In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Filippo Irdi, a specialist in European market expansion for B2B SaaS, to unpack what really determines success when entering new markets. From cultural nuances and communication styles to trust-building and localization strategy, Filippo reveals why translation alone won’t unlock international growth. You’ll learn the top mistakes SaaS companies make when expanding globally, how to prioritize the right markets with limited resources, and how to balance hyper-localized marketing with a consistent global brand. Filippo also shares how AI and modern translation technologies are reshaping team workflows and the future of international go-to-market strategies. 🤖✨ Whether you're a founder scaling beyond your home market or a marketer navigating multilingual content, this episode delivers practical, actionable advice — including Filippo’s three essential tips for founders and marketers entering Europe. 🚀

🚀 What does the future of localization really look like in an era dominated by AI? In this episode of The Multilingual Content Podcast, our founder Nicola sits down with Alfonso González Bartolessis—Senior Localization Manager at Sinch and founder of TranslataStars—to explore how AI is transforming workflows, roles, and expectations across the entire localization industry. We dive into: ✨ How AI-first systems are reshaping localization strategies 🧩 Multi-path workflows and the end of “linear” translation 🤖 What automation can really replace—and where humans remain essential 📚 The new skill set every localization leader needs 🛠️ Quality, consistency & terminology in the age of LLMs 🌍 Continuous content creation and personalized experiences for global audiences Alfonso shares 25+ years of industry insights, practical examples, and his vision of what’s coming next—spoiler: it’s happening faster than you think. 💬 Connect with Alfonso on LinkedIn: https://www.linkedin.com/in/alfonso-gonzalez-bartolessis/ TranslaStars: https://www.translastars.com/ 🎙️ If you’re navigating global growth, content ops, or localization strategy, this episode is a must-listen!

In this episode of the Multilingual Content Podcast, host Nicola Calabrese sits down with Hugo Pereira — global growth leader, former Chief Growth Officer at EVBox, fractional growth exec, and author of Teams in Hell. Hugo shares what he learned scaling companies across Europe and North America — from 10 to 700+ employees and $100M+ in revenue — and why international expansion can break companies before markets do. 🎯 You’ll learn: Why translation ≠ cultural adaptation in global go-to-market Real examples of local buying behavior from 🇳🇱 Netherlands, 🇩🇪 Germany, 🇬🇧 UK, 🇫🇷 France, 🇪🇸 Spain & the US How culture shapes trust, pricing expectations, sales cycles, and payment behaviors Avoiding the biggest mistake: expanding before you have true product-market fit Why demand signals matter more than “gut feeling” when deciding where to expand The rise of multilingual AI conversational experiences (and why humans still matter) How to protect your team from complexity burnout during international growth 🔥 Key takeaway: Global expansion isn’t just strategy — it’s a team test. Cultural nuance, local trust signals, and internal alignment determine whether you scale sustainably or fall apart. 🎧 Tune in to learn how to scale across borders without losing product focus — or your team. 📩 Connect & learn more: Hugo on LinkedIn: mention the podcast when connecting!: https://www.linkedin.com/in/hugosbpereira/ undertowlanguages.com Email: [email protected]

In this episode, Undertow’s Founder, Nicola Calabrese, sits down with Sjeel Koster, a fractional CMO who helps startups and scaleups expand into new markets with structure, strategy, and confidence. 💡 With years of experience guiding companies through different stages of growth, Sjeel has developed a five-step strategic market expansion playbook that helps teams enter new markets effectively, from early planning to scaling sustainably. Together, they explore: ✨ The five essential phases of successful market expansion 🧭 How to build a strong strategic foundation before going international 🚀 What a minimum viable go-to-market strategy really looks like 🗣️ The critical role of localization in adapting your product and messaging to new audiences 🤝 Why alignment between product, marketing, and leadership is key to long-term success 🧩 How product marketing can uncover market nuances and inform better positioning 📊 When and how to validate early results, and what to do if your go-to-market motion isn’t working Whether you’re a founder preparing for international expansion, a marketer managing multilingual content, or part of a team navigating new markets, this episode is packed with actionable insights and real-world strategies you can apply right away. 🎧 Tune in to learn how to approach global growth with clarity and purpose, and discover how to make localization a true business enabler. 💬 Connect with Sjeel Koster: 🔗 LinkedIn: https://www.linkedin.com/in/sjeel-koster/ 📰 Substack: https://substack.com/@fractionalsjeel?utm_campaign=profile&utm_medium=profile-page 💼 Learn more about Undertow: www.undertowlanguages.com 📩 Connect with Nicola: https://www.linkedin.com/in/nicola-calabrese/ 🎧 The Multilingual Content Podcast is produced by Undertow, the partner for B2B SaaS companies expanding internationally through strategic localization. 🌐 Follow us for more conversations about global growth, localization strategy, and building international content operations that scale.

In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Björn Ingmansson to explore how localization fuels global expansion. Björn shares his journey from leading international growth at fintech scale-ups like Pleo and Juni 💳 to his current role at Kognic, where he supports the development of autonomous vehicles with sensor fusion data annotation tools 🚘🤖. Together, they dive into: ✨ Why localization is more than “just translation” ✨ Lessons from launching products in Europe and Asia ✨ Building a scalable localization muscle for long-term growth ✨ Common pitfalls founders overlook when going global If you’re curious about how to take your SaaS product international — and avoid costly mistakes along the way — this conversation is packed with practical insights and real-world stories. 🎧 Tune in and learn how localization can become your company’s growth engine!

How do you build a global B2B marketing strategy that actually works? 🌍 In this episode, Nicola Calabrese sits down with Charlotte Jaakola, CCO of Advance B2B, to unpack the real challenges and opportunities SaaS companies face when expanding internationally. Together, they explore: ✨ Market entry done right — why defining your Ideal Customer Profile (ICP) for each new market is crucial, and how cultural nuances can completely reshape your go-to-market strategy. ⚠️ Pitfalls in multilingual growth — the common mistakes SaaS leaders make when scaling abroad, from underestimating budgets to expecting instant traction. 🗣️ Beyond translation — why simply translating your content won’t cut it, and how thoughtful localization builds real trust with new audiences. 🤖 AI in international marketing — how tools and AI agents can speed up research, testing, and scaling, while still needing a human touch to capture brand voice and authenticity. Links & Contacts: 🔗 Charlotte Jaakola on LinkedIn: https://www.linkedin.com/in/charlottejaakola 🌐 Advance B2B website: https://www.advanceb2b.com 🌍 Undertow: https://www.undertowlanguages.com

How do B2B SaaS companies expand internationally without falling into the “just translate it” trap? In this conversation with Ton Dobbe, we dig into why localization is far more than language, how to build momentum in new markets, and the mindset shift from minimum viable to minimum remarkable product. We unpack Ton’s Remarkable Effect framework, starting with the value foundation, then viability and volume, to sharpen positioning, shorten sales cycles, and win premium deals even in greenfield markets. Expect war stories, practical tactics like “sell the idea, not the product,” and how to find your early fans using psychographics—not just firmographics. 🌍🚀 🧭 About our guest: Ton Dobbe is the founder of Value Inspiration, author of The Remarkable Effect, and host of the Tech-Entrepreneur on a Mission podcast. He helps B2B software leaders create defensible differentiation and market momentum. 💡 Value Inspiration 💬 Get in touch Contact Ton: https://www.linkedin.com/in/tondobbe/ Value Inspiration: https://valueinspiration.com/ Contact Undertow: undertowlanguages.com/contact-us🤝 🧩 Highlights Localization ≠ translation: think regulations, integrations, go-to-market, support & implementation across countries. Focus on where you create desirable value and aim to be different, not just better. Shorten sales cycles by selling the outcome and building sales confidence around clear differentiation. In a world of AI-amplified noise and shrinking product half-lives, surprise the market and hit the right nerve. ⚡

🌍 Unlock the secrets to international success in the latest episode of The Multilingual Content Podcast! 🎧 Join host Nicola Calabrese as she dives deep into the art of pricing strategies with industry expert Kris, co-founder of Valueships. Discover how to leverage market research, understand purchasing power, and adapt your pricing models to conquer new markets with confidence. 🚀 This episode is a must-listen for: 👩‍💼 B2B SaaS founders 🧑‍💻 Product managers & product marketing managers 📈 Marketing managers & localization managers Learn how to: 💱 Use the Purchasing Power Index (PPI) 💶 Adopt local currencies effectively 🧾 Build localized billing systems that enhance user trust 🧠 Kris shares invaluable insights on aligning pricing with regional behaviors and market trends. ✨ Key takeaways include: 🔍 Smart methods for conducting market research & understanding regional price sensitivities 📊 Why KPIs like ARPU and expansion revenue matter 🌐 How cultural factors & local competitors shape your global strategy ⚠️ Common pitfalls to avoid—and actionable steps to go global smoothly Featuring Kris’s rich experience and tactical advice on tools and frameworks, this episode will equip you with everything you need to optimize pricing and drive international growth. 🌱 👤 Connect with Kris on LinkedIn: https://www.linkedin.com/in/krzysztof-szyszkiewicz/ 🌐 Learn more about Valueships https://www.valueships.com/ Whether you’re a seasoned exec or a budding entrepreneur, this conversation is packed with practical tips and strategic insights. 👉 Tune in now to level up your international pricing strategy! 💡

In this exciting episode of the Multilingual Content Podcast, host Nicola Calabrese sits down with Gilles Bertaux, CEO and co-founder of Livestorm, the leading webinar platform. Gilles shares how Livestorm evolved from a college project into an eight-figure global company. Learn how their focus on small-scale, self-service innovation and smart language choices helped them scale rapidly during the COVID-19 pandemic. He also breaks down the real-life challenges of going global, including the bold move to prioritize English both internally and externally—despite their French roots. Here’s what we cover: 🟢 The impact of multilingual marketing and product localization 🟢 Customer-led translation strategies that saved time and budget 🟢 How AI is shaping the future of live captioning and voice translation 🟢 Why cultural understanding is just as important as language skills in sales and support 🟢 Lessons learned from what worked—and what didn’t—along the way Whether you’re a SaaS founder, product manager, or localization lead, you’ll walk away with practical tips to guide your own global growth. 🎧 Tune in and get inspired by Livestorm’s journey and insights you can put into action.

🚀 Product-led sales meets global growth! In this episode, we sit down with Vincent Jong, former founder of FunnelFox and CPO at Dealfront, to unpack how combining automation with sales teams can accelerate international expansion. 🌍 Vincent shares his experience building and scaling B2B SaaS products, the pros and cons of product-led sales when entering new markets, and how localization (yes, even language and currency!) can impact conversion. 🧩💡 We also dive into: 🗣️ When to localize your product 🧪 Why “start small” is the smartest global strategy 📈 How product usage predicts retention Whether you’re a SaaS founder, product leader, or marketer thinking about global growth, this one’s for you. 🎧 👉 Connect with Vincent Jong on LinkedIn to continue the conversation. 💬 Want to explore how Undertow can support your international growth? Reach out to us at undertow.co or drop us a message. We’d love to chat!

Going global? Don’t make the classic mistake of copy-pasting your English content. In this episode of Global SaaS Focus, Nicola Calabrese (Undertow) talks with Clément Dumont (The Growth Syndicate) about how to localize SEO with purpose—and avoid the traps that tank performance abroad. 🎯 What you’ll learn: Why translating everything is a waste of time and money How to localize the right pages first for revenue impact 💰 Why keyword intent varies by country (not just language!) Tips to scale SEO that builds trust and ranks globally A must-listen for SaaS marketers, SEO leads, and growth teams. 👉 Follow Global SaaS Focus for more insights on going global. #SEO #Localization #SaaSMarketing #GlobalExpansion #B2BSaaS # B2BSaaS

Ready to take your B2B SaaS global? In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with localization expert Émilie Némorin (ex-Booking.com, Adidas, Zoom) to break down how localization can drive growth—not just add costs. Discover how to: Turn localization into a revenue enabler Collaborate effectively across product, marketing, and engineering Integrate localization early in the product lifecycle Automate workflows and track real impact with meaningful metrics Émilie shares real-world strategies for building cross-functional alignment, proactive communication, and internationalization best practices. Perfect for founders, product managers, and marketing leaders looking to scale globally with smarter multilingual content strategies. 🎧 Tune in now and level up your global game.

Should you localize your product and marketing content, or is English enough? 🌍 In this episode, Nicola Calabrese (Undertow) is joined by Clément Dumont, co-founder of The Growth Syndicate, to explore the real-world challenges and strategies behind SaaS localization in international markets. With experience working across Europe and the US, Clément shares insights on when localization is necessary, how user expectations vary across countries, and which markets are more accepting of English-only content. 🇫🇷🇪🇸🇳🇱 💡 Why localization matters more in Southern and Central Europe than in the Nordics or the Netherlands 📋 How verticals like healthcare and finance leave no room for English-only strategies 🧪 When it's smart to delay product localization and how to test if it’s holding you back 🔍 The surprising ways users "hack" around missing local language support 👨‍💻 Why developers may not care about translated docs but marketers definitely do If you're expanding your B2B SaaS business internationally, this episode will help you navigate the gray areas of localization so you can scale smarter and faster 🚀 🎧 Listen now and follow Global SaaS Focus for more expert insights on going global with confidence

🌍 Going Global: Multilingual Content & International Expansion with Tamara Ceman 🚀 In this episode of The Multilingual Content Podcast, host Nicola Calabrese sits down with Tamara Ceman, a seasoned marketing director in B2B SaaS, to explore the challenges and opportunities of international expansion and multilingual content strategy. 🎯 Tamara's career journey is anything but conventional—starting as a copywriter and evolving into a leader in Voice of the Customer programs for industry giants like Microsoft. She shares insider strategies on product-led growth (PLG), localization, and global marketing that every founder, product manager, and marketer should know. ✨ Key Takeaways: ✅ Identifying Viable International Markets – How to assess market readiness for PLG success. ✅ Localization Beyond Language – A holistic approach that includes design, onboarding, and messaging. ✅ Competitive Analysis – Researching competitors to carve out your unique positioning. ✅ Pricing & Compliance – Navigating the complexities of international pricing and regulations. ✅ AI in Localization – How AI is shaping (and sometimes falling short in) multilingual content. Tamara’s expertise offers a roadmap for global success, ensuring a seamless user experience across regions. 🎧 Tune in now for actionable insights on taking your B2B SaaS company global! 📩 Connect with Tamara: https://www.linkedin.com/in/tamaraceman/ 🌐 Learn more about Undertow: undertowlanguages.com

Can you scale globally without localizing everything from day one? 🌍 In this episode, Clément Dumont, co-founder of The Growth Syndicate, joins us to explore how SaaS companies can balance the efficiency of English-first products with the expectations of local users. We dive into what it takes to go international in a lean, strategic way without skipping the groundwork. 🎯 Topics we cover: 🔍 Spotting early traction in new markets 🧩 Minimum viable localization: what it is and why it matters 💬 When it’s okay to keep your product in English (and when it’s not) 🧠 How buyer and user expectations differ across regions 🧪 Testing messaging, sales, and hiring before going all-in If you're building or expanding a B2B SaaS product, this episode is packed with insights to help you localize smart, scale efficiently, and serve global users better 🚀 👉 Follow the show for more practical conversations on growing SaaS businesses internationally.

🌍 Are you making these common mistakes in your product localization strategy? Join our host, Nicola Calabrese, as he dives deep into the world of international expansion with Melanie Heighway, Head of Product Internationalization at Atlassian. 🚀 This episode unravels the myths surrounding localization, highlights the critical role of AI 🤖 in enhancing workflows, and shares invaluable insights on building a global product from day one. 💡 Melanie shatters three major localization myths, showing why localization is a collaborative effort beyond just translation. Learn how AI is revolutionizing the process at Atlassian—from context gathering to solving complex issues swiftly—and how it's making products more accessible 🌎 to a global audience. 🔍 Listen as Melanie breaks down: ✅ The balance between AI advancements and human expertise ✅ The evolving challenges of testing localized software ✅ How to justify localization investments strategically 📢 This episode is packed with practical advice for B2B SaaS founders, product managers, and marketing leaders looking to scale globally 🌏. 🎧 Don’t miss out! Tune in now and level up your localization strategy. 👉 Learn more at undertowlanguages.com

🌍 Are you ready to take your B2B SaaS company global? In this insightful episode of Global SaaS Focus, hosted by Nicola Calabrese, we dive deep into the world of international expansion with Clément Dumont, co-founder of The Growth Syndicate. Together, we unpack the essential building blocks of successful global growth—from navigating regional regulations and localizing your UI/UX, to activating the right marketing and sales channels in each market 🌐. Clément brings a wealth of hands-on experience, sharing tailored strategies for different SaaS business models and industries. We also explore the importance of internal alignment, and how to get your product, marketing, and customer success teams working in sync to support international success 🚀. Whether you're a SaaS founder, product manager, or marketing lead, this episode delivers actionable insights and real-world examples to help you scale confidently across borders. Tune in and get ready to go global!

🌍 Ready to take your SaaS company global but not sure where to start? 🚀 This episode of The Multilingual Content Podcast, hosted by Nicola Calabrese, is exactly what you need! 🎙️ We’re joined by Daniel Nackovski and Thomas Sjöberg from SaaSiest, the leading B2B SaaS community, to uncover battle-tested strategies for international expansion. 🔥 What you’ll learn in this power-packed episode: ✅ How to identify the right markets for expansion. ✅ The secrets to adapting your SaaS product & messaging for different cultures. ✅ Why local partnerships can be a game-changer for credibility & speed. ✅ How to navigate diverse sales processes and avoid common pitfalls. ✅ The critical role of customer support in new regions. Daniel and Thomas share real-world experiences and expert insights from helping European SaaS companies scale globally. 🌎💡 Whether you're a founder, product manager, or marketing leader, this episode is packed with actionable advice to help you win in international markets. 🎧 Tune in now and take your SaaS company to the world! And don’t forget to subscribe for more insights from top industry leaders. 🌟 👉 Learn more about SaaSiest at www.saasiest.com and discover how Undertow can help you with multilingual content at www.undertowlanguages.com.

🌍 Unlock the secrets to successful international expansion with Ayon Bhattacharyya, a market strategy veteran with over two decades of experience helping top-tier companies like Westpac, Trade Me, Equifax, and NewsCorp. In this episode of "The Multilingual Content Podcast," hosted by Nicola Calabrese, we delve deep into the intricacies of positioning, pricing, and packaging for B2B SaaS companies venturing into new international markets. 🎧✨ 🚀 Ayon, the founder of Biz Growth Spurt, specializes in aiding small to mid-sized B2B subscription businesses to navigate the complex landscape of pricing and market positioning. Listen as he shares his comprehensive approach, beginning with value discovery, advancing through customer and product segmentation, and culminating in strategic pricing and positioning to outmaneuver the competition. 🔑 Key discussion points include: 🧐 The foundational steps of value discovery and the importance of mapping the value chain. 🎯 Differentiation strategies across customer, product, and market dimensions. 💰 How to tailor packaging and pricing to meet the specific needs of international markets. 🌐 The critical role of localization in ensuring market success, featuring fascinating examples from brands like McDonald's and Slack. ⚖️ The significance of balancing between cost leadership and value to maintain a competitive edge. 💡 Ayon provides actionable insights on handling limited resources, understanding market-specific cultural differences, and leveraging AI to enhance localization efforts. He also highlights common pitfalls to avoid and shares real-world examples, including Uber's initial pricing missteps in India and how they adapted to local market demands. 📢 Whether you're a founder, product manager, or marketing professional in the B2B SaaS space, this episode is packed with valuable strategies and expert advice to help you succeed in your international endeavors. 🎙️ Tune in to discover more and master the art of international expansion with Ayon Bhattacharyya! Don't forget to check the show notes for links to Ayon's LinkedIn profile and additional resources on Business Growth Spurt's website. 📩 Connect with Ayon: 🔗 LinkedIn: https://www.linkedin.com/in/valueconquer/ 🌐 https://bizgrowthspurt.com/ 📞 For more insights on multilingual content and international expansion, reach out to Undertow: 🌎https://www.undertowlanguages.com/

🎧 Ready to take your B2B SaaS company global? Tune in to this insightful episode with Clément Dumont, co-founder of The Growth Syndicate, as he shares his expertise on international expansion strategies. 🌍 Clément breaks down the key factors to consider when evaluating new markets, including market size, demand, competitive landscape, cultural differences, and legal compliance. He also highlights common mistakes companies make, such as expanding without product-market fit, not adapting to local nuances, and applying a one-size-fits-all playbook. 📈 Drawing from his experience helping companies expand into over six countries, Clément emphasizes the importance of thorough market research, company-wide alignment, and starting small before scaling up. He advises celebrating small wins and building a strong foundation for sustainable long-term growth in new markets. 🎯 Whether you're a founder, product manager, marketing manager, or localization manager, this episode is packed with actionable insights to help you navigate the challenges and opportunities of international expansion. 🗣️ Don't miss Clément's top two pieces of advice for B2B SaaS companies considering going global for the first time! 🌐 Ready to expand your horizons? Tune in now and discover the strategies you need to succeed in new markets!

🚀 Scaling your B2B SaaS product internationally? Localization is key—but how do you keep it efficient, consistent, and cost-effective? In this episode of The Multilingual Content Podcast, host Nicola Calabrese sits down with Andriy Poznakhovskyy, Head of Customer Growth at Crowdin, to dive into the role of Translation Management Systems (TMS) in global expansion. Andriy shares his insights on how a TMS helps companies streamline multilingual content, improve collaboration across teams, and maintain translation quality at scale. Discover how automation, AI-driven tools, and seamless integrations with CMS, code repositories, and support platforms can eliminate manual work and accelerate go-to-market strategies. We also explore how TMS solutions reduce costs in the long run, why translation memories and glossaries are essential for consistency, and the latest trends shaping the future of localization—including AI’s growing role in optimizing workflows. If you’re a founder, product manager, or marketing leader looking to expand internationally, this episode is packed with actionable insights. Don’t get stuck in spreadsheets—embrace the power of automation! 🌍✨ Tune in now!

In this episode of The Multilingual Content Podcast, host Nicola Calabrese speaks with Nicoletta Dorizzi, Senior Global Performance Marketing Manager at Inriver, about the challenges and strategies behind managing multilingual content in international marketing. Nicoletta shares her approach to market research, emphasizing the importance of understanding cultural nuances, customer feedback, and local partnerships when entering new regions. One key challenge is balancing global brand consistency with local relevance. Nicoletta explains how Inriver tailors campaigns using localized content, industry-specific examples, and local testimonials to build trust without losing their core brand identity. She also highlights how localization plays a crucial role in lead generation, noting the effectiveness of tailored assets and localized SEO in boosting engagement and driving organic traffic. Nicoletta discusses the role of AI in content creation, explaining how it streamlines video production, content adaptation, and campaign planning. This allows her team to focus more on strategy and test different formats and messages quickly. Looking ahead, she identifies trends like customer-centricity, digital maturity, and composable technology as key to future B2B SaaS marketing strategies. This episode offers a thoughtful exploration of how adaptability and innovation are shaping the future of international marketing.

In this episode of The Multilingual Content Podcast, Nicola Calabrese is joined by Michael Levot, a seasoned localization leader from Canva. Michael shares his journey of scaling a localization program to support over 100 languages, transforming the company’s global presence, and navigating the complexities of international growth. Discover the strategies behind building a mature localization framework, prioritizing markets effectively, and leveraging data to make informed decisions. Michael discusses early challenges, significant wins, and the lessons learned along the way, offering invaluable advice for startups and established companies alike. If you’re just starting with localization, this episode serves as a great source of inspiration and guidance on how to approach the process strategically. Whether you’re a founder, marketer, or product manager in the B2B SaaS space, this conversation is packed with actionable insights to help you harness the power of localization as a key driver of growth. Tune in to uncover the secrets of scaling a global B2B SaaS business through localization!

In this episode of The Multilingual Content Podcast, we’re joined by Ashley Herbert Popa, Head of Product Marketing at Sendcloud, to explore the fascinating and complex world of international expansion, especially in the context of B2B SaaS companies. Ashley unpacks strategies for identifying high-potential markets, adapting products and marketing efforts to different cultural landscapes, and creating a seamless minimum viable experience (MVE) for international customers. We also dive into the challenges of collaboration across departments, the importance of building trust in new markets, and the role of localization in achieving long-term global success. Whether you're a founder, marketer, or product manager, Ashley’s insights will help you navigate the nuances of multilingual customer journeys, understand the value of product-market fit, and design scalable strategies for international growth. Tune in to learn how Sendcloud approaches global expansion and discover actionable takeaways to help your business thrive on the international stage.

In this episode of The Multilingual Content Podcast, our host Nicola Calabrese engages in a fascinating conversation with Aline Rocha, Localization Team Lead at Booking.com, who brings over a decade of experience in global content and localization strategy. Together, they delve into the critical role of localization specialists in the age of AI and how technological advancements like machine translation and generative AI are reshaping the industry. Aline highlights the value of cultural nuance and human expertise, emphasizing that while AI tools can enhance efficiency, they are no substitute for the strategic insights and adaptability of localization professionals. She shares her thoughts on the importance of managing data effectively, maintaining translation memories, and leveraging glossaries to improve AI outputs. The discussion also explores why embedding localization at the earliest stages of product development can save companies from costly missteps and enhance global market success. From adapting content to diverse cultures to ensuring brand trust and relevance, this episode is packed with actionable advice for localization specialists, product managers, and global marketing teams alike. Whether you're navigating the complexities of internationalization or looking to future-proof your localization strategy, this episode offers a wealth of insights to help you thrive in an ever-evolving global landscape. Tune in for a deep dive into the intersection of technology, culture, and strategy in multilingual content management.

In this episode of The Multilingual Content Podcast, Nicola Calabrese and Marco Airoldi, co-founders of Undertow, have a conversation about the pivotal role of localization in driving B2B SaaS growth. They explore three critical areas: aligning localization strategy with business objectives, optimizing execution workflows, and ensuring cultural adaptation. Whether you're navigating market entry, streamlining processes, or enhancing user engagement, this episode is packed with practical insights. Tune in to discover how localization can be a powerful growth driver for your B2B SaaS company.

Join us as we chat with Angeley Mullins, Chief Commercial Officer at Resourcify, about the nuances of building a global brand that thrives locally. From navigating cultural differences in marketing strategies to leveraging storytelling for impactful B2B branding, Angeley shares invaluable insights drawn from years of experience in international markets. Discover why early branding is crucial for B2B SaaS startups, how localization can drive growth, and the evolving role of technology in shaping brand identity. Whether you're scaling internationally or refining your marketing strategy, this episode is packed with actionable advice.

In this episode of The Multilingual Content Podcast, Nicola from Undertow dives into a critical discussion with Veronica DiMartino, Eventbrite’s Head of Localization, on navigating the world of localization when resources are limited. Many companies pursuing global expansion face resource constraints, making the art of “doing more with less” a common challenge for localization teams. Veronica offers insights and practical tips for creating impactful, sustainable localization strategies—even when budgets, headcounts, and timelines are tight. Veronica begins by sharing her thoughts on the importance of “acting sustainably” in localization, which she describes as “minimizing waste, being realistic with what you have, and focusing on the bigger picture without losing sight of the small wins.” According to her, small wins aren’t just stepping stones; they’re motivators that validate the journey, help localization teams feel valued, and sustain momentum. Whether it’s translating a high-impact marketing campaign or optimizing user experience for a specific region, Veronica emphasizes that these small achievements make a significant difference in reaching long-term goals. Veronica’s insights provide a comprehensive guide to sustainable localization, particularly useful for those working in resource-constrained environments. She brings a refreshing perspective to localization, emphasizing that while resources may be limited, creativity, collaboration, and strategic prioritization can unlock significant potential. Whether you’re a localization professional, a global expansion manager, or someone interested in international content strategies, this episode is packed with practical advice and inspiration for building resilient, impact-driven localization strategies.

In this episode of the Multilingual Content Podcast, we sit down with Henri Malkki, CEO and co-founder of Exolyt, a leading platform for analyzing short-form social media content like TikTok. Henri shares the fascinating journey of Exolyt, which launched globally in 28 languages from day one, enabling rapid international growth. We dive into the challenges and surprises faced during this expansion, explore how AI-powered insights are transforming social media analytics, and discuss the importance of understanding cultural nuances when going global. Henri also offers valuable advice for startups looking to scale internationally and how Exolyt helps businesses, marketers, and influencers uncover hidden social media trends. Whether you’re a marketer, entrepreneur, or content strategist, this episode offers actionable insights on leveraging AI and multilingual strategies for global success.

In this episode of The Multilingual Content Podcast, host Nicola Calabrese interviews Aline Rocha, a seasoned professional from Booking.com with over a decade of experience in content and localization. They delve into the complexities of adapting content for global markets, touching on challenges like cultural sensitivity, the importance of localizing beyond just language, and the need for flexibility in global content strategies. Aline shares insights from her work at Booking.com, where she's led localization efforts and adapted content to resonate with diverse audiences across regions like Brazil and Argentina. They also discuss the impact of AI, maintaining brand consistency, and offer advice for startups considering global expansion​

In this episode of the Multilingual Content Podcast, Nicola sits down with Veronica, the Localization Manager at Eventbrite, to dive into the intricate world of localization and internationalization. Veronica shares her journey of leading Eventbrite's localization efforts, from being a solo contributor to scaling a global operation that supports diverse audiences around the world. Veronica discusses the challenges of building a localization program from the ground up, particularly when resources were limited, and how she leveraged her past experience to streamline processes and implement tools that ensured scalability. She highlights the importance of understanding when it's time to expand localization efforts and the key indicators that signaled this for Eventbrite. Throughout the conversation, Veronica emphasizes the significance of addressing internationalization issues early on, such as resolving technical bugs and ensuring user interface elements are culturally relevant and functional across languages. She also shares how to effectively prioritize which markets and languages to target, using research, customer feedback, and competitor analysis to guide these decisions. Listeners will get insights into the technologies and tools Eventbrite uses to automate their localization processes, and the critical role of slowing down to build strong foundations for future growth. Veronica offers valuable advice to localization professionals, touching on the importance of keeping an open mind, avoiding tunnel vision, and continuously seeking innovative solutions. For those looking to scale their localization programs, Veronica shares practical strategies, from managing technical resources to fostering collaboration across teams. She also reflects on how success in localization is measured not just by numbers but by the level of influence the localization team has on the company’s global strategy. Whether you're new to localization or a seasoned pro, this episode offers a wealth of knowledge on how to navigate the complexities of building a successful localization program in today’s global market. Tune in to hear Veronica’s expert tips on localization strategy, technology, and the lessons she’s learned along the way.

In this episode of the Multilingual Content Podcast, Farokh Shahabi, CEO of Formaloo, shares insights into his B2B SaaS startup journey. Formaloo, launched in 2020 in Tallinn, Estonia, empowers businesses to create applications without coding using a drag-and-drop interface. Farokh discusses the challenges and successes of their international expansion, particularly their unexpected growth in the US market. He emphasizes the importance of following customers' needs and adapting strategies accordingly. Farokh also reflects on lessons learned and what he would do differently if starting over. Join us for an inspiring conversation about entrepreneurship and global business growth​

Discover how leading industry experts handle software localization in our latest podcast episode featuring Fred Fischer, an Internationalization Consultant. Join us for valuable insights into internationalization, localization, and optimizing user experiences in global markets. Listen now!

Explore how top industry professionals manage product localization in our latest podcast episode with Aglaia Pavlerou, Localization Manager at DICE. Tune in for insights into enhancing user experience across global markets. Listen now!

Discover expert insights on UX localization, inclusivity, and managing complex translation projects from Aglaia Pavlerou, Localization Manager at DICE.

Explore the complexities of managing multilingual products with Francesca Sorrentino, Localization Director at Phrase. Uncover how translation agencies can be a game-changer for startups aiming for global success.

Dive into the essential strategies for fostering seamless collaborations between startups and translation agencies, straight from Francesca Sorrentino, Localization Director at Phrase.

Learn how integrating localization early in the product journey can lead to enhanced user experiences and market penetration with Morana Perić, Head of Localisation at DeepL. Uncover strategies for global success and the crucial blend of technology and human insight.

Tune in to the Multilingual Content Podcast for an exclusive interview with Morana Perić, Head of Localization at DeepL. Gain valuable insights into the synergistic fusion of AI and human expertise for next-level localization strategies. Discover why relying solely on AI isn't the panacea for localization challenges. Join us as we delve into the intricate dynamics of blending technology with human insight in multilingual content.

Discover the secrets of audiovisual localization with Alexander Ekhilevskiy, Localization Operations Manager at Vista, and learn how to expertly navigate the challenges of adapting video and audio content for global audiences. Listen to it now.

"Discover the vital metrics 📊 for #SaaSLocalization success in our latest 🎙️ podcast, ""Metrics that Matter in SaaS Localization,"" featuring insights from @Julio Leal, Head of Localization at Spendesk. 📲 Undertow brings you an engaging conversation 👥 that delves deep into user engagement, conversion rates, customer retention, and how these factors drive localization efforts in the #SaaS sector. 💻 Julio shares his wealth of experience, 🧠 highlighting the importance of aligning localization efforts with user expectations and preferences. This podcast is a must-listen 🎧 for anyone in the SaaS realm looking to understand the real-time impact ⚡ of localization on their product and content. 📝 Listen now to gain actionable insights 💡 and learn how to navigate the nuances of SaaS localization effectively. Let Undertow guide 🧙‍♂️ you in transforming your localization strategy from a cost centre to a dynamic growth 📈 engine. #Localization #Undertow #LocalizationInsights