An average B2B buyer consumes at least 13 pieces of content before purchasing, making localisation even more crucial.

Unfortunately, many regional/global B2B marketers may miss local nuances and preferences, leading to costly, embarrassing, and sometimes legally problematic errors. 

For example, what is your spelling convention (localization vs localisation)? Is Google Translate even a viable translation tool? 

In this blog post, we’ll explore examples of standout brands that have successfully their navigated localisation challenges. 

Localisation Done Right #1: Tailor Messaging Solutions to Market Needs

Pure Storage, a top American tech company known for its advanced data storage solutions, excels at creating engaging and meaningful content. 

The example below shows how the company highlights how their data storage services can meet the unique needs and challenges of Singapore’s public sector.

Localisation Done Right #2: Choose Local Faces that Represent the Region

Grab is a classic example of an effective localisation strategy. 

The company includes more local faces in their campaign ads depending on the region they are trying to target. By showcasing individuals who reflect the demographic and cultural diversity of the region, its ads feel more relatable and trustworthy to local customers. 

Fosters a sense of familiarity and comfort encourages potential customers to engage with the brand.

General Motors, home to automotive brands like Chevrolet, GMC, Cadillac, and Buick, manages country-specific LinkedIn pages for markets such as Mexico, Korea, Europe, Africa, and the Middle East. 

The content on each page is tailored to its respective market. 

The General Motors de Mexico LinkedIn page, in particular, has a strong following, with each post receiving over 200 likes.

Sandoz Group AG, a Swiss leader in generic pharmaceuticals and biosimilars, goes deeper with country-specific LinkedIn pages, tailoring content to each region. 

For example, their Sandoz France page features the “Tour de France of Patient Initiatives” campaign, showing their support and collaboration with for clinics and hospitals across France.

Sandoz also applies a global-local approach in their office setups. Tripti Jha, Chief Talent and Transformation Officer at Novartis, highlighted that Sandoz’s offices in places like Germany and Italy have uniquely local setups, deepening their roots into the market. This helps Sandoz effectively meet local needs while maintaining a global presence.

Localisation Done Right #3: Breaking the Language Barrier with AI

Roblox, a popular game platform for teens and kids, is now using AI to translate chat messages in real-time, helping players from different countries communicate easily.

In Feb 2024, they introduced an in-experience text chat service that allows people from different countries to be understood by people who don’t speak their language. 

These translations are displayed in real-time, with a latency of 100 milliseconds, removing language barriers, no matter where you are in the world. 

Localisation more than language

A localised approach eases market entry when going beyond familiar shores. To succeed, marketers must develop a strategy that respects and incorporates each geography’s cultural differences.

Every element, from language to colour, can carry different cultural meanings and associations. 

Join us at our event, “Power Hour: Localisation is more than language”, on 5 September, 11am (GMT+8) and gain insights from local marketers in key growth Asian markets.