Global Marketing Strategies in SaaS & Software -
A former owner of an agency and now the Chief Marketing Officer for , David Vogelpohl has been instrumental in helping many software firms grow across the world.
I spoke to him in order to get some insight into the best way to build an international growth plan, particularly in relation to localization.
The subject of discussion was:
- The method of iteratively localizing marketing activities
- A simple guide to look at the regional growth potential
- Regional marketing and localization partners
Watch the entire interview online or check out the highlights from our interview below.
Our Conversation: The Highlights
Where Should SaaS Companies Localize [2 min video clip
David walked through a step-by-step procedure to determine the areas SaaS and other software companies might be able to locallyize.
1. Start with the sales you've done and identify opportunities to increase demand from your current customers. David utilized his customers from the U.S. as an example: "You charge in U.S. dollars, your website is in English However, you've got customers who convert from other countries that don't have a specific target. That's why it's you should first find out the reason for interest in the market from those who are currently purchasing."
2. Find out what opportunities exist within these areas.
Take, for example, the volume of searches for keywords around high purchase intentions keywords.
"You could also advertise in market, linking to your site without other localization. This will give you an extremely precise picture of your availability and interest. Also try localizing those advertisements. It's an opportunity to try out the water before things like translation, or localizing in local currency."
3. Find communities that have already established ecosystems as well as social media networks, sites and websites located within the area of the subject.
"So I'm able to see the possibility of an ecosystem of what's going on that I can integrate into my own marketing?"
Watch the 2 minute clip for further details.
How to make money from the booming SaaS Consumer Markets [4 min video] 4 min video
In this video clip, David offers recommendations for why you need to take an active approach to getting into the new market.
Here's the quick lesson from David:
"A majority of these areas are seeing an increase in the use of Internet connectivity and digital therefore there's this little small amount of delay. The opportunity is only going to increase. Therefore, if you can get a position there, and occasionally because people are looking for low-hanging fruit, and a larger market, you may succeed in that area."
3. Why are we required to be more localized? [1.5 minutes video>>
Many companies do not think about localization because it appears as a daunting task. David recommends localizing incrementally in order to make the process more efficient.
"I think the biggest mistake that people make is the assumption that they need to accomplish the goal, however, there are a lot of smaller steps you could take for getting to that point," he explained.
The best place to begin is to transform your landing page to a page explaining the products that you offer and how to contact sales.
Check out the short video to learn more about how and why it's important to localize slowly.
What is the easiest way to sell Around the World
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