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What Marketers Need to Know About Going Global

by Tim Killenberg  |  
August 3, 2016

The best sales and marketing strategies to engage international markets have changed significantly in the past few years—especially for tech companies. Gone are the days when globalization was reserved for behemoth companies with multibillion-dollar market caps.

Surviving in today's competitive climate requires thinking about global strategy from day one. The biggest mistake companies make in regards to global marketing is thinking that globalization requires tremendous resources and continually putting it off.

That thinking traps businesses in domestic markets while their competitors make the world their oyster.

Today, going global can be achieved more easily than ever—if you have the right strategy and solutions in place.

What changed? The first real revolution in opening up global markets was the birth of the Internet, which shattered hurdles to communication and enabled idea sharing across borders and time zones. Also, the birth of the cloud made the fulfillment of purchased services as instant as that communication. Solutions can be delivered the instant a deal closes, support can be provided in real time, and the product can be scaled on demand.

But what is the best way to go about marketing to a diverse collection of regions with vast differences in what types of marketing communication work well?

Go with native tongue and talent

Language barriers first come to mind when the topic of global marketing comes up.

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Tim Killenberg is senior vice-president of sales and marketing at N3, a global outsourced sales execution firm.

LinkedIn: Tim Killenberg

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