The Worldly Marketer Podcast is Verbaccino's interview-style show about international and global marketing issues. As more and more people around the world get connected to the Internet, even small brands can build an international customer base through digital marketing, translation, localization, social media, and e-commerce. Every week, Kathrin Bussmann talks to a different guest expert to learn more about the challenges and the rewards of going global in the Digital Age. Her mission is to explore how savvy SMEs can leverage today's global, social, multilingual marketplace.
How to Avoid Costly Blind Spots When You’re Growing a Global Brand w/ Sean Duffy
Sean Duffy is an international brand strategist and the Founder of Duffy Agency, a strategic marketing agency that specializes in international brand development. Headquartered in Malmö, Sweden, Duffy Agencyworks to fill the expertise gap that business typically experience as they set out to compete on an international stage. The agency has worked with clients from over 30 different countries and has collaborated with partner agencies in 50 other cities around the world. As CEO, Sean divides his time between Duffy Agency's main office in Sweden and its U.S. office in Boston, MA.
Born and raised in the U.S., Sean has over 30 years of experience working in strategic marketing. He began his career in Boston as a copywriter with BBDO, the global advertising agency, and later worked as Creative Director for an ad agency in San Francisco. In 1991, he moved to Stockholm, to work as Creative Director at Sweden’s largest ad agency, Lowe Brindfors, which is now part of the Mullen Lowe Group. After 10 years with Lowe working exclusively on international marketing, he decided to launch his own agency.
In addition to his role at Duffy Agency, Sean is a Lecturer & Practitioner in Residence at the Lund University School of Economics & Management and a Mentor in their Masters Program in Entrepreneurship. He is also a frequent speaker on strategic international marketing and online brand management, and he draws on his experience working with dozens of global brands including IKEA, The United Nations, Saab, Volvo, Absolut, VF Corporation, Pfizer, and GSK. Last but not least, Sean is the author of an excellent new book called International Brand Strategy: A Guide to Achieving Global Brand Growth.
Duffy Agency website Duffy Agency on LinkedIn Duffy Agency on Facebook Duffy Agency on Instagram Duffy Agency on Twitter Sean’s book: “International Brand Strategy: A Guide to Achieving Global Brand Growth” (If you purchase this book via the Kogan Page website, you’ll receive a 20% discount by entering the special offer code INTBRAND20 during the checkout process.) Sean on LinkedIn Sean on Twitter
This episode was sponsored by Vistatec.
What You Can Learn from Today's Best-in-Class Global Websites w/ John Yunker
John Yunker is a well-known pioneer in the field of web and software globalization, and he has been featured on two previous episodes of this podcast: episodes #059 and #182. He is the Co-Founder & President of Byte Level Research, an agency based in Ashland, Oregon, that specializes in researching, promoting and advising on best practices in web globalization.
For over two decades now, John has been helping companies improve their global content, their websites, and their software through specialized reports, consulting, speaking and training sessions. He has worked with many of the world’s largest multinational corporations, providing them with web-globalization training and benchmark services.
In addition to his client work, John writes a well-known blog called Global by Design, and he is the author ofseveral books, including “The Savvy Client's Guide to Translation Agencies, The Art of the Global Gateway”, “Beyond Borders: Web Globalization Strategies”, and most recently, “Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy”. But he is perhaps best known for his annual Web Globalization Report Cards, which provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices.
In this episode, John returns to the show to talk about his 2021 Web Globalization Report Card, which he published earlier this year. Tune in to learn about which global companies are leading the way when it comes to website globalization best practices, what they're doing to attract and retain more international visitors, and what some takeaways are for companies in the earlier stages of international growth.
Byte Level Research website Byte Level Research on LinkedIn Byte Level Research on Twitter The 2021 Web Globalization Report Card Global By Design blog The Localization Institute class: “ReadySetGo: Global Navigation” John on LinkedIn John on Twitter
This episode was sponsored by Vistatec.
What Today’s Tech Companies Need to Know About Global Expansion w/ Ramsey Pryor
Ramsey Pryor is the Founding Partner at Port of Entry Partners, a consultancy that helps tech companies conquer international markets. Based in the San Francisco Bay Area, he works with his clients to define their expansion strategy, understand the local market conditions, localize their product offerings, hire world-class talent, build brand awareness, win top accounts, and evolve as a truly global organization.
With a background in Economics, Hispanic Studies, and Marketing, Ramsey has over 20 years of experience working at technology companies large and small. Before launching his own consultancy in 2021, he spent five years leading International Expansion & Sales at Branch Metrics, the third Fastest-Growing Company in North America on Deloitte’s 2020 Technology Fast 500 list. During his tenure at Branch, he grew the company's international footprint from zero to over 100 employees and opened 12 global offices across LATAM, EMEA, and APAC.
In addition to his consulting work, Ramsey is a frequent speaker on international expansion, and he is a founding member of International Mastermind, a peer network of global operators from companies including Spotify, Shopify, Squarespace, Asana, HubSpot and other leading tech companies. He also recently launched The International Expansion Podcast, where he talks with industry colleagues about their experiences, learnings, and best practices around taking tech companies global.
Tune in for Ramsey’s valuable insights on how today’s startups are going from zero to international faster than ever, and how they can manage the inherent challenges rapid global growth.
Port of Entry Partners website Port of Entry Partners on LinkedIn International Mastermind website International Mastermind on LinkedIn The Internal Expansion Podcast Ramsey on LinkedIn
This episode was sponsored by Vistatec.
How Shopify Connects Merchants and Customers Around the World w/ Giulia Greco
Giulia Greco is the Localization Programs Lead at Shopify, the leading global ecommerce company headquartered in Ottawa, Canada. Founded in 2006, Shopify is the all-in-one commerce platform to start, run, and grow a business. Its mission is to make commerce better for everyone, everywhere. It now powers over 1.7 million businesses in more than 175 countries, and has over 5,000 employees across the globe. Shopify is trusted by brands such as Allbirds, Gymshark, PepsiCo, Staples, and many more.
Originally from Milan, Italy, Giulia has a background in translation and interpreting. She moved to Canada in 2002, and settled down in Toronto. In 2016, she joined the Shopify team in the role of Content & Localization Manager for Italian, and eventually took on the role of Localization Program Manager. In her current role, she manages the localization operations in the Marketing & Growth team, including video localization, plus several in-country editors, linguists, translators, copywriters and a Language Service Provider.
In this interview, Giulia talks about the role of internationalization and localization in Shopify’s incredible growth; the challenge of working with globally distributed teams; the inherent tension between building the company’s global brand identity and the need for hyper-localized content; what a minimum viable Localization team should look like; and how, in 2020, the “Shopify Effect” was responsible for $307 billion in global economic activity.
Shopify website Shopify blog (English) Article: “The Shopify Effect: How Entrepreneurs Are Changing the World” Shopify podcasts (English) Shopify on LinkedIn Shopify on Facebook Shopify on Instagram Shopify on YouTube Shopify on Twitter Giulia on LinkedIn Giulia on Twitter
This epsiode was sponsored by Vistatec.
Why Exporters Need Local-Savvy Strategies to Succeed w/ Kathryn Read
Kathryn Read is an international sales & marketing consultant and a Partner at Uniconsult-Wick & Partner, which is a business management and export consultancy based in Austria. She has over two decades of experience developing niche products in emerging markets, and helping small and medium-size companies to break through international barriers, thereby creating successful entrepreneurs and a thriving global marketplace.
Originally from the U.K., Kathryn has a background in French and German language studies, and she is extremely well travelled. She began her export career back in 1995, working at a British auto-parts manufacturer in Nottingham. In 2000, Kathryn relocated to Austria to take on a cross-border sales role at Trodat, which is a globally successful consumer goods company, and she has made her home in Austria ever since. In 2001, she joined HiPP, the European organic baby food company, and spent several years leading the brand’s international sales efforts into Central and Eastern Europe as well as Asia, including China.
Kathryn firmly believes that business is done between people, and therefore she focuses on building strong relationships that form a solid foundation for doing business. I've had the pleasure of getting to know her better over the past year or so, and I always appreciate her authenticity, her genuine curiosity about people and cultures, and the kind, thoughtful way she approaches everything she does.
Kathryn’s website Kathryn’s blog Kathryn’s e-book: How to Decide Which International Markets to Enter” Uniconsult-Wick & Partner website Uniconsult-Wick & Partner YouTube channel Kathryn on LinkedIn Kathryn on Instagram
This epsiode waws sponsored by Vistatec.
Why Global Brands Need Quality and Consistency in Their Creative Content w/ Anastasia Leng
Anastasia Leng is the Founder & CEO at CreativeX, a technology company whose mission is to advance creative expression through the clarity of data. Launched in 2015, CreativeX uses analytics tools to help Fortune 500 brands like Unilever, Mondelez, Heineken, ABI, Google, L'Oréal, and Pepsi to measure the efficiency, the consistency, and the impact of their visual marketing content across the globe.
Fluent in three languages, Anastasia has been a nomad all her life. She has lived in Bahrain, Vietnam, Hungary, Russia, France, England, and currently makes her home in New York City. With a background in psychology and sociology, she began her career in marketing in 2005. She joined Google in 2007 as a Product Marketing Manager, and eventually took on the role of New Business Development Manager, EMEA, where she led entrepreneurship efforts in Europe, Africa, and the Middle East, and was responsible for early-stage partnerships for Google Voice, Chrome, and Wallet.
In 2012, Anastasia launched herself into entrepreneurship when she co-founded Hatch.co, an e-commerce company that was selected as one of Time Magazine’s "Top 10 Startups to Watch in New York", one of TimeOut NY's "Best New Shopping Sites of 2013", as well as one of the four most innovative retail companies by the National Retail Federation.
In this interview, Anastasia talks about why it’s so important for global brands to ensure quality and consistency across their creative marketing assets, how CreativeX helps Fortune 500 brands solve specific pain points around their visual content, and how she is successfully managing the international growth of her own company. Catch Anastasia’s valuable insights!
CreativeX website CreativeX Blog CreativeX on LinkedIn CreativeX on Twitter Anastasia on LinkedIn
This episode was sponsored by Vistatec.
Amazing global marketing podcast!
Lots of great marketing info for anyone working internationally. Guests have deep expertise & the content is diverse. There’s something for everyone.
Positioning us to take advantage of the virtual world we live in today, and to expand on that.
I listened to Kathrin’s podcast even before I was a guest on the show and was impressed by her array of guests and content. Kathrin curates valuable insights on how we can thoughtfully and respectfully grow globally, from an operational, product strategy and marketing perspective. Lots to be learned and gained in navigating this complex growth and scaling strategy.
Thanks for building Cross-cultural bridges！
Kathrin and her award-winning The Worldly Marketer Podcast is truly an impactful cross-cultural bridge between East and West, Past and Future & Business and Humanity! I enjoyed speaking and being a loyal audience for this wonderful and mission-driven platform. Keep up the awesome work!