The Global Marketing Show

globalmarketingshow
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  • MARKETING
  • UPDATED SEMIMONTHLY

The Global Marketing Show, hosted by Wendy Pease at Rapport International, helps growth-minded marketers expand into international markets and boost multilingual lead generation and revenue. Each episode features experts from industries like medical devices, industrial manufacturing, consumer brands, government, and education sharing real-world lessons on how to go global the right way. Discover actionable strategies for translation, localization, transcreation, and cultural adaptation, plus insights on the technologies, workflows, and quality standards that drive global marketing success. Whether you manage global campaigns, oversee multilingual content, or lead international sales, this podcast is your guide to building a brand that connects across languages and cultures.

  1. 4D AGO

    Sarcasm Doesn’t Translate: What Humor Reveals About Culture (and Global Business) - Show #153

    In this episode, Wendy chats with Trevor Williams of Global Atlanta about what sarcasm really reveals: your assumptions, your cultural blind spots, and the hidden “subtext” that can make or break international relationships. Sarcasm shows up in every culture, but it doesn’t land the same way everywhere (and even varies region-to-region, as Wendy notes with the North vs. South divide in the U.S.). From language-learning humility to how global companies communicate amid trade uncertainty, this conversation is a reminder that in global business, the message isn’t just the words…it’s the context, the culture, and the intent behind them. What you’ll learn Why sarcasm and humor often fail across cultures and how misunderstanding tone can quietly erode trust in global business relationships. How language learning and cultural humility improve communication and help leaders avoid costly assumptions when working across borders. How exporters are navigating today’s global trade landscape, including tariffs, uncertainty, diversification, and why globally engaged companies tend to be more resilient.

    47 min

  2. JAN 22

    Hope Isn’t a Strategy: The Export Playbook That Works (Plus: Why a $20 Arabic Postcard Won a Distributor) - Show #152

    In this episode, Wendy sits down with Mike Hubbard, Director of International Trade at the Economic Development Partnership of North Carolina, for a practical, story-driven look at what actually makes exporting work.  Mike breaks down how their team helps companies move from “we should sell overseas” to a real plan: covering compliance, market research, cultural training, distributor introductions, trade missions, and even grants that can reimburse costs like translation. Along the way, he shares vivid examples: a small home furnishings company that won business in the Middle East because she localized a simple postcard and website into Arabic, why “clunky” machine translation can quietly push buyers away, and how smart market selection (like targeting the UK and South Africa before Canada/Mexico for a medical device) can unlock growth faster than you’d expect. You’ll learn: How to build an export strategy that isn’t “go to a trade show and hope”—including the core pieces Mike insists on: compliance, market intelligence, and a written market entry plan. Why translation and cultural adaptation are revenue levers (not “nice-to-haves”)—with real examples of how localized materials signal seriousness and reduce friction for buyers. How to pick the right first markets and avoid expensive dead ends—especially when regulations, certifications, labeling rules, and relationship-based selling vary wildly by country.

    40 min

  3. JAN 8

    From Coffee in a Tea Market to “Dinosaur” Software: The World’s Most Misunderstood Global Campaigns - Show #151

    Wendy Pease sits down with global marketing strategist Jen Faucon, whose career spans major agencies and multinational brands. She now works at the intersection of global business, public policy, and sustainable development. Jen’s core message is simple (and surprisingly tactical): great global marketing isn’t about giant budgets. It’s about smart strategy, cultural precision, and building systems that let local markets tell you when your “great idea” will backfire. You’ll learn: How Nestlé successfully introduced coffee in a tea-drinking country by shifting consumer behavior to a new moment of the day and using a simple Try → Share → Buy framework instead of expensive mass media. Why translation is a strategic and cultural risk decision, not a tactical task, including how colloquialisms, imagery, and language choices can either build trust or get a brand banned from advertising in a market. How global brands like Microsoft adapt one core idea across dozens of markets by keeping the strategy consistent while allowing local teams to change copy, visuals, humor, and layout to fit cultural norms.

    51 min

  4. 12/18/2025

    Why Global Expansion Fails - Show #150

    In this episode, Wendy sits down with John Saylor, a seasoned international business leader, to explore what it really takes to succeed in global markets. Drawing on real-world experience across Europe and beyond, John breaks down common misconceptions about international expansion and explains why cultural nuance, local insight, and strategic patience matter more than speed or scale. The conversation dives into how companies often underestimate regional differences, over-rely on English, and miss critical opportunities by treating “international” as a single market. John shares practical examples, lessons learned from market entry wins and failures, and advice for leaders who want to build trust, relevance, and long-term growth across borders. Whether you’re just beginning to explore international markets or looking to refine an existing global strategy, this episode offers grounded, actionable insight from someone who’s been there. You’ll learn: Why “one-size-fits-all” global strategies fail — and how cultural, linguistic, and regional differences directly impact growth and trust How to approach international market entry more strategically, including where companies commonly go wrong when expanding into Europe and other regions What global-minded leaders do differently, from adapting messaging to building local credibility and long-term relationships

    51 min

  5. 12/04/2025

    Small State, Big Impact: How Maryland Helps Companies Go Global - Show #149

    In this episode, Wendy sits down with Jessica Reynolds, Senior Director for the Office of International Investment and Trade at the Maryland Department of Commerce, to uncover how Maryland has become a powerhouse for helping companies scale internationally.  Jessica breaks down the state’s innovative programs — from the Global Gateway soft-landing initiative to its publicly sponsored Innovation Lab — and shares real stories of startups, exporters, and industry leaders who transformed with the right support. Whether you’re entering the U.S. market, exploring foreign expansion, or navigating fears around IP, regulations, culture, or investment, this conversation gives you a roadmap for taking the leap with confidence. You’ll learn: How Maryland attracts and accelerates global companies through programs like Global Gateway, Soft Landing Exchange, and its state-run Innovation Lab: the first of its kind in the U.S. Common pitfalls and fears companies face when going international (IP protection, regulations, readiness, investment hesitations) and the real resources available to overcome them. Where businesses should start when expanding abroad or entering the U.S. market, and why there’s “no wrong door” when tapping into export councils, government agencies, and trade partners

    37 min

  6. 11/20/2025

    Leading Across Borders: A Medical Device CEO’s Playbook - Show #148

    Wendy Mackenzie Pease, President of Rapport International, interviews Alain Tranchemontagne, CEO of Alleviate, whose 30+ years in medical devices spans start-ups to Fortune 50 organizations. He has led teams across 5 continents, has held commercial and general management positions, and brings significant global experience in the areas of product and market development. He shares practical, battle-tested ways to enter new markets, build culturally diverse sales engines, and lead with data (and humility) across continents. You’ll learn how to: Build global demand the right way: Identify and activate credible KOLs, hire a local “anchor” leader, measure activity early, and make fast keep/replace decisions—while respecting culture and language on the ground. Run a 90-day turnaround playbook: Weeks 0–12 = listen widely (patients, clinicians, data), co-create objectives with the team, then double down on what works using “data density” (lots of signals to see real patterns). Go international without missteps: Sequence markets, map regulations and evidence needs, prioritize IP/trademarks, and treat translation as a regulated, technical task for pros—because “good enough” localization will bite you.

    40 min

  7. 10/30/2025

    Book Launch Special: Hard Sales Lessons and a Roadmap for Going Global - Show #146

    In this episode, Wendy MacKenzie Pease and Hannah Feldman Pentz share the insights behind their upcoming book, The Secrets of Global Sales, launching November 4th. Designed for sales and marketing leaders, executives, and entrepreneurs across industries, the book tackles the real-world challenges companies face when expanding internationally, from small startups to established enterprises. Wendy and Hannah discuss why cultural nuance and market understanding are non-negotiable in international growth, and why AI alone can’t solve the complexities of translation and localization. They highlight lessons learned from companies of all sizes, showing how even missteps can fuel stronger long-term strategies. They also cover practical steps organizations can take, such as leveraging personal global experiences, seeking guidance from government programs like the District Export Council and Department of Commerce, and ensuring the right blend of human and AI expertise for accurate, culturally relevant communication. What you’ll learn: Why cultural adaptation is the secret ingredient to global success The most common mistakes companies make when going international and how to avoid them How to use government and professional resources to expand smarter Where AI fits (and doesn’t) in translation and localization for global growth Practical tools and a resource guide included in the book The Secrets of Global Sales will be available on Amazon and through Rapport International, complete with resources and guidance for companies ready to seize global opportunities while avoiding costly missteps

    18 min

  8. 10/16/2025

    Unlocking Global Markets — The Power of Exporting - Show #145

    In this episode of The Global Marketing Show, host Wendy Mackenzie Pease, President of Rapport International, shares exciting podcast updates, personal global experiences, and key lessons on why exporting is essential for U.S. business growth. She also unveils her upcoming book, The Secrets of Global Sales, drawn from insights across hundreds of international conversations. Top Takeaways: Exporting drives higher revenues, stability, and long-term growth for U.S. companies. Fear of language and culture often limits global potential. Translation bridges that gap. Wendy’s second book, The Secrets of Global Sales, tackles real-world challenges companies face when expanding internationally and addresses the issues with AI translation

    13 min
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About

The Global Marketing Show, hosted by Wendy Pease at Rapport International, helps growth-minded marketers expand into international markets and boost multilingual lead generation and revenue. Each episode features experts from industries like medical devices, industrial manufacturing, consumer brands, government, and education sharing real-world lessons on how to go global the right way. Discover actionable strategies for translation, localization, transcreation, and cultural adaptation, plus insights on the technologies, workflows, and quality standards that drive global marketing success. Whether you manage global campaigns, oversee multilingual content, or lead international sales, this podcast is your guide to building a brand that connects across languages and cultures.

Information

  • Creator
    globalmarketingshow
  • Years Active
    2020 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © Copyright 2020 All rights reserved.
  • Show Website
    The Global Marketing Show