The Global Marketing Show

globalmarketingshow
  • 5.0 (5)
  • MARKETING
  • UPDATED MONTHLY

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. 8H AGO

    Running Global Operations Across EMEA & APAC: What Actually Breaks - Show #157

    In this episode, Wendy MacKenzie Pease interviews Marta Grutka, a global operator with 30+ years of experience leading cross-border initiatives in highly complex environments.  A U.S. citizen by birth and career expat by choice, Marta has lived in major international media and government centers across APAC, EMEA, and the U.S. In 2025, she was recognized as one of the World’s 50 Most Influential Business Women Making a Difference for her impact on more than 100 communities – from the Mannequin Pis to the Merlion. Marta shares firsthand lessons from managing multilingual teams in emerging markets, running daily operations with real-time interpretation, and navigating high-stakes environments where infrastructure, language barriers, and compliance requirements collide. She walks through how miscommunication impacts execution, why global strategies fail at the operational level, and how to implement simple but effective frameworks to maintain clarity across teams. The episode also dives into intellectual property protection and anti-piracy efforts across Asia, showing how enforcement, education, and localization strategies must work together to shift behavior in complex markets. From COVID-era crisis management to building systems for accountability across languages, Marta provides a grounded look at what it takes to operate globally without losing control of compliance, quality, or brand integrity. What You’ll Learn Where global regulatory execution breaks down: How language gaps, unclear ownership, and cultural misalignment create risk across submissions, labeling, and documentation. How to operationalize multilingual teams: Real examples of running daily standups with live interpretation, structured reporting (announcements, agreements, actions), and maintaining accountability. How to reduce compliance risk across markets: Why miscommunication—not strategy—is often the root cause of regulatory delays and errors. What anti-piracy and IP protection teach us about global enforcement: How shifting messaging, local engagement, and education can change behavior in complex markets. How to build resilient systems during crises: Lessons from managing teams and operations during COVID in low-infrastructure environments. Check out The Global Marketing Show Blog.

    35 min

  2. MAR 19

    Avoiding Global Trade Traps: How 30 U.S. Companies Navigated Tariffs and Found the Right Markets - Show #156

    In this episode of the Global Marketing Show, Dr. Sarita Jackson, Founder and CEO of Global Research Institute of International Trade, shares her expertise on the intricate world of international business expansion. Having guided over 30 U.S.-based companies through the challenges of exporting and importing in 2025, she explains how tariffs, trade agreements, and country-specific regulations can create both risks and opportunities for growing businesses. From helping medtech, building safety, and cosmetic companies to navigate complex trade policies, Sarita demonstrates the importance of understanding not just the market, but the specific product, its classification, and how trade agreements like USMCA can impact costs and competitiveness. She also discusses the often-overlooked “non-tariff barriers” that can hinder market entry, emphasizing the need for precise, tailored research before investing in new markets. Through real-world examples, Sarita illustrates how data-driven market research and customized strategies help companies avoid costly mistakes and identify markets with the highest potential for sustainable growth. She breaks down how to evaluate international opportunities, consider consumer behavior and demand, and pivot when initial market assumptions don’t match reality. This episode is packed with actionable insights for business leaders, marketers, and entrepreneurs who want to expand globally without getting blindsided by hidden risks. What listeners will learn: How tariffs and trade agreements actually impact exporters and importers, including why where your product is manufactured can dramatically change your cost structure. The hidden “non-tariff barriers” that trip up companies abroad, from regulatory hurdles to discriminatory market practices that can block entry even when tariffs aren’t an issue. Why data-driven market research beats gut instinct when choosing international markets and how the right strategy can uncover overlooked opportunities while avoiding costly expansion mistakes.   Check out The Global Marketing Show Blog.

    51 min

  3. MAR 5

    From SEO to GEO: How to Win Global Buyers in the Age of AI Search - Show #155

    In this forward-looking episode of The Global Marketing Show, Wendy MacKenzie Pease sits down with Justin Seibert, founder of Direct Online Marketing, a Premier Google Partner offering search engine marketing and other forms of digital advertising to clients around the globe. Justin unpacks what global marketing looks like in a world increasingly driven by AI search engines like ChatGPT, Gemini, and Claude. With 25 years in digital marketing and clients in 30 countries, Justin shares how his agency evolved from traditional SEO and paid search into what he calls Generative Engine Optimization (GEO): the art and science of getting recommended by AI. This isn’t just a tech conversation, it’s a global one. From helping Australian exporters break into the U.S. market to running localized campaigns in French, German, Italian, and Greek, Justin explains why professional translation and cultural nuance still matter even in the AI era. The episode explores how reputation, localization, cross-border partnerships, and strategic positioning all intersect in today’s intent-driven marketing environment. If AI is reshaping how buyers discover and shortlist companies, this conversation is your roadmap to staying visible (and credible) across languages and borders. What listeners will learn: What Generative Engine Optimization (GEO) actually is and why it may overtake traditional SEO within the next two years. How AI-driven search changes buyer behavior, creating higher-intent, pre-educated prospects before they ever visit your website. Why reputation, localization, and cultural positioning are critical to showing up in AI results and how to adapt messaging across global markets without fragmenting your brand. This episode is essential listening for exporters, international marketers, and growth-focused service firms who want to future-proof their visibility in an AI-first world. Check out The Global Marketing Show Blog.

    31 min

  4. FEB 19

    From British to American English: Accent, AI, and the Hidden Rules - Show #154

    In this lively and insight-packed episode of the Global Marketing Show, Wendy MacKenzie Pease sits down with British business English coach Megan Nicholls to explore the subtle differences between British and American English and what they mean in today’s global workplace. From spelling shifts like “colour” vs. “color” to deeper cultural contrasts in feedback styles (British understatement vs. American directness), Megan reveals how communication is shaped just as much by culture as by vocabulary. They also discuss why multilingual professionals don’t need to lose their accents to be taken seriously, and how perfectionism often blocks confidence more than language ability itself. The conversation moves beyond pronunciation into the business implications of language: how marketing messages require cultural sensitivity, why literal translation can create costly misunderstandings (including a memorable “family shooting” ad mishap), and what role AI should (and shouldn’t) play in global communication. Megan shares how she coaches professionals to build clarity, authority, and mindset resilience, helping them navigate international teams with confidence. Listen to learn: The Real Differences Between British and American English Go Beyond Spelling. Listeners will understand how tone, feedback styles, and cultural expectations differ between the UK and US, and how those differences impact meetings, marketing, and leadership communication. You Don’t Need to Erase Your Accent to Sound Professional. Clarity beats perfection. This episode reframes accents as identity and provides insight into building confidence by speaking more, not waiting to feel “ready.” AI Can Draft Your Email, But It Can’t Replace Cultural Intelligence. While automation is reshaping written communication, high-stakes marketing and relationship-building still require human nuance. Listeners will learn when technology works and when specialist, culturally aware communication makes all the difference. This episode is essential listening for global managers, marketers, expats, and anyone navigating the bridge between British and American English in international business. Check out The Global Marketing Show Blog.

    31 min

  5. FEB 5

    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

  6. 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

  7. 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

  8. 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
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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