Selling SaaS Globally paddle.com How to solve the problem 1 Conduct region-speci昀椀c research As you target new markets, conduct research to inform your go-to-market strategy. Some things to consider: • Local competitors • Marketing channel preferences • Tone and messaging preferences • Search terms and SEO keywords relating to your product that will help target users 昀椀nd your website What are the bene昀椀ts? Identifying cultural and linguistic nuances can help you avoid alienating customers and capture a greater share of search tra昀케c. The US and the UK share the same language, but di昀昀erent usage: an SEO strategy that’s optimized for car instead of automobile will su昀昀er in the US. 2 Regionalize campaigns and content Translate all content, including website, email, advertising, and SEO keywords, and create regional newsletters and content where possible. This is a considerable undertaking, so initially you should think strategically about where and when translation will be most valuable. What are the bene昀椀ts? Content that feels personalized to your target market performs better. Localizing post-purchase emails alone can increase click-through rate by 52%.4 3 Work with local partners Partner with local thought leaders, in昀氀uencers, and distribution partners to leverage their audience while you grow your own. If you have 昀椀eld teams, create frameworks within which they can adapt and repurpose centralized campaign materials. What are the bene昀椀ts? Working with brands your audience already recognizes and trusts helps you raise awareness quickly as you enter new markets. Similarly, team members that are already on the ground should have a good understanding of what will and won’t work. Trusting them to tailor global messages to local audiences will save you having to develop multiple campaigns from scratch. 25