Selling SaaS Globally paddle.com Marketing communications To attract and retain customers across markets, you need to understand their specific motivations, pains, and cultural contexts, and adapt your communications accordingly. To help improve engagement and win share of voice, you should: • Research your target buyers and the competitive landscape in each geography • Adapt both messaging and language • Leverage partners to grow trust and local traction • Understand and comply with local privacy regulations Why is this a challenge? If you can’t speak to customers in their language and in a way that respects their culture, you’ll struggle to win the trust and attention of a large share of your target market. The numbers are significant: while much of the world’s population speaks English, it’s only the preferred language for 26% of people globally. One in five prefer Chinese, and 8% prefer Spanish.4 That means a localized marketing strategy presents a much bigger opportunity than an English-only strategy. In addition to understanding the expectations and nuances in different markets, you also need to make sure that your marketing and seller communications are compliant with local regulations. This covers things like GDPR in Europe or the California Consumer Privacy Act (CCPA). There’s a lot to consider. Even down to the types of email you can send to customers – the rules around that aren’t the same. What you can send to customers in the US is different from what you can send to customers in Germany.” Peter Nesbitt COO, TeamPay 24