Selling SaaS Globally paddle.com Product localization Light-touch changes can help you meet with different customer expectations in different markets, and increase engagement with your product. You need to: • Ensure your product supports multiple languages and scripts • Translate all copy and collateral, especially technical documentation • Conduct market research to identify cultural di昀昀erences between territories Why is this a challenge? When done well, product localization can increase customer satisfaction and engagement and grow your customer base in new markets. When done badly, it can mean products feel ill-suited or impersonal, causing customers to drop o昀昀 and seek out your competitors. But often, product localization is an afterthought – if it’s not overlooked entirely. That’s because it’s seen as interfering with growth, not supporting it. Having to repeatedly tweak your product before you launch it can be more resource-intensive than it seems, and slows down your time to market. It can also be di昀케cult to balance against bigger items on your development roadmap, which may be seen as more strategically important. It becomes more challenging as you scale. Unless you have native speakers on your team from every single target market, you’ll need to employ translators or translation tools – adding more expense and slowing development further. 28