It’s easy to default to English as the primary—and maybe the only—language you do business in when you’re targeting North America and Western Europe. But SaaS businesses more often than not serve customers globally.

And if they fail to serve different languages and cultures properly, they’re missing out on significant revenue. 

The usual reasons we see companies delay—or refuse to invest in—localization are financial and the fear of what it takes to do it right. While the work of localization can look daunting or complex, setting the right structure and working with the right partners can make the process easier than you imagine and much more profitable.

To learn about the topic of localization and its effect on content strategy, I talked with Markus Seebauer, managing director of Gateway Translations. Listen to the full episode for insights into the strategy behind localization, choosing the right time, how global marketing changes affect localization, and more.

Markus Seebauer is a managing director of Gateway Translations, a provider of technical translations. This German-born digital nomad has been in the translation and localization business for over 10 years. He guides strategic aspects to identify the right markets, consults on translation technology (vendor-independent), and creates translation workflows that scale a process and provide translations into 45 languages with his team.

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