Expanding into a new market is never just about business. It’s about culture, trust, timing, and finding the right ecosystem to grow in 🌍

In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Maria Andros, Senior Advisor at Helsinki Partners and Program Manager of the 90 Day Finn program, to explore what it really takes for international tech companies to enter Finland and scale across the Nordics.

Together, they discuss what makes Finland such a compelling destination for global growth stage companies and why Helsinki has become a strategic gateway to the European market.

💡 What the 90 Day Finn program is and who it’s designed for

🚀 How growth stage SaaS and tech companies can reduce friction when entering a new market

🤝 The role of trust, transparency, and direct communication in Finnish business culture

🌱 How founders can think beyond short term market entry and focus on long term growth

🧭 Why cultural immersion is just as important as business strategy when expanding internationally

Whether you’re a founder, CEO, or growth leader planning your next international move, this conversation offers practical insights and real world advice straight from the heart of the Finnish tech ecosystem.

📩 Want to learn more about the 90 Day Finn program or expanding into Finland?

🌐 90dayfinn.com

🏢 Helsinki Partners on LinkedIn https://www.linkedin.com/company/helsinkipartners

👤 Maria Andros

Senior Advisor, Investment Promotion

Program Manager, 90 Day Finn

Helsinki Partners

📧 [email protected]

🔗 LinkedIn https://www.linkedin.com/in/mariaandros/

🎧 Tune in to learn how to approach international expansion with clarity, intention, and a long-term mindset.

How do you build products that work not just in theory, but in the real world? In this episode, Nicola sits down with Merel van der Lei, CEO at Wyzetalk, to unpack the complex relationship between buyers, admins, and end users in B2B SaaS.

They discuss how different personas influence product decisions, why frontline users are often overlooked, and what happens when the people buying a product aren’t the ones using it every day. The conversation explores how these dynamics affect adoption, safety, engagement, and long-term success — and why product teams need to think beyond features and roadmaps.

Drawing clear parallels with localization and global expansion, this episode highlights why understanding user context, workflows, and real-world constraints is essential for building products that scale across teams, markets, and cultures.

🎯 A must-listen for founders, product leaders, and localization professionals looking to build solutions people actually want to use.

🤖 AI is changing how people search — and how brands get discovered.

In this episode of The Multilingual Content Podcast, host Nicola Calabrese talks with Alex Casals, Founder of Tacmind, about what happens when AI starts answering questions instead of search engines showing links.

They dive into how AI-powered search is reshaping SEO, why visibility now depends on being mentioned in AI-generated answers, and what this means for global marketing, multilingual content, and international growth 🌍. From content strategy to discoverability across languages and regions, this episode is packed with practical insights for teams scaling globally.

If you’re a marketer, founder, or content leader wondering how to stay visible in an AI-first world, this one’s for you 🎧

🔗 Learn more:

🌐 https://www.undertowlanguages.com

🌐 https://www.tacmind.com

In this solo episode, Nicola Calabrese opens up about what’s really happening at the intersection of AI, localization, and multilingual content 🌍🤖 If you’ve been wondering how AI is reshaping translation workflows, speeding up content production, or changing the role of linguists, Nicola breaks it all down in a way that’s practical, honest, and easy to follow.

He walks through how teams are using AI for pre-translation ⚡️, automated quality checks 🔍, terminology extraction 🧩, multilingual dubbing 🎙️, and even content creation across markets ✍️. But he also talks about the real bumps in the road—like hallucinations, quality control, and the growing gap between client expectations and what AI can actually deliver today 😅.

Nicola doesn’t shy away from the human side either. He chats about how the linguist role is evolving toward quality leadership, cultural consulting, and maintaining the reference materials that AI relies on 👥📚. And if you’re thinking about introducing AI into your own localization workflow, he shares clear, actionable advice: start small, keep humans in the loop, build strong foundations, and focus on the business outcomes that matter 🚀.

Whether you're a founder, localization manager, content lead, or just AI-curious, this episode gives you a high-level overview of where multilingual content operations are headed and how to prepare for the hybrid future of humans and AI working together🤝✨.

Expanding your SaaS product into Europe? 🌍 In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Filippo Irdi, a specialist in European market expansion for B2B SaaS, to unpack what really determines success when entering new markets. From cultural nuances and communication styles to trust-building and localization strategy, Filippo reveals why translation alone won’t unlock international growth.

You’ll learn the top mistakes SaaS companies make when expanding globally, how to prioritize the right markets with limited resources, and how to balance hyper-localized marketing with a consistent global brand. Filippo also shares how AI and modern translation technologies are reshaping team workflows and the future of international go-to-market strategies. 🤖✨

Whether you're a founder scaling beyond your home market or a marketer navigating multilingual content, this episode delivers practical, actionable advice — including Filippo’s three essential tips for founders and marketers entering Europe. 🚀

🚀 What does the future of localization really look like in an era dominated by AI?

In this episode of The Multilingual Content Podcast, our founder Nicola sits down with Alfonso González Bartolessis—Senior Localization Manager at Sinch and founder of TranslataStars—to explore how AI is transforming workflows, roles, and expectations across the entire localization industry.

We dive into:

✨ How AI-first systems are reshaping localization strategies

🧩 Multi-path workflows and the end of “linear” translation

🤖 What automation can really replace—and where humans remain essential

📚 The new skill set every localization leader needs

🛠️ Quality, consistency & terminology in the age of LLMs

🌍 Continuous content creation and personalized experiences for global audiences

Alfonso shares 25+ years of industry insights, practical examples, and his vision of what’s coming next—spoiler: it’s happening faster than you think.

💬 Connect with Alfonso on LinkedIn: https://www.linkedin.com/in/alfonso-gonzalez-bartolessis/

TranslaStars: https://www.translastars.com/

🎙️ If you’re navigating global growth, content ops, or localization strategy, this episode is a must-listen!

In this episode of the Multilingual Content Podcast, host Nicola Calabrese sits down with Hugo Pereira — global growth leader, former Chief Growth Officer at EVBox, fractional growth exec, and author of Teams in Hell.

Hugo shares what he learned scaling companies across Europe and North America — from 10 to 700+ employees and $100M+ in revenue — and why international expansion can break companies before markets do.

🎯 You’ll learn:

Why translation ≠ cultural adaptation in global go-to-market

Real examples of local buying behavior from 🇳🇱 Netherlands, 🇩🇪 Germany, 🇬🇧 UK, 🇫🇷 France, 🇪🇸 Spain & the US

How culture shapes trust, pricing expectations, sales cycles, and payment behaviors

Avoiding the biggest mistake: expanding before you have true product-market fit

Why demand signals matter more than “gut feeling” when deciding where to expand

The rise of multilingual AI conversational experiences (and why humans still matter)

How to protect your team from complexity burnout during international growth

🔥 Key takeaway:

Global expansion isn’t just strategy — it’s a team test. Cultural nuance, local trust signals, and internal alignment determine whether you scale sustainably or fall apart.

🎧 Tune in to learn how to scale across borders without losing product focus — or your team.

📩 Connect & learn more:

Hugo on LinkedIn: mention the podcast when connecting!: https://www.linkedin.com/in/hugosbpereira/

undertowlanguages.com

Email: [email protected]

In this episode, Undertow’s Founder, Nicola Calabrese, sits down with Sjeel Koster, a fractional CMO who helps startups and scaleups expand into new markets with structure, strategy, and confidence.

💡 With years of experience guiding companies through different stages of growth, Sjeel has developed a five-step strategic market expansion playbook that helps teams enter new markets effectively, from early planning to scaling sustainably.

Together, they explore:

✨ The five essential phases of successful market expansion

🧭 How to build a strong strategic foundation before going international

🚀 What a minimum viable go-to-market strategy really looks like

🗣️ The critical role of localization in adapting your product and messaging to new audiences

🤝 Why alignment between product, marketing, and leadership is key to long-term success

🧩 How product marketing can uncover market nuances and inform better positioning

📊 When and how to validate early results, and what to do if your go-to-market motion isn’t working

Whether you’re a founder preparing for international expansion, a marketer managing multilingual content, or part of a team navigating new markets, this episode is packed with actionable insights and real-world strategies you can apply right away.

🎧 Tune in to learn how to approach global growth with clarity and purpose, and discover how to make localization a true business enabler.

💬 Connect with Sjeel Koster:

🔗 LinkedIn: https://www.linkedin.com/in/sjeel-koster/

📰 Substack: https://substack.com/@fractionalsjeel?utm_campaign=profile&utm_medium=profile-page

💼 Learn more about Undertow: www.undertowlanguages.com

📩 Connect with Nicola: https://www.linkedin.com/in/nicola-calabrese/

🎧 The Multilingual Content Podcast is produced by Undertow, the partner for B2B SaaS companies expanding internationally through strategic localization.

🌐 Follow us for more conversations about global growth, localization strategy, and building international content operations that scale.

In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Björn Ingmansson to explore how localization fuels global expansion.

Björn shares his journey from leading international growth at fintech scale-ups like Pleo and Juni 💳 to his current role at Kognic, where he supports the development of autonomous vehicles with sensor fusion data annotation tools 🚘🤖.

Together, they dive into:

✨ Why localization is more than “just translation”

✨ Lessons from launching products in Europe and Asia

✨ Building a scalable localization muscle for long-term growth

✨ Common pitfalls founders overlook when going global

If you’re curious about how to take your SaaS product international — and avoid costly mistakes along the way — this conversation is packed with practical insights and real-world stories.

🎧 Tune in and learn how localization can become your company’s growth engine!

How do you build a global B2B marketing strategy that actually works? 🌍

In this episode, Nicola Calabrese sits down with Charlotte Jaakola, CCO of Advance B2B, to unpack the real challenges and opportunities SaaS companies face when expanding internationally. Together, they explore:

✨ Market entry done right — why defining your Ideal Customer Profile (ICP) for each new market is crucial, and how cultural nuances can completely reshape your go-to-market strategy.

⚠️ Pitfalls in multilingual growth — the common mistakes SaaS leaders make when scaling abroad, from underestimating budgets to expecting instant traction.

🗣️ Beyond translation — why simply translating your content won’t cut it, and how thoughtful localization builds real trust with new audiences.

🤖 AI in international marketing — how tools and AI agents can speed up research, testing, and scaling, while still needing a human touch to capture brand voice and authenticity.

Links & Contacts:

🔗 Charlotte Jaakola on LinkedIn: https://www.linkedin.com/in/charlottejaakola

🌐 Advance B2B website: https://www.advanceb2b.com

🌍 Undertow: https://www.undertowlanguages.com