Localised sales and marketing content is not just a smart strategy for ensuring your brand is relevant and respected regionally, but allows organisations to be competitive in this evolving global economy. Almost 60% of global consumers say getting information in their own language is more important than price when making a purchase decision (source: Kapost/CSA). Without localised content, your marketing and sales organisations will sacrifice potential revenue and lose market share to competitors who create multilingual content effectively. With localised content, you’ll ultimately close more deals.
But adapting sales content for local markets is no small task. If it were easy, everyone would be doing it. But with the right plan and infrastructure to support the potentially complex process, you can not only gain that competitive advantage, but also impact both top and bottom lines.
1. Plan with localisation in mind
Hope is not a strategy. But with 60% of global marketers surveyed saying they had no strategy for multilingual content (source: Kapost), it seems many are counting on it. Localisation can no longer be treated as an afterthought to content planning. Instead, it needs to be in integral part of how content teams and sales support plan for enabling their sales teams.
For each content item, whether it be a sales proposal, RFP response, datasheet, presentation slides, or other, think about the distribution to the sales team. Who are they selling to? Do they required localised assets to make an impact? Make these questions part of your content planning process and you’ll be ahead of the game.
For example, Rosetta Stone (leading language training company) does this for all their sales proposals. They created a template for each sales situation - by industry, product, etc. The content within each section of the template is localised, so each proposal maintains the integrity of the brand, but respects the specific region in which sales is selling. The best part? Their sales team is able to generate these localised proposals in a matter of minutes.
2. Invest in Infrastructure
With 97% saying sales content is important to the effectiveness of their sales teams (source: Qvidian), make sure you prioritise resources appropriately. Invest in a content automation platform that will help mitigate the challenges around adapting sales content. Trying to manually manage this process is a fruitless effort and will only guarantee sleepless nights. Leveraging technology to ensure you have a centralised content repository or library, content owners, workflow capabilities, templates, and expiration reports will all ensure you have the right tools you need to productively support multi-language content plans.
3. Track Effectiveness
It famously has been said, 'You cannot manage what you cannot measure'. This is ever so true in localising sales content. You must track what is being used, and maybe more importantly what is not, so that you can eliminate time loss and content waste to stay productive. No one wants to work on content that no one is using, and if you only need to support six languages instead of 10, wouldn’t you want to know that?
Ensure you have the tools needed to make sure you know what content your sales team is using, and additionally be able to tie that back to closed business. Technologies such as digital sales playbooks not only deliver the appropriate content in context to sellers, but tracks usage and effectiveness to let you know what’s winning deals. This empowers content managers to make better decisions impacting both the top and bottom lines.
According to the Common Sense Advisory, Fortune 500 companies that deliver content in native languages are twice as likely to see increased profits and 1.25 times more likely to generate increased earnings per share. These three simple, yet highly effective, rules will help you see those kinds of results.
By David Blume, Vice President, Strategic Alliances, Qvidian provides cloud-based sales execution solutions that enable companies to accelerate sales ramp up time, capture new business in cross sell and upsell opportunities and optimise sales performance by closing the gap between strategy and execution.