Ready to bring your Cleantech solutions to the world? Let Verbaccino become a trusted partner on your international journey.
Headed by Kathrin Bussmann, Ph.D., Verbaccino will help your Cleantech company go global by developing international marketing strategies that are adapted for your target markets and designed to achieve your international business goals. From country-specific market research to international brand strategy to specialized vendor-selection advice, Verbaccino is your pathfinder on the road to going global.
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The following services are available on a project basis or as part of a monthly retainer agreement.
International Market Research
A successful international expansion always begin with high-quality, up-to-date market intelligence. Verbaccino can help you answer important questions, such as:
- Which international market(s) should you target?
- What are the current economic, demographic, and consumer trends in those markets?
- What are the local requirements around data privacy, digital accessibility, etc.?
- What are local preferences around language, content formats, social media, payment methods, etc.?
- What are the local values and social/cultural/political realities that you need to be aware of?
- What will be involved in adapting your marketing collateral for your specific target market(s)?
- Which in-country partners are qualified to represent your brand and implement your marketing strategy?
- Who are your competitors in the region, how are they positioned, and what can you learn from their approach?
- What are your international customers and potential customers saying about your brand?
Whether it’s about the markets you’re looking to enter or the markets you already serve, Verbaccino will help you ask the right questions, and get you the quantitative and qualitative data you need to make informed decisions.
International Marketing Strategy
Wouldn’t it be nice if the marketing strategy that’s working so well in your domestic market could just be copied and pasted onto international markets? But as so many companies have found out the hard way, that approach just doesn’t work. At best, your market entry will fail to gain real traction. At worst, your company will make a negative first impression from which it can’t recover. Either way, you’ll have learned some very costly lessons about how (not) to go global.
Even between countries that share similarities on the surface, there are crucial differences that can make or break your company’s international launch, let alone its long-term success in new markets. We know that people are more likely to trust companies that communicate with them in their local language, on their preferred channels, and in a culturally intelligent way. But those are just the most obvious considerations, as you plan to bring your Cleantech solutions to new markets. You also need to be strategic about what marketing content to prioritize for translation and/or localization, what should be re-created from scratch by in-country marketers, and where there may be content gaps that need to be filled for certain markets. Then you need to make sure your content is optimized for the different ways people search (International SEO), that your website provides global visitors with a good user experience (international UX), and that customers can engage with your brand on locally relevant channels.
The fact is: developing a successful international marketing strategy is a challenge that requires someone’s full-time attention – even if it’s a team of one, for starters – and a good understanding of potential blind spots. That’s why today’s global-minded tech companies are hiring dedicated International Strategy leaders to get their global expansion off on the right foot. Verbaccino can act as your company’s outsourced International Marketing Lead, and will work with your executive team to achieve your specific international business goals.
Specialized Vendor Sourcing
In order for your international marketing strategy to be successful, it needs to be implemented by the right practitioners, e.g. web globalization specialists, translation & localization professionals, in-country copywriters, ISEO experts, International UX designers, local-savvy social-media managers, etc. If you’re just getting started on your international expansion journey, you likely don’t have any of these specialists in-house. In fact, many well-established global companies happily continue to outsource such highly-specialized, tactical activities to experienced agencies and/or freelancers.
The key is to select the right vendors for your needs, and to work with them as real strategic partners.
As an independent consultancy, Verbaccino can assess your vendor requirements objectively, recommend the best candidates for you to partner with, and help you to onboard them and make the collaboration a successful one. And if you feel that your current vendors aren’t quite meeting your specific needs, Verbaccino can help you find better options through a trusted network of industry experts.
Podcasts can be a very effective part of your international marketing strategy. As the use of digital audio becomes ubiquitous, more and more people around the globe are discovering the value, variety and versatility of podcasts. As a medium, podcasting has already proven to be a uniquely effective (and cost-effective) channel for thought leadership, brand building and content marketing. Studies have shown that podcast listeners tend to be more highly-educated, more affluent and more tech-savvy than the average population. To better reach that valuable demographic, an increasing number of organizations – big and small, for-profit and not-for-profit – are turning to podcasting.
Through Verbaccino, Kathrin Bussmann has been producing and hosting her own audio show, The Worldly Marketer Podcast, since May 2016. From the day it launched, the show has been steadily building up an audience of thousands of listeners across nearly 100 countries. In space of a couple of years, it has become a leading platform for thought leaders at the intersection of global business, global marketing and localization. In 2019, Verbaccino became the winner of the THINK GLOBAL AWARDS Community Award.
Are you considering a branded podcast as a way to connect with your target audience? Do you need advice on how to approach podcasting in a strategic, sustainable way? Kathrin will work with you to make sure your efforts generate results.
Strategic Advisory Retainer
Building and managing your global brand is a complex, ongoing process, and it comes with very unique challenges. That’s why it’s helpful to have access to a strategic advisor, who is focused on international marketing issues, who can answer questions as they come up, and who provide independent opinions when you need them.
Perhaps your marketing team does a great job domestically but has no international expertise, and you’re debating whether to create a Globalization/Localization Team in-house or outsource all international roles. Or it could be that you’re already working with a variety of overseas vendors, but you’re struggling to establish a consistent global brand identity. Maybe you’re looking for innovative, automated solutions to better serve your non-English-speaking customers. Or you feel that you’d benefit from talking to someone external on a regular basis to help you identify knowledge gaps or blind spots as your international marketing strategy continues to evolve.
Whatever your situation, feel free to contact Kathrin Bussmann to discuss the possibility of an advisory retainer.