Nataly Kelly

During the pandemic, we saw many companies, especially in software, quickly pivot to remote work to keep their businesses going. While at first, they worried that growth would slow down, the opposite actually happened for many tech companies, who saw their growth soar to record highs. They snapped up tech talent as fast as they could to keep up with the new, faster pace.

Generative AI tools have arrived, quite loudly, onto center stage. What's most exciting about these new shining stars capturing the attention of so many people lately is that they will likely make global communication better for everyone in the long run.

Search engine optimization (SEO) is critical for ensuring that your company can be discovered online by the potential customers your product and service is designed to help. But SEO has evolved so much in recent years that it has rapidly transformed into its own professional discipline. When a company grows across borders and adds multiple languages into the mix, the complexity of SEO increases even further.

If you’re a marketer who is tasked with building international marketing programs in many languages and finding it difficult, you’re definitely not alone. Many marketing leaders struggle with this question. When your company is growing and scaling rapidly, in many countries simultaneously, the challenge grows even further. Hyper growth and scaling across geographies have been a major part of our journey at HubSpot, an integrated CRM platform with marketing, sales, service, operations, and website-building software with a mission of helping our customers grow better.

Traditionally, marketing teams were focused primarily on activities that took place mostly offline, including branding, messaging, public relations, design, advertising, and field marketing. As more activity has shifted online, today’s marketers live in a completely different reality than their counterparts did even just a decade ago. When digital marketing first began to emerge, marketers began to focus more on proving their contribution to the bottom line, demonstrating what percentage of revenue was “marketing-sourced.”

There are no shortage of factors to consider when bringing content to a new market. But what are some of the main pitfalls to avoid with your latest localization project? Nataly Kelly, Vice President of Localization at Hubspot, shares her top-five mistakes that can derail a localization project. 

Early-stage companies tend to fall into one of two categories in their approach to localization. Many startups say, “Let’s worry about international later on,” opting to focus on their home market instead.