#75: Alconost CCO Ilya Spiridonov on prioritizing localization in the B2B marketing funnel
About this episode
Ilya Spiridonov discusses the importance of localization in the B2B marketing funnel and the strategic decisions involved in global expansion.
"Despite the global opportunity available to so many businesses, most are constrained by finite resources. So, the more interesting question isn't "what should we translate?" but rather, "what's the real cost of not localizing the right customer touchpoint, and how do you even begin to calculate that risk?" Agility requires more than just speed; it demands the sensitivity to know when a universal message fails and a local one is needed. It's the capacity to pivot your entire customer experience to resonate in a new market, not just as a translation, but as a native conversation. Today, we're going to talk about navigating the complexities of global expansion. We'll get into the strategic decisions leaders have to make when localizing content, such as where to spend the budget for maximum impact, and the critical choice between leveraging AI for scale and speed versus deploying human experts for nuance and connection. To help me discuss this topic, I'd like to welcome, Ilya Spiridonov, Chief Commercial Officer at Alconost. About Ilya Spiridonov Ilya Spiridonov is the Chief Commercial Officer at Alconost, an ISO-certified localization company that has been helping businesses grow…
People in this episode
Host: Greg Kihlström
Guest: Ilya Spiridonov
Topics covered
- localization
- B2B marketing
- global expansion
- customer experience
- AI vs human expertise
Keywords
- localization
- B2B marketing
- customer touchpoint
- global expansion
- AI
- human experts
- sales strategy
Mentioned in this episode
Organizations: Alconost
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