A mammoth 94% of B2B marketers say that poorly localised emails weaken their impression of a brand, 44% significantly so.
This is according to a new report carried out by B2B Marketing and SDL Managed Translation, which explores the challenges of ‘going global’ from a content marketing perspective.
The report also found nearly half of B2B marketers have received content clearly aimed at someone else multiple times in the last six to 12 months.
Marketers also revealed their biggest challenges when it comes to localising their own content: some 61% say understanding cultural nuances is their biggest concern, followed closely by tone of voice (53%), messaging (33%) and keywords (29%).
Jess Pike, head of content at B2B Marketing, said: “Personalisation has become something of a meaningless buzzword in B2B, but its importance shouldn’t be underestimated – particularly in the global marketplace.
“By tailoring your content for each and every segment of your audience, you’re standing out in your prospects’ inboxes and boosting those all-important click rates in the process. The content marketer who fails to recognise this will end up much like the hapless dodo – unable to wing its way to new and fertile lands, and, ultimately, facing extinction.”
