Clare Schmitt
VP of Marketing & Communications at PGLS
Are you getting ready to launch a new product in more than one country? If so, global go-to-market (GTM) planning is on the agenda. Launching new products is already complex when preparing for one market, let alone many. Introduce differences in language, cultural values, and preferences, and the challenge multiplies.
Whether your brand is a small startup or an established small/medium-sized business (SMB), global GTM planning must incorporate localization as a foundational process. Localization builds a durable link between your headquarters and your global customers, enabling you to connect with new audiences authentically and maximize buzz, growth, and profitability.
All too often, localization enters the picture after a GTM strategy has been set. This common mistake can lead to delays, lackluster launches, and failure to achieve stickiness. You can avoid these pitfalls by bringing on localization experts earlier into the process who can help you weed out mistakes long before they become disruptive. Localization experts contribute significant value by elevating brand identity and product messaging beyond one-to-one translation into a context that resonates with clearly defined, linguistically diverse audience segments.
As we review some of the most exciting and impactful trends in global go-to-market planning in 2025, we will also consider how and where localization fits into the picture. The following opportunities are proven to build awareness, desire, and demand. When combined with strategic localization, you can achieve positive cultural impact in every target market you wish to reach.
Trend #1: Create Legitimacy with Native Content
In 2024, U.S. adults between 18 and 24 spent 186 minutes scrolling daily. For adults 65 and older, that average was 102 minutes. Social media remains among the highest-performing (albeit expensive) channels for reaching your ideal audiences. While beating the algorithms can feel like a moving target, one format continues to rise to the surface: native content.
Marketers are always looking for the perfect channel, message, and aesthetic alignment to drive impact. In the case of global GTM planning, that impact ultimately should lead to sales, so brand campaigns ought to be complemented with engaging, informative calls to action. This is precisely where native content shines. Native content often strives to answer the “what, how, and why” through a consumer lens, providing a relatable, low-friction pathway to purchase.
Strategic GTM leaders must push back against the conventional wisdom that marketing content needs to be flawlessly presented 100 percent of the time. While native video may require storyboarding, basic staging, and competent talent, it does not require elevated videography, studio lighting, or professional actors. Why? The “realer,” the better—it’s all about blending in.
Most scrollers do not appreciate their feed experience being interrupted, and the majority of user-generated content on social media is not created with sophisticated production resources. Overly polished ads can, ironically, become an eyesore, and it is all too easy for users to move on to the next post or video. You should still produce brand campaigns with refined creative and messaging, but consider how native content can reinforce your brand strategy.
Localization tip: Targeting native content to reach customers with specific attributes, including language spoken, requires authenticity. If featuring talent, they should be local. Consider creating content that speaks to the themes, expressions, sentiments, and other cultural identity markers unique to each global audience segment. One-to-one translations may not land as effectively or miss opportunities to capitalize on local trends aligning with your brand and customers.
Trend #2: Localize Your Influencer Strategy
If the production value of social media content exists on a spectrum, with user-created content on one end and studio creative on the other, influencer-produced content falls somewhere in between. Influencer marketing offers a credible endorsement from a trusted voice, which ideally unlocks a new pool of potential customers.
In an era of noisy feeds and split-second decision-making, there is little downside to tapping into a curated corner of the internet where your target audiences are opting to spend their time. The barrier to entry, for most, is price. While the global influencer market reached an estimated valuation of $24 billion in 2024, much of this figure comes from the millions of micro-influencers with 150,000 or fewer loyal followers.
Micro-influencers do not necessarily translate to micro budgets, as many have invested time and resources into creating valuable content that keeps their users happy. Their engagement rates tend to skew higher, leading to overperforming click-through rates compared to brand-hosted sponsored content. Depending on their track record with other high-quality brands, you ought to be able to find partnership opportunities that fit your budget and expand your reach.
Localization tip: A localized marketing expert can help you identify regional influencers with proven engagement in your niche. Some micro-influencers may offer a more approachable pricing scheme and can advise on the culture and values of their followers to ensure your messaging will resonate.
Trend #3: Persuade with Independent Research
According to Google, 53 percent of shoppers research products online before purchasing, and this may be undercounted. If you aren’t already sourcing original, third party-verified research to reinforce your product story, 2025 may be the year to start.
Where data science, thought leadership, and marketing converge, an independent research study is an invaluable asset to a go-to-market strategy. Adding a research component to your GTM plan is not something to jump into hastily, and there are ethical and legal considerations to put first. However, if executed correctly, research can pack a powerful punch to campaign results by capturing interest, establishing trust, and driving sales. Without this asset, you run the risk of shoppers visiting competitor websites to find the answers they seek.
How you conduct independent research will vary based on industry. A skincare brand may host a clinical trial to test product efficacy. A B2B organization may run a consumer research study to provide clients with valuable insights for their businesses. Use a reputable, independent agency should facilitate the process and certify the results, and plan for six months to a year for the project lifecycle.
Localization tip: When launching in more than one country, your product’s unique value proposition may need to be tweaked. Consulting with in-market experts in the discovery phase will help ensure the scope of product research examines the benefits, attributes, or themes that local markets are likely to find useful.
Trend #4: Close the Deal with Localized AI Chatbots
In 2023, 44 percent of shoppers used chatbots to ask questions while considering a purchase. Eighty-two percent of customers indicated they prefer interfacing with chatbots over waiting for a representative.
Investments in awareness and engagement strategies should be matched with investments in lead nurture and conversion. An expertly deployed AI chatbot can make a difference by providing streamlined access to common pre-purchase questions about product attributes, reviews, shipping and returns, and other relevant information.
Alignment with sales and customer service can increase the mileage of your chatbot. It should also be trained to connect customers with product FAQs, account and subscription management information, and other post-purchase advocacy content that support satisfaction and retention.
Localization tip: Since people are more likely to make a purchase in the language they are comfortable with, train your chatbot to offer multilingual workflows. Your global customers will thank you.
Localize Your Go-to-Market Plan with PGLS
From website, campaign, and chatbot content translation to brand, product, and marketing localization, PGLS brings cutting-edge expertise to drive global growth. Reach out to a team member to learn about our innovative localization, translation, and interpreting solutions for enterprises, SMBs, and startups.