Cross-Border Selling Challenges

If your CX Program simply consists of surveys, it's like trying to understand the whole movie by watching a single frame. You have to integrate data, insights, and actions if you want to understand how the movie ends, and ultimately be able to write the sequel. But integrating multiple customer signals isn't easy. In fact, it can be overwhelming. I know because I successfully did this in the past, and counsel clients on it today. So, here's a 5-step plan on how to ensure that the integration of diverse customer signals remains insightful and not overwhelming: 1. Set Clear Objectives: Define specific goals for what you want to achieve. Having clear objectives helps in filtering relevant data from the noise. While your goals may be as simple as understanding behavior, think about these objectives in an outcome-based way. For example, 'Reduce Call Volume' or some other business metric is important to consider here. 2. Segment Data Thoughtfully: Break down data into manageable categories based on customer demographics, behavior, or interaction type. This helps in analyzing specific aspects of the customer journey without getting lost in the vastness of data. 3. Prioritize Data Based on Relevance: Not all data is equally important. Based on Step 1, prioritize based on what’s most relevant to your business goals. For example, this might involve focusing more on behavioral data vs demographic data, depending on objectives. 4. Use Smart Data Aggregation Tools: Invest in advanced data aggregation platforms that can collect, sort, and analyze data from various sources. These tools use AI and machine learning to identify patterns and key insights, reducing the noise and complexity. 5. Regular Reviews and Adjustments: Continuously monitor and review the data integration process. Be ready to adjust strategies, tools, or objectives as needed to keep the data manageable and insightful. This isn't a "set-it-and-forget-it" strategy! How are you thinking about integrating data and insights in order to drive meaningful change in your business? Hit me up if you want to chat about it. #customerexperience #data #insights #surveys #ceo #coo #ai

Most businesses treat Asia like it’s one market. It’s not. Asia is… 48 countries 4.8 billion people Thousands of languages, cultures, and consumer behaviors Yet global brands often copy-paste a regional campaign and wonder why it falls flat. Here’s what works instead: 1. Different messaging for different markets Grab did this brilliantly. Localized campaigns in Indonesia, Vietnam, and Singapore – each tailored to what people actually cared about. Efficiency in Singapore. Community in Indonesia. Tourism in Vietnam. 2. Make it emotional AND logical Jollibee Group didn’t just sell food. It sold family, nostalgia, joy. The result? 1,500+ stores worldwide and a global fanbase built on storytelling. 3. Consistency wins TWG Tea Company stayed true to its luxury roots across every market. Whether in Singapore or Paris, the experience, packaging, and message remained the same. That’s how you scale without losing identity. Bottom line: Marketing in Asia isn’t about shortcuts. It’s about RESPECT, RELEVANCE, and RELATIONSHIPS (3Rs). If you're serious about Asia, you need more than translation. You need the 3Rs. (Pic from a recent training in Seoul.)

Your next viral creator probably doesn’t speak English. And that’s exactly why they’ll go viral. Because while brands are busy chasing metro influencers. The internet’s been quietly going regional. From Tamil food vloggers to Bhojpuri meme pages — Bharat’s online voice just got louder. Here’s the truth: India’s next 500 million internet users aren’t in Mumbai or Delhi. They’re in Madurai, Kanpur and Guwahati. They don’t care about your ad films. They care about what their neighbour thinks of your product. Data says it all regional-language content now beats English in online consumption. That’s not a fluke. That’s the Voice of Bharat. For brands, that means: - Vernacular isn’t translation. It’s cultural adaptation. - Relatability will outperform celebrity. - A Tamil creator with 20K followers might sell more than a Mumbai one with 2M. So next time you plan an influencer campaign, ask: Would this idea still make sense in Hindi, Tamil, or Bengali? If not, maybe it’s not truly Indian yet! The future of virality isn’t polished. It’s personal. And it speaks your mother tongue.

3 letters can block your device from global markets.   UDI isn't just another compliance checkbox.   It's your passport to selling medical devices worldwide.   Get it wrong and you lose access to entire regions. Get it right and doors open across continents.   Here's what matters for global UDI success:   EU UDI Requirements ↳ Basic UDI-DI structure is non-negotiable ↳ Data for new UDI-DIs entered at market placement; updates within 30 days ↳ UDI active; carrier deadlines — labels 2025, direct marking 2027 ↳ Grace periods vary by device class and carrier type   US UDI Requirements ↳ FDA system tracks devices through distribution ↳ Direct marking for reusables due ~2 years after label compliance ↳ GUDID submission before US distribution ↳ All classes now in effect   UK UDI Requirements ↳ UKCA marking required by June 2028 ↳ CE marks accepted in GB until 2030; legacy devices until 2028 or expiry ↳ Future database system in development ↳ Northern Ireland follows different rules   Common mistakes that cost companies millions:   ❌ Confusing Basic UDI-DI with UDI-DI ❌ Assuming EUDAMED is fully ready ❌ Missing FDA listing requirements ❌ Wrong device classification ❌ Incomplete GUDID submissions ❌ Ignoring UKCA/CE mark differences   The strategic approach that works:   ✅ Start with Basic UDI-DI structure ✅ Plan for all three regions simultaneously ✅ Validate data in sandbox environments ✅ Maintain dual CE/UKCA strategy ✅ Keep production records current ✅ Register UK Responsible Person early   Here's the truth:   UDI compliance isn't about meeting minimum requirements.   It's about: → Enabling global traceability → Protecting patient safety → Streamlining recalls if needed → Building regulatory trust   The timeline is tightening: • EUDAMED delays won't last forever • UK requirements are non-negotiable • FDA enforcement is increasing   Smart MedTech leaders treat UDI as infrastructure. Not overhead.   Because every device needs identity. Every market has rules. Every delay costs opportunity.   Which market challenges you most? ⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡ MedTech regulatory challenges can be complex, but smart strategies, cutting-edge tools, and expert insights can make all the difference. I'm Tibor, passionate about leveraging AI to transform how regulatory processes are automated and managed. Let's connect and collaborate to streamline regulatory work for everyone! #automation #regulatoryaffairs #medicaldevices

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝗻𝘃𝗲𝗻𝘁𝗲𝗱 "𝗽𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴," 𝗯𝘂𝘁 𝘁𝗵𝗲 𝗮𝗶𝗺 𝘄𝗮𝘀 𝘄𝗿𝗼𝗻𝗴. 𝘋𝘦𝘮𝘰𝘨𝘳𝘢𝘱𝘩𝘪𝘤 𝘴𝘦𝘨𝘮𝘦𝘯𝘵𝘴 𝘥𝘰𝘯'𝘵 𝘱𝘳𝘦𝘥𝘪𝘤𝘵 𝘸𝘩𝘰 𝘣𝘶𝘺𝘴. 𝘛𝘩𝘦𝘺 𝘱𝘳𝘦𝘥𝘪𝘤𝘵 𝘸𝘩𝘰 𝘭𝘰𝘰𝘬𝘴 𝘭𝘪𝘬𝘦 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘸𝘩𝘰 𝘮𝘪𝘨𝘩𝘵. I have made a new article in Greenbook's Behavioral Insights Academy, link below. Here's the number no one wants to see in a targeting brief: 𝘿𝙚𝙢𝙤𝙜𝙧𝙖𝙥𝙝𝙞𝙘𝙨 𝙚𝙭𝙥𝙡𝙖𝙞𝙣 𝙧𝙤𝙪𝙜𝙝𝙡𝙮 𝟰–𝟲% 𝙤𝙛 𝙘𝙤𝙣𝙨𝙪𝙢𝙚𝙧 𝙗𝙚𝙝𝙖𝙫𝙞𝙤𝙧 𝙫𝙖𝙧𝙞𝙖𝙣𝙘𝙚. Not 40%. Not 15%. Four to six percent. Rachel Kennedy and colleagues analyzed 110,000+ brand user profile comparisons across 40 industries. Ford buyers and Chevrolet buyers looked statistically identical. Nike and Adidas buyers? Same. (https://lnkd.in/eU894pAx) Catalina Marketing's analysis of $415 million in TV ad spend found 53% of brand sales came from entirely outside the conventional demographic target. 𝘛𝘩𝘦𝘴𝘦 𝘢𝘳𝘦 𝘞𝘐𝘓𝘋 𝘯𝘶𝘮𝘣𝘦𝘳𝘴 𝘵𝘩𝘢𝘵 𝘴𝘩𝘰𝘶𝘭𝘥 𝘮𝘢𝘬𝘦 𝘦𝘷𝘦𝘳𝘺 𝘮𝘢𝘳𝘬𝘦𝘵𝘦𝘳 𝘴𝘵𝘰𝘱 𝘦𝘷𝘦𝘳 𝘢𝘴𝘬𝘪𝘯𝘨 𝘧𝘰𝘳 𝘨𝘦𝘯𝘥𝘦𝘳, 𝘢𝘨𝘦, 𝘨𝘦𝘰𝘨𝘳𝘢𝘱𝘩𝘺, 𝘢𝘧𝘧𝘭𝘶𝘦𝘯𝘤𝘦 𝘦𝘵𝘤 𝘦𝘷𝘦𝘳 𝘢𝘨𝘢𝘪𝘯! However, the brain doesn't check your age when it processes an ad. It asks three questions, almost entirely below conscious awareness: • 𝗗𝗼 𝗜 𝗸𝗻𝗼𝘄 𝘁𝗵𝗶𝘀 𝗯𝗿𝗮𝗻𝗱? Knowledge determines whether your ad is processed smoothly or with skepticism. • 𝗛𝗼𝘄 𝗱𝗼 𝗜 𝗳𝗲𝗲𝗹 𝗮𝗯𝗼𝘂𝘁 𝗶𝘁? Strong brand attitudes activate instantly, filtering attention before deliberation begins. • 𝗗𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗺𝗮𝘁𝘁𝗲𝗿 𝘁𝗼 𝗺𝗲, 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄? Self-referential encoding produces better memory than any other strategy — confirmed across 129 studies. Two consumers with identical demographic profiles but different answers to those three questions will process the same ad as if they were different species. 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 𝗱𝗲𝘀𝗰𝗿𝗶𝗯𝗲 𝘄𝗵𝗼 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝘀𝗲𝗲𝗻 𝗮𝘀 𝗳𝗿𝗼𝗺 𝗮𝗳𝗮𝗿. 𝗨𝗽 𝗰𝗹𝗼𝘀𝗲, 𝘁𝗵𝗲 𝗯𝗿𝗮𝗶𝗻 𝗿𝗲𝘀𝗽𝗼𝗻𝗱𝘀 𝘁𝗼 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗸𝗻𝗼𝘄, 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁, 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝘁𝗼 𝘁𝗵𝗲𝗺 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄. Those are not the same thing. And we have been optimizing for the wrong one for decades! One thing I have learned over the past years is that there is plenty of room to challenge even the most firmly held assumptions in marketing. Read the article here: https://lnkd.in/ese5YCW5 #neuromarketing #consumerneuroscience #marketingscience #behavioralinsights #advertising

They both have a point.... Europe creates many promising startups, but few global leaders! Every year, we see incredible companies emerge — from product-first players like Lovable, to workflow automation champions like n8n, and many more across climate, fintech, and AI. The starting point looks bright: strong talent, solid products, and communities that believe in them. But the challenge isn’t starting up. It’s scaling up. European startups often face structural hurdles once they move beyond product–market fit: ⚠️ Fragmented markets - 27 languages, regulations, and customer preferences make “going European” as complex as going global. ⚠️ Capital intensity - later-stage funding still lags compared to the U.S., forcing founders to spend more time fundraising than scaling or going to the US (lovable) ⚠️ Risk appetite - culturally, we’re great at building sustainable businesses, but often hesitate to make the bold, global bets that create category leaders. To turn more Lovables and n8ns into global champions, Europe needs to bridge this gap - with more growth capital, harmonized regulations, and ecosystems that reward ambition at scale.

Campaigns are not one-size-fits-all. Especially when you're talking to customers across different regions. Combining marketing teams into a single unit that looks after multiple geographies bring efficiency. But it also introduces complexity—because what works in New York won’t always land in New Delhi. So, how do you really connect with customers across such diverse markets? You test. Run localized market experiments to uncover: What benefits resonate most in Texas versus Toronto. How value propositions shift between Sydney and Singapore. What creative actually feels culturally relevant (not just translated). Here’s how you get it right: - Test benefits, messaging, and cultural fit on live platforms like Meta or LinkedIn using Heatseeker. - Use behavior-driven insights—CTR, CPA, engagement metrics—to guide decisions. - Stealth test where needed to mitigate risk and gather unbiased feedback. - Optimize campaigns iteratively to scale what works, fast. The result is campaigns that speak the language-beyond just words. Data-backed insights into what drives customers in that specific local. A scalable playbook for delivering localized campaigns that convert. Your streamlined team now has the tools to drive success.

🗣️ "Should we launch our product in Spanish or English for the US Hispanic market?" 👀 After helping launching 10+ tech products in this market, here's what the data actually shows: 📱 Language Preferences by Generation: 👨 👩 Gen Z & Millennials: ▶ 76% prefer English for tech products ▶ BUT 82% want customer support in both languages ▶ 91% appreciate bilingual marketing 👴 👵 Gen X & Boomers: ▶ 65% prefer Spanish interfaces ▶ 89% need Spanish support ▶ 72% make purchase decisions in Spanish 🔑 Key Insights: 1️⃣ Interface ≠ "Support Your product can be in English", but support MUST be bilingual. 2️⃣ Marketing = Both Campaigns should run in both languages, with cultural nuance. 3️⃣ Documentation Hierarchy: ▶ Technical docs → English ▶ How-to guides → Both ▶ Customer support → Spanish first #HispanicMarketing #ProductStrategy #Localization #TechInclusion

🌍 🇪🇺 🎤 It's much harder to sell genAI software to teams in Europe as compared to their US counterparts. We recently started scaling into Europe and here's what we're learning. We'd love to hear what other folks have found! 1) Regulations: GDPR compliance is tablestakes: Too many US-focused companies over-index on SOC2 but aren't as stringent on GDPR or cookie consent banners 2) Multi-language: Winning in Europe means having French, Spanish, German and other languages in your platform (in addition to English) 3) Regional budgets: Most central enablement budgets come from HQ (often in the US, especially for tech companies). Selling into regional teams isn’t enough, you need buy-in from the central org. Multithread! 4) Rethink your GTM and product: Most importantly, you can't simply retrofit a product built for one market and sell it into another. It requires a completely different GTM, a nuanced understanding of the market, and research into user behavior from the ground up!

As a lawyer who often dives deep into the world of data privacy, I want to delve into three critical aspects of data protection: A) Data Privacy This fundamental right has become increasingly crucial in our data-driven world. Key features include: -Consent and transparency: Organizations must clearly communicate how they collect, use, and share personal data. This often involves detailed privacy policies and consent mechanisms. -Data minimization: Companies should only collect data that's necessary for their stated purposes. This principle not only reduces risk but also simplifies compliance efforts. -Rights of data subjects: Under regulations like GDPR, individuals have rights such as access, rectification, erasure, and data portability. Organizations need robust processes to handle these requests. -Cross-border data transfers: With the invalidation of Privacy Shield and complexities around Standard Contractual Clauses, ensuring compliant data flows across borders requires careful legal navigation. B) Data Processing Agreements (DPAs) These contracts govern the relationship between data controllers and processors, ensuring regulatory compliance. They should include: -Scope of processing: DPAs must clearly define the types of data being processed and the specific purposes for which processing is allowed. -Subprocessor management: Controllers typically require the right to approve or object to any subprocessors, with processors obligated to flow down DPA requirements. -Data breach protocols: DPAs should specify timeframes for breach notification (often 24-72 hours) and outline the required content of such notifications, -Audit rights: Most DPAs now include provisions for audits and/or acceptance of third-party certifications like SOC II Type II or ISO 27001. C) Data Security These measures include: -Technical measures: This could involve encryption (both at rest and in transit), multi-factor authentication, and regular penetration testing. -Organizational measures: Beyond technical controls, this includes data protection impact assessments (DPIAs), appointing data protection officers where required, and maintaining records of processing activities. -Incident response plans: These should detail roles and responsibilities, communication protocols, and steps for containment, eradication, and recovery. -Regular assessments: This often involves annual security reviews, ongoing vulnerability scans, and updating security measures in response to evolving threats. These aren't just compliance checkboxes – they're the foundation of trust in the digital economy. They're the guardians of our digital identities, enabling the data-driven services we rely on while safeguarding our fundamental rights. Remember, in an era where data is often called the "new oil," knowledge of these concepts is critical for any organization handling personal data. #legaltech #innovation #law #business #learning