The Marketing Localization team at [Company Confidential] offers services to Marketing content creators for a global leader in optical and routing systems, services, and automation software.

The Marketing localization team at a Fortune 500 Telecommunications company, consistently meeting current localization demands, aimed to prepare for two imminent operational changes: adopting a new work platform and a surge in workload due to the consolidation of Sales and Marketing content. Animada reviewed existing workflows and identified opportunities to integrate with existing platforms to reduce manual data entry and file management. One of the root causes of the manual work was post-formatting changes. Planning for increased volumes, we revamped the workflow to increase quality measures such as improved linguistic assets and in-context views during translation upstream in the process, to reduce QA findings in post-production. Finally, we partnered with the localization and data analytics teams to identify desired production metrics and KPIs to track and gather those into a dashboard visible to the entire company. The improvements yielded a 40% increase in localization team capacity.

Next came a new problem to solve: what can we do with all of this extra time? Animada coached the team through this enviable problem by exploring ways to expand and leverage the team’s full potential. One idea was to provide low-touch localization support to teams not working through the Marketing Localization team. The company’s localization strategy was decentralized, allowing requestors to arrange localization directly instead of going through a centralized localization team, although many relied on the official team for support. The localization team recognized a risk of inconsistent international user experience with this process. They wanted to foster a consistent global experience while respecting the self-service structure and partnering more effectively with content creation teams.

To empower the Marketing Localization team to direct their increased capacity toward a consistent global marketing experience, Animada designed a library of linguistic assets, such as style guides and term lists, to be built and maintained by internal language specialists. This repository of linguistic guidelines served as a reference point for all Sales and Marketing requestors promoting knowledge sharing, without workflow adjustments. Additionally, we designed a pilot program, integrating the newly developed multilingual LLM into the localization workflow, positioning the team as early adopters and key contributors to this important company innovation. Finally, we aligned localization objectives with the English-language marketing content plan, prioritizing localization efforts to support broader organizational goals.

With a streamlined workflow, improved data reporting, and a library of assets available to all potential requestors, the marketing localization team operated more efficiently, poised to collaborate across teams, in alignment with broader organizational goals.