When scaling a tech product, one critical question often arises: Should you launch with a single global message or localize for each market?

This was the focus of my latest Wisdom From Wizards episode, where I sat down with Catie Ivey, Chief Revenue Officer at Walnut, an interactive demo platform helping businesses transform their sales processes.

A Global Approach to Product Messaging

When asked whether she’d prefer a single global message or a localized campaign strategy, Catie’s response was clear:

“Our product resonates quite well globally, so I would go with launching my product globally with a single message.”

For companies like Walnut, where the product inherently meets universal business needs, a consistent global message can help streamline marketing efforts and maintain brand clarity. But is this approach right for every tech scaleup?

When to Use a Single Global Message

A unified approach works well when:
✅ Your product solves a common pain point across markets.
✅ The buying process is similar worldwide.
✅ Your brand is already recognized in multiple regions.

This strategy simplifies execution, reduces overhead, and ensures a strong, cohesive brand identity.

When to Localize Your Message

On the flip side, localization makes sense when:
🔹 Market-specific regulations or cultural nuances affect adoption.
🔹 Customer behaviors and expectations differ significantly.
🔹 Competitors have already tailored messaging to regional markets.

Localization requires additional resources but can lead to deeper engagement and stronger market penetration.

Making the Right Decision for Your Scaleup

The choice between global vs. localized messaging isn’t one-size-fits-all. The key is understanding your audience, testing what works, and adapting accordingly.

At Caribou Strategic, we help tech scaleups navigate these decisions, ensuring their go-to-market strategy aligns with business goals.

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This episode of Wisdom From Wizards is brought to you by Caribou Strategic — helping tech scaleups stand out and succeed.

Get a weekly recap of Wisdom From Wizards episodes — and a free eBook of my Amazon bestseller, Product Marketing Wisdom (which features Catie Ivey!) — HERE.