The State of Translation

Reaching consumers anywhere, today, is the result of human translators working on behalf of the enterprise to convey a brand’s message in the consumers language. The results of research demonstrate one simple way to improve translation outcomes: know your translator.

Brand by Humanization

What is the single most important component of your brand story? For many years at Smartling, it was technology, but this ran its course. If commerce is driven by words, global commerce is fueled by language translation. This is the premise of Move the World with Words, a brand marketing campaign that illuminates content translators. We made a conscious decision to market our B2B business like a B2C - and focused relentlessly on changing the industry’s perspective on who we are, and why we exist. Discover how we renewed our story by humanizing content translators, the engine to our service, and how you can do the same.

Everything but the Product

Everything but the product: establishing a category without saying what you do.

In early 2018, Adrian, set off to tell the Smartling story through film. Having seen endless reels of B2B, and in particular SAAS advertisements that focus on the features of the product, he knew he had to do something entirely different in order to do justice to Smartling’s customers. Join Adrian as he tells the story of re-establishing a brand & building a category without saying what you do.

Watch the talk > (login/ password: “saastock pass” / “dublin2018”)