Transforming Digital Marketing
Wendy Pease 🌍
Cultural Wordsmith | Helping Business Leaders become culturally relevant with the wonders of high quality translation, localization and interpretation.
Chris Salazar is Vice President of Worldwide Commercial Marketing at Fortive, a conglomerate focused on improved workplace and product safety for a sustainable future that’s “stronger, safer, and smarter for all,” driven by forward-looking technology. In this episode, he shares compelling insights into how companies can transform their digital marketing efforts to drive global sales.
The Digital Shift: From Face-to-Face to Global Connectivity
Prior to the COVID-19 pandemic, business relationships were predominantly built through in-person interactions. Today, digital channels have become the primary mode of connection, forcing companies to reimagine their customer engagement strategies. "Digital transformation is real, and it's here," says Chris. For Fortive, this means leveraging technology to maintain and enhance relationships with customers across 20+ countries, including key markets in Europe, China, India, and Japan.
The company's global footprint is impressive. With a presence in countries like Germany, the United Kingdom, Italy, and France and a significant operation in China, Fortive has had to become nimble and adaptive. Their approach demonstrates the critical importance of understanding local digital ecosystems. For instance, companies must recognize that Google might be banned in certain regions, requiring alternative digital strategies.
If Content is King, Video is the Ultimate Monarch
Chris’s best first words of wisdom underline the paramount importance of video content.
"If a picture tells a thousand words, video tells a million," he says.
Fortive has pivoted to creating comprehensive video content that serves multiple purposes, including:
One particularly innovative approach the company has been exploring is a "TV Guide"-style programming schedule. Inspired by streaming platforms, the campaign allows customers to preview and schedule content consumption, making their marketing efforts more predictable and engaging.
Similarly, Chris describes a reimagined approach to understanding the buyer's journey and moving prospects through the process, which now involves:
Notably, Fortive has also introduced e-commerce capabilities for lower-cost solutions, a concept unimaginable pre-pandemic. The shift reflects a broader trend of consumer-like approaches, even in B2B markets, with increased attention to product design, user experience, and ease of purchase.
The approach is particularly crucial in their medical technology sector, where every percentage point can represent a life-or-death decision. For technical personas like medical physicists, video content has become the primary research tool, replacing traditional marketing materials. It also indicates that it’s never too early to think about translation. Chris explains:
Assuming that in Germany and Italy we can have English content isn't always the right assumption. We need to have that specific targeted messaging in their local language because, again, precious lives are at stake, and the easier that we can serve up content at the right time, the better for us, as a whole, as a world, as a human population.
Key Strategies for Global Digital Marketing
Chris’s career at Hitachi, a Japanese company, became a transformative experience that taught him critical lessons about cross-cultural communication. Early in his professional journey, Chris found himself resistant to Japanese cultural practices. He opposed the use of honorifics like "-san" and could not embrace different decision-making approaches, ones vastly different from those in the US.
He remembers it as a pivotal learning moment. And ultimately, Chris came to understand that the customs weren’t at issue; what’s important is consistently and authentically embodying the underlying concept of “respect,” toward your higher-ups as well as the collective organization. In his words:
That is probably something I wish I would have done sooner because the more that you learn and really put yourself in their shoes and understand what those cultural differences are and truly, truly, believe it and think about it as you're working internally with your teams, or creating these campaigns around the world, the better you'll be. Because you’ve got to live and breathe it.
Chris details several other critical strategies for successful global marketing:
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1. Relationship-Centric Approach
Despite the digital transformation, relationships remain at the core of any business. Focus on deepening connections with existing customers and partners, using digital tools to enhance rather than replace human interaction.
2. Continuous Innovation
Track weekly benchmarks and key performance indicators (KPIs) to create a culture of constant improvement. When metrics trend negatively, conduct workshops or brainstorming sessions to find out why. The approach is inspired by companies like Apple and Google, who can find success during challenging economic times.
3. Persona-Specific Content
Develop targeted content for different customer personas, recognizing that a one-size-fits-all approach doesn't work in global markets. For Fortive, this means creating specialized content for technical professionals like medical physicists, implementation teams, and financial decision-makers.
4. Adaptive Digital Strategies
Understand that digital platforms vary globally – Google isn't accessible in some countries, for example – and adapt digital strategies to local market conditions.
Listen to the full episode here:
The Multilingual Marketing Imperative
A key component of any effective global marketing campaign is high-quality translation, says Chris. Even for highly educated, bilingual audiences, providing content in their native language builds trust and demonstrates genuine commitment. That includes localization, the process of adapting your branding and messaging to resonate culturally.
For instance, in software development, user interfaces must be carefully localized. Small details like language switcher placement, color choices, and cultural design preferences can significantly impact customer loyalty and engagement.
Develop content from a global perspective from the start for best results, with an eye on how you’ll tailor the content specifically for each target market. Use local experts to refine messaging and take the time to truly understand regional communication preferences. In addition:
Formulating a translation plan encourages diversity in thought and practice, driving sales and more meaningful customer connections. At the same time, it helps build a workforce that genuinely values global perspectives, driving innovation and novel problem-solving and laying the foundation for a more adaptable and resilient organization.
The overarching goal of multilingual global marketing is to "empower the everyday hero," says Chris. “[A]s we're looking at the churn and customer lifetime value, it's the little things that make that big difference because it shows that you care.” For global marketers, that hero is your customer, and your mission is to connect with them meaningfully, regardless of geographical boundaries.
For entrepreneurs and marketers looking to expand internationally, the message is clear: success comes from empathy, curiosity, and a willingness always to learn. By embracing cultural diversity and strategically leveraging digital tools, businesses can create global strategies that resonate across borders and build meaningful connections in an increasingly interconnected world. Listen to the full episode for more words of wisdom!
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