The Multilingual Content Podcast, Powered by Undertow

How do you actually win a new market, and where does AI help (or get in the way)? In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Florian Müller, a Berlin based digital strategy consultant and founder of FM Consulting, who has led go to market efforts across Germany, the US and Latin America, from running country operations at Fiverr Germany to launching his ow...

🌍 Are you making these common mistakes in your product localization strategy? Join our host, Nicola Calabrese, as he dives deep into the world of international expansion with Melanie Heighway, Head of Product Internationalization at Atlassian. 🚀 This episode unravels the myths surrounding localization, highlights the critical role of AI 🤖 in enhancing workflows, and shares invaluable insights o...

This episode is a little different. Instead of Nicola asking the questions, Valeria Nanni, Senior Localization Manager at Skyscanner, turned the microphone around and interviewed him about his new book, Localization in the Age of AI. They covered a lot of ground. Why most AI localization pilots never reach production. The four-pillar framework for building a program that actually scales: strategy,...

🎙️ Most SaaS companies expand the same way: pick Germany or France, translate the homepage, hire a half-bilingual rep, and treat the whole thing as a quarterly goal. Six months later, the spend is shut down, and the verdict is "the market didn't work." The market was fine. The approach was not. In this episode, Nicola Calabrese sits down with Ferdinand Goetzen, Co-founder of The Growth Syndicate a...

How do you scale localization with AI without losing the human touch that makes marketing actually work? In this episode, Nicola Calabrese sits down with Antonella Alterio, Senior Localization Manager at Skyscanner, to unpack how a 40-language travel platform balances speed, quality, and cultural nuance across markets. Antonella shares how Skyscanner uses AI for high-volume SEO content, why market...

How do you go from manual, ad-hoc localization to a program that actually scales? 🤔 Maria Caravaca Gomez, Localization Lead at SoSafe, shares how she built the company's localization program from scratch. And yes, we got to see this transformation up close 💪 In this episode, we cover: 🔧 Why every request used to start from zero and what changed 🛠️ How to choose flexible tools that grow with you...

In Part 2 of his solocast series, Undertow Founder Nicola Calabrese gets practical about building a localization program that actually works as you grow. If you're still copy-pasting translations into your CMS or relying on scattered Google Docs, this one's for you. Nicola breaks down the four pillars every scalable localization program needs: 🎯 Strategy: aligning localization with your business...

How is AI reshaping international growth—and what does it mean for your marketing strategy? In this episode, Nicola Calabrese talks with Joliene van Grieken, Co-founder of The Growth Syndicate, about the shift from traditional SEO to AI-driven search and how companies should adapt when expanding globally. They explore why credibility is becoming more important than keywords, how to maintain an aut...

In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Anca Greve, Senior Director of Global Expansion at Salesforce, to explore how AI is transforming localization at scale. They discuss how localization evolves from a reactive function to a strategic growth driver, how Salesforce builds scalable localization workflows, and how AI helps reduce friction across product...

In this special solo episode of The Multilingual Content Podcast, Undertow’s founder Nicola Calabrese takes the mic to talk about one of the biggest shifts happening in localization today: AI. There’s a lot of noise around AI replacing localization teams. But what’s actually happening inside real localization programs? And what does AI truly change when companies expand globally? In this first par...

🎙️ In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Chiara Scaldaferro, Senior Localization Manager at GoStudent, to explore what it takes to build a modern and scalable localization program. From streamlining workflows to experimenting with AI and custom GPTs, Chiara shares a behind-the-scenes look at how she transformed localization into a more efficient and d...

Expanding into a new market is never just about business. It’s about culture, trust, timing, and finding the right ecosystem to grow in 🌍 In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Maria Andros, Senior Advisor at Helsinki Partners and Program Manager of the 90 Day Finn program, to explore what it really takes for international tech companies t...

How do you build products that work not just in theory, but in the real world? In this episode, Nicola sits down with Merel van der Lei, CEO at Wyzetalk, to unpack the complex relationship between buyers, admins, and end users in B2B SaaS. They discuss how different personas influence product decisions, why frontline users are often overlooked, and what happens when the people buying a product are...

🤖 AI is changing how people search — and how brands get discovered. In this episode of The Multilingual Content Podcast, host Nicola Calabrese talks with Alex Casals, Founder of Tacmind, about what happens when AI starts answering questions instead of search engines showing links. They dive into how AI-powered search is reshaping SEO, why visibility now depends on being mentioned in AI-generated...

In this solo episode, Nicola Calabrese opens up about what’s really happening at the intersection of AI, localization, and multilingual content 🌍🤖 If you’ve been wondering how AI is reshaping translation workflows, speeding up content production, or changing the role of linguists, Nicola breaks it all down in a way that’s practical, honest, and easy to follow. He walks through how teams are usin...

Expanding your SaaS product into Europe? 🌍 In this episode of The Multilingual Content Podcast, Nicola Calabrese sits down with Filippo Irdi, a specialist in European market expansion for B2B SaaS, to unpack what really determines success when entering new markets. From cultural nuances and communication styles to trust-building and localization strategy, Filippo reveals why translation alone won...

🚀 What does the future of localization really look like in an era dominated by AI? In this episode of The Multilingual Content Podcast, our founder Nicola sits down with Alfonso González Bartolessis—Senior Localization Manager at Sinch and founder of TranslataStars—to explore how AI is transforming workflows, roles, and expectations across the entire localization industry. We dive into: ✨ How AI...

In this episode of the Multilingual Content Podcast, host Nicola Calabrese sits down with Hugo Pereira — global growth leader, former Chief Growth Officer at EVBox, fractional growth exec, and author of Teams in Hell. Hugo shares what he learned scaling companies across Europe and North America — from 10 to 700+ employees and $100M+ in revenue — and why international expansion can break companies...

In this episode, Undertow’s Founder, Nicola Calabrese, sits down with Sjeel Koster, a fractional CMO who helps startups and scaleups expand into new markets with structure, strategy, and confidence. 💡 With years of experience guiding companies through different stages of growth, Sjeel has developed a five-step strategic market expansion playbook that helps teams enter new markets effectively, fro...

In this episode of The Multilingual Content Podcast, our Founder Nicola Calabrese sits down with Björn Ingmansson to explore how localization fuels global expansion. Björn shares his journey from leading international growth at fintech scale-ups like Pleo and Juni 💳 to his current role at Kognic, where he supports the development of autonomous vehicles with sensor fusion data annotation tools 🚘...

How do you build a global B2B marketing strategy that actually works? 🌍 In this episode, Nicola Calabrese sits down with Charlotte Jaakola, CCO of Advance B2B, to unpack the real challenges and opportunities SaaS companies face when expanding internationally. Together, they explore: ✨ Market entry done right — why defining your Ideal Customer Profile (ICP) for each new market is crucial, and how...

How do B2B SaaS companies expand internationally without falling into the “just translate it” trap? In this conversation with Ton Dobbe, we dig into why localization is far more than language, how to build momentum in new markets, and the mindset shift from minimum viable to minimum remarkable product. We unpack Ton’s Remarkable Effect framework, starting with the value foundation, then viability...

🌍 Unlock the secrets to international success in the latest episode of The Multilingual Content Podcast! 🎧 Join host Nicola Calabrese as she dives deep into the art of pricing strategies with industry expert Kris, co-founder of Valueships. Discover how to leverage market research, understand purchasing power, and adapt your pricing models to conquer new markets with confidence. 🚀 This episode i...

In this exciting episode of the Multilingual Content Podcast, host Nicola Calabrese sits down with Gilles Bertaux, CEO and co-founder of Livestorm, the leading webinar platform. Gilles shares how Livestorm evolved from a college project into an eight-figure global company. Learn how their focus on small-scale, self-service innovation and smart language choices helped them scale rapidly during the...

🚀 Product-led sales meets global growth! In this episode, we sit down with Vincent Jong, former founder of FunnelFox and CPO at Dealfront, to unpack how combining automation with sales teams can accelerate international expansion. 🌍 Vincent shares his experience building and scaling B2B SaaS products, the pros and cons of product-led sales when entering new markets, and how localization (yes, ev...