Cross-Border Selling Challenges

Six years ago, I took over marketing at a company that went to 40 trade shows per year, and I cut that to 4. When I joined CoLab to lead marketing, we had zero conferences planned. I booked 2 the first year, and increased it to 6 the following year. What happened? Did my opinion on trade shows do a 180? Nope - the black and white pro - trade show vs. anti - trade show narrative is just an oversimplification. Most companies can go to at least a couple shows per year and get a positive ROI. Problem is - most companies are going to way more than a couple of shows per year and they have no idea which ones produce a positive ROI. You actually need a decent amount of rigor and discipline to figure this out. If you scale your conference spend too fast, you'll skip important retrospectives. It's easy to end up in the first scenario I described, where I had to cut trade shows by 90% in a year. Here's what you should do instead: 1) Start with a manageable number of conferences (no more than 1-2 per quarter, unless you have someone working on it full time) 2) Define success criteria going in: - You should have a qualified pipeline target - You should have tight definitions for what constitutes qualified pipeline, in the context of a conference - If you want to measure success based on other things (like establishing partnerships, moving in pipeline opps forward, etc.), figure those things out ahead of time too 3) After each show, do a retro and understand whether you achieved or missed your success criteria 4) If you missed, figure out why: - Is it a bad show for you? (e.g. not enough good fit ICP attendees) - Or could you make something of it, with some tweaks to your own execution? If it's the latter, you can go back again next year and test the new approach. Just like your email list, your trade show portfolio is something you should be constantly managing and "pruning" Most companies don't apply this level of rigor, which is why most trade show + conference programs are really, really wasteful. #b2bmarketing

FMCG brands like Mamaearth, Emami Ltd, and Dabur India Limited are capturing rural India through effective marketing. If you want a share of the 35% of total sales from this market segment, then follow this roadmap! The rural FMCG sales are increasing at 7.6% compared to 5.7% in urban areas. And this sector will continue to grow because the government has allocated ₹2.66 lakh crore for rural development and ₹1.52 lakh crore for agriculture. Also, the higher crop prices and a good monsoon forecast, shows a potential 6-7% volume growth from rural consumers in fiscal year 2025. But urban-centric strategies won't work in these markets. You need to think out of the box to reach this segment. Here are 3 strategies that every brand should follow: 1️⃣ Hyper-localized content: Adopt local cultures into your campaigns. Take Coca-Cola's 'Chota Coke' campaign for instance. In this campaign, they featured Aamir Khan in different regional looks. It boosted their rural reach from 9% to 25% within one year. 2️⃣ Mobile-first campaigns: Use SMS marketing and WhatsApp broadcasts because more people are now using phones. Take HUL’s Kan Khajura Tesan campaign for instance. They created a radio channel and run product ads while providing free entertainment. 3️⃣ Audio marketing: Use radio or voicemails to create audio content. This is a powerful way to build brand recall because of low literacy in rural India. horlicks did this well by partnering with mSamvaad and using actor Ravi Kishan’s voice, reaching 4 million unique users. By combining these strategies, FMCG brands can effectively tap into the growing rural market. And the festive season is coming, so this is the right time to create campaigns P.S. Which campaign you remember worked really well in rural India? #FMCG #RuralSales #Marketing

#payments rails across the globe and the models behind them have evolved in three major (but very different) patterns and yet they are converging in certain ways. Let’s take a look. About half a century ago, magnetic-striped cards triggered a payments revolution. Swiping plastic cards at POS merchant terminals conquered the west, with Visa and Mastercard managing the rails and becoming an almost mighty duopoly. Cards made a smooth transition into the digitized #economy by embedding in smartphones (and even turning them into processors) and becoming the springboard for the rise of the #ecommerce. While the west was transitioning from old cards to chips, China was driving its own local payments revolution that erupted at the beginning of the 2000s and transformed the country from a purely cash economy to a #digital frontrunner. Starting from high smartphone penetration and bank account ownership, China essentially leapfrogged the card-based (western) model moving directly to a digital set-up built on e-wallets and QR codes and driven by two private companies (Alibaba and Tencent) that managed to build vast (2-sided consumer and merchant) ecosystems that transformed them into ubiquitous SuperApps. In parallel, a third pole had been developing in other parts of the world: —     The payments revolution in Africa was led by telecoms (being the only infrastructure available) by means of an e-#money set-up based on mobile phones. Companies such as Kenya’s M-Pesa (launched in 2007) managed to provide long needed basic financial services (saving and transferring funds, making payments or accepting government subsidies) to large swaths of the population. —     Countries like India or Brazil developed over the past few years state-sponsored real-time payments infrastructures, powering multiple bank accounts into a single app under A2A and P2P models. India’s Unified Payments Interface (UPI) has over 300 mn monthly active users recording 60% y-o-y growth, whereas Brazil’s Pix, launched only in late 2020, has managed to become the most popular payments’ method with over 150 mn users. These parallel evolutionary developments could hardly have been more different: a robust decades-old, card-infrastructure in the west (monopolized by two private companies), against a digital, wallet-based closed-loop model in China (powered by 2 giant ecosystems), versus public, state-sponsored, open, real-time rails in India and Brazil. Despite their very different origins and set-up, digitization has been acting as a huge convergence driver lately: digital wallets, super-apps, real-time payments and CBDCs (Central Bank Digital Currencies) are only some of the common underlying elements. As payments evolve to their next phase, a new digital infrastructure is in the making, fast bridging seemingly big structural gaps. Opinions: my own, Graphic sources: Credit Suisse, Alipay, Matthew Brenan, BCB, Bacancy, Alicriti

What if someone who doesn't speak your language handled your next customer service call—but you never noticed? Alorica, a customer service company based in California, has introduced an AI-driven translation tool that allows their representatives to communicate with customers in over 200 languages and 75 dialects. This innovation means that a rep who only speaks Spanish could assist a customer in Hong Kong speaking Cantonese. As AI continues to develop, its impact on jobs is a hot topic of debate. While some fear widespread job losses, companies like Alorica are showing that AI can enhance productivity without necessarily cutting jobs. This raises important questions about the future of work in an AI-powered world. 🌍 AI Translation: Alorica's new AI tool allows reps to communicate with customers in over 200 languages, making global service easier. 🛠️ Efficiency Gains: AI is helping companies like Alorica improve call handling times and customer satisfaction instead of reducing jobs. 📈 Job Evolution: AI isn't just about replacing jobs—it's also about transforming them, with new roles emerging as technology advances. 🤝 Human-AI Collaboration: AI tools are proving valuable assistants, especially for newer employees, boosting their productivity. 🔄 Workforce Dynamics: The rise of AI is prompting a shift in job skills and roles, but fears of mass unemployment have yet to materialize. #AI #CustomerService #LanguageTranslation #FutureOfWork #TechInnovation #JobEvolution #AIandJobs 

ESG Regulation Map and Timeline 🌎 ERM’s latest Global Regulations Radar provides an in-depth update on evolving ESG & EHS regulations worldwide, highlighting the increasing complexity of compliance requirements. Regulatory frameworks continue to expand, introducing stricter disclosure obligations and higher expectations for corporate transparency. Businesses operating across multiple jurisdictions must navigate these changes while ensuring alignment with global sustainability goals. The report underscores how new regulations are reshaping corporate accountability, particularly in areas such as climate risk reporting, supply chain due diligence, and environmental impact assessments. Regulatory bodies are introducing more standardized methodologies for sustainability disclosures, making data integrity and verifiability central to compliance. As expectations grow, companies must adopt more structured approaches to managing ESG-related risks and responsibilities. For organizations with global operations, these regulatory shifts extend beyond national boundaries. Requirements related to emissions reporting, sustainability claims, and biodiversity protection are influencing investment decisions, supply chain strategies, and competitive positioning. The increasing alignment of disclosure frameworks across regions signals a move toward greater consistency, but also demands careful adaptation to varying compliance timelines. ERM’s analysis highlights that many regulations are set to take effect within the next few years, requiring businesses to integrate compliance planning into strategic decision-making. Deadlines for mandatory disclosures, implementation of corporate due diligence requirements, and phased environmental targets will require companies to enhance their governance structures and risk management processes. Proactive adaptation will be key to maintaining regulatory alignment and mitigating potential business risks. As the ESG and EHS regulatory landscape continues to evolve, businesses must stay ahead of developments through structured monitoring and strategic planning. ERM’s Global Regulations Radar serves as a valuable resource for organizations seeking to understand the implications of regulatory changes and position themselves for long-term sustainability compliance. Source: ERM / The Global Regulations Radar #sustainability #sustainable #business #esg #climatechange #regulation #reporting

From my expertise working inside the FDA and alongside CBP, I can tell you this — what just happened isn’t a trade adjustment, it’s a regulatory upheaval. New import taxes are being introduced under the guise of fairness, but they’re about to trigger a domino effect that affects everyone moving products across borders — especially those regulated by federal agencies. Costs won’t just rise. Risk will. Businesses operating in highly controlled industries will now face a triple-threat: 🔸 Unpredictable border interventions 🔸 Shifting agency priorities 🔸 Higher stakes for even minor missteps I’ve seen this kind of pressure play out from the inside. It’s not just about what you bring into the country — it’s about whether your business is built to survive these shifts. If you're responsible for compliance, legal strategy, or product movement — especially in food, supplements, drugs, devices, cosmetics, or even pet goods — now’s the time to act, not react. #TradePolicy #RegulatoryStrategy #FDACompliance #TariffImpact #USImports #GlobalTrade #CBPEnforcement #SupplyChainRisks #ExecutiveLeadership #LegalStrategy #FoodLaw #PharmaCompliance #MedicalDeviceRegulations #PetIndustryRegulations #CrossBorderTrade #ProductSafety #RiskMitigation #ThoughtLeadership #USDA #LinkedInCreators

The biggest supply chain mistake? Ignoring trade compliance. Here’s how to turn compliance insights into a competitive advantage Optimizing your supply chain with trade compliance insights is a game-changer. Here are key strategies and considerations to make it happen. Understanding Trade Compliance's Role Trade compliance ensures all import and export activities follow international regulations. This is crucial for avoiding penalties and boosting supply chain performance. A solid trade compliance program reduces friction and enhances efficiency. Key Strategies for Optimization 1. Conduct a Thorough Risk Assessment: • Identify potential risks like tariff impacts and regulatory changes. • Evaluate your total tariff liability to understand cost structures. 2. Enhance Internal Collaboration: • Foster teamwork between procurement, legal, IT, and trade compliance. • Establish a governance framework with executive sponsorship. 3. Leverage Technology: • Use automated tools for classification workflows and supplier screening. • Implement global trade analysis software for risk and cost savings. 4. Regular Training and Auditing: • Conduct training sessions on compliance best practices. • Perform internal audits of suppliers’ compliance policies. 5. Monitor Regulatory Changes: • Stay updated on customs regulations, trade agreements, and sanctions. • Engage with logistics providers offering compliance consulting. 6. Optimize Supply Chain Contracts: • Review contracts with suppliers to include clear compliance obligations. • This helps avoid non-compliance issues during audits. Conclusion Optimizing your supply chain through trade compliance involves risk management, technology, collaboration, and continuous education. Prioritizing these elements enhances operational resilience, reduces compliance costs, and drives long-term growth. Call to action : Ready to optimize your supply chain? Leverage these trade compliance insights to reduce costs and enhance operations

🌎 Designing Cross-Cultural And Multi-Lingual UX. Guidelines on how to stress test our designs, how to define a localization strategy and how to deal with currencies, dates, word order, pluralization, colors and gender pronouns. ⦿ Translation: “We adapt our message to resonate in other markets”. ⦿ Localization: “We adapt user experience to local expectations”. ⦿ Internationalization: “We adapt our codebase to work in other markets”. ✅ English-language users make up about 26% of users. ✅ Top written languages: Chinese, Spanish, Arabic, Portuguese. ✅ Most users prefer content in their native language(s). ✅ French texts are on average 20% longer than English ones. ✅ Japanese texts are on average 30–60% shorter. 🚫 Flags aren’t languages: avoid them for language selection. 🚫 Language direction ≠ design direction (“F” vs. Zig-Zag pattern). 🚫 Not everybody has first/middle names: “Full name” is better. ✅ Always reserve at least 30% room for longer translations. ✅ Stress test your UI for translation with pseudolocalization. ✅ Plan for line wrap, truncation, very short and very long labels. ✅ Adjust numbers, dates, times, formats, units, addresses. ✅ Adjust currency, spelling, input masks, placeholders. ✅ Always conduct UX research with local users. When localizing an interface, we need to work beyond translation. We need to be respectful of cultural differences. E.g. in Arabic we would often need to increase the spacing between lines. For Chinese market, we need to increase the density of information. German sites require a vast amount of detail to communicate that a topic is well-thought-out. Stress test your design. Avoid assumptions. Work with local content designers. Spend time in the country to better understand the market. Have local help on the ground. And test repeatedly with local users as an ongoing part of the design process. You’ll be surprised by some findings, but you’ll also learn to adapt and scale to be effective — whatever market is going to come up next. Useful resources: UX Design Across Different Cultures, by Jenny Shen https://lnkd.in/eNiyVqiH UX Localization Handbook, by Phrase https://lnkd.in/eKN7usSA A Complete Guide To UX Localization, by Michal Kessel Shitrit 🎗️ https://lnkd.in/eaQJt-bU Designing Multi-Lingual UX, by yours truly https://lnkd.in/eR3GnwXQ Flags Are Not Languages, by James Offer https://lnkd.in/eaySNFGa IBM Globalization Checklists https://lnkd.in/ewNzysqv Books: ⦿ Cross-Cultural Design (https://lnkd.in/e8KswErf) by Senongo Akpem ⦿ The Culture Map (https://lnkd.in/edfyMqhN) by Erin Meyer ⦿ UX Writing & Microcopy (https://lnkd.in/e_ZFu374) by Kinneret Yifrah

Never judge a business by its front office but by its back-end logistics. Managing sourcing across India, Pakistan, and Bangladesh has taught me that logistics isn't just about moving boxes—it's what makes or breaks a retail operation. Here's why: The global logistics market hit $9.2 trillion in 2023, with Asia-Pacific contributing 42% of this value (McKinsey Global Institute). Yet, companies lose 20-30% of their logistics costs to inefficiencies. (McKinsey & Company) The real cost of weak logistics shows up in: → Inventory Stockouts: 8.3% of retail sales are lost to out-of-stock situations, costing retailers $1 trillion annually (IHL Group)  → Dead Stock: The average retailer ties up 25% of working capital in excess inventory (Gartner)  → Broken Promises: 69% of customers won't shop with a retailer again after a late delivery (Retail TouchPoints)  → Emergency Shipping: Rush shipping can cost 5-10x more than standard rates (Deloitte) In 2024, due to various disruptions in logistics caused by war, instability, and climate change-induced natural disasters, I witnessed firsthand how fragile supply chains can be. Geopolitical turmoil, including events like the Red Sea Crisis and the Ukraine conflict, further exacerbated these disruptions, underscoring the critical need for resilient and adaptable supply chain strategies. Companies with robust logistics weathered the storm, while others faced existential crises. Today's successful businesses need: 📌 Strategic warehouse placement near key markets 📌Real-time inventory tracking across locations 📌Multiple transport routes for critical supplies 📌Robust risk mitigation plans In my experience, managing an annual sourcing volume of $100 million, the difference between profit and loss often comes down to one question: Can you get your product where it needs to be when it needs to be there? What's your biggest logistics challenge? Share your experience below. #SupplyChain #LogisticsManagement

Behind every smooth shipment is a stack of perfectly prepped paperwork. One thing I’ve learned in logistics? It’s not just about moving cargo, it’s about moving with confidence. And that confidence comes from getting the documentation right, especially when dealing with sea and air transport. Having managed global movements and studied port logistics during my MBA, I can’t emphasize enough how these documents reduce risk, streamline customs, and protect your business. Here’s a breakdown of the essential documents used in sea and air freight: Sea Freight Documents 1. Bill of Lading (BOL) – The most important shipping contract. Acts as a receipt and title to the goods. 2. Packing List – Helps verify cargo content, quantity, and packaging during clearance. 3. Commercial Invoice – Details the value of goods for customs duties. 4. Certificate of Origin – Confirms where goods were manufactured. 5. Sea Waybill – Similar to BOL but non-negotiable and faster for clearance. 6. Insurance Certificate – Shows the cargo is covered in case of damage or loss. 7. Import/Export License – Authorizes the legal entry or exit of goods. Air Freight Documents 1. Air Waybill (AWB) – Acts as a contract of carriage and receipt for air cargo. 2. Shipper’s Letter of Instruction (SLI) – Provides detailed shipping directions to the forwarder. 3. Commercial Invoice – Required for customs declaration and duties. 4. Packing List – Confirms the weight, dimensions, and item breakdown. 5. Dangerous Goods Declaration – Mandatory for hazardous cargo. 6. Certificate of Origin – Assists in trade agreements and duty benefits. 7. Insurance Certificate – Offers security in case of transit risks. Whether you're a student, admin, or supply chain professional, knowing these documents inside out will save time, money, and headaches. Which of these documents do you deal with the most? Or have you had any shipping drama because of missing paperwork? Drop your experience in the comments. Let’s learn from each other.