The Worldly Marketer Podcast

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The Worldly Marketer Podcast

Produced & hosted by Kathrin Bussmann, President & Chief Strategist at Verbaccino Inc. Copyright Verbaccino Inc.

The Worldly Marketer Podcast brings you valuable insider perspectives on what it takes to grow a global business in today’s digital, social, multilingual marketplace.

06/08/2022

On episode 239 of The Worldly Marketer Podcast, I welcome perennial guest John Yunker back to the show. John is a well-known pioneer in the field of web and software globalization, and the author of several books on the topic. He is the Co-Founder & President of Byte Level Research, an agency that specializes in researching, promoting, and advising on best practices in website globalization.

John is perhaps best know for his Web Globalization Report Cards, which have become required reading for global brand leaders everywhere. These annual reports provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices.

For this episode, John returns to the show to talk about his 2022 Web Globalization Report Card, which he published earlier this year. Tune in to our conversation, and learn about how today's top global websites are making sure that international visitors have the best experience possible.

John Yunker is a well-known pioneer in the field of website & software globalization. He's the President at Byte Level Research, an agency devoted to web globalization best practices, and the author of several books. He returns to the show to talk about his 2022 Web Globalization Report Card.

18/07/2022

On episode 238 of The Worldly Marketer Podcast, I chat with Andy Klump, a renewable energy executive with nearly 20 years of experience living & working in Asia. Andy is the founder, owner, and CEO of Clean Energy Associates (CEA), a solar energy & storage advisory firm that specializes in technical due diligence and engineering services. Established in 2008, CEA now employs over 175 professionals around the world, and has completed solar energy and storage projects in more than 65 countries so far.

Originally from the U.S., Andy relocated from Atlanta to Shanghai in 2002 and has been based in Asia ever since. Prior to founding his own company, he served as the VP of Business Development for Trina Solar, where he headed the company’s international expansion plans covering supply chain, international business development, capital raising, and corporate development. Over a two-year period, he and his Trina Solar management team successfully raised nearly $500 million in capital during the company’s IPO and follow-on offerings on the New York Stock Exchange.

In this interview, Andy shares his personal career journey of relocating to China from the U.S., adapting to the local business culture, and eventually launching and scaling his own global company. He explains what the core purpose behind CEA is, and how he manages his growing international team. And he talks about some global and regional trends he's seeing in solar energy, and his perspective on the solar supply chain going forward.

Tune in for Andy's valuable insights!

Andy Klump is a renewable energy executive with nearly 20 years of experience living & working in Asia. He is the Founder & CEO at Clean Energy Associates (CEA), a solar energy and storage advisory firm that specializes in technical due diligence and engineering services. Established in 2008, CEA no...

02/07/2022

On episode 237 of The Worldly Marketer Podcast, I chat with Kathleen MacLean, Head of Growth at ev.energy, which is a UK-based Cleantech startup that empowers electric vehicle owners to charge their EV in a simpler, cheaper, greener way.

Launched in 2018, ev.energy’s innovative app keeps track of when energy is least expensive and carbon-intensive, and balances user demand on the energy grid at peak times. As a Certified B Corporation, ev.energy is part of a global community of over 5,000 companies that are reinventing business by pursuing purpose as well as profit.

In early 2022, ev.energy extended its Series-A funding to $12.8M, enabling it to pursue rapid growth in North America and around the world. In addition to its London headquarters, the company now has an office Palo Alto, CA, employs a global team of over 60 people, and has 80,000+ users across Europe and North America.

In this interview, Kathleen & I talk about the challenges and benefits of having a globally dispersed team, how she approaches international marketing strategy on a startup budget, and how she has adapted the app’s value proposition for each of the company’s three core markets so far: the UK, Germany, and California.

Tune in for Kathleen’s great insights!

(Length: 48 minutes) Kathleen MacLean is the Head of Growth at ev.energy, a London-based Cleantech startup that empowers electric vehicle owners to charge their EV in a simpler, cheaper, andRead More →

11/06/2022

On episode 236 of The Worldly Marketer Podcast, I chat with María González-Calvo de Miguel, who is the Global Lead for Marketing and Communications at Sonnedix, a multi-national Independent Power Producer (IPP) that develops, finances, builds, owns, and operates solar power plants around the globe. Founded in 2009, the company's purpose is to harness the power of the sun to build a bright future.

Today, Sonnedix has 400 photovoltaic power plants in operation, construction or under development around the world, and employs over 400 people across a dozen global offices, including in the U.K., Italy, France, Spain, Poland, the U.S., Chile, and Japan.

In this interview, María describes how Sonnedix is building a successful global brand through community engagement and innovative content strategies. She talks about the importance storytelling and adapting communications for different kinds of audiences around the world. And she explains why Sonnedix has started investing in the creation of educational content for the next generation of solar-energy stakeholders.

Tune in for María’s fascinating insights!

María González-Calvo de Miguel is the Global Lead for Marketing & Communications at Sonnedix, a solar energy company that has over 400 employees across a the globe, with offices in the UK, Italy, France, Spain, Poland, the US, Chile, and Japan.

11/05/2022

Episode 235 of is a special cross-post of my guest appearance on The International Business Podcast.

In this interview, I share my thoughts on the nature of branding, the importance of having a global brand strategy, the role of localization for international business success, and why I decided to reposition Verbaccino to focus on the Cleantech sector.

Tune in!

This episode is a cross-post of Kathrin Bussmann's guest appearance on The International Business Podcast. Talking to Audrey Wagner, Kathrin shares her thoughts on branding, global brand strategy, localization, and why she decided to focus on Cleantech.

22/01/2022

On episode 228 of The Worldly Marketer Podcast, I chat with Emily Rakowski, Chief Marketing Officer at EcoVadis, the world’s most trusted sustainability ratings provider. Launched in 2007 and headquartered in Paris, EcoVadis helps businesses reduce risk and drive performance & innovation in their supply chain by evaluating their environmental, labor & human rights, sustainable procurement, and fair-trading practices.

Emily shared some great insights into the challenges of building a global brand, marketing to clients around the world, and working with a global team. She also talked about the evolving language of Sustainability, and trends in ESG awareness among global brands today. Tune in!

(Length: 37 minutes) This episode was sponsored by the Globalization and Localization Association (GALA). Emily Rakowski is the Chief Marketing Officer at EcoVadis, the world’s most trusted sustainability ratingsRead More →

11/04/2021

On episode 214 of The Worldly Marketer Podcast, I chat with Tobias Reiter, Co-Founder & CEO at Viebeg Medical. Headquartered in Silicon Valley, VIEBEG is a Health Tech company that operates mainly in Central and East Africa. It offers high-quality medical and dental supplies as well as equipment through its comprehensive online marketplace and procurement software. Originally from Austria, Tobias has been based in Rwanda since 2018, and is on a mission to help achieve sustainable development in Africa by investing and participating in the African Tech-business environment. In this interview, he shares some of his many learnings from launching VIEBEG’s operations in Rwanda, including important (and at times surprising) socio-cultural aspects of doing business in the region, and some key takeaways for other foreign entrepreneurs thinking of investing in Central and East Africa. Tune in!

https://verbaccino.com/podcasts/twm-214-how-a-silicon-valley-health-tech-startup-is-making-an-impact-in-africa-w-tobias-reiter/

(Length: 54 minutes) This episode was sponsored by Vistatec. Tobias Reiter is the Co-Founder and CEO at VIEBEG Technologies, a Silicon-Valley based Health Tech company that expands people’s accessRead More →

28/03/2021

On episode 213 of The Worldly Marketer Podcast, I welcome back perennial guest Simon Kemp, Founder & CEO at Kepios. Simon is also the Chief Analyst at DataReportal, an online library of free reports that explore current digital behaviours around the world. In this interview, we talk about Simon's latest series of reports: the 2021 Global Overview Report and the 2021 Local Country Headlines. In particular, we focus on some surprising and very important trends emerging from those reports, including the massive popularity of image recognition tools, the general shift towards social search (instead of traditional search engines), and the clear preference for educational, instructional content (versus purely promotional content). You won't want to miss Simon's fascinating insights!

(Length: 55 minutes) This episode was sponsored by Vistatec. Simon Kemp is the Founder & CEO at Kepios, a strategy consultancy that helps organizations all over the world toRead More →

14/03/2021

On episode 212 of The Worldly Marketer Podcast, I welcome Jason Mander back to the show. Jason is the Chief Research Officer at GWI, the leading consumer research company for the global marketing industry. Since 2009, GWI has been delivering game-changing insights to just about every major agency, media organization and global brand. Based at GWI's London headquarters, Jason leads the company's Research and Insight departments, and oversees its flagship study on the digital lives and lifestyles of consumers across more than 45 countries. He also directs GWI’s thought leadership program on the topics that matter to today’s marketers, planners and researchers. In this interview, Jason talks about the latest consumer trends and behaviours that have emerged around the world over the past year, and shares his thoughts on which ones are most likely to continue in 2021 and beyond. Tune into our conversation!

(Length: 34 minutes) This episode was sponsored by Vistatec. Jason Mander was first featured on this podcast on episode #16. He is the Chief Research Officer at GWI (formerlyRead More →

28/02/2021

The Worldly Marketer Podcast is back for a new season! On episode 211, I chat with Anna Golubeva, who leads the digital translation capabilities program at Inter IKEA Systems, the worldwide IKEA franchisor. Anna has more than 15 years of experience working in various international communication and localization roles IKEA. She joined IKEA Russia as a translator and copywriter in 2003, eventually relocated to the Netherlands – where the Inter IKEA Group is headquartered – and has living and working there ever since. In this interview, Anna talks about how a worldwide enterprise like IKEA manages to balance a consistent global brand identity with a localized communications strategy. Tune into this first episode of 2021!

(Length: 53 minutes) This episode was sponsored by Vistatec. Anna Golubeva has more than 15 years of experience working in various international communication and localization roles IKEA. A graduateRead More →

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