In this episode of The Multilingual Content Podcast, host Nicola Calabrese speaks with Nicoletta Dorizzi, Senior Global Performance Marketing Manager at Inriver, about the challenges and strategies behind managing multilingual content in international marketing. Nicoletta shares her approach to market research, emphasizing the importance of understanding cultural nuances, customer feedback, and local partnerships when entering new regions. One key challenge is balancing global brand consistency with local relevance. Nicoletta explains how Inriver tailors campaigns using localized content, industry-specific examples, and local testimonials to build trust without losing their core brand identity. She also highlights how localization plays a crucial role in lead generation, noting the effectiveness of tailored assets and localized SEO in boosting engagement and driving organic traffic. Nicoletta discusses the role of AI in content creation, explaining how it streamlines video production, content adaptation, and campaign planning. This allows her team to focus more on strategy and test different formats and messages quickly. Looking ahead, she identifies trends like customer-centricity, digital maturity, and composable technology as key to future B2B SaaS marketing strategies. This episode offers a thoughtful exploration of how adaptability and innovation are shaping the future of international marketing.