Translation and Localization

Industry Update: 16.01.2021

Vertical: Translation and Localization
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Translation and Localization, what are we seeing?

We are seeing increased demand spikes from specific sectors due to the pandemic.

This includes updating health information, travel advice, hygiene guidelines and changes in operational procedures into different languages for global businesses communicating to staff, customers and prospects.

With no demand for on-site interpretation, interpreters booked to work during Spring at international conferences and events (the high season) are turning their skills to other linguistic opportunities.

What do these businesses need to do now?

1. Adjust your business targeting

We are seeing some change to targeting as the interpretation sector, in particular, adjusts to COVID-19’s physical restrictions. Whilst most international events and conferences have been postponed, smaller events have moved online. There’s an opportunity to support larger international businesses communicating their news, information and marketing content to internal, external and increasingly global audiences.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Revise your service to support the provision of fast and appropriate solutions for high linguistic demand scenarios and sectors, right now.

Typically, these will be related to your experience in their specialism, your capacity and service levels.

Flexible payment terms are also in demand if you can support this option.

4. Revise your messaging

To explain how you can help solve their problem, efficiently, and fast.

Highlight any industry specialisms that your audience are likely to value/appreciate. Touch on directly relevant technical knowledge, service levels, and languages supported. Reference immediate capacity.

If you have them, give examples of how you’ve delivered something similar for a post-COVID-19 customer.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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