In this episode, host Karen Lloyd speaks with Ana Castrillon, Head of Marketing at Toku, about what it really takes to drive business growth through global marketing.

Ana shares insights from her experience scaling brands across Latin America, EMEA, and the US, exploring key differences in buyer behaviour, the importance of localisation, and whether a repeatable marketing playbook exists for entering new regions.

What You’ll Learn in This Episode:
✔️ The biggest mistake companies make when expanding into global markets
✔️ Why cultural nuances impact sales and marketing strategies
✔️ The difference between translation and true localisation
✔️ How to tailor your go-to-market approach for new regions
✔️ Why enterprise marketing requires a different playbook to SME marketing
✔️ The role of events vs. digital in winning high-value deals
✔️ How to structure your marketing team for international growth

Whether you're a CMO planning international expansion or a CEO looking to understand marketing’s role in global growth, this episode is packed with practical takeaways to help you navigate new markets effectively.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in technology.

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