A fast-moving SaaS business with global ambitions
A well-established SaaS leader in digital adoption and product analytics helps enterprise teams deliver better user experiences through in-app guidance and behavioral insights. With a large and growing customer base, the company competes on clarity, trust, and speed of execution across markets.
As global demand accelerated, marketing became a primary growth engine. Web experiences and campaigns needed to reach international audiences at the simultaneously, with the flexibility to add new languages as regional priorities changed. The existing operating model was not designed to support that pace or scale.
CHALLENGE
A global strategy running on a local timeline
Marketing launches were constrained by a delivery model built around manual workflows and external dependencies. Every web update triggered lengthy review cycles, pushing international pages live weeks after English. This diluted campaign impact and delayed regional demand activation.
The setup limited flexibility and control. Adding a new language required additional vendor coordination and operational overhead, making mid-cycle expansion difficult. A proxy-based web approach tied content to a third-party environment, creating lock-in risk and undermining content ownership. Meanwhile, reliance on external linguistic vendors and internal reviewers drove up costs and slowed approvals as volume increased.
SOLUTION
Scaling global delivery without scaling the team
The team redesigned its publishing workflow to prioritize speed, control, and scalability. The Phrase Platform was integrated directly into the web publishing workflow with Builder.io. Content now moves into translation immediately after English publication, with MT Optimize refining output automatically. This eliminated vendor handoffs and manual review cycles.
Key elements of the approach included:
- Phrase Platform migration replaced the legacy system with a unified workflow giving the team full ownership of multilingual assets.
- Builder.io integration keeps global and English releases on the same timeline and tooling.
- MT Optimize replaces manual post-editing with AI-powered refinement, maintaining quality while removing vendor dependencies and approval delays.
- Flexible language management allows additional languages to be added midstream with no process redesign.
MT Optimize plays a central role by using AI to refine translation automatically, maintaining quality without manual intervention. This eliminates external post-editing costs and and vendor-related delays. Release cycles shortened from weeks to minutes, vendor spend disappeared, and marketing began publishing globally on launch day. The business gained faster market entry, lower risk when testing regional demand, and the ability to scale international content without expanding the team.
STATS & FACTS
99.9%
Reduction in turnaround time from 5 days per language to 5 minutes,
allowing same-day publishing across five languages.
100%
Savings on external linguistic vendor costs for web content, with MT Optimize removing the need for third-party post-editing.
All languages published on the same day without additional resources.
Internal review cycles removed, cutting approval delays and removing repetitive quality checks.
New languages launched midstream without workflow disruption, accelerating regional expansion
Immediate market validation including an inbound demo request and confirmed local search visibility.
Marketing enters new regions with confidence, tests markets earlier, and captures opportunities as they emerge.
IMPACT
Same-day global launches with immediate impact
The new workflow redefined global readiness. International web launches no longer followed weeks behind English. Global publishing became part of standard release cycles.
The benefits extended well beyond marketing efficiency. Same-day global launches meant customers encountered relevant content at the moment of intent, not days later. New markets could be tested earlier, with lower risk and cost. Demand signals surfaced faster, giving the business confidence to invest where traction appeared rather than waiting for long lead times to validate opportunity.
Removing delays, vendor dependencies, and review loops made experimentation easier and reduced the time and cost of entering new markets. The business now moves into new regions faster and with greater confidence.
LOOKING AHEAD
Extending the content model beyond the web
With global launches running efficiently, the team is expanding Phrase Platform usage to additional content types including marketing applications. AI adoption is increasing across workflows, and new languages are being added as regions come online.
The foundation established with Phrase eliminated vendor dependencies and review overhead that previously constrained growth. The company can now scale international content as business priorities evolve.
Ready to get started?
Reach a wider audience and build deeper connections today.