Lessons in Localization: HubSpot

The Nimdzi Lessons in Localization series highlights the largest, most innovative, and most successful globalization programs in the world.

It is based on primary research, industry briefings, and interviews carried out by the Nimdzi Research team. Not all briefings are made public and those that are made public may exclude sensitive or proprietary data. If you have questions or recommendations on which programs you would like to see highlighted in the future, contact us today.

A lesson by Tucker Johnson.


  • Global mindset: The HubSpot localization team has celebrated much success creating a “global-first” mindset not just within the marketing team, but around the entire organization.
  • Benefits of centralization: By consolidating localization functions and standardizing workflow through technology, HubSpot program managers are able to focus more on building relationships with internal stakeholders and aligning with their international goals. 
  • Measuring ROI: The HubSpot localization team is a revenue driver, not a cost center—and they can prove it. Centralization of localization initiatives and close collaboration with the finance department has allowed HubSpot to define methods to track and report on the impact of localization activities.
  • Market engagement: HubSpot invests in strong engagement with local markets through tight collaboration between regional marketing leaders and localization to ensure that their brand voice is consistent in each market.
  • Focus on Customer Experience: Focusing less on “traditional” localization KPIs like Language Quality Assurance (LQA) scores and more on the end-customer experience enables HubSpot to perform more meaningful analyses of how successful their localization investments are.
  • Collaboration with Product: A strong relationship between the localization team and the separate internationalization team within the engineering department helps optimize the overall process and ensure that products and content are being developed with localization in mind (global-first thinking).

Fast Figures

Included in this Lesson in Localization

  • Program overview
  • Culture
  • Organization
  • Languages
  • Project and Process Management
  • Supply chain
  • Quality control
  • Technology
  • Interesting initiatives

This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Nataly Kelly, VP of Localization at HubSpot for sharing a valuable Lesson in Localization. Nataly elaborates on many concepts discussed in our report on the born to be global blog she authors.


This Lesson in Localization was researched and written by Nimdzi's Managing Director, Tucker Johnson. If you wish to learn more, reach out to Tucker at [email protected].

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