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Targeting Translation Buyers 
 
Keywords
Translation buyers, translation industries, translation spending, translation budgets  

Abstract
For this report, we analyzed 955 unique client profiles provided to us by translation salespeople at language service provider (LSP) organizations in order to identify patterns among buyer groups. Using this data, we carried out extensive statistical tests to identify relationships between numerous variables. These tests allowed us to spot relationships -- where they existed -- between items like vendor loyalty and geography, or between vertical market and annual translation budget. In this report, we detail the demographic and behavioral characteristics of translation buyers, and we track the significant links between these attributes.  

Benefits
In General: 
  • Review the findings from our analysis of 955 buyer profiles provided to us directly by salespeople at LSPs throughout the world.
  • Learn the top 6 clusters of translation buyers and their key characteristics.
  • Obtain a listing of 144 titles of major buyers of translation services.
  • Read an industry-specific guide to targeting translation buyers.
  • Discover the typical gender and age distribution across industries and title groups.
  • Know the correlations between industry and vendor relationship length.
  • Find detailed information about spending patterns by industry and titles.
  • Get a breakdown of which industries prefer in-country suppliers.

For Buyers: 
  • Benchmark spending amounts against peers in the same industry.
  • Compare practices to other firms within the same industry to discover whether your translation buying behaviors are standard, atypical, or somewhere in between.
  • Understand whether or not you fall into one of the typical profiles of translation buyers.

For Suppliers: 
  • Quickly determine which industries are the most lucrative.
  • Help your salespeople find the right decisionmakers faster.
  • Identify the low-hanging fruit – the clients and industries that are most receptive to switching vendors.
  • Understand who has decision-making authority in each industry and title group – and who doesn’t.
  • Learn which industries are more likely to give you accounts worth US$500,000 or more.
  • Train your salespeople to work more efficiently by targeting specific groups of buyers.
  • Spend your marketing and advertising budget more wisely by targeting your campaigns to major clusters of buyers.
  • Learn which industries give preference to local suppliers.
  • Benchmark your existing client list and retention rates, by industry.

Physical Details
Authors: Nataly Kelly and Donald A. DePalma  
Date: 21 September 2009  
ISBN: 978-1-933555-71-3
Pages: 25

Table of Contents
  • Topic
    • Who Holds the Purse Strings for Translation Services?
    • How to Use This Report
    • How We Developed the Profiles
  • Vox Populi
    • Navigating the Labyrinth of Translation Buyer Titles
      • Sixty-Five Percent of Decision-Makers Fall into One of Six Major Groups
      • Other Buyers Fall Into Ten Distinct Categories
    • Localization Buyers Represent All Genders and Age Groups
      • The Link between Buyer Gender and Titles
      • The Link between Buyer Age and Titles
    • In the General Buyer Pool, Supplier Location Sometimes Matters
      • The Link between Supplier Locations and Buyer Titles
    • Localization Buyers Typically Report Short Tenures
      • The Link between Buyer Tenure and Titles
    • Most Clients Have Vendor Relationships of Six or Fewer Years
      • The Link between Supplier Relationship Length and Buyer Titles
    • Technology and Business Services Dominate Vertical Markets
    • One in Every Ten Buyers Spends US$500,000 or More per Year
      • The Link between Budget Size and Relationship Duration
    • Most Buyers – or Their Bosses – Have the Final Say
  • Analysis
    • Understanding the Translation Buyer Target
    • The Six Most Common Types of Translation Buyers
      • Cluster 1: The Localization Manager
      • Cluster 2: The Marketing Maven
      • Cluster 3: The Procurement Officer
      • Cluster 4: The Project Manager
      • Cluster 5: The Documentation Specialist
      • Cluster 6: The Vendor Manager
  • Implications
    • Suppliers, Put Your Strategies under the Microscope
    • Buyers, Determine Where You Stand
    • The More Things Change, the More They Stay the Same
  • Figures
    • Figure 1: Words that Appear Most Frequently in Translation Buyer Titles
    • Figure 2: Deconstructing the Translation Buyer Target
  • Tables
    • Table 1: Translation Salespeople Locations
    • Table 2: Translation Buyer Title Categories
    • Table 3: The Top Six Categories of Translation Buyer Titles
    • Table 4: Ten More Categories of Translation Buyer Titles
    • Table 5: Translation Buyer Genders
    • Table 6: Translation Buyer Age Ranges
    • Table 7: Translation Buyer Locations Relative to Salespeople Locations
    • Table 8: Translation Buyer Tenure
    • Table 9: Translation Buyer and Salesperson Relationship Length
    • Table 10: Translation Buyer Industries
    • Table 11: Translation Buyer Spending Amounts
    • Table 12: Translation Buyer Purchasing Authority
    • Table 13: Industry-Specific Translation Buyer Characteristics
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