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The 4-Step Approach to Effective Sales Targeting

Do you have low click-through rates on your marketing emails? Do prospects fail to reach out after you’ve sent them what you felt was a compelling call for action? You could attribute the lack of response to a variety of problems, but one commonly identified by our analyst team in interactions with language service providers is that many LSPs lack a targeted approach. A little planning could significantly improve the results of marketing and sales efforts.
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Recognizing a Pioneer in Language Teaching

Early in my career, my wife and I lived a few houses down from a truly extraordinary woman named Lorna Call Alder. Born in 1906, Lorna was the first person to develop a now-ubiquitous approach to foreign-language education that emphasizes the deliberate and careful introduction of vocabulary in context and repetition in use within instructional materials. Almost every translator today who has learned a language through formal education owes a small debt of gratitude to this humble woman, who pas...
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Interpreting in a War Zone

As long as human beings have used spoken language, someone has needed to interpret when people with different tongues want to communicate. Whether in friendly situations or in times of strife; by trained and professional linguists or simply someone who happens to speak two or more languages, individuals, businesses, organizations, and the military rely on the human skill of hearing one language and speaking another.
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Responsive Machine Translation: The Next Frontier for MT

CSA Research’s recent survey-based examinations of machine translation deployment at language service providers, enterprises, government agencies, and among freelancers revealed an ever-widening engagement with the technology. Although it didn’t surprise us, we also found widespread skepticism of claims that MT has reached human parity with numerous calls in open-ended survey comments for “truth in advertising.” Just as significantly, we saw widespread desire for MT to be more suitable for t...
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7 Tips to Prevent Pricing Objections

All too often, LSP salespeople don’t know how to counter the “you’re too expensive” argument, viewing it as the end of the road. But it doesn’t have to be.
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2020: A Year of Superlatives in the Language Industry

CSA Research recently released our list of the 100 largest LSPs and langtech providers, along with eight regional lists that add more than 80 firms. The rankings are based on our annual survey of more than 450 companies around the globe with revenue and business data supplied by the companies themselves and validated by their executives. Here’s a map of CSA Research’s 10 largest LSPs for 2021 – follow the lines to see the journeys of these companies over 17 years to their current positions. B...
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What Does Talking to Whales Tell Us about Machine Translation?

Recent advances in machine translation (MT) have been truly astounding. Even if claims that the technology has reached parity with human translators are premature and an artifact of particular methods of evaluation, it is clear that the results are much more useful than they were even a few years ago. Now researchers are pursing approaches similar to MT to facilitate communication with animals. In April, National Geographic described Project CETI, an attempt to use the same fundamental technolog...
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Smarketing 101 for LSPs

As language service providers start to mature, they invest in hiring either marketers, salespeople, or account managers, and eventually staff all of these functions. These groups often operate in silos with minimal coordination across their activities. Yet, in an ideal world, a close collaboration ensures marketing brings in qualified leads that are interested in hearing the pitch of your sales team and then warms up these leads so that the sales messaging is more effective. When you break down ...
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How The Pandemic Accelerated Change at LSPs

Ask people working in the localization industry if the move to working from home affected them, and many will tell you that they were already “remote” – set up to work from home, due to the nature of their jobs. Language service provider have no physical products to ship, no warehouses to store goods, and no fleets of trucks or ships to coordinate for deliveries. Coordinating language services in this day and age is essentially an ebusiness. On the surface, the switch to working from home app...
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Building a Comprehensive View of Machine Translation’s Potential

It is no secret that machine translation (MT) has gone from a relatively niche solution to seeming ubiquity in just a few short years. A forthcoming report from CSA Research on MT use at language services providers shows a 51% increase in adoption since 2019, with over two-thirds of LSPs now using it openly. Similarly, cloud TMS developers reported that 2020 was the year when the majority of segments that they process involved MT. To help develop a comprehensive view of the technology’s role in...
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