Language Partner and Language Operations
How SoSafe Found the Right Localization Partner to Scale Across 5 European Markets
SoSafe
B2B SaaS, Cybersecurity
DE, FR, ES, IT, NL
Language Partner + Language Ops
Key Results
Website localization turnaround
Synchronized campaign launch across markets
Market-ready localized emails
Optimized budget allocation across 5 languages
About SoSafe
SoSafe is a human risk management platform that helps organizations build a stronger security culture. Their product supports companies in reducing cyber risk through awareness training, phishing simulations, and behavioral science. As a fast-growing B2B SaaS company, SoSafe operates across multiple European markets and needs its marketing, product, and customer-facing content to work in every language it serves.
The Challenge
When SoSafe's Localization Manager & Content Marketing Team Lead Maria Caravaca Gomez assessed the company's localization setup, she found strong linguistic talent but no infrastructure to support it. Every localization request started from scratch.
“There was no centralized system, no content recycling, no content reuse. Every request was like starting from scratch. Send me a file, move the file to another tool, contact the translator manually, check if the language is available, handle the invoices, and manage the queries.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
This manual approach created real business impact:
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Website updates required approximately 2 weeks turnaround, slowing down marketing launches and making it impossible to react quickly to market needs.
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Global campaigns were staggered by language, with rollouts often extending across entire quarters before all markets were live.
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Email localization lacked agility, delaying regional activation and leaving marketing teams unable to execute timely campaigns.
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Cost structures varied across languages, making it difficult to plan, budget, and scale efficiently.
As a one-person localization team, Maria needed a setup that could scale without requiring additional headcount or budget. The manual system SoSafe had in place couldn't do that.
"That might work at a very, very small scale. But when you start thinking about long-term growth or reaching new markets, it's not going to stick unless you add more people and more budget."
Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
By partnering with Undertow and implementing a flexible TMS, SoSafe found a way to scale across five markets without growing the internal team.
What Undertow Delivered
Undertow came on board as SoSafe's localization partner, covering both language services and full language operations. The partnership gave Maria the execution capacity she needed while she focused on strategic decisions like market prioritization and budget allocation.
Auditing the setup and mapping the content lifecycle
Undertow worked with Maria to audit SoSafe's existing localization processes and map the full content lifecycle end-to-end: from the moment content is created through to delivery across all five markets. This revealed the friction points and volume patterns that shaped the rollout priorities.
“We mapped all the processes end-to-end. Not even from the localization side, but from the moment we start thinking about content from scratch. What are the different steps, and what are the friction points.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
Building the linguistic foundation
Undertow is building SoSafe's linguistic foundation: glossaries, style guides, and brand tone documentation across all five languages. This ensures consistency across every content type and market, and creates the base layer that makes future automation actually useful.
“Making sure that linguistic foundation is strong is critical. Trying to do something more ambitious, like adding AI or machine translation, without those basics in place: you can do it, but it can be risky.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
Undertow recommended the best localization tool for SoSafe's needs, prioritizing flexibility and integration with a growing marketing tech stack. Undertow then managed the full integration: handling conversations with the tooling provider, coordinating with SoSafe's internal teams, and ensuring the system connected smoothly with existing workflows.
“Flexibility was key. Making sure that if my marketing team or internal stakeholders have different tools, or the tech stack increases, we can easily connect it to the localization system.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
Recommending and integrating the right technology
Taking over the day-to-day language operations
Undertow handles the full scope of SoSafe's localization across all five languages:
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Website localization: all pages, updates, and new content across markets
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Campaign localization: marketing campaigns, ads, and landing pages
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Email localization: marketing emails and nurture sequences, delivered market-ready
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Design localization: adapting visual assets, banners, and graphics for each market, with full design ownership
Beyond the language work, Undertow manages the operational layer: process design, tool management, workflow optimization, and ongoing quality assurance. This frees Maria to focus entirely on the localization strategy.
“I partner with the Undertow team, and that also gave me time. With you guys being able to handle the conversations with our localization tooling provider and then with the internal teams, I was able to continue focusing on the strategy side of things.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
Undertow managed the transition from SoSafe's old manual system to the new integrated setup, running both in parallel to ensure content delivery never stopped. This included coordinating with internal stakeholders and setting expectations across teams.
“Localization doesn't work in isolation. We are one of the most cross-functional teams within companies. I needed to make sure that localization was plugged into other teams' roadmaps.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
Managing the transition
Supporting a tiered budget strategy
Maria designed a tiered budget allocation across SoSafe's markets: some assets are localized into all five languages, while others are localized only into Tier 1 languages (German, French, Spanish). This approach freed up resources for more creative campaigns and deeper adaptations on the highest-impact assets. Undertow executes within this framework, adapting its approach and resource allocation to match the priority level of each asset and market.
“Not all the quality needs to be outstanding across all content types. It's about making hard choices: here, it might not be top tier, but it's because we are using those investments to put the resources into key journeys that we know are going to have a bigger business impact.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
The Impact
The partnership delivered measurable results across speed, quality, cost, and marketing effectiveness.
Website localization: 2 weeks to 48 hours
Website updates that previously took approximately two weeks now turn around in 48 hours, enabling near real-time updates across all markets. SoSafe can launch new pages, update messaging, and react to market changes without the bottleneck that held them back before.
Global campaigns: from sequential to synchronized
Campaigns that used to roll out language-by-language across entire quarters are now launched simultaneously across all five markets in approximately two weeks. For single assets, the timeline is even faster and includes adapted content, not just translation.
Undertow's full design ownership also gives time back to SoSafe's internal design team, removing another bottleneck from the process.
Email localization: 24-hour turnaround
Market-ready, localized emails are now delivered within 24 hours, unlocking timely regional activation that was previously impossible.
Cost efficiency: 25% year-over-year savings
By achieving rate parity across all five languages, the partnership delivered approximately 25% year-over-year savings while simultaneously increasing output.
Quality and consistency improved
One of the most significant outcomes was something SoSafe didn't expect: quality actually improved.
“Localization shouldn't be something that someone in the company feels is going to be painful. It should be an enabler, not the opposite.”
“Now we are able to launch in all the languages at the same time, in a streamlined and easy way. And that translates into campaign launches, which are leads, faster traffic generation for our website, which is organic growth, and then pipeline.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe
The SoSafe partnership shows what happens when a B2B SaaS company works with a localization partner that covers both the language and the operations side. Maria focuses on strategy: which markets to prioritize, how to allocate budget, where to invest in deeper adaptation. Undertow handles everything else: the tools, the workflows, the translations, the design, and the day-to-day execution across five languages.
“Make sure your partner is going to be able to navigate that with you, because if you are doing it alone or if you are a single-person team, it can become very tricky.”
“Start small, but always with a strategy in mind. You don't have to connect every single tool in your marketing tech stack to a localization system, or implement AI everywhere from the get-go. Be very clear on what's going to be high impact, high priority for the business, and create your project from there.”
— Maria Caravaca Gomez, Localization Manager & Content Marketing Team Lead, SoSafe