
Scaling and optimising global operations with digital tools
Once your digital foundation is in place—CRM systems running and analytics tracking performance—it’s time to scale and optimise. For entrepreneurs in Eastern Europe and Central Asia expanding into international markets, the right digital tools can help you punch above your weight.
This article explores how to use automation, cloud collaboration, and real-time insight to build operational resilience and keep your global growth agile.
Automate and optimise global marketing efforts
Marketing doesn’t sleep—and when your customers are in multiple time zones, neither can your campaigns.
Why it matters
Marketing automation enables you to run tailored campaigns across countries, languages, and buyer behaviours—without losing control.
Where to start
Use AI-driven platforms for personalisation—tailor content by region, language, and preferences.
Schedule campaigns for different time zones with tools like Buffer or Later.
Use segmentation to adapt offers for local demand.
Tools to explore
Mailchimp – easy for email and social automation
Marketo – great for larger campaigns
ActiveCampaign – blends email, sales automation, and CRM
Example: A Georgian wellness brand used Mailchimp and Buffer to automate campaigns in English, German, and Spanish. Within six months, they doubled their conversions from Western Europe—without expanding the marketing team.
