Post on 13-Dec-2014
description
CONFIDENTIAL | ©2014 CLOUDWORDS
Global Marketing Best Practices Conquering the Final Frontier
Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords
CONFIDENTIAL | ©2014 CLOUDWORDS
Welcome!
Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords
CONFIDENTIAL | ©2014 CLOUDWORDS
Agenda Global Marketing Best Practices Conquering the Final Frontier
• Challenges • Case study • Risks of NOT conquering global • Steps to take
CONFIDENTIAL | ©2014 CLOUDWORDS
Common challenges we see global marketers face
CONFIDENTIAL | ©2014 CLOUDWORDS
NON-GLOBAL!TECHNOLOGY!
CONTENT!PROLIFERATION!
DEBILITATING!PROCESSES!
COSTLY!
UNCAPTURED!REVENUE!
At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing and/or product haven’t been able to optimize the localization process to capture it all
Content for marketing is rapidly proliferating. Managing the operations and brand consistency it is already massively complex - trying to do so on a global scale is exponentially harder.
Marketing is leveraging many technologies to drive engagement and demand, but none are inherently focused on doing soon a global scale.
Marketing executives often don’t even realize how dysfunctional their current localization process is. It's really a jam of inefficiencies.
Localization is one of the most expensive budget line-items, and usually costs 2-3x more in employee time and salary. Traditional approaches don’t resolve that.!
Globalization is a huge challenge
CONFIDENTIAL | ©2014 CLOUDWORDS
Global campaign rollout headache
Training and Development
Regional /Field Marketers
Product Team
Reviewer in EMEA
Reviewer in APAC
EMEA Translator
APAC Translator
Americas Translator
Translation Vendor Portal
FTP
.XLS
Website CMS
Marketing Automation
Platform
Collateral
Vendor Portal
High costs
No Visibility
Slow global roll-outs
Poor use of marketers’ time
Inconsistent message across
markets
Tedious cutting and
pasting
Not enough campaigns to
support all markets
CONFIDENTIAL | ©2014 CLOUDWORDS
Ways global companies have tried to cope with the challenges of globalization
Turning a blind eye to international opportunities
Communicating to everyone in HQ language
Localizing some
touchpoints, but not others
Supporting certain
markets, but not others
Translating superficial levels of
content per market
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A missing, critical piece of enterprise technology
YOU HAVE TECHNOLOGY…
…to manage your web experience
…for your sales process
…for marketing automation
…for HR and back office
…for case management
Speeds up and simplifies the delivery of marketing content in local language for a positive impact on demand generation, product release cycles, purchase, and customer satisfaction and support.
…to optimize the execution of your global go-to-market strategy ??
CONFIDENTIAL | ©2014 CLOUDWORDS
The world has been flattened… global collaboration and competition… has been made cheaper, easier, more friction-free, and more productive for more people from more corners of the earth than at any time in the history of the world.
– Thomas Friedman, The World Is Flat
CLOUDWORDS MISSION Increase the speed and efficiency of global organizations’ ability to take their message, ideas, and solutions worldwide.
CONFIDENTIAL | ©2014 CLOUDWORDS
Companies trailblazing a better global go-to-market
“It used to take us 6-10
months to roll out projects in 15 languages – now it takes us 4-6 weeks.”
CONFIDENTIAL | ©2014 CLOUDWORDS
Marketing Globalization Platform
Multilingual Marketing Automation
• Share successful demand generation programs across all languages and regions
• Eliminate the time-consuming process of manually localizing micro-sites, landing pages, forms and email campaigns, etc.
• Generate more revenue through global demand generation programs
• Decrease global go-to-market timelines to reach multi-lingual audiences faster
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Case study: Coupa Software
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Coupa’s global momentum
120%+ growth for 6 years
350+ customers in over 40 countries
150K+ users in over 140 Countries
20+ languages
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The story of how it began Need: Localize the Coupa product (but not like you would have imagined!)
Unique approach: Secure customer first, then justify localization costs
First step: Deal sold in France, Cloudwords delivered a French product in 30 days
Expansion: Rest of the world followed – secure customer first, localize product, repeat
Bonus: Early customers become reference customers and support demand generation, corporate marketing globally
Cloudwords enabled Coupa to perform JIT localiza8on and align revenue with costs. Previously this was impossible and company had to tolerate a 5-‐6 month product
localiza:on processes. Too long & too costly!
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Impact
Response • 400% higher click rate with same audience • 55% higher conversion
Speed 4 days start to finish
Quality Email from overseas team: “all good, good quality translation”
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Risks of NOT optimizing your global demand gen funnel
CONFIDENTIAL | ©2014 CLOUDWORDS
Risks of NOT optimizing your global demand gen funnel
1 NEGLECT OF KEY
GROWTH AREAS
2
LOW IN-COUNTRY
LEAD CONVERSION
3
BRAND INCONSISTEN-
CIES / DEVALUATION
4
BROKEN, ALIENATING CUSTOMER
EXPERIENCES
5
MARKETING TEAM
INEFFICIENCIES AND LOW
PRODUCTIVITY
6
OVERSPENDING ON CAMPAIGN LOCALIZATION
7
MISALIGNMENT OF MARKETING
ACTIVITY WITH COMPANY
STRATEGY
8 LOWER
GLOBAL SALES THAN IS
POSSIBLE
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Steps to take to conquer the globe
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6 STEP
5 STEP
4 STEP
3 STEP
2 STEP
1 STEP
ENSURE YOU HAVE TECHNOLOGY STACK TO EXECUTE ALLOCATE
BUDGET ACCORDINGLY
DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE OVERLAY
CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS
IDENTIFY STRATEGIC PRIORITIES
TRACK, MEASURE AND REFINE
Steps to conquer the globe
CONFIDENTIAL | ©2014 CLOUDWORDS
Thank You.
Michael Meinhardt Co-Founder and Chief Customer Officer 415.394.8000 michael@cloudwords.com @cloudwordsinc | @m_meinhardt www.cloudwords.com