Multilingual Marketo: Localization Made Easy

Multilingual Marketo: Localization Made Easy

Neal Amsden Sr. Director of Marke/ng, Coupa

Michael Meinhardt Chief Customer Officer, Cloudwords

Ei-‐Mang Wu Sr. Product Manager, Marketo

© 2014 Marketo, Inc. #mktgna7on14

Global Growth

•  Projected Spending by the Middle Class

Source: Templeton Franklin,


Starting Local…


Going Global Is Not…


Rolls Royce: Silver Mist

In German, “mist” means manure, rubbish or dirt


Cloudwords Mission

Increase the speed and efficiency of global organizations’ ability to take their message, ideas, and solutions worldwide.

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


Global Marketing with Cloudwords

Automation Your Marketers add content to your website, collateral and automation systems.

Integration Seamlessly integrate your content, systems, reviewers and vendors.

Analytics & Reporting Unprecedented access to real-time data about your translation management process

Immediate impact on time-to-market

Localize easier and cheaper.

See translation costs go down over time

Increase translation consistency

Centralized Multilingual Assets

Hosted Translation Memory, Multilingual Glossary


Companies Trailblazing a Better Global Go-to-Market Approach “It used to take us

6-10 months to roll out projects in

15 languages – now it takes us 4-6

weeks.”

“I look at Cloudwords as an unbiased partner in my localization

process.”


Globalization is a Huge Challenge

NON-GLOBAL!TECHNOLOGY!

CONTENT!PROLIFERATION!

COSTLY!

UNCAPTURED!REVENUE!

At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing hasn’t been able to optimize the localization process to capture it all.

Rapid proliferation of marketing content means managing the process and maintaining 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 so on a global scale.

Marketing executives often don’t even realize how dysfunctional their current localization process is. It's 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.!

DEBILITATING!PROCESSES!


A Unified Suite of Financial Applications

Delivering software innovation

that breeds responsible spending

while impacting the company bottom line

Invoicing Expenses

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Global Momentum

120%+ growth for 6 years

350+ customers in over 40 countries

20+ languages


150K+ Users in over 140 Countries United States Ukraine Malaysia U.S. Virgin Islands Qatar Barbados

Canada Netherlands South Korea Samoa Egypt Caribbean Netherlands

India Cook Islands Nicaragua Austria Sri Lanka Congo [Republic]

United Kingdom Russia Portugal Tanzania AnKgua and Barbuda Côte d’Ivoire

Philippines Spain Northern Mariana Islands Armenia Bahamas Ghana

Panama Nigeria Taiwan Uruguay Belize Greenland

Greece Sweden Peru Venezuela Cayman Islands Kyrgyzstan

Solomon Islands Romania Cyprus Bermuda Mozambique Lithuania

Australia Guatemala New Zealand Malawi Serbia Libya

Ireland Saudi Arabia Thailand Tunisia Zimbabwe Macau

France Bulgaria CroaKa Cameroon Anguilla Namibia

Vanuatu Switzerland Poland Mongolia HaiK Nepal

Japan Honduras Kenya Bolivia Iceland Sint Maarten

Belgium Indonesia Belarus PalesKne Aruba Turks and Caicos Islands

Hong Kong Israel Norway Trinidad and Tobago Bahrain Turkmenistan

China Hungary Dominican Republic Botswana Congo [DRC] Yemen

Kuwait Brazil Puerto Rico Fiji Cuba

Papua New Guinea Colombia Czech Republic Afghanistan Iran

Chile United Arab Emirates French Polynesia Algeria Jordan

Guam Ecuador Bangladesh Jamaica Liberia

Mexico ArgenKna Pakistan Laos Suriname

Singapore Costa Rica South Africa Lebanon Swaziland

Germany Italy Slovakia Morocco Uganda

Denmark Turkey Finland Monaco Saint Vincent and the Grenadines

El Salvador Vietnam Cambodia Malta Netherlands AnKlles


The story of how it began •  Need: localize the Coupa product (but not like you

would have imagined!) •  Unique approach: secure customer first, then

jus7fy localiza7on costs •  First Step: deal sold in France, Cloudwords

delivered a French product in 30 days •  Expansion: Rest of world followed – secure

customer first, localize product, repeat •  Bonus: Early customers become reference

customers & support demand genera7on, corporate marke7ng globally

Cloudwords enabled Coupa to perform JIT localiza/on 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!


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

Email

FTP

.XLS

Website CMS

Marketing Automation

Platform

Collateral

Vendor Portal

High costs

No visibility

Slow global rollouts

Poor use of marketers’

time

Inconsistent message across

markets

Tedious cutting and

pasting

Too few campaigns to support all markets


Marketing Challenges

•  Too much 7me on our hands •  5 FT marke7ng headcount •  .5 to 1 internal Marketo resource; .25 external •  No localiza7on talent or experience

•  Sales first, marke7ng second •  80+ sales staff •  No field marke7ng •  Limited product marke7ng

•  No workflow = No más


Cloudwords for Marketo Solution

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

One-click campaign localization

Content is pulled out of Marketo, serves it up in Cloudwords workflow management for your translation vendor and returns the content to Marketo templates once the translation is completed. The hands-on time literally takes seconds, not hours.


Cloudwords for Marketo


Impact

•  Response •  400% higher click rate with same audience •  55% higher conversion

•  Speed – 4 days start to finish •  Quality – “all good, good quality transla7on” •  Peace and love

Thank You!

Neal Amsden, Coupa Software Ei-Mang Wu, Marketo Michael Meinhardt, Cloudwords

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 ?

Multilingual Marketo: Localization Made Easy

Software

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