Global Marketing Best Practices - Conquering the Final Frontier

CONFIDENTIAL | ©2014 CLOUDWORDS

Global Marketing Best Practices Conquering the Final Frontier

Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords


Welcome!

Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords


Agenda Global Marketing Best Practices Conquering the Final Frontier

•  Challenges •  Case study •  Risks of NOT conquering global •  Steps to take


Common challenges we see global marketers face


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


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 roll-outs

Poor use of marketers’ time

Inconsistent message across

markets

Tedious cutting and

pasting

Not enough campaigns to

support all markets


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


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 ??


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.


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.”


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


Case study: Coupa Software


Coupa’s global momentum

120%+ growth for 6 years

350+ customers in over 40 countries

150K+ users in over 140 Countries

20+ languages


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!


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”


Risks of NOT optimizing your global demand gen funnel


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


Steps to take to conquer the globe


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


Thank You.

Michael Meinhardt Co-Founder and Chief Customer Officer 415.394.8000 [email protected] @cloudwordsinc | @m_meinhardt www.cloudwords.com

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Global Marketing Best Practices - Conquering the Final Frontier