Presentation by Patricia Dowling

1. The World isn’t Flat
Patricia Dowling
Principal Consultant, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. "The world isn't flat and globalization
is only beginning, which means we
have time to change what we're doing
and get it right"
Ethan Zuckerman
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

3. Do you need to globalize your marketing?
• Are your prospects coming from international
locations.
• Review the Web Activity Report in Marketo and track
inferred vs. actual country.
• How often are they coming to your website?
• See what pages they are going to? Contact us? Support
pages Etc.
• Are they filling out forms?
• Do they sign up/come to your events?
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

4. Do you need to globalize your marketing?
• Do you have the capability to support clients
globally?
• Does it make sense for your brand to go global?
• Do you have the Marketing Staff in place that can
continue to monitor and expand when ready.
• How easy would it be to clone what you already are
doing?
• Can you afford NOT to globalize?
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

5. What do you do next?
• Expand slowly – focus on content
• FORMS:
o Make sure you are adding the countries to your
drop down list.
o Don’t require a state if they are not from the US or
Canada. (Use the javascript to expose this field)
o Ask their language preference
o Change the form to a unique language only when
you are sure they require a different language.
o Are you asking them to opt – in?
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

6. What do you do next?
• Expand slowly – focus on content
• Landing Pages: Use dynamic content if you do not see people
filling out forms.
• Emails: Again, use dynamic content when you are sure that
they want to receive an email in a specific language.
• Create On-Demand material: Record your Webinars/Events
• Make sure that you standardize your data and keep your
database clean!
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

7. Globalisation vs. Globalization
• Learn to Spell
• Not everyone uses the US version of
spelling in English. First impressions can
stop your prospect from wanting to go
further with you.
• Time zones
• Know if you are having a webinar and you have a global
audience. Make sure you are clear on when the event is
happening.
o EST… that could be Australian EST.
• Local Phone numbers
• If you are having any virtual event. Make sure to have a
local phone number
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

8. “In Hong Kong, the buying cycle could
be three months and in India a year,
while in mainland China it can be
three years.”
Rob Brown - Navitas
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

9. Look at Culture not Country
• Understand how your prospects go through the
buying journey.
• Develop Nurturing programs that are language
specific not just country specific.
• Create Subscription Centers
• Offer communication method and language
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

10. Protect yourself and know the LAW!
• Australia
• APP 8 - Privacy law going into effect March 2014.
Determines what personal information you can you store on
individuals in Australia.
• Forward to a Friend – Illegal to keep the data of who sent and
received
• Germany –
• Double Opt –In required for all outbound email
communication.
• EMEA –
• B to C clients must Opt – In for email communication
• UK • Requires that you inform the website user that they are
being tracked using cookies.
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

11. What works well internationally
• SMS Text
• Since Bulk email (eDMs) are not allowed in Australia SMS
Webhooks are popular for follow up.
• Data Appending using Webhooks
• Videos
• EMEA typically likes explanation on what is in the video vs.
US and APAC just clicking through.
o Make sure you have language specific if necessary.
• Social
• Including Instagram
• Direct Mail
• Apps
• Generation Y uses Apps more than email.
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

12. When you're born into this world,
you're given a ticket to the freak
show. If you're born in America you get
a front row seat.
George Carlin
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

13. Thank you!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

14. Links
•
APP 8 –
•
http://www.oaic.gov.au/privacy/privacyresources/privacy-fact-sheets/other/privacy-factsheet-17-australian-privacy-principles
•
Opt In Law US vs. EMEA –
•
http://www.lsoft.com/resources/optinlaws.asp
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential