Multilingual Marketo:
Localization Made Easy
Neal Amsden
Sr. Director of Marketing,
Coupa
Michael Meinhardt
Chief Customer...
Page 2 © 2014 Marketo, Inc.#mktgnation14
Global Growth
• Projected Spending by the Middle Class
Source: Templeton Franklin,
Page 3 © 2014 Marketo, Inc.#mktgnation14
Starting Local…
Page 4 © 2014 Marketo, Inc.#mktgnation14
Going Global Is Not…
Page 5 © 2014 Marketo, Inc.#mktgnation14
Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt
Page 6 © 2014 Marketo, Inc.#mktgnation14
Cloudwords Mission
Increase the speed and efficiency of global
organizations’ abi...
Page 7 © 2014 Marketo, Inc.#mktgnation14
Global Marketing with Cloudwords
Automation
Your Marketers add content
to your we...
Page 8 © 2014 Marketo, Inc.#mktgnation14
Companies Trailblazing a Better Global
Go-to-Market Approach
“It used to take us
...
Page 9 © 2014 Marketo, Inc.#mktgnation14
Globalization is a Huge Challenge
NON-GLOBAL
TECHNOLOGY
CONTENT
PROLIFERATION
COS...
Page 10 © 2014 Marketo, Inc.#mktgnation14
A Unified Suite of Financial Applications
Delivering software innovation
that br...
Page 11 © 2014 Marketo, Inc.#mktgnation14
Global Momentum
120%+ growth for 6 years
350+ customers in over 40 countries
20+...
Page 12 © 2014 Marketo, Inc.#mktgnation14
150K+ Users in over 140 Countries
United States Ukraine Malaysia U.S. Virgin Isl...
Page 13 © 2014 Marketo, Inc.#mktgnation14
The story of how it began
• Need: localize the Coupa product (but not like you
w...
Page 14 © 2014 Marketo, Inc.#mktgnation14
Global Campaign Rollout Headache
Training and
Development
Regional
/Field
Market...
Page 15 © 2014 Marketo, Inc.#mktgnation14
Marketing Challenges
• Too much time on our hands
• 5 FT marketing headcount
• ....
Page 16 © 2014 Marketo, Inc.#mktgnation14
Cloudwords for Marketo Solution
Multilingual Marketing Automation
• Share succes...
Page 17 © 2014 Marketo, Inc.#mktgnation14
Cloudwords for Marketo
Page 18 © 2014 Marketo, Inc.#mktgnation14
Impact
• Response
• 400% higher click rate with same audience
• 55% higher conve...
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 pro...
Upcoming SlideShare
Loading in...5
×

Marketo Summit 2014 - Cloudwords + Coupa Global Presentation

560

Published on

This presentation was first delivered at the Marketo Summit in April 2014 and included a case study of Coupa Software and their rapid global expansion through the use of Cloudwords + Marketo.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
560
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • GDP Compounded Annual Growth Rate for 5-Year Period Ended 2015 (estimates):World: 6.6%Developed Markets: 4.5%Emerging Markets: 10.1%A decade ago, the list of the world’s top ten economies was dominated by developed countries. This trend is changing – within the next decade it’s anticipated that five of the top ten world economies will be emerging markets.(Footnote1) Significantly, China is expected to replace the U.S. as the world’s largest economy within a few years.1 Euromonitor International from IMF, International Financial Statistics and World Economic Outlook/UN/National Statistics. As of July 7, 2010.
  • Starting Local…We Figure Out The Best Way To Have a Dialog With Our Customers
  • Going Global Is Not…Just Repeating The Original Conversation In A Different Language
  • EXAMPLE OF POPULATED SLIDE
  • Marketo Summit 2014 - Cloudwords + Coupa Global Presentation

    1. 1. Multilingual Marketo: Localization Made Easy Neal Amsden Sr. Director of Marketing, Coupa Michael Meinhardt Chief Customer Officer, Cloudwords Ei-Mang Wu Sr. Product Manager, Marketo
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Global Growth • Projected Spending by the Middle Class Source: Templeton Franklin,
    3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Starting Local…
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Going Global Is Not…
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Rolls Royce: Silver Mist In German, “mist” means manure, rubbish or dirt
    6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 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
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 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
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 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.”
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 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
    10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 A Unified Suite of Financial Applications Delivering software innovation that breeds responsible spending while impacting the company bottom line InvoicingExpenses
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Global Momentum 120%+ growth for 6 years 350+ customers in over 40 countries 20+ languages
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 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 Antigua 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 Croatia Cameroon Anguilla Namibia Vanuatu Switzerland Poland Mongolia Haiti Nepal Japan Honduras Kenya Bolivia Iceland Sint Maarten Belgium Indonesia Belarus Palestine 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 Argentina 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 Antilles
    13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 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 world followed – secure customer first, localize product, repeat • Bonus: Early customers become reference customers & support demand generation, corporate marketing globally Cloudwords enabled Coupa to perform JIT localization and align revenue with costs. Previously this was impossible and company had to tolerate a 5-6 month product localization processes. Too long & too costly!
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 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
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Marketing Challenges • Too much time on our hands • 5 FT marketing headcount • .5 to 1 internal Marketo resource; .25 external • No localization talent or experience • Sales first, marketing second • 80+ sales staff • No field marketing • Limited product marketing • No workflow = No más
    16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 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.
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Cloudwords for Marketo
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Impact • Response • 400% higher click rate with same audience • 55% higher conversion • Speed – 4 days start to finish • Quality – “all good, good quality translation” • Peace and love
    19. 19. Thank You! Neal Amsden, Coupa Software Ei-Mang Wu, Marketo Michael Meinhardt, Cloudwords
    20. 20. 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 ?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×