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Global Marketing Best Practices - Conquering the Final Frontier

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Global Marketing Best Practices - Conquering the Final Frontier …

Global Marketing Best Practices - Conquering the Final Frontier

Challenges
Case study
Risks of NOT conquering global
Steps to take

Published in Business , Technology
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  • 1. CONFIDENTIAL | ©2014 CLOUDWORDS Global Marketing Best Practices Conquering the Final Frontier Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords
  • 2. CONFIDENTIAL | ©2014 CLOUDWORDS Welcome! Michael Meinhardt Co-founder and Chief Customer Officer Cloudwords
  • 3. CONFIDENTIAL | ©2014 CLOUDWORDS Agenda Global Marketing Best Practices Conquering the Final Frontier •  Challenges •  Case study •  Risks of NOT conquering global •  Steps to take
  • 4. CONFIDENTIAL | ©2014 CLOUDWORDS Common challenges we see global marketers face
  • 5. 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
  • 6. 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 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
  • 7. 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
  • 8. CONFIDENTIAL | ©2014 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 ??
  • 9. 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.
  • 10. 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.”
  • 11. 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
  • 12. CONFIDENTIAL | ©2014 CLOUDWORDS Case study: Coupa Software
  • 13. CONFIDENTIAL | ©2014 CLOUDWORDS Coupa’s global momentum 120%+ growth for 6 years 350+ customers in over 40 countries 150K+ users in over 140 Countries 20+ languages
  • 14. CONFIDENTIAL | ©2014 CLOUDWORDS 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!    
  • 15. CONFIDENTIAL | ©2014 CLOUDWORDS 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”
  • 16. CONFIDENTIAL | ©2014 CLOUDWORDS Risks of NOT optimizing your global demand gen funnel
  • 17. 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
  • 18. CONFIDENTIAL | ©2014 CLOUDWORDS Steps to take to conquer the globe
  • 19. CONFIDENTIAL | ©2014 CLOUDWORDS 6 STEP 5 STEP 4 STEP 3STEP 2 STEP 1 STEP ENSURE YOU HAVE TECHNOLOGY STACK TO EXECUTE ALLOCATE BUDGET ACCORDINGLY DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDEOVERLAY CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS IDENTIFY STRATEGIC PRIORITIES TRACK, MEASURE AND REFINE Steps to conquer the globe
  • 20. 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