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Multilingual Marketo:
Localization Made Easy
Neal	
  Amsden	
  
Sr.	
  Director	
  of	
  Marke/ng,	
  
Coupa	
  
Michael	
...
Page	
  2	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Global Growth
•  Projected	
  Spending	
  by	
  the	
 ...
Page	
  3	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Starting Local…
Page	
  4	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Going Global Is Not…
Page	
  5	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Rolls	
  Royce:	
  Silver	
  Mist	
  
In	
  German,	
 ...
Page	
  6	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Cloudwords Mission
Increase the speed and efficiency o...
Page	
  7	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Global Marketing with Cloudwords
Automation
Your Marke...
Page	
  8	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Companies Trailblazing a Better Global
Go-to-Market Ap...
Page	
  9	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Globalization is a Huge Challenge
NON-GLOBAL!
TECHNOLO...
Page	
  10	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
A Unified Suite of Financial Applications
Delivering ...
Page	
  11	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Global Momentum
120%+ growth for 6 years
350+ custome...
Page	
  12	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
150K+ Users in over 140 Countries
United	
  States	
 ...
Page	
  13	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
The story of how it began
•  Need:	
  localize	
  the...
Page	
  14	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Global Campaign Rollout Headache
Training and
Develop...
Page	
  15	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Marketing Challenges
•  Too	
  much	
  7me	
  on	
  o...
Page	
  16	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Cloudwords for Marketo Solution
Multilingual Marketin...
Page	
  17	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Cloudwords for Marketo
Page	
  18	
   ©	
  2014	
  Marketo,	
  Inc.	
  	
  #mktgna7on14	
  
Impact
•  Response	
  
•  400%	
  higher	
  click	
  ...
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...
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Multilingual Marketo: Localization Made Easy

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Do you want to localize your marketing campaigns to reach a global audience? In this session, attendees will learn localization best practices, how to avoid translation trade-offs, and discover strategies to accelerate the globalization of their marketing campaigns. The presentation will provide a demonstration of Cloudwords for Marketo, as well as real-world examples of how companies are leveraging Cloudwords for Marketo to localize marketing content for multiple audiences, increase customer engagement, and generate global revenue.

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Transcript of "Multilingual Marketo: Localization Made Easy"

  1. 1. 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  
  2. 2. Page  2   ©  2014  Marketo,  Inc.    #mktgna7on14   Global Growth •  Projected  Spending  by  the  Middle  Class   Source: Templeton Franklin,
  3. 3. Page  3   ©  2014  Marketo,  Inc.    #mktgna7on14   Starting Local…
  4. 4. Page  4   ©  2014  Marketo,  Inc.    #mktgna7on14   Going Global Is Not…
  5. 5. Page  5   ©  2014  Marketo,  Inc.    #mktgna7on14   Rolls  Royce:  Silver  Mist   In  German,  “mist”  means  manure,  rubbish  or  dirt  
  6. 6. Page  6   ©  2014  Marketo,  Inc.    #mktgna7on14   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.    #mktgna7on14   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.    #mktgna7on14   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.    #mktgna7on14   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.    #mktgna7on14   A Unified Suite of Financial Applications Delivering software innovation that breeds responsible spending while impacting the company bottom line InvoicingExpenses The image cannot be displayed. Your computer may not have enough
  11. 11. Page  11   ©  2014  Marketo,  Inc.    #mktgna7on14   Global Momentum 120%+ growth for 6 years 350+ customers in over 40 countries 20+ languages
  12. 12. Page  12   ©  2014  Marketo,  Inc.    #mktgna7on14   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      
  13. 13. Page  13   ©  2014  Marketo,  Inc.    #mktgna7on14   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!  
  14. 14. Page  14   ©  2014  Marketo,  Inc.    #mktgna7on14   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.    #mktgna7on14   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  
  16. 16. Page  16   ©  2014  Marketo,  Inc.    #mktgna7on14   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.    #mktgna7on14   Cloudwords for Marketo
  18. 18. Page  18   ©  2014  Marketo,  Inc.    #mktgna7on14   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  
  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 ?
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