Optimisation through Localisation - Webinar Slides
 

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  • In all seriousness, I’ve always been intrigued by what it takes to rule the world – in other words, be successful globally – either for an individual career, or for a company’s growth. I’ve personally spent over 10 years overseas, and I’ve also held global roles in corporate headquarters. So I know what it’s like to be on both sides of the proverbial ocean. And now, being with Cloudword’s, I get to see some of the most progressive global marketers scale the footprint of their impact. I look forward to sharing some of my experiences, and to hearing about yours.
  • Thomas Friedman – a decade ago; <br /> first job out of college – Taiwan – so to me and many others, even his book seemed old news
  • Business process <br /> <br /> Email, ftp, spreadsheets <br /> Stuff from ‘89 <br /> <br /> It’s archaid
  • HL: sub-optimal ways people doing this now <br /> <br /> Visual that denotes none of these is the full picture
  • 1%
  • Localisation is the ultimate personalisation
  • Market doesn’t need another LSP – 30,000
  • Unique approach: Secure customer first, then justify localization costs <br /> First step: Deal sold in France, Cloudwords delivered a French product in 30 days <br /> Expansion: Rest of the world followed – secure customer first, localize product, repeat <br /> Bonus: Early customers become reference customers and support demand generation, corporate marketing globally

Optimisation through Localisation - Webinar Slides Optimisation through Localisation - Webinar Slides Presentation Transcript

  • OPTIMISATION THROUGH LOCALISATION MAKE A WORLD OF DIFFERENCE TO YOUR GLOBAL MARKETING Heidi Lorenzen, CMO, Cloudwords |12 June 2014
  • WELCOME AND HOUSEKEEPING o Hashtag: #RuleTheWorld o Submit questions via the chat window as they occur o Webinar will be recorded © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 2@hlorenzen | @cloudwordsinc | #ruletheworld
  • Heidi Lorenzen CMO, Cloudwords HELLO! 您好! こんにちは! Xin chào! 안녕하세요!
  • OPTIMISATION THROUGH LOCALISATION Make a World of Difference to Your Global Marketing o Challenges today o Why change is necessary o 5 keys o Two localisation trailblazers © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 4 AGENDA @hlorenzen | @cloudwordsinc | #ruletheworld
  • THE WORLD IS FLAT – NOT BREAKING NEWS © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 5@hlorenzen | @cloudwordsinc | #ruletheworld
  • ENTERPRISES HAVE NOT KEPT UP © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 6 But … marketers are at the front lines of revenue growth, and in a position to lead change GLOBAL EXECUTION TODAY GLOBAL ECONOMIC INTEGRATION @hlorenzen | @cloudwordsinc | #ruletheworld
  • STUCK IN OLD APPROACHES © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 7 Training and Development Regional /Field Marketers Product Team Reviewer in EMEA Reviewer in APAC EMEA 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 @hlorenzen | @cloudwordsinc | #ruletheworld
  • STUCK IN OLD APPROACHES © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 8@hlorenzen | @cloudwordsinc | #ruletheworld
  • WAYS MARKETERS HAVE TRIED TO COPE © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 9 Communi- cating to everyone in HQ language Localising some touchpoints, but not others Supporting certain markets, but not others Translating superficial levels of content per market WITH CHALLENGES OF GLOBALISATION @hlorenzen | @cloudwordsinc | #ruletheworld
  • YOU’RE NOT ALONE! © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 10@hlorenzen | @cloudwordsinc | #ruletheworld
  • 85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED TO MEET KEY CHALLENGES IN REACHING TODAY’S CONSUMERS WORLDWIDE o Hyper-connected, tech-savvy buyers o Delivering globally-consistent programs o Coordinating local, regional, global campaigns o Tensions between corporate, regional marketing o Keeping up with the pace of disruption! © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 11 85% @hlorenzen | @cloudwordsinc | #ruletheworld
  • BIGGER PROBLEM THAN EVER © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 12 HOW BIG? MARKETING TECHNOLOGY = $40B / TRANSLATION SERVICES = $34B CONTENT PROLIFERATION NON-GLOBAL TECHNOLOGIES @hlorenzen | @cloudwordsinc | #ruletheworld
  • LEAVING MONEY ON THE TABLE? © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 13 GLOBAL MARKET OPPORTUNITIES ARE BEING IGNORED, AND LEFT TO COMPETITORS AND TOO MUCH MONEY IS BEING SPENT DOING IT @hlorenzen | @cloudwordsinc | #ruletheworld
  • OTHER RISKS OF NOT OPTIMISING LOCALISATION © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 14 LOW IN- COUNTRY LEAD CONVERSION BRAND INCONSISTEN- CIES / DEVALUATION BROKEN, ALIENATING CUSTOMER EXPERIENCES MARKETING TEAM INEFFICIENCIES AND LOW PRODUCTIVITY 6 OVERSPENDING ON CAMPAIGN LOCALIZATION MISALIGNMENT OF MARKETING ACTIVITY WITH COMPANY STRATEGY LOWER SALES THAN IS POSSIBLE 1 2 3 4 5 @hlorenzen | @cloudwordsinc | #ruletheworld
  • THE REWARDS FOR LOCALISING © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 15 HAVE NEVER BEEN GREATER 1.5X MORE LIKELY REVENUE INCREASE INCREASED TRANSLATION @hlorenzen | @cloudwordsinc | #ruletheworld
  • SPEED AND RELEVANCE WIN © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 16 FASTER TIME-TO-MARKET BROADER AND DEEPER CUSTOMER ENGAGEMENT GREATER COMPANY GROWTH @hlorenzen | @cloudwordsinc | #ruletheworld
  • HOW TO MAKE A WORLD OF DIFFERENCE © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 17 THE FIVE KEYS TO LOCALISING YOUR MARKETING… FASTER TIME-TO-MARKET BROADER AND DEEPER CUSTOMER ENGAGEMENT GREATER COMPANY GROWTH @hlorenzen | @cloudwordsinc | #ruletheworld
  • AUDIENCE-CENTRIC, GLOBAL APPROACH TO CONTENT STRATEGY © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 18 DON’T MAKE GLOBAL (OR REGIONAL) AN AFTERTHOUGHT! Audience-centric, by definition, means putting content in their native language 1 @hlorenzen | @cloudwordsinc | #ruletheworld
  • BALANCE CORPORATE AND LOCAL PRIORITIES © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 19 ALMOST 65% OF MARKETERS say silos inside marketing prevent them from having a holistic view of campaigns across all channels 2 @hlorenzen | @cloudwordsinc | #ruletheworld
  • A POWERFUL GLOBAL MARKETING TECHNOLOGY STACK © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 20 MARKETING GLOBALISATION PLATFORM DOCUMENT MANAGEMENT WEB CMS MARKETING AUTOMATION CRM 3 @hlorenzen | @cloudwordsinc | #ruletheworld
  • YOUR OWN UNIFIED TRANSLATION MEMORY © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 21 Best kept secret! 80% OF GLOBAL MARKETERS are unfamiliar with this valuable tool 4 @hlorenzen | @cloudwordsinc | #ruletheworld
  • GLOBAL MARKETING & CONTENT OPERATIONS BUILT FOR SPEED & EFFICIENCY © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 22 5 @hlorenzen | @cloudwordsinc | #ruletheworld
  • CASE STUDIES: Coupa Software Agilent Technologies
  • A LOCALISATION TRAILBLAZER: COUPA CHALLENGE: RAPID GROWTH, HIT ROADBLOCK OF GLOBAL SCALE FOR PRODUCT AND CAMPAIGNS o 120%+ growth for 6 years o 350+ customers in over 40 countries o 150K+ users in over 140 countries o 20+ languages o 5 – 6 month product localisation cycle o No bandwidth to localise campaigns OUTCOME: JUST IN TIME LOCALISATION AND BETTER ROI o Localised product in 30 days o 400% higher click rate with same audience o 55% higher conversion o 4 days to launch o Picky team happy with quality © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 24@hlorenzen | @cloudwordsinc | #ruletheworld
  • ANOTHER GLOBAL TRAILBLAZER: AGILENT CHALLENGE: Massive scale, massive inefficiency in delivering sales collateral worldwide o Spreadsheets, email, FTPs to manage translation process o Hundreds of global stakeholders with no centralization o 12 project managers o 225 reviewers o 100 project requestors o 10+ languages o 3 preferred vendors o 4 continents o Limited visibility – causing duplicate efforts and delays OUTCOME: 40% faster time to market o 50% of project managers’ time gained back o Less time looking for project status, checking reviews, copying and pasting © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 25@hlorenzen | @cloudwordsinc | #ruletheworld
  • HOW CAN YOU BETTER… © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 26@hlorenzen | @cloudwordsinc | #ruletheworld
  • QUESTIONS? © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 27@hlorenzen | @cloudwordsinc | #ruletheworld The world is waiting for you, so… what in the world are you waiting for?
  • THANK YOU! @cloudwords cloudwords.com T: © 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED Heidi Lorenzen CMO heidi@cloudwords.com | @hlorenzen 925.353.8836 28 #RuleTheWorld