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Niti Shah - The Marketer's Checklist for Going Global

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Going global and don't know where to start? Learn from this marketer's first-hand experience rolling out HubSpot in APAC and SEA.

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Niti Shah - The Marketer's Checklist for Going Global

  1. 1. #INBOUND16 THE MARKETER’S CHECKLIST FOR GOING GLOBAL What to do (and not to do) when entering a new market. Niti Shah, Senior Marketing Manager, HubSpot
  2. 2. #INBOUND16@nitifromboston the number of countries HubSpot has customers in. 93.
  3. 3. #INBOUND16
  4. 4. #INBOUND16 WHY AM I STANDING UP HERE?
  5. 5. #INBOUND16
  6. 6. #INBOUND16@nitifromboston 1. How to decide where you’re taking your business 2. Which marketing activities to prioritize for a new region 3. How to work effectively as a global marketing team 4. Basic need-to-knows AGENDA.
  7. 7. #INBOUND16@nitifromboston 1 HOW TO DECIDE WHERE YOU’RE TAKING YOUR BUSINESS
  8. 8. #INBOUND16 The MARACA model is a framework that provides a clear, at-a-glance view of the relative value of a given country to your company, to facilitate international strategy decisions. Do the MARACA! Nataly Kelly VP International Ops & Strategy HubSpot
  9. 9. #INBOUND16@nitifromboston MARKET AVAILABILITY How much opportunity does this market offer?
  10. 10. #INBOUND16@nitifromboston REAL-TIME ANALYTICS How are we performing in this market?
  11. 11. #INBOUND16@nitifromboston CUSTOMER ADDRESSABILITY How easily can we address this market?
  12. 12. #INBOUND16@nitifromboston Other Really Big Stuff.
  13. 13. #INBOUND16@nitifromboston OFFICE LOCATION Will you be operating out of your headquarters or establishing a local office? Which functions will be run out of that office?
  14. 14. #INBOUND16@nitifromboston REGIONAL TALENT Is there a large enough talent pool in the region that fits various teams’ requirements and culture?
  15. 15. #INBOUND16@nitifromboston 2 WHICH MARKETING ACTIVITIES TO PRIORITIZE
  16. 16. #INBOUND16@nitifromboston KNOW YOUR METRICS. You need to know what you’re getting yourself into, which means you need some data.
  17. 17. #INBOUND16@nitifromboston TRAFFIC • What countries are driving traffic to your website? • What sources in a region contribute to traffic? • What content is driving regional traffic?
  18. 18. #INBOUND16@nitifromboston LEADS • How many leads are you currently generating in that region? • What topics and types of content are generating leads?
  19. 19. #INBOUND16@nitifromboston CUSTOMERS • What is your lead to customer conversion rate in region? • What traffic and lead sources are resulting in the best (and worst) customer close rates in region?
  20. 20. #INBOUND16@nitifromboston KICKSTART SMARKETING. Meet with the regional sales team ASAP.
  21. 21. #INBOUND16@nitifromboston NOTHING ELSE MATTERS IF… …Your marketing and sales teams aren’t aligned. Meet with regional sales managers and set expectations and a Service Level Agreement (SLA).
  22. 22. #INBOUND16@nitifromboston TRIAGE FIRST • Address immediate blockers to sales, such as lack of collateral • Understand major influencers in the sales process, such as local business customs and government incentives
  23. 23. #INBOUND16@nitifromboston PERSONA RESEARCH. Your marketing can’t be one-size-fits-all: understand who your regional personas are.
  24. 24. #INBOUND16@nitifromboston IDENTIFY KEY DIFFERENCES • Do local keyword research • Read regional blogs and pubs • Talk to existing customers • Attend industry events • Network with local companies
  25. 25. #INBOUND16@nitifromboston HOW THEY CONSUME CONTENT • Where do they find their content? • What formats are most popular?
  26. 26. #INBOUND16@nitifromboston HOW THEY COMMUNICATE • Do they use email or messenger tools such as Whatsapp? • What social media platforms do they prefer? • Memes or no memes?
  27. 27. #INBOUND16@nitifromboston HOW THEY PURCHASE • How much online research do they conduct? • Is there an expectation of face- to-face meetings? • How important is guanxi?
  28. 28. #INBOUND16@nitifromboston CREATE DIGITAL ESSENTIALS. Can you support multiple regions and languages on your website? What assets do you need to create?
  29. 29. #INBOUND16@nitifromboston SALES COLLATERAL Make sure your sales reps have essential localized whitepapers and resources they need to sell.
  30. 30. #INBOUND16@nitifromboston TOP-LEVEL DOMAIN If you’re expanding into different languages, you’ll want to use country-specific top level domains (TLDs) for that language.
  31. 31. #INBOUND16@nitifromboston SEO Conduct keyword research to understand where your keywords rank in local online search. Create content to rank for local search terms.
  32. 32. #INBOUND16@nitifromboston BLOG Create language-specific blogs for secondary languages you’re selling in. This is the biggest organic lever you can pull in a region.
  33. 33. #INBOUND16@nitifromboston CONTENT Do an audit of existing content and localize any that fit with your new market. When in doubt, repurpose!
  34. 34. #INBOUND16@nitifromboston SOCIAL Do you need local handles? Do you have the resources to maintain additional social? Which networks are your ideal customers on?
  35. 35. #INBOUND16@nitifromboston ESTABLISH A LOCAL PRESENCE. Understand and integrate your company into the local industry landscape.
  36. 36. #INBOUND16@nitifromboston PR Hire a PR agency that has done work in your industry in that region, at least at the start. Their connections will give you a leg up with brand recognition.
  37. 37. #INBOUND16@nitifromboston COMPETITORS Who are your competitors in the region? Some will be the same, but others might be regional competitors you’ll need to prepare for.
  38. 38. #INBOUND16@nitifromboston INFLUENCERS Who are the influencers in your region and industry? Connect with them, involve them in your content, webinars, and events.
  39. 39. #INBOUND16@nitifromboston COMARKETING PARTNERS Are there local companies or regional divisions of global companies you could form strategic partnerships with?
  40. 40. #INBOUND16@nitifromboston EVENTS & NETWORKING Find out what events are happening in your regional industry. Cultivate thought-leadership through speaking engagements.
  41. 41. #INBOUND16@nitifromboston LEGAL STUFF Different countries have different laws around IP and marketing activities. Running a contest? Check with legal first!
  42. 42. #INBOUND16@nitifromboston 3 CREATING AN EFFECTIVE GLOBAL TEAM
  43. 43. #INBOUND16@nitifromboston CREATE GLOBAL SYSTEMS. Set up effective communication and processes so teams can work across regions.
  44. 44. #INBOUND16@nitifromboston OPERATIONS • Internal naming conventions for your digital assets • Documentation of brand guidelines, marketing processes • Go-to troubleshooting resources
  45. 45. #INBOUND16@nitifromboston COLLABORATION • Have a centralized location for all teams’ resources • Share team projects, research, and experiments • Regular check-ins for same functions across regions
  46. 46. #INBOUND16@nitifromboston OPEN ACCESS TO GLOBAL RESOURCES. Make sure regional teams don’t have to resort to hacky methods to get by.
  47. 47. #INBOUND16@nitifromboston DON’T LOCK UP THE FANCY STUFF Make sure regional teams have equal access to high-value resources that might be in HQ, such as design, video, and developers.
  48. 48. #INBOUND16@nitifromboston INCORPORATE FREELANCERS It’s not always economical to share resources from HQ due to travel/equipment costs. Budget freelancer costs for projects that require resources beyond local in-house capabilities.
  49. 49. #INBOUND16@nitifromboston HIRE LOCAL. Who better knows the local market than a local?
  50. 50. #INBOUND16@nitifromboston LEAD WITH LOCALS You’re going to have a mix of expats and locals – but incorporate local hires into each level, especially management. They’ll bring local perspective, and that’s invaluable to growth.
  51. 51. #INBOUND16@nitifromboston CREATE A REGIONAL PIPELINE • Have a recruiter on the ground • Attend networking events and career fairs • Incentivize local hires to refer people in their networks
  52. 52. #INBOUND16@nitifromboston MINIMIZE REGIONTHINK. Regional marketers need room to breathe and grow.
  53. 53. #INBOUND16@nitifromboston LET REGIONS INNOVATE Give regional marketers autonomy and the ability to take the lead on global collaborations. Just because you’re in a regional office doesn’t mean you can’t contribute to global goals.
  54. 54. #INBOUND16@nitifromboston GIVE LOCAL EMPLOYEES AUTONOMY The sad fact is most global orgs bring in expats as leaders, who then hire local teams to execute. Try to foster leadership within a region to create a strong culture.
  55. 55. #INBOUND16@nitifromboston 4 BASIC NEED-TO-KNOWS
  56. 56. #INBOUND16@nitifromboston AMERICAN VERSUS BRITISH ENGLISH • It’s “zed” not “zee” • Use “s” instead of “z” (personalise/optimise/agonise) • Use “ou” instead of “o” (favourite, glamour, colour) • Stay away from American idioms (baseball references)
  57. 57. #INBOUND16@nitifromboston CULTURAL AWARENESS • Local business customs • Cultural norms • Social ettiquette • Rules and laws • Basic language skills
  58. 58. #INBOUND16@nitifromboston HOUSE- KEEPING • Provide an immigration lawyer • Choose serviced apartments in residential areas for expats • Know expat tax laws for new country and back home
  59. 59. #INBOUND16@nitifromboston GO WITH AN OPEN MIND You’re bound to have your perceptions and assumptions turned upside down, and that’s okay. Going global is a journey, so enjoy the ride.
  60. 60. #INBOUND16@nitifromboston 1. Market availability alone isn’t justification for expanding to a new country 2. Smarketing should be the most important focus of a regional marketing team 3. Create local personas: they’re not the same as they are back home 4. Prioritize which marketing activities to focus on first, repurpose what you can 5. Create global systems and give autonomy and responsibility to local teams 6. Be culturally aware and open to change Takeaways.
  61. 61. #INBOUND16 THANK YOU! @nitifromboston

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