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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.
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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
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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?
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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
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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.
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COLLABORATION
• Have a centralized location for
all teams’ resources
• Share team projects, research,
and experiments
• Regular check-ins for same
functions across regions
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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.
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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.
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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.
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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.