The World isn’t Flat
Patricia Dowling
Principal Consultant, Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confiden...
"The world isn't flat and globalization
is only beginning, which means we
have time to change what we're doing
and get it ...
Do you need to globalize your marketing?
• Are your prospects coming from international
locations.
• Review the Web Activi...
Do you need to globalize your marketing?
• Do you have the capability to support clients
globally?
• Does it make sense fo...
What do you do next?
• Expand slowly – focus on content
• FORMS:
o Make sure you are adding the countries to your
drop dow...
What do you do next?
• Expand slowly – focus on content
• Landing Pages: Use dynamic content if you do not see people
fill...
Globalisation vs. Globalization
• Learn to Spell
• Not everyone uses the US version of
spelling in English. First impressi...
“In Hong Kong, the buying cycle could
be three months and in India a year,
while in mainland China it can be
three years.”...
Look at Culture not Country
• Understand how your prospects go through the
buying journey.
• Develop Nurturing programs th...
Protect yourself and know the LAW!
• Australia
• APP 8 - Privacy law going into effect March 2014.
Determines what persona...
What works well internationally
• SMS Text
• Since Bulk email (eDMs) are not allowed in Australia SMS
Webhooks are popular...
When you're born into this world,
you're given a ticket to the freak
show. If you're born in America you get
a front row s...
Thank you!

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Links
•

APP 8 –
•
http://www.oaic.gov.au/privacy/privacyresources/privacy-fact-sheets/other/privacy-factsheet-17-australi...
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New York Marketo User Group (NYMUG) Meeting Oct 2013

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New York Marketo User Group (NYMUG) Meeting Oct 2013

  1. 1. The World isn’t Flat Patricia Dowling Principal Consultant, Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  2. 2. "The world isn't flat and globalization is only beginning, which means we have time to change what we're doing and get it right" Ethan Zuckerman © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  3. 3. Do you need to globalize your marketing? • Are your prospects coming from international locations. • Review the Web Activity Report in Marketo and track inferred vs. actual country. • How often are they coming to your website? • See what pages they are going to? Contact us? Support pages Etc. • Are they filling out forms? • Do they sign up/come to your events? Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  4. 4. Do you need to globalize your marketing? • Do you have the capability to support clients globally? • Does it make sense for your brand to go global? • Do you have the Marketing Staff in place that can continue to monitor and expand when ready. • How easy would it be to clone what you already are doing? • Can you afford NOT to globalize? Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  5. 5. What do you do next? • Expand slowly – focus on content • FORMS: o Make sure you are adding the countries to your drop down list. o Don’t require a state if they are not from the US or Canada. (Use the javascript to expose this field) o Ask their language preference o Change the form to a unique language only when you are sure they require a different language. o Are you asking them to opt – in? Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. What do you do next? • Expand slowly – focus on content • Landing Pages: Use dynamic content if you do not see people filling out forms. • Emails: Again, use dynamic content when you are sure that they want to receive an email in a specific language. • Create On-Demand material: Record your Webinars/Events • Make sure that you standardize your data and keep your database clean! Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. Globalisation vs. Globalization • Learn to Spell • Not everyone uses the US version of spelling in English. First impressions can stop your prospect from wanting to go further with you. • Time zones • Know if you are having a webinar and you have a global audience. Make sure you are clear on when the event is happening. o EST… that could be Australian EST. • Local Phone numbers • If you are having any virtual event. Make sure to have a local phone number Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. “In Hong Kong, the buying cycle could be three months and in India a year, while in mainland China it can be three years.” Rob Brown - Navitas © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Look at Culture not Country • Understand how your prospects go through the buying journey. • Develop Nurturing programs that are language specific not just country specific. • Create Subscription Centers • Offer communication method and language Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. Protect yourself and know the LAW! • Australia • APP 8 - Privacy law going into effect March 2014. Determines what personal information you can you store on individuals in Australia. • Forward to a Friend – Illegal to keep the data of who sent and received • Germany – • Double Opt –In required for all outbound email communication. • EMEA – • B to C clients must Opt – In for email communication • UK • Requires that you inform the website user that they are being tracked using cookies. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. What works well internationally • SMS Text • Since Bulk email (eDMs) are not allowed in Australia SMS Webhooks are popular for follow up. • Data Appending using Webhooks • Videos • EMEA typically likes explanation on what is in the video vs. US and APAC just clicking through. o Make sure you have language specific if necessary. • Social • Including Instagram • Direct Mail • Apps • Generation Y uses Apps more than email. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. When you're born into this world, you're given a ticket to the freak show. If you're born in America you get a front row seat. George Carlin © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. Links • APP 8 – • http://www.oaic.gov.au/privacy/privacyresources/privacy-fact-sheets/other/privacy-factsheet-17-australian-privacy-principles • Opt In Law US vs. EMEA – • http://www.lsoft.com/resources/optinlaws.asp Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential

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