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Marketo Summit 2014 - Cloudwords + Coupa Global Presentation


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This presentation was first delivered at the Marketo Summit in April 2014 and included a case study of Coupa Software and their rapid global expansion through the use of Cloudwords + Marketo.

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Marketo Summit 2014 - Cloudwords + Coupa Global Presentation

  1. 1. Multilingual Marketo: Localization Made Easy Neal Amsden Sr. Director of Marketing, Coupa Michael Meinhardt Chief Customer Officer, Cloudwords Ei-Mang Wu Sr. Product Manager, Marketo
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Global Growth • Projected Spending by the Middle Class Source: Templeton Franklin,
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Starting Local…
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Going Global Is Not…
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Rolls Royce: Silver Mist In German, “mist” means manure, rubbish or dirt
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 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.#mktgnation14 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.#mktgnation14 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.#mktgnation14 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.#mktgnation14 A Unified Suite of Financial Applications Delivering software innovation that breeds responsible spending while impacting the company bottom line InvoicingExpenses
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Global Momentum 120%+ growth for 6 years 350+ customers in over 40 countries 20+ languages
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 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 Antigua 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 Croatia Cameroon Anguilla Namibia Vanuatu Switzerland Poland Mongolia Haiti Nepal Japan Honduras Kenya Bolivia Iceland Sint Maarten Belgium Indonesia Belarus Palestine 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 Argentina 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 Antilles
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 The story of how it began • Need: localize the Coupa product (but not like you would have imagined!) • Unique approach: secure customer first, then justify localization 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 generation, corporate marketing globally Cloudwords enabled Coupa to perform JIT localization and align revenue with costs. Previously this was impossible and company had to tolerate a 5-6 month product localization processes. Too long & too costly!
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 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.#mktgnation14 Marketing Challenges • Too much time on our hands • 5 FT marketing headcount • .5 to 1 internal Marketo resource; .25 external • No localization talent or experience • Sales first, marketing second • 80+ sales staff • No field marketing • Limited product marketing • No workflow = No más
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 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.#mktgnation14 Cloudwords for Marketo
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Impact • Response • 400% higher click rate with same audience • 55% higher conversion • Speed – 4 days start to finish • Quality – “all good, good quality translation” • 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 ?