These words are the next in the song you just heard.
(They mean ”Let it be with it There is no way back”)
Soheila has been with Huawei’s Enterprise Business Group for almost five years, where she has helped the company implement best practices in content creation,management,and marketing.
She managed the digital marketing team, including the website group, while she worked in China. She advocated and was instrumental in finding a new CMS platform and revamping Huawei’s Enterprise website.
Before Huawei, after a short technical career, she held positions as consultant, director and VP of marketing in various small and large companies. Soheila holds a BS and MS in computer science from University of Carbondale Illinois.
By the end of August 2016, SDL has successfully provided onsite services to 14 countries; each EBG Huawei office was provided with one web editor that’s skilled with translation, website management, graphic design, etc.
The cooperation of the first year is divided into two phases: the first 6 months for web content debugging, and the rest 6 months for routine web content update and digital support (minisite/EDM creation and SEO) Global website operation and maintenance success are achieved by strict execution standards for website publishing and the entire quality of the websites have been thoroughly improved. Dated until the end of first annual QBR, the average page review rate has increased by 30%; the purchase rate has increased by 20% comparing to the analytical status of 2015. The average visiting rate and return rate for Huawei WEU, Turkey, Russia and APAC regions have particularly increased by 30%.
Web content synchronization with global EN: reviewing and publishing web content Web local content update and editing: maintain Huawei local website for marketing promotions. (incl. News, marketing materials, case studies, event banner, video update and publishing, some urgent translation (<200 words) Local minisite/EDM creation and social media content uploading and editing Marketing activity/campaign support
In less than one year, the number of visits, retention time, and conversion rate for the Huawei Enterprise BG global site increased by more than 10 percent, and in some countries increased by as much as 20 percent.
The Huawei Enterprise BG brand image was unified globally, web page publication was standardized, and operations such as web page maintenance were brought under central control, synchronizing content publication and maintenance.
One-to-one communication between SDL’s field team managers and Huawei’s local marketing management eliminated cross-cultural and cross-linguistic issues, removing internal communication barriers and significantly improving the efficiency of global marketing team management.
So far, SDL has become one of Huawei verified suppliers, and signed a 2-year framework agreement with Huawei with serving scope expanding from Huawei Enterprise to Huawei Carrier.
At the same time, Huawei Enterprise has requirements for the SDL to accelerate the business development: Leverage best SDL team resources to support the project Dedicate more to digital marketing and more thorough global execution Introduce or apply (if possible) industry’s first-class digital asset management or digital execution experience to the project
Discussions are also ongoing regarding expansion into the Huawei Carrier business
Henry has been with SDL for 10 years, responsible for Northern Europe’s Language Services & Language Technology delivery for some of the company’s largest brands, as well as SDL’s global Media Services operation.
As SVP of Marketing Solutions Henry has applied that decade of knowledge in responding to what has become a consistent request from our customers – like the one you’ve just heard about for Huawei; a solution for solving for the repeated problem of fragmented, inefficient and underutilized marketing content.
Henry’s team enables customers to adapt, implement, manage and deliver connected global customer content by offering a unique combination of transcreation, content production and web content managed services. Let’s hear more about it…
So how does this all link back to SDL Marketing Solutions? Content = copy + images SDL heritage of copy, the last 3 prove content production and management However, customers have limited choice when it comes to managing, adapting and activating integrated global & connected customer content
Expensive to run, buy and exit Content creation that begins as the ‘creative’ often flows into execution Automotive example - $1bn
Buy the right thing from the right place Become the building contractors of Global Marketing Services Execution Leverage SDL’s extensive in-country footprint, which we continue to grow, and already working for companies like Huawei Bring technology enablement further across your silos: Marketing automation integration, unified delivery, DAM – value on top of the tech stack Technology is not the be all and end all, but combine with humans in the right way to see benefits
Step out of the old world into a new way of executing: eliminating layers on layers of inefficiency
To touch on Ted’s point from yesterday about the lack of localization standardisation
What we’re convinced, and hope that the examples you’ve seen here, that SDL’s Marketing Solutions will ultimately help achieve True central global control, with hyper-local nuance & flexibility, and an omni-channel technology & services solution that connects the content silos
The Marketer's Dilemma in Today's Global Digital Era - Liesl Leary and Henry Barfoot-Saunt at SDL Connect 16
The Marketer’s Dilemma
in Today’s Global Digital
SDL Marketing Solutions
Soheila Soheil, Huawei
Liesl Leary & Henry Barfoot-Saunt, SDL
• 随它吧 随它吧
• Languages are beautiful
• Demanding work
Running a Global Marketing Team
Huawei’s Enterprise Business Group
Huawei – Case study
SDL extends Huawei’s marketing teams in 14 countries
The first year working together
Phase 1 – debugging
Phase 2 – updates & digital support
Strict execution standards proves good for business
SDL on-site editor roles
Synchronize regional content with Global EN
Region content updates & optimization
Mini-sites & social media
Marketing activity support
Traffic & Conversion up 20%
…in less than a year
Unified brand image
Improved global marketing efficiency
• Verified Supplier
• Use best SDL team
• Global execution
Senior Vice President
SDL Marketing Solutions
SDL Marketing Solutions
Canon – case study
SDL Content Production
• 151m words
• 1,800,000 pages copy
• 73,920 minutes of
audio, or 821 feature
• 37 videos, 27 languages
• 500 target video outputs
• 1 month
• 2 day turnaround for
majority of videos
• 50 content production staff
• 33 SDL offices
• Round the clock production
In the age of Digital
Customer Experience has
become all about
Creating relevant and
CONTENT & consistent,
o Delivering a GLOBALLY CONSISTENT, but locally relevant (digital) brand
across multiple connected channels is HIGHLY COMPLEX
o FRAGMENTATION of agencies, media, customer channels and markets
mean that real-time tracking time to market, costs and optimising for agility is
currently virtually impossible
o High – and often hidden – costs, and inefficiencies hamper your ability to
execute marketing initiatives and always-on content, slowing the roll-out of
o DECOUPLE creative and strategic
origination from execution
o INDUSTRIALIZE global adaptation
o Provide HYPER-LOCAL insight,
cultural adaptation &
o TECHNOLOGY ENABLED
o Go GLOBAL & Be LOCAL
SDL Marketing Solutions enables brands
to adapt, implement and deliver
connected global customer content
Content Production Services
Web Content Managed Services
Enabling you to do more with your content