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The Marketer’s Dilemma
in Today’s Global Digital
Era
SDL Marketing Solutions
Soheila Soheil, Huawei
Liesl Leary & Henry Ba...
• 随它吧 随它吧
回头已没有办法
• Languages are beautiful
• Demanding work
Running a Global Marketing Team
@lieslrama
Soheila Soheil
苏海拉
Huawei’s Enterprise Business Group
Huawei – Case study
@lieslrama
4
SDL extends Huawei’s marketing teams in 14 countries
5
The first year working together
Phase 1 – debugging
Phase 2 – updates & digital support
Strict execution standards prove...
6
SDL on-site editor roles
Synchronize regional content with Global EN
Region content updates & optimization
Mini-sites & ...
7
Results
Traffic & Conversion up 20%
…in less than a year
Unified brand image
Improved global marketing efficiency
8
Win-Win
• Verified Supplier
• Expanding
scope
• Use best SDL team
resources
• Global execution
Henry Barfoot-Saunt
Senior Vice President
SDL Marketing Solutions
SDL Marketing Solutions
Canon – case study
SDL Content Production
Services
• 151m words
• 1,800,000 pages copy
fitted
• 73,920 minutes of
audio, o...
11
In the age of Digital
Transformation
Customer Experience has
become all about
Creating relevant and
engaging customer
C...
o Delivering a GLOBALLY CONSISTENT, but locally relevant (digital) brand
across multiple connected channels is HIGHLY COMP...
o DECOUPLE creative and strategic
origination from execution
o INDUSTRIALIZE global adaptation
& execution
o Provide HYPER...
SDL Marketing Solutions enables brands
to adapt, implement and deliver
connected global customer content
Transcreation Ser...
Enabling you to do more with your content
Be personal
Navigate
complexity
Go global
@lieslrama
ANSWERS&
QUESTIONS
@lieslrama
Copyright © 2008-2017 SDL plc. All rights reserved. All company names, brand names,
trademarks, service marks, images and ...
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The Marketer's Dilemma in Today's Global Digital Era - Liesl Leary and Henry Barfoot-Saunt at SDL Connect 16

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Liesl Leary, Product Marketing Director at SDL and Henry Barfoot-Saunt, SVP Northern Europe Sales at SDL present at SDL Connect, Palo Alto, November 2016.

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The Marketer's Dilemma in Today's Global Digital Era - Liesl Leary and Henry Barfoot-Saunt at SDL Connect 16

  1. 1. The Marketer’s Dilemma in Today’s Global Digital Era SDL Marketing Solutions Soheila Soheil, Huawei Liesl Leary & Henry Barfoot-Saunt, SDL
  2. 2. • 随它吧 随它吧 回头已没有办法 • Languages are beautiful • Demanding work Running a Global Marketing Team @lieslrama
  3. 3. Soheila Soheil 苏海拉 Huawei’s Enterprise Business Group Huawei – Case study @lieslrama
  4. 4. 4 SDL extends Huawei’s marketing teams in 14 countries
  5. 5. 5 The first year working together Phase 1 – debugging Phase 2 – updates & digital support Strict execution standards proves good for business
  6. 6. 6 SDL on-site editor roles Synchronize regional content with Global EN Region content updates & optimization Mini-sites & social media Marketing activity support
  7. 7. 7 Results Traffic & Conversion up 20% …in less than a year Unified brand image Improved global marketing efficiency
  8. 8. 8 Win-Win • Verified Supplier • Expanding scope • Use best SDL team resources • Global execution
  9. 9. Henry Barfoot-Saunt Senior Vice President SDL Marketing Solutions SDL Marketing Solutions
  10. 10. Canon – case study SDL Content Production Services • 151m words • 1,800,000 pages copy fitted • 73,920 minutes of audio, or 821 feature films • 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
  11. 11. 11 In the age of Digital Transformation Customer Experience has become all about Creating relevant and engaging customer CONTENT & consistent, cost-effective, and measurable ACTIVATION
  12. 12. 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 global campaigns The Challenge
  13. 13. o DECOUPLE creative and strategic origination from execution o INDUSTRIALIZE global adaptation & execution o Provide HYPER-LOCAL insight, cultural adaptation & personalization o TECHNOLOGY ENABLED o Go GLOBAL & Be LOCAL
  14. 14. SDL Marketing Solutions enables brands to adapt, implement and deliver connected global customer content Transcreation Services Content Production Services Web Content Managed Services The Proposition
  15. 15. Enabling you to do more with your content Be personal Navigate complexity Go global @lieslrama
  16. 16. ANSWERS& QUESTIONS @lieslrama
  17. 17. Copyright © 2008-2017 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Software and Services for Human Understanding

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