New to international marketing? Investing in a global marketing strategy isn't as daunting or complicated as you might think. This talk will help you go global with your marketing efforts. Specifically, you'll learn the ins and outs of "world domination" by: knowing where to focus your efforts (the world is huge), who to hire, how to leverage inbound and craft full-funnel localized marketing campaigns.

1. World
Domination
Kick Start Your
Global Marketing
Strategy by
Leveraging
Inbound
Stefanie Grieser
Head Of Global Markets, Partnerships & Events at
Unbounce
@smgrieser #INBOUND17

2. aka
how we grew our
global (local)
marketing at
unbounce
Stefanie Grieser
Head Of Global Markets, Partnerships & Events at
Unbounce
@smgrieser #INBOUND17

6. 吃你的⼿手

7. Eat your
fingers off

8. English is today’s de facto ‘language
of business’ so customers will figure
it out one way or another.
- someone (who doesn’t care)

9. English is today’s de facto ‘language
of business’ so customers will figure
it out one way or another.FALSE- someone (who doesn’t care)

10. More than half of consumers
are willing to pay more for
information in their language1/2Source: Can't Read, Won't Buy: Why Language Matters on Global Websites, Common Sense Advisor

11. 9 out of 10 Internet users visit
websites in their language
when given a choice
10/9Source: User Language Preferences Online (in the EU), Gallup

12. English 0.33%
Spanish 4,32%

13. english 0.13%
Portuguese 2,40%

14. English 0.19%
GERMAN 1,02%

15. THE FUTURE IS BRIGHT
THE FUTURE IS ORANGE

20. language Matters

21. Culture Matters

23. 1. How To Get Started
kick
^

24. 2. How To Build
Localized Inbound
Marketing Campaigns
Badass^

26. 25% of our revenue is from
non-English speaking
countries.

27. Our top 8 growing countries
are non-English speaking

28. Total Number of Paying Accounts By Country
United States
Canada
UK
Australia
Germany
Brazil
France
Spain
Zimbabwe
Albania
Bangladesh
Denmark
Japan
India
[+ a ton more]

33. Shhh! We’re
Canadian.

35. Where
to start?

36. THINK COUNTRY!

37. industry + market
+ customer data

38. Current revenue?

39. Current customers?

40. Current retention?

41. How mature is the
market?

42. Will you have to
educate the market?

43. How big is the
opportunity?

44. How easy is
payment?

45. Where are your
competitors?

46. Hire

47. Hire local

48. Hire the best

49. Hire a mini CMO

50. Hire a massively talented
doer

51. Hire a growth marketer

63. hallo!

65. I CALL BS

66. WHAT’S
FASTER
THAN FIRING
FAST?

67. DON’T HIRE
BOZOS
IN THE FIRST PLACE

68. KEEP THE BAR
High

69. DON’T
Settle

70. DO THE WORK
to find them

74. huh?
blah!

75. RESUMÉS
TELL YOU
NOTHING!

78. BEST FOLLOWUP I’VE SEEN!

82. What other complimentary services /
products do you use on top of
[your companies solution] ?

83. Where do you go to learn more about
[the industry your solution plays in] ?

84. Where do you spend your time online?
Which social platforms?

85. Do you read any blogs or online
publications? Which ones?

86. What conferences do you go to? •

89. 214.8% bigger
3 x Faster

90. WORK WITH THE
RIGHT PARTNERS

93. 46.6% LANDING PAGE ConVERSION RATE

94. 7,729 NET NEW LEADS
46.6% LANDING PAGE ConVERSION RATE

95. 147 BRAZILIANS WHO TRIED OUR PRODUCT
46.6% LANDING PAGE ConVERSION RATE
7,729 NET NEW LEADS

101. don’t be a KFC!

105. NUTS!

106. customer

108. details Matter

109. A TON OF
BACKLINKS

110. A TON OF
PRESS

111. A TON OF
MENTIONS

112. 256%
INCREASE IN
TRAFFIC

113. NEW PRODUCT SignUps 2016 for brazil
monthly average

114. NEW PRODUCT SignUps 2016 for brazil
previous best month
monthly average

115. NEW PRODUCT SignUps 2016 for brazil
previous best month
monthly average
RD SUMMIT

116. NEW PRODUCT SignUps 2016 for brazil
previous best month
monthly average
RD SUMMIT
+28% Next Best Month
+44% monthly average

117. YOU HAVE
SUPERPOWERS

118. YOU HAVE
SUPERPOWERS

120. In 2013 webinars were
our No. 1 Acquisition
channel

124. 1,661 NET NEW LEADS

125. [36 Spanish peeps who TRIED OUR PRODUCT]
1,661 NET NEW LEADS

126. [36 Spanish peeps who TRIED OUR PRODUCT]
1,661 NET NEW LEADS
+ A ton of network effects

127. 80% of the effects
come from 20% of the
causes
The Pareto Principle

133. WORK WITH THE
RIGHT PARTNERS

134. YOU HAVE
SUPERPOWERS

136. It doesn't stop at
Marketing…