Global Demand Generation - How to Rule the World, and Why it Matters So Much

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Slidedeck from a webinar featuring marketing globalization experts from Marketo and Cloudwords to discuss new best practices in global demand generation. In particular, you will learn about:
+ Risks of not optimizing your global demand funnel
+ Challenges that global demand generation marketers face
+ Steps to take now for scaling your global demand generation programs

Watch the full webinar here: https://www.brighttalk.com/webcast/10717/101499

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  • HL: sub-optimal ways people doing this nowVisual that denotes none of these is the full picture
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  • Global Demand Generation - How to Rule the World, and Why it Matters So Much

    1. 1. Global Demand Gen How to Rule the World and Why It Matters Michael Meinhardt, Co-founder and Chief Customer Officer, Cloudwords Reade Triolo, Director of Solutions Consulting, Marketo
    2. 2. Welcome and housekeeping • Hashtag #GlobalDemandGen • Submit questions as they occur • On-demand version at same link
    3. 3. Agenda Global Demand Gen How to Rule the World and Why It Matters • Risks of Not Optimizing Your Global Demand Gen Funnel • Common Challenges We See Global Marketers Face • Steps to Take Now for World Domination
    4. 4. Introduction of today’s speakers Michael Meinhardt, Co-founder & Chief Customer Officer, Cloudwords Reade Triolo, Director of Solutions Consulting, Marketo Moderator: Heidi Lorenzen, CMO, Cloudwords
    5. 5. Risks of NOT optimizing your global demand gen funnel
    6. 6. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1
    7. 7. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N 2
    8. 8. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N 2 BRAND INCONSISTEN -CIES / DEVALUATIO N 3
    9. 9. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N BRAND INCONSISTEN -CIES / DEVALUATIO N BROKEN, AL IENATING CUSTOMER EXPERIENC ES 34 2
    10. 10. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N BRAND INCONSISTEN -CIES / DEVALUATIO N BROKEN, AL IENATING CUSTOMER EXPERIENC ES 34 2 MARKETING TEAM INEFFICIENCI ES AND LOW PRODUCTIVIT Y 5
    11. 11. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N BRAND INCONSISTEN -CIES / DEVALUATIO N BROKEN, ALIENATING CUSTOMER EXPERIENC ES 34 2 MARKETING TEAM INEFFICIENCI ES AND LOW PRODUCTIVIT Y OVERSPENDI NG ON CAMPAIGN LOCALIZATIO N 6 5
    12. 12. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N BRAND INCONSISTEN -CIES / DEVALUATIO N BROKEN, AL IENATING CUSTOMER EXPERIENC ES 34 2 MARKETING TEAM INEFFICIENCI ES AND LOW PRODUCTIVIT Y MISALIGNMEN T OF MARKETING ACTIVITY WITH OVERSPENDI COMPANY NG ON STRATEGY CAMPAIGN LOCALIZATIO N 6 5 7
    13. 13. Risks of NOT optimizing your global demand gen funnel NEGLECT OF KEY GROWTH AREAS 1 LOW INCOUNTRY LEAD CONVERSIO N BRAND INCONSISTEN -CIES / DEVALUATIO N BROKEN, AL IENATING CUSTOMER EXPERIENC ES 34 2 MARKETING TEAM INEFFICIENCI ES AND LOW PRODUCTIVIT Y MISALIGNMEN T OF MARKETING ACTIVITY WITH OVERSPENDI COMPANY NG ON STRATEGY CAMPAIGN LOCALIZATIO N 6 5 LOWER GLOBAL SALES THAN IS POSSIBLE 8 7
    14. 14. Common challenges we see global marketers face
    15. 15. You’re not alone!
    16. 16. Ways global companies have tried to cope with the challenges of globalization Turning a blind eye to international opportunities Communicatin g to everyone in HQ language Localizing some touchpoints, b ut not others Supporting certain markets, but not others Translating superficial levels of content per market
    17. 17. Steps to take for world domination
    18. 18. IDENTIFY STRATEGIC PRIORITIES and languages will drive the greatest growth? Which countries STE P 1
    19. 19. OVERLAY CORPORATE GOALS AND OBJECTIVES WITH THOSE OF THE REGIONS Create a global marketing council if one doesn’t already exist STE P IDENTIFY STRATEGIC PRIORITIES STE P 1 2
    20. 20. DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE Some global programs, some local All global programs All local programs STE P IDENTIFY STRATEGIC PRIORITIES STE P 1 OVERLAY CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS STE P 2 3
    21. 21. ALLOCATE BUDGET ACCORDINGLY Centralized STE P IDENTIFY STRATEGIC PRIORITIES STE P 1 OVERLAY CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS STE P 2 3 DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE 4 STE P Decentralized Hybrid
    22. 22. Web CMS Analytics Marketing globalization software STE P IDENTIFY STRATEGIC PRIORITIES STE P 1 OVERLAY CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS STE P 2 3 DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE ALLOCATE BUDGET ACCORDING LY 5 STE P 4 STE P ENSURE YOU HAVE TECHNOLOGY STACK TO EXECUTE Marketing automation
    23. 23. STE P IDENTIFY STRATEGIC PRIORITIES STE P 1 OVERLAY CORPORATE GOALS & OBJECTIVES WITH THOSE OF THE REGIONS STE P 2 3 DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE 4 STE P Costs ALLOCATE BUDGET ACCORDING LY ENSURE YOU HAVE TECHNOLOG Y STACK TO EXECUTE 6 STE P 5 STE P TRACK, MEASURE AND REFINE Time / efficiencies
    24. 24. Cloudwords for Marketo in action
    25. 25. Summary and special offer
    26. 26. In Summary Cloudwords for Marketo
    27. 27. In Summary Cloudwords for Marketo GENERATE more revenue through global demand generation campaigns
    28. 28. In Summary Cloudwords for Marketo SIMPLIFY GENERATE the process of localizing all types of marketing materials more revenue through global demand generation campaigns
    29. 29. In Summary Cloudwords for Marketo SIMPLIFY GENERATE DECREASE the process of localizing all types of marketing materials more revenue through global demand generation campaigns global go-tomarket timelines to reach more multilingual audiences faster
    30. 30. FIRST TEN PEOPLE TO EMAIL US, RECEIVE…. the Cloudwords marketing content module for 3 months free with the Marketo demand generation module! Email: marketing@cloudwords.com
    31. 31. Michael Meinhardt | Co-Founder, Chief Customer Officer 415.394.8000 michael@cloudwords.com Thank You. @cloudwordsinc | www.cloudwords.com

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