Adobe Special Interest Group AEM June 2014 Adobe Leaders & Learners San Jose, CA Cindy Lu Global Product Launches & Globalization Best Practices

1. Global Product Launches &
Localization Best Practices on VMware.com
Cindy Lu, Sr. Marketing Manager, Digital Strategy
June 2014

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A little about Cindy Lu…
Sr. Marketing Manager, Digital Marketing Strategy
Cindy Lu is currently driving digital marketing strategy and Web optimization as a
Senior Marketing Manager at VMware. Lu has specialized in Web strategy and
optimization of marketing programs for the past seven years, including roles at Adobe,
PayPal, Intuit, and Microsoft.
She has developed, implemented and optimized user experiences by driving global
website traffic, monitoring conversion funnels and testing webpages, landing pages,
content, product placement and overall merchandising mix.
Lu's digital marketing strategy experiences include the product launches of Adobe
Creative Cloud, PayPal Payments Solutions and Intuit Payments Solutions. Lu holds a
M.S. from Carnegie Mellon University and two B.A. degrees from the University of
California, Berkeley. (GO BEARS!)
@DawnOrchid

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Agenda
§ VMware.com: Global Product Launches Background
§ Process & Process Improvements
§ Learnings & Best Practices

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A Little About Us…
As the industry-leading virtualization software company, we
empower organizations to innovate and thrive by streamlining
IT operations.
More than 500,000 organizations, from small businesses to
large enterprises – including 100% of the Fortune 100 – rely
on VMware technology.

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www.vmware.com: US Website
US Homepage US Product Pages US Solution Pages
HP + Product Pages + Solutions Pages: 60+ Products

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www.vmware.com: International Websites
Int’l Homepage Int’l Product Pages Intl’ Solution Pages
35 Countries x (HP + Product Pages + Solutions Pages: 60+ Products)
(17 Languages)

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Agenda
§ VMware.com: Global Product Launches Background
§ Process & Process Improvements
§ Learnings & Best Practices

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Cross Functional Launch Team
Business
Unit
DigitalMarketing
Engineering(Product)
Web
Production
SEO
Working in complex teams, successful global product launches require:
Great Relationships, Clear Communication, Collaboration, and Team Work.
Social
Localization
Web
Marketing
(Int’l)
Web
Marketing
(US)
Business
Unit
Business
Unit
Paid Search
Web Marketing

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Web Marketing Team
Web Marketing Team (Products)
• vCenter Log Insight
• vCenter Operations Manager Suite
• vCloud Automation Center
• IT Business Manager
• vCenter Hyperic
• vCenter Chargeback Manager
• vCenter Operations Manager
• Virtualization & Cloud Management Pages (Solutions)
• Support Pages
• Services Pages
Core Launch Team
• Web Marketing Team Lead
• Web Production Lead
• Localization POC
• QA POC
• SEO POC
• Editorial Content POC
• Supply Chain POC
Assigning Owners to Core Launch Team & Products is Critical

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Global Web Launch Process
Production &
Development
Launch/Post-
Launch
Metrics &
Measurement
Content &
Design
Planning
Discovery &
Project Definition
End-to-end Buy-In is Required to Successfully reach Milestones & Timelines

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AWARENESS
CONSIDERATION
CONVERSION
SALE
§ PDF Consumption
§ Video Views
§ Infographics, Case Studies
§ Evals Forms
§ Evals Downloads
§ Lead Flow
§ eStore
§ SEO Organic Ranking
§ SEO/SEM Referrals
§ Visits
§ New/Returning Visitors
Metrics
Web Conversion Funnel

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Now…The Tactical Stuff
Definition Description
Plan Objectives • Support & Deliver Management Launch on vmware.com on time and to spec
Plan Goals
• Announce: Execute to deliver products, solutions, pricing content and supporting
assets for over 90+ pages (across all Tier 1 & Tier 2: 390 pages)
• GA: Execute to deliver evaluations, downloads, support content and supporting assets
across all Tier 1 sites (TBD)
• Clearly communicate timelines, risks and mitigation plans
• Continuous Alignment of Business Stakeholders, My VMware, Web, Release, R&D,
Supply Chain, and Online Store Tactical Groups
Target Audience • Internal business stakeholders and cross-function operations teams
Plan Go-Live Date
• Marketing Launch: Tuesday, 5/20/14
• Planned GA: 6/10/14
Current Status • GreenCreate a Plan with Milestones & Timelines that are Specific & Measurable

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§ VMware.com: Global Product Launches Background
§ Process & Process Improvements
§ Learnings & Best Practices

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Proposed Launch Timeline - Waterfall
January
February
March
April
May
Content
Due
(1/24)
Intl
Transla?ons
(3/3
-­‐
3/28)
Content
Prep
(1/27
-­‐
1/31)
Intl
Produc?on
(4/2
-­‐
4/16)
Produc?on
US
(2/3
-­‐
2/14)
Intl
QA
(4/17
-­‐
4/23)
QA
US
(2/17
-­‐
2/28)
Intl
UAT
(4/24
-­‐
5/1)

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Proposed MBU Launch Timeline – 4 Content Batches

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Propose Launch US + Tier 1 International Launch
CONFIDENTIAL
1
3/3
3/10
3/17
3/24
3/31
4/7
4/14
4/21
4/28
5/20
Management Announce Launch
QA
Translation
International Production
International UAT
Content Prep
PDF Assets Due
UAT
International QA
Site Freeze
Production
3/7 -
Batch A
Content Due
QA
UAT
Home/Products/Solutions
Production
Batch B
Content Due

17. 17 CONFIDENTIAL
1
3/24
3/31
4/7
4/14
4/21
4/28
5/20
QA
Content Prep
UAT
Production
Freeze
Proposed Launch US Only
Batch A
Content Due
Batch B
Content Due
PDF Assets Due
MBU US LaunchSometimes, roadblocks can lead to the best creativity & innovation
(but it sure hurts until you get there)

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So, What Did We Do?

19. 19 CONFIDENTIAL
1
3/10
3/17
3/24
3/31
4/7
4/14
4/21
4/28
5/20
QA
Content Prep
UAT
Production
Freeze
Launch Phase 1: Announce (US only + “What’s New” Int’l)
Batch A
Content Due
Batch B
Content Due
PDF Assets
Content Development
vCOps
Messaging
Docs
Content Dev
Log Insight
Translation
US Launch
Pre-Translation

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Launch Phase 2: General Availability (US + Int’l)
CONFIDENTIAL
2
4/28
5/5
5/12
5/19
5/26
6/2
6/10
6/16
Translation
US Launch
Production
QA
UAT
FRZ
Global Launch
Stay Agile & Be Creative in Managing Your Global Launches

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Thank You!