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Do you want to localize your marketing campaigns to reach a global audience? In this session, attendees will learn localization best practices, how to avoid translation trade-offs, and discover strategies to accelerate the globalization of their marketing campaigns. The presentation will provide a demonstration of Cloudwords for Marketo, as well as real-world examples of how companies are leveraging Cloudwords for Marketo to localize marketing content for multiple audiences, increase customer engagement, and generate global revenue.
Citation preview
Multilingual Marketo: Localization Made Easy
Neal Amsden Sr. Director of Marke/ng, Coupa
Michael Meinhardt Chief Customer Officer, Cloudwords
Ei-‐Mang Wu Sr. Product Manager, Marketo
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Global Growth
• Projected Spending by the Middle Class
Source: Templeton Franklin,
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Starting Local…
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Going Global Is Not…
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Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt
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Cloudwords Mission
Increase the speed and efficiency of global organizations’ ability to take their message, ideas, and solutions worldwide.
The world has been flattened…global collaboration and competition…has been made cheaper, easier, more friction-free, and more productive for more people from more corners of the earth than at any time in the history of the world.
– Thomas Friedman, The World Is Flat
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Global Marketing with Cloudwords
Automation Your Marketers add content to your website, collateral and automation systems.
Integration Seamlessly integrate your content, systems, reviewers and vendors.
Analytics & Reporting Unprecedented access to real-time data about your translation management process
Immediate impact on time-to-market
Localize easier and cheaper.
See translation costs go down over time
Increase translation consistency
Centralized Multilingual Assets
Hosted Translation Memory, Multilingual Glossary
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Companies Trailblazing a Better Global Go-to-Market Approach “It used to take us
6-10 months to roll out projects in
15 languages – now it takes us 4-6
weeks.”
“I look at Cloudwords as an unbiased partner in my localization
process.”
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Globalization is a Huge Challenge
NON-GLOBAL!TECHNOLOGY!
CONTENT!PROLIFERATION!
COSTLY!
UNCAPTURED!REVENUE!
At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing hasn’t been able to optimize the localization process to capture it all.
Rapid proliferation of marketing content means managing the process and maintaining brand consistency; it is already massively complex - trying to do so on a global scale is exponentially harder.
Marketing is leveraging many technologies to drive engagement and demand, but none are inherently focused on doing so on a global scale.
Marketing executives often don’t even realize how dysfunctional their current localization process is. It's a jam of inefficiencies.
Localization is one of the most expensive budget line-items, and usually costs 2-3x more in employee time and salary. Traditional approaches don’t resolve that.!
DEBILITATING!PROCESSES!
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A Unified Suite of Financial Applications
Delivering software innovation
that breeds responsible spending
while impacting the company bottom line
Invoicing Expenses
The image cannot be displayed. Your computer may not have enough
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Global Momentum
120%+ growth for 6 years
350+ customers in over 40 countries
20+ languages
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150K+ Users in over 140 Countries United States Ukraine Malaysia U.S. Virgin Islands Qatar Barbados
Canada Netherlands South Korea Samoa Egypt Caribbean Netherlands
India Cook Islands Nicaragua Austria Sri Lanka Congo [Republic]
United Kingdom Russia Portugal Tanzania AnKgua and Barbuda Côte d’Ivoire
Philippines Spain Northern Mariana Islands Armenia Bahamas Ghana
Panama Nigeria Taiwan Uruguay Belize Greenland
Greece Sweden Peru Venezuela Cayman Islands Kyrgyzstan
Solomon Islands Romania Cyprus Bermuda Mozambique Lithuania
Australia Guatemala New Zealand Malawi Serbia Libya
Ireland Saudi Arabia Thailand Tunisia Zimbabwe Macau
France Bulgaria CroaKa Cameroon Anguilla Namibia
Vanuatu Switzerland Poland Mongolia HaiK Nepal
Japan Honduras Kenya Bolivia Iceland Sint Maarten
Belgium Indonesia Belarus PalesKne Aruba Turks and Caicos Islands
Hong Kong Israel Norway Trinidad and Tobago Bahrain Turkmenistan
China Hungary Dominican Republic Botswana Congo [DRC] Yemen
Kuwait Brazil Puerto Rico Fiji Cuba
Papua New Guinea Colombia Czech Republic Afghanistan Iran
Chile United Arab Emirates French Polynesia Algeria Jordan
Guam Ecuador Bangladesh Jamaica Liberia
Mexico ArgenKna Pakistan Laos Suriname
Singapore Costa Rica South Africa Lebanon Swaziland
Germany Italy Slovakia Morocco Uganda
Denmark Turkey Finland Monaco Saint Vincent and the Grenadines
El Salvador Vietnam Cambodia Malta Netherlands AnKlles
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The story of how it began • Need: localize the Coupa product (but not like you
would have imagined!) • Unique approach: secure customer first, then
jus7fy localiza7on costs • First Step: deal sold in France, Cloudwords
delivered a French product in 30 days • Expansion: Rest of world followed – secure
customer first, localize product, repeat • Bonus: Early customers become reference
customers & support demand genera7on, corporate marke7ng globally
Cloudwords enabled Coupa to perform JIT localiza/on and
align revenue with costs. Previously this was impossible and company had to tolerate a 5-‐6 month product localiza/on processes. Too long & too costly!
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Global Campaign Rollout Headache
Training and Development
Regional /Field
Marketers
Product Team
Reviewer in EMEA
Reviewer in APAC
EMEA Translator
APAC Translator
Americas Translator
Translation Vendor Portal
FTP
.XLS
Website CMS
Marketing Automation
Platform
Collateral
Vendor Portal
High costs
No visibility
Slow global rollouts
Poor use of marketers’
time
Inconsistent message across
markets
Tedious cutting and
pasting
Too few campaigns to support all markets
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Marketing Challenges
• Too much 7me on our hands • 5 FT marke7ng headcount • .5 to 1 internal Marketo resource; .25 external • No localiza7on talent or experience
• Sales first, marke7ng second • 80+ sales staff • No field marke7ng • Limited product marke7ng
• No workflow = No más
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Cloudwords for Marketo Solution
Multilingual Marketing Automation • Share successful demand generation programs
across all languages and regions
• Eliminate the time-consuming process of manually localizing micro-sites, landing pages, forms and email campaigns, etc.
• Generate more revenue through global demand generation programs
• Decrease global go-to-market timelines to reach multi-lingual audiences faster
One-click campaign localization
Content is pulled out of Marketo, serves it up in Cloudwords workflow management for your translation vendor and returns the content to Marketo templates once the translation is completed. The hands-on time literally takes seconds, not hours.
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Cloudwords for Marketo
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Impact
• Response • 400% higher click rate with same audience • 55% higher conversion
• Speed – 4 days start to finish • Quality – “all good, good quality transla7on” • Peace and love
Thank You!
Neal Amsden, Coupa Software Ei-Mang Wu, Marketo Michael Meinhardt, Cloudwords
A missing, critical piece of enterprise technology
YOU HAVE TECHNOLOGY…
…to manage your web experience
…for your sales process
…for marketing automation
…for HR and back office
…for case management
Speeds up and simplifies the delivery of marketing content in local language for a positive impact on demand generation, product release cycles, purchase, and customer satisfaction and support.
…to optimize the execution of your global go-to-market strategy ?