New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
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This document discusses expanding marketing campaigns into new languages and markets. It highlights the challenges of globalization, including untapped revenue opportunities, content proliferation, non-global technologies, inefficient processes, and high costs. The webinar speakers from Coupa, Cloudwords, and Marketo discuss how their companies help manage multilingual marketing automation and localization to reduce costs and time to market while ensuring message consistency across regions.
New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns
- 1. New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns Neal Amsden, Coupa Michael Meinhardt, Cloudwords Ei-Mang Wu, Marketo #LaunchPoint © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Your Speakers Neal Amsden Michael Meinhardt Ei-Mang Wu Sr. Director of Marketing Coupa Founder & Chief Customer Officer Cloudwords Sr. Product Manager Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides in today’s webinar • Twitter hashtag: #LaunchPoint Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Global Growth Source: Templeton Franklin, Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 5. Starting Local, We Figure Out The Best Way To Have a Dialog With Our Customers Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 6. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Rolls Royce: Silver Mist Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Rolls Royce: Silver Mist In German, “mist” means manure, rubbish or dirt Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 11. 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 Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 12. Globalization is a Huge Challenge UNCAPTURED REVENUE CONTENT PROLIFERATION NON-GLOBAL TECHNOLOGY DEBILITATING PROCESSES COSTLY At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing and/or product haven’t been able to optimize the localization process to capture it al Content for marketing is rapidly proliferating. Managing the operations and 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 soon a global scale. Marketing executives often don’t even realize how dysfunctional their current localization process is. It's really a jam of inefficiencies. Localization is one of the most expensive budget line-items, and traditional approaches don’t resolve that. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 13. Global Marketing with Cloudwords Immediate impact on time-to-market Automation Your Marketers add content to your website, collateral and automation systems. Marketing Executive Integration Seamlessly integrate your content, reviewers and translation vendors. Increase translation consistency Centralized Multilingual Asset Management Hosted Translation Memory, Multilingual Glossary Cloudwords See translation costs go down over time Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Analytics & Reporting Unprecedented access to real-time data about your translation management process Localize easier and cheaper.
- 14. 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.” Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customers
- 15. Our Mission Delivering software innovation that breeds responsible spending while impacting the company bottom line Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Yeah, but so what? I’m a marketer. What do I care about procurement systems? Well… Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 17. Yeah, but so what? I’m a marketer. What do I care about procurement systems? Well… Do you buy stuff? Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 18. Most Active Cloud Platform for Spend Optimization Hundreds of thousands of users $1.5B+ in monthly spend 700k+ suppliers Expenses Invoicing Spend in 50+ currencies 99.999%+ uptime 113 countries with PO activity Page 18 © 2013 Marketo, Inc. 10+ API calls per second Marketo Proprietary and Confidential
- 19. Customer Highlights 350+ Successful Customers; 120%+ growth for 6 years Retail Financial Services Healthcare Food & Beverage High Tech Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 20. How are you using Marketo today? Ad Hoc Campaigns Events, Webcasts, Content, etc Non-Inquiry Inquiry Mktg Qualified SDR Accepted Onboarding (3-5X) Opp at Stage 3+ Blue Zone (3X) Nurture (every 3 weeks) Automated Campaigns Page 20 © 2013 Marketo, Inc. Opp at Stage 0-2 Marketo Proprietary and Confidential
- 21. What is your current marketing technology stack? Marketing Platform: Marketo Localization Platform: Cloudwords CRM: Salesforce WCMS: Joomla Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 22. What are your challenges for marketing globally? Resource constrained Brand management Content creation Limited shelf-life of content Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 23. How was Coupa managing their global rollouts prior to Marketo and Cloudwords? Website Vendor Portal Poor use of people’s time Slow localization rollouts Marketer Marketing Executive Email FTP EMEA Translator Collateral No visibility Marketer Marketer Reviewer .XLS Mktg Automation Vendor Portal High costs Inconsistent message across markets Reviewer Page 23 © 2013 Marketo, Inc. APAC Translator Marketo Proprietary and Confidential Americas Translator
- 24. Why is Coupa excited about the Cloudwords for Marketo solution? Campaigns: any country, any language The suite pulls content out of Marketo, serves it up in the Cloudwords workflow management platform for your translation vendor and returns the content to Marketo once the translation is completed. The process literally takes seconds, not hours. Multilingual Marketing Automation Quickly and accurately 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. Decrease global go-to-market timelines to reach multilingual audiences faster Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demand Generation Suite
- 25. What are Coupa’s global domination plans for 2014? Further expansion into EMEA, APAC and LatAm Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Cloudwords Delivers: Increased Productivity and Speed Product Tour Marketo Proprietary and Confidential Communicate and collaborate centrally Align your localization with your company strategy © 2013 Marketo, Inc. Synchronize your people with your timelines Page 26 Workflow and tasks are automated Manage your existing vendors or find the most highly qualified & rated service providers in the world Fully control your multilingual content development and delivery Monitor vendor and reviewer progress
- 27. Cloudwords Delivers: Product Tour Reduced Costs Easily get quotes from multiple vendors View growth in size and value of your Translation Memory Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Track savings associated with your stored assets Benchmark your vendors with standardized, centralized quoting
- 28. Cloudwords Delivers: Valuable Visibility Product Tour Determine which channels are creating the most multilingual content Spending reports based on market Cost analyses & benchmarking Marketo Proprietary and Confidential Monitor languages © 2013 Marketo, Inc. Analyze your spending Page 28 Track the speed of globalization efforts by market Time to market trending reports
- 29. Cloudwords Delivers: Enhanced Brand & Message Consistency Across Markets Product Tour Determine the ROI of your multilingual “library” Track savings associated with your stored assets Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 30. Q&A Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 31. Neal Amsden Michael Meinhardt Ei-Mang Wu Sr. Director of Marketing Coupa Founder & Chief Customer Officer Cloudwords Sr. Product Manager Marketo Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 32. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 33. The Quink pen "won't leak and embarrass you" Spanish mistranslation: The Quink pen won't “embarazar” you – it won’t make you pregnant. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Editor's Notes
- #5: GDP Compounded Annual Growth Rate for 5-Year Period Ended 2015 (estimates):World: 6.6%Developed Markets: 4.5%Emerging Markets: 10.1%A decade ago, the list of the world’s top ten economies was dominated by developed countries. This trend is changing – within the next decade it’s anticipated that five of the top ten world economies will be emerging markets.(Footnote1) Significantly, China is expected to replace the U.S. as the world’s largest economy within a few years.1 Euromonitor International from IMF, International Financial Statistics and World Economic Outlook/UN/National Statistics. As of July 7, 2010.