Global Marketing Best Practices - Conquering the Final Frontier Challenges Case study Risks of NOT conquering global Steps to take

1. CONFIDENTIAL | ©2014 CLOUDWORDS
Global Marketing Best Practices
Conquering the Final Frontier
Michael Meinhardt
Co-founder and Chief Customer Officer
Cloudwords

2. CONFIDENTIAL | ©2014 CLOUDWORDS
Welcome!
Michael Meinhardt
Co-founder and Chief Customer Officer
Cloudwords

3. CONFIDENTIAL | ©2014 CLOUDWORDS
Agenda
Global Marketing
Best Practices
Conquering the Final Frontier
• Challenges
• Case study
• Risks of NOT conquering global
• Steps to take

4. CONFIDENTIAL | ©2014 CLOUDWORDS
Common challenges we
see global marketers face

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NON-GLOBAL!
TECHNOLOGY!
CONTENT!
PROLIFERATION!
DEBILITATING!
PROCESSES!
COSTLY!
UNCAPTURED!
REVENUE!
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 all
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 usually costs 2-3x more in employee time and salary.
Traditional approaches don’t resolve that.!
Globalization is a huge challenge

6. CONFIDENTIAL | ©2014 CLOUDWORDS
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
Email
FTP
.XLS
Website CMS
Marketing
Automation
Platform
Collateral
Vendor
Portal
High costs
No Visibility
Slow global
roll-outs
Poor use of
marketers’ time
Inconsistent
message across
markets
Tedious
cutting and
pasting
Not enough
campaigns to
support all
markets

7. CONFIDENTIAL | ©2014 CLOUDWORDS
Ways global companies have tried to
cope with the challenges of globalization
Turning a
blind eye to
international
opportunities
Communicating
to everyone in
HQ language
Localizing
some
touchpoints,
but not others
Supporting
certain
markets, but
not others
Translating
superficial
levels of
content per
market

8. CONFIDENTIAL | ©2014 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
??

9. CONFIDENTIAL | ©2014 CLOUDWORDS
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
CLOUDWORDS MISSION
Increase the speed and efficiency of global
organizations’ ability to take their message,
ideas, and solutions worldwide.

10. CONFIDENTIAL | ©2014 CLOUDWORDS
Companies trailblazing a better global
go-to-market
“It used to
take us 6-10
months to roll
out projects in
15 languages
– now it takes
us 4-6 weeks.”

11. CONFIDENTIAL | ©2014 CLOUDWORDS
Marketing Globalization Platform
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

12. CONFIDENTIAL | ©2014 CLOUDWORDS
Case study: Coupa Software

13. CONFIDENTIAL | ©2014 CLOUDWORDS
Coupa’s global momentum
120%+ growth for 6 years
350+ customers in over 40 countries
150K+ users in over 140 Countries
20+ languages

14. CONFIDENTIAL | ©2014 CLOUDWORDS
The story of how it began
Need: Localize the Coupa product (but not like you
would have imagined!)
Unique approach: Secure customer first, then justify
localization costs
First step: Deal sold in France, Cloudwords delivered
a French product in 30 days
Expansion: Rest of the world followed – secure customer
first, localize product, repeat
Bonus: Early customers become reference customers and
support demand generation, corporate marketing globally
Cloudwords
enabled
Coupa
to
perform
JIT
localiza8on
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!

15. CONFIDENTIAL | ©2014 CLOUDWORDS
Impact
Response
• 400% higher click rate with same audience
• 55% higher conversion
Speed
4 days start to finish
Quality
Email from overseas team: “all good, good quality
translation”

16. CONFIDENTIAL | ©2014 CLOUDWORDS
Risks of NOT optimizing your
global demand gen funnel

17. CONFIDENTIAL | ©2014 CLOUDWORDS
Risks of NOT optimizing your global demand gen funnel
1
NEGLECT
OF KEY
GROWTH
AREAS
2
LOW IN-
COUNTRY
LEAD
CONVERSION
3
BRAND
INCONSISTEN-
CIES /
DEVALUATION
4
BROKEN,
ALIENATING
CUSTOMER
EXPERIENCES
5
MARKETING
TEAM
INEFFICIENCIES
AND LOW
PRODUCTIVITY
6
OVERSPENDING
ON CAMPAIGN
LOCALIZATION
7
MISALIGNMENT
OF MARKETING
ACTIVITY
WITH COMPANY
STRATEGY
8
LOWER
GLOBAL SALES
THAN IS
POSSIBLE

18. CONFIDENTIAL | ©2014 CLOUDWORDS
Steps to take to conquer the globe

19. CONFIDENTIAL | ©2014 CLOUDWORDS
6
STEP
5
STEP
4
STEP
3STEP
2
STEP
1
STEP
ENSURE
YOU HAVE
TECHNOLOGY
STACK TO
EXECUTE
ALLOCATE
BUDGET
ACCORDINGLY
DETERMINE
STRATEGY FOR
EXECUTING
CAMPAIGNS
WORLDWIDEOVERLAY
CORPORATE
GOALS &
OBJECTIVES
WITH THOSE
OF THE
REGIONS
IDENTIFY
STRATEGIC
PRIORITIES
TRACK,
MEASURE
AND REFINE
Steps to conquer
the globe

20. CONFIDENTIAL | ©2014 CLOUDWORDS
Thank You.
Michael Meinhardt
Co-Founder and Chief Customer Officer
415.394.8000
michael@cloudwords.com
@cloudwordsinc | @m_meinhardt
www.cloudwords.com