1. OPTIMISATION THROUGH
LOCALISATION
MAKE A WORLD OF DIFFERENCE TO YOUR GLOBAL MARKETING
Heidi Lorenzen, CMO, Cloudwords |12 June 2014

2. WELCOME AND HOUSEKEEPING
o Hashtag:
#RuleTheWorld
o Submit questions
via the chat
window as they
occur
o Webinar will be
recorded
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 2@hlorenzen | @cloudwordsinc | #ruletheworld

3. Heidi Lorenzen
CMO, Cloudwords
HELLO!
您好！
こんにちは！
Xin chào!
안녕하세요!

4. OPTIMISATION THROUGH LOCALISATION
Make a World of
Difference to Your
Global Marketing
o Challenges today
o Why change is necessary
o 5 keys
o Two localisation trailblazers
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 4
AGENDA
@hlorenzen | @cloudwordsinc | #ruletheworld

5. THE WORLD IS FLAT – NOT BREAKING NEWS
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 5@hlorenzen | @cloudwordsinc | #ruletheworld

6. ENTERPRISES HAVE NOT KEPT UP
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 6
But … marketers
are at the front
lines of revenue
growth, and in a
position to lead
change
GLOBAL EXECUTION TODAY
GLOBAL ECONOMIC INTEGRATION
@hlorenzen | @cloudwordsinc | #ruletheworld

7. STUCK IN OLD APPROACHES
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 7
Training and
Development
Regional
/Field
Marketers
Product
Team
Reviewer
in EMEA
Reviewer
in APAC
EMEA
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
@hlorenzen | @cloudwordsinc | #ruletheworld

8. STUCK IN OLD APPROACHES
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 8@hlorenzen | @cloudwordsinc | #ruletheworld

9. WAYS MARKETERS HAVE TRIED TO COPE
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 9
Communi-
cating to
everyone in
HQ language
Localising
some
touchpoints,
but not
others
Supporting
certain
markets, but
not others
Translating
superficial
levels of
content per
market
WITH CHALLENGES OF GLOBALISATION
@hlorenzen | @cloudwordsinc | #ruletheworld

10. YOU’RE NOT ALONE!
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 10@hlorenzen | @cloudwordsinc | #ruletheworld

11. 85% OF SENIOR GLOBAL
MARKETERS FEEL UNPREPARED
TO MEET KEY CHALLENGES IN REACHING
TODAY’S CONSUMERS WORLDWIDE
o Hyper-connected, tech-savvy buyers
o Delivering globally-consistent programs
o Coordinating local, regional, global
campaigns
o Tensions between corporate, regional
marketing
o Keeping up with the pace of disruption!
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 11
85%
@hlorenzen | @cloudwordsinc | #ruletheworld

12. BIGGER PROBLEM THAN EVER
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 12
HOW BIG?
MARKETING TECHNOLOGY = $40B / TRANSLATION SERVICES = $34B
CONTENT
PROLIFERATION
NON-GLOBAL
TECHNOLOGIES
@hlorenzen | @cloudwordsinc | #ruletheworld

13. LEAVING MONEY ON THE TABLE?
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 13
GLOBAL MARKET
OPPORTUNITIES ARE
BEING IGNORED,
AND LEFT TO
COMPETITORS
AND TOO MUCH
MONEY IS BEING
SPENT DOING IT
@hlorenzen | @cloudwordsinc | #ruletheworld

14. OTHER RISKS OF NOT OPTIMISING LOCALISATION
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 14
LOW IN-
COUNTRY
LEAD
CONVERSION
BRAND
INCONSISTEN-
CIES /
DEVALUATION
BROKEN,
ALIENATING
CUSTOMER
EXPERIENCES
MARKETING
TEAM
INEFFICIENCIES
AND LOW
PRODUCTIVITY
6
OVERSPENDING
ON CAMPAIGN
LOCALIZATION
MISALIGNMENT
OF MARKETING
ACTIVITY
WITH
COMPANY
STRATEGY
LOWER
SALES
THAN IS
POSSIBLE
1
2 3
4
5
@hlorenzen | @cloudwordsinc | #ruletheworld

15. THE REWARDS FOR LOCALISING
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 15
HAVE NEVER
BEEN
GREATER
1.5X
MORE LIKELY
REVENUE INCREASE
INCREASED TRANSLATION
@hlorenzen | @cloudwordsinc | #ruletheworld

16. SPEED AND RELEVANCE WIN
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 16
FASTER
TIME-TO-MARKET
BROADER
AND DEEPER CUSTOMER
ENGAGEMENT
GREATER
COMPANY
GROWTH
@hlorenzen | @cloudwordsinc | #ruletheworld

17. HOW TO MAKE A WORLD OF DIFFERENCE
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 17
THE FIVE KEYS TO
LOCALISING YOUR
MARKETING…
FASTER
TIME-TO-MARKET
BROADER AND
DEEPER CUSTOMER
ENGAGEMENT
GREATER
COMPANY
GROWTH
@hlorenzen | @cloudwordsinc | #ruletheworld

18. AUDIENCE-CENTRIC, GLOBAL
APPROACH TO CONTENT STRATEGY
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 18
DON’T MAKE GLOBAL (OR REGIONAL) AN AFTERTHOUGHT!
Audience-centric, by definition, means putting content
in their native language
1
@hlorenzen | @cloudwordsinc | #ruletheworld

19. BALANCE CORPORATE
AND LOCAL PRIORITIES
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 19
ALMOST 65% OF MARKETERS
say silos inside marketing prevent them from having a holistic
view of campaigns across all channels
2
@hlorenzen | @cloudwordsinc | #ruletheworld

20. A POWERFUL GLOBAL MARKETING
TECHNOLOGY STACK
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 20
MARKETING GLOBALISATION
PLATFORM
DOCUMENT MANAGEMENT
WEB CMS
MARKETING AUTOMATION
CRM
3
@hlorenzen | @cloudwordsinc | #ruletheworld

21. YOUR OWN UNIFIED
TRANSLATION MEMORY
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 21
Best kept
secret!
80% OF GLOBAL MARKETERS
are unfamiliar with this valuable tool
4
@hlorenzen | @cloudwordsinc | #ruletheworld

22. GLOBAL MARKETING & CONTENT
OPERATIONS BUILT FOR SPEED & EFFICIENCY
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 22
5
@hlorenzen | @cloudwordsinc | #ruletheworld

23. CASE STUDIES:
Coupa Software
Agilent Technologies

24. A LOCALISATION TRAILBLAZER: COUPA
CHALLENGE:
RAPID GROWTH, HIT ROADBLOCK OF GLOBAL
SCALE FOR PRODUCT AND CAMPAIGNS
o 120%+ growth for 6 years
o 350+ customers in over 40 countries
o 150K+ users in over 140 countries
o 20+ languages
o 5 – 6 month product localisation cycle
o No bandwidth to localise campaigns
OUTCOME:
JUST IN TIME LOCALISATION AND BETTER ROI
o Localised product in 30 days
o 400% higher click rate with same audience
o 55% higher conversion
o 4 days to launch
o Picky team happy with quality
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 24@hlorenzen | @cloudwordsinc | #ruletheworld

25. ANOTHER GLOBAL TRAILBLAZER: AGILENT
CHALLENGE:
Massive scale, massive inefficiency in delivering sales collateral worldwide
o Spreadsheets, email, FTPs to manage translation process
o Hundreds of global stakeholders with no centralization
o 12 project managers
o 225 reviewers
o 100 project requestors
o 10+ languages
o 3 preferred vendors
o 4 continents
o Limited visibility – causing duplicate efforts and delays
OUTCOME:
40% faster time to market
o 50% of project managers’ time gained back
o Less time looking for project status, checking
reviews, copying and pasting
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 25@hlorenzen | @cloudwordsinc | #ruletheworld

26. HOW CAN YOU BETTER…
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 26@hlorenzen | @cloudwordsinc | #ruletheworld

27. QUESTIONS?
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 27@hlorenzen | @cloudwordsinc | #ruletheworld
The world is waiting
for you, so…
what in the world are
you waiting for?

28. THANK YOU!
@cloudwords
cloudwords.com
T:
© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED
Heidi Lorenzen
CMO
heidi@cloudwords.com
| @hlorenzen
925.353.8836
28
#RuleTheWorld