Multilingual Marketo: Localization Made Easy
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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.
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Multilingual Marketo: Localization Made Easy
- 1. 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
- 2. Page 2 © 2014 Marketo, Inc. #mktgna7on14 Global Growth • Projected Spending by the Middle Class Source: Templeton Franklin,
- 3. Page 3 © 2014 Marketo, Inc. #mktgna7on14 Starting Local…
- 4. Page 4 © 2014 Marketo, Inc. #mktgna7on14 Going Global Is Not…
- 5. Page 5 © 2014 Marketo, Inc. #mktgna7on14 Rolls Royce: Silver Mist In German, “mist” means manure, rubbish or dirt
- 6. Page 6 © 2014 Marketo, Inc. #mktgna7on14 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
- 7. Page 7 © 2014 Marketo, Inc. #mktgna7on14 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
- 8. Page 8 © 2014 Marketo, Inc. #mktgna7on14 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.”
- 9. Page 9 © 2014 Marketo, Inc. #mktgna7on14 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!
- 10. Page 10 © 2014 Marketo, Inc. #mktgna7on14 A Unified Suite of Financial Applications Delivering software innovation that breeds responsible spending while impacting the company bottom line InvoicingExpenses The image cannot be displayed. Your computer may not have enough
- 11. Page 11 © 2014 Marketo, Inc. #mktgna7on14 Global Momentum 120%+ growth for 6 years 350+ customers in over 40 countries 20+ languages
- 12. Page 12 © 2014 Marketo, Inc. #mktgna7on14 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
- 13. Page 13 © 2014 Marketo, Inc. #mktgna7on14 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!
- 14. Page 14 © 2014 Marketo, Inc. #mktgna7on14 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 rollouts Poor use of marketers’ time Inconsistent message across markets Tedious cutting and pasting Too few campaigns to support all markets
- 15. Page 15 © 2014 Marketo, Inc. #mktgna7on14 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
- 16. Page 16 © 2014 Marketo, Inc. #mktgna7on14 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.
- 17. Page 17 © 2014 Marketo, Inc. #mktgna7on14 Cloudwords for Marketo
- 18. Page 18 © 2014 Marketo, Inc. #mktgna7on14 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
- 19. Thank You! Neal Amsden, Coupa Software Ei-Mang Wu, Marketo Michael Meinhardt, Cloudwords
- 20. 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 ?