optimisation through localisation - webinar slides

OPTIMISATION THROUGH LOCALISATION

MAKE A WORLD OF DIFFERENCE TO YOUR GLOBAL MARKETING

Heidi Lorenzen, CMO, Cloudwords |12 June 2014

© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 2

WELCOME AND HOUSEKEEPING

o Hashtag: #RuleTheWorld

o Submit questions via the chat window as they occur

o Webinar will be recorded

@hlorenzen | @cloudwordsinc | #ruletheworld

Heidi LorenzenCMO, Cloudwords

HELLO!

您好！こんにちは！

Xin chào!

안녕하세요 !


OPTIMISATION THROUGH LOCALISATION

Make a World of Difference to Your Global Marketingo Challenges today

o Why change is necessary

o 5 keys

o Two localisation trailblazers

AGENDA



THE WORLD IS FLAT – NOT BREAKING NEWS



ENTERPRISES HAVE NOT KEPT UP

But … marketers are at the front lines of revenue growth, and in a position to lead change

GLOBAL EXECUTION TODAY

GLOBAL ECONOMIC INTEGRATION



STUCK IN OLD APPROACHES

Training and Development

Regional /Field

Marketers

Product Team

Reviewer in EMEA

Reviewer in APAC

EMEATranslato

r

TranslationVendor Portal

Email

FTP

.XLS

Website CMS

Marketing Automati

onPlatform

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



STUCK IN OLD APPROACHES



WAYS MARKETERS HAVE TRIED TO COPE

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



YOU’RE NOT ALONE!



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!

85%



BIGGER PROBLEM THAN EVER

HOW BIG?MARKETING TECHNOLOGY = $40B / TRANSLATION SERVICES = $34B

CONTENT PROLIFERATION

NON-GLOBAL TECHNOLOGIES



LEAVING MONEY ON THE TABLE?

GLOBAL MARKET OPPORTUNITIES ARE BEING IGNORED, AND LEFT TO COMPETITORS

AND TOO MUCH MONEY IS BEING SPENT DOING IT



OTHER RISKS OF NOT OPTIMISING LOCALISATION

LOW IN-COUNTRY

LEAD CONVERSION

BRAND INCONSISTEN-

CIES / DEVALUATION

BROKEN, ALIENATING CUSTOMER EXPERIENCE

S

MARKETING TEAM

INEFFICIENCIES AND LOW

PRODUCTIVITY

6OVERSPENDING ON CAMPAIGN LOCALIZATION

MISALIGNMENT OF MARKETING

ACTIVITY WITH

COMPANY STRATEGY

LOWERSALES

THAN IS POSSIBLE

12 3

45



THE REWARDS FOR LOCALISING

HAVE NEVER BEEN GREATER

1.5X MORE LIKELY

REVENUE INCREASE

INCREASED TRANSLATION



SPEED AND RELEVANCE WIN

FASTER TIME-TO-MARKET

BROADER AND DEEPER CUSTOMER

ENGAGEMENT

GREATER COMPANY GROWTH



HOW TO MAKE A WORLD OF DIFFERENCE

THE FIVE KEYS TO LOCALISING YOUR MARKETING…

FASTER TIME-TO-MARKET

BROADER AND DEEPER CUSTOMER

ENGAGEMENT

GREATER COMPANY GROWTH



AUDIENCE-CENTRIC, GLOBALAPPROACH TO CONTENT STRATEGY

DON’T MAKE GLOBAL (OR REGIONAL) AN AFTERTHOUGHT!Audience-centric, by definition, means putting content

in their native language

1



BALANCE CORPORATEAND LOCAL PRIORITIES

ALMOST 65% OF MARKETERS say silos inside marketing prevent them from having a holistic

view of campaigns across all channels

2



A POWERFUL GLOBAL MARKETINGTECHNOLOGY STACK

MARKETING GLOBALISATION PLATFORM

DOCUMENT MANAGEMENT

WEB CMS

MARKETING AUTOMATION

CRM

3



YOUR OWN UNIFIED TRANSLATION MEMORY

Best keptsecret!

80% OF GLOBAL MARKETERS

are unfamiliar with this valuable tool

4



GLOBAL MARKETING & CONTENTOPERATIONS BUILT FOR SPEED & EFFICIENCY

5


CASE STUDIES:Coupa SoftwareAgilent Technologies


A LOCALISATION TRAILBLAZER: COUPA

CHALLENGE:RAPID GROWTH, HIT ROADBLOCK OF GLOBAL SCALE FOR PRODUCT AND CAMPAIGNS

o 120%+ growth for 6 yearso 350+ customers in over 40 countrieso 150K+ users in over 140 countrieso 20+ languageso 5 – 6 month product localisation cycleo No bandwidth to localise campaigns

OUTCOME:JUST IN TIME LOCALISATION AND BETTER ROI

o Localised product in 30 dayso 400% higher click rate with same

audienceo 55% higher conversiono 4 days to launcho Picky team happy with quality



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



HOW CAN YOU BETTER…



QUESTIONS?


The world is waitingfor you, so…

what in the world areyou waiting for?

optimisation through localisation - webinar slides

Marketing

cloudwords hello

rights reserved14low

rights reserved18dont

rights reserved5

rights reserved8

rights reserved10

rights reserved2

rights reserved17the