marketo summit 2014 - cloudwords + coupa global presentation
DESCRIPTION
This presentation was first delivered at the Marketo Summit in April 2014 and included a case study of Coupa Software and their rapid global expansion through the use of Cloudwords + Marketo.TRANSCRIPT
Multilingual Marketo: Localization Made Easy
Neal AmsdenSr. Director of Marketing, Coupa
Michael MeinhardtChief Customer Officer, Cloudwords
Ei-Mang WuSr. Product Manager, Marketo
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Global Growth
• Projected Spending by the Middle Class
Source: Templeton Franklin,
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Starting Local…
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Going Global Is Not…
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Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt
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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
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Global Marketing with Cloudwords
AutomationYour Marketers add content to your website, collateral and automation systems.
IntegrationSeamlessly integrate your content, systems, reviewers and vendors.
Analytics & ReportingUnprecedented access to real-time data about your translation management process
Immediate impacton time-to-market
Localize easier and cheaper.
See translation costs go down over time
Increase translation consistency
Centralized Multilingual
AssetsHosted Translation Memory,
Multilingual Glossary
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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.”
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Globalization is a Huge Challenge
NON-GLOBALTECHNOLOGY
CONTENTPROLIFERATION
COSTLY
UNCAPTUREDREVENUE
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.
DEBILITATINGPROCESSES
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A Unified Suite of Financial Applications
Delivering software innovation
that breeds responsible spending
while impacting the company bottom
line
InvoicingExpenses
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Global Momentum
120%+ growth for 6 years
350+ customers in over 40
countries
20+ languages
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150K+ Users in over 140 CountriesUnited 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 Antigua 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 Croatia Cameroon Anguilla Namibia
Vanuatu Switzerland Poland Mongolia Haiti Nepal
Japan Honduras Kenya Bolivia Iceland Sint Maarten
Belgium Indonesia Belarus Palestine 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 Argentina 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 Antilles
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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 world followed – secure customer first, localize product, repeat
• Bonus: Early customers become reference customers & support demand generation, corporate marketing globally
Cloudwords enabled Coupa to perform JIT localization and align revenue with costs.
Previously this was impossible and company had to tolerate a 5-6 month product localization processes. Too long & too costly!
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Global Campaign Rollout Headache
Training and Development
Regional /Field
Marketers
Product Team
Reviewer in EMEA
Reviewer in APAC
EMEATranslator
APACTranslator
AmericasTranslator
TranslationVendor Portal
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
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Marketing Challenges
• Too much time on our hands• 5 FT marketing headcount• .5 to 1 internal Marketo resource; .25 external• No localization talent or experience
• Sales first, marketing second• 80+ sales staff• No field marketing• Limited product marketing
• No workflow = No más
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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.
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Cloudwords for Marketo
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Impact
• Response• 400% higher click rate with same audience• 55% higher conversion
• Speed – 4 days start to finish• Quality – “all good, good quality translation”• Peace and love
Thank You!
Neal Amsden, Coupa Software
Ei-Mang Wu, Marketo
Michael Meinhardt, 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
?