marketo summit 2014 - cloudwords + coupa global presentation

Multilingual Marketo: Localization Made Easy

Neal AmsdenSr. Director of Marketing, Coupa

Michael MeinhardtChief Customer Officer, Cloudwords

Ei-Mang WuSr. Product Manager, Marketo

© 2014 Marketo, Inc. #mktgnation14

Global Growth

• Projected Spending by the Middle Class

Source: Templeton Franklin,


Starting Local…


Going Global Is Not…


Rolls Royce: Silver Mist

In German, “mist” means manure, rubbish or dirt


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


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


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.”


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


A Unified Suite of Financial Applications

Delivering software innovation

that breeds responsible spending

while impacting the company bottom

line

InvoicingExpenses


Global Momentum

120%+ growth for 6 years

350+ customers in over 40

countries

20+ languages


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


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!


Global Campaign Rollout Headache

Training and Development

Regional /Field

Marketers

Product Team

Reviewer in EMEA

Reviewer in APAC

EMEATranslator

APACTranslator

AmericasTranslator

TranslationVendor 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


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


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.


Cloudwords for Marketo

http://video.cloudwords.com/k9L/cloudwords-for-marketo-multilingual-campaigns-in-minutes/


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

?

marketo summit 2014 - cloudwords + coupa global presentation

Technology

mktgnation14 global

multilingual marketo

mktgnation14 global

mktgnation14 globalization

global scale

localization costs

mktgnation14 rolls royce

current localization