new languages and new markets: expanding the reach of your marketing campaigns

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns

#LaunchPoint

Neal Amsden, CoupaMichael Meinhardt, CloudwordsEi-Mang Wu, Marketo


Your Speakers

Neal AmsdenSr. Director of MarketingCoupa

Michael MeinhardtFounder & Chief Customer OfficerCloudwords

Ei-Mang WuSr. Product ManagerMarketo


Quick Housekeeping

• Chat box is available if you have any questions• There will be time for a Q&A at the end • We will be recording the webinar for future

viewing• All attendees will receive a copy of the slides in

today’s webinar• Twitter hashtag: #LaunchPoint


Global Growth

Source: Templeton Franklin,


Starting Local, We Figure Out The Best Way To Have a Dialog With Our Customers


Going Global Isn’t Just Repeating The Original Conversation In A Different Language


Rolls Royce: Silver Mist


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


Globalization is a Huge Challenge

NON-GLOBALTECHNOLOGY

UNCAPTUREDREVENUE

CONTENTPROLIFERATION

DEBILITATINGPROCESSES

COSTLY

At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing and/or product haven’t been able to optimize the localization process to capture it al

Content for marketing is rapidly proliferating. Managing the operations and 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 soon a global scale.

Marketing executives often don’t even realize how dysfunctional their current localization process is. It's really a jam of inefficiencies.

Localization is one of the most expensive budget line-items, and traditional approaches don’t resolve that.


Global Marketing with Cloudwords

IntegrationSeamlessly integrate your content, reviewers and translation vendors.

Centralized Multilingual Asset Management

Hosted Translation Memory, Multilingual Glossary

AutomationYour Marketers add content to your website, collateral and automation systems.

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

Marketing Executive

Cloudwords


CustomersCompanies 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.”


Our Mission

Delivering software innovation

that breeds responsible spending

while impacting the company bottom line


Yeah, but so what?

I’m a marketer. What do I care about procurement systems?

Well…


Yeah, but so what?

©2013 Coupa Software, Inc.

I’m a marketer. What do I care about procurement systems?

Well…

Do you buy stuff?


Most Active Cloud Platform for Spend Optimization

InvoicingExpenses

700k+suppliers

Hundreds of thousands of

users

Spend in 50+ currencies

$1.5B+ in monthly

spend

10+ API calls per

second

99.999%+ uptime

113countries with

PO activity


Customer Highlights

Retail

Financial Services

Healthcare

Food & Beverage

High Tech

350+ Successful Customers; 120%+ growth for 6 years


How are you using Marketo today?

Non-Inquiry InquiryMktg

Qualified

SDR Accepte

d

Opp at Stage 0-2

Opp at Stage

3+

Nurture(every 3 weeks)

Blue Zone (3X)

Onboarding(3-5X)

Automated Campaigns

Ad Hoc Campaigns

Events, Webcasts, Content, etc


What is your current marketing technology stack?

Marketing Platform: MarketoLocalization Platform: CloudwordsCRM: SalesforceWCMS: Joomla


What are your challenges for marketing globally?

Resource constrainedBrand managementContent creationLimited shelf-life of content


How was Coupa managing their global rollouts prior to Marketo and Cloudwords?

Marketer

Marketer

Marketer

Reviewer

Reviewer

EMEATranslator

APACTranslator

AmericasTranslator

Vendor Portal

Email

FTP

.XLS

Website

Mktg Automation

Collateral

Vendor Portal

Marketing Executive

High costs

No visibility

Slow localization roll-outs

Poor use of people’s time

Inconsistent message across

markets


Why is Coupa excited about the Cloudwords for Marketo solution?

Demand Generation Suite

Multilingual Marketing Automation

Quickly and accurately 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.

Decrease global go-to-market timelines to reach multi-lingual audiences faster

Campaigns: any country, any language

The suite pulls content out of Marketo, serves it up in the Cloudwords workflow management platform for your translation vendor and returns the content to Marketo once the translation is completed. The process literally takes seconds, not hours.


What are Coupa’s global domination plans for 2014?

Further expansion into EMEA, APAC and LatAm


Cloudwords Delivers:Increased Productivity and Speed

Fully control your multilingual content development and delivery

Workflow and tasks are automated

Synchronize your people with your timelines

Communicate and collaborate centrally

Align your localization with your company strategy

Monitor vendor and reviewer progress

Product Tour

Manage your existing vendors or find the

most highly qualified & rated service

providers in the world


Cloudwords Delivers:

Reduced Costs Product Tour

Easily get quotes from multiple vendors

Benchmark your vendors with standardized, centralized quoting

View growth in size and value of your Translation Memory

Track savings associated with your stored assets


Track the speed of globalization efforts by market

Analyze your spending

Monitor languages

Determine which channels are creating the most multi-lingual content

Spending reports based on market

Cost analyses & benchmarking

Time to market trending reports


Valuable Visibility Product Tour


Product Tour


Enhanced Brand & Message Consistency Across Markets

Track savings associated with your stored assets

Determine the ROI of your multilingual “library”


Q&A


Neal AmsdenSr. Director of MarketingCoupa

Michael MeinhardtFounder & Chief Customer OfficerCloudwords

Ei-Mang WuSr. Product ManagerMarketo


Thank you!


The Quink pen "won't leak and embarrass you"

Spanish mistranslation:The Quink pen won't “embarazar” you –

it won’t make you pregnant.

new languages and new markets: expanding the reach of your marketing campaigns

Business

product manager marketo

secondmarketo proprietary

global marketing

global isnt

global scale

global growthsource

global collaboration

marketing executiveintegration