optimisation through localisation - webinar slides
TRANSCRIPT
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OPTIMISATION THROUGH LOCALISATION
MAKE A WORLD OF DIFFERENCE TO YOUR GLOBAL MARKETING
Heidi Lorenzen, CMO, Cloudwords |12 June 2014
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© 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
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Heidi LorenzenCMO, Cloudwords
HELLO!
您好!こんにちは!
Xin chào!
안녕하세요 !
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 4
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 5
THE WORLD IS FLAT – NOT BREAKING NEWS
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 6
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 7
STUCK IN OLD APPROACHES
Training and Development
Regional /Field
Marketers
Product Team
Reviewer in EMEA
Reviewer in APAC
EMEATranslato
r
TranslationVendor Portal
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 8
STUCK IN OLD APPROACHES
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 9
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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YOU’RE NOT ALONE!
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 11
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%
@hlorenzen | @cloudwordsinc | #ruletheworld
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BIGGER PROBLEM THAN EVER
HOW BIG?MARKETING TECHNOLOGY = $40B / TRANSLATION SERVICES = $34B
CONTENT PROLIFERATION
NON-GLOBAL TECHNOLOGIES
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 13
LEAVING MONEY ON THE TABLE?
GLOBAL MARKET OPPORTUNITIES ARE BEING IGNORED, AND LEFT TO COMPETITORS
AND TOO MUCH MONEY IS BEING SPENT DOING IT
@hlorenzen | @cloudwordsinc | #ruletheworld
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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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 15
THE REWARDS FOR LOCALISING
HAVE NEVER BEEN GREATER
1.5X MORE LIKELY
REVENUE INCREASE
INCREASED TRANSLATION
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 16
SPEED AND RELEVANCE WIN
FASTER TIME-TO-MARKET
BROADER AND DEEPER CUSTOMER
ENGAGEMENT
GREATER COMPANY GROWTH
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 17
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 19
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 20
A POWERFUL GLOBAL MARKETINGTECHNOLOGY STACK
MARKETING GLOBALISATION PLATFORM
DOCUMENT MANAGEMENT
WEB CMS
MARKETING AUTOMATION
CRM
3
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 21
YOUR OWN UNIFIED TRANSLATION MEMORY
Best keptsecret!
80% OF GLOBAL MARKETERS
are unfamiliar with this valuable tool
4
@hlorenzen | @cloudwordsinc | #ruletheworld
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GLOBAL MARKETING & CONTENTOPERATIONS BUILT FOR SPEED & EFFICIENCY
5
@hlorenzen | @cloudwordsinc | #ruletheworld
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CASE STUDIES:Coupa SoftwareAgilent Technologies
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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
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 25
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
@hlorenzen | @cloudwordsinc | #ruletheworld
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HOW CAN YOU BETTER…
@hlorenzen | @cloudwordsinc | #ruletheworld
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED 27
QUESTIONS?
@hlorenzen | @cloudwordsinc | #ruletheworld
The world is waitingfor you, so…
what in the world areyou waiting for?
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© 2014 CLOUDWORDS, INC. ALL RIGHTS RESERVED
THANK YOU!
@cloudwords cloudwords.com
T:
Heidi LorenzenCMO
| @hlorenzen
925.353.8836
28
#RuleTheWorld