Globalization Management, Marketing, Translations

What’s True in Baseball…

baseball_ingles_aotw

…isn’t true in business and marketing. In baseball, fans are well aware of the “home field advantage” teams enjoy when playing at their beloved local stadiums. The cheers are louder, the beer is colder. And, because of familiarity, they feel more confident that their team will win.

In marketing, however, it doesn’t pay to play favorites with your ‘home field’ audiences, especially when it comes to translation and localization. The English language accounts for a little more than 20% of the global market opportunity, and yet a typical enterprise has over 95% of their written assets in English. SSSTTRIIIKE!

While the present situation may be explainable, the plans for adapting in the future are surprisingly short-sighted. Over half of marketers have no strategy in place for multilingual marketing and 8% of companies do not translate any content at all.

Perhaps this lack of execution is because it’s hard to know where to start. Research suggests that 85% of Senior Global Marketers feel unprepared to meet the key challenges in reaching global consumers. What’s even more perplexing is that many of these same marketers work on global teams.

Just as workers are learning to collaborate across the globe, so too must our processes and platforms “collaborate” with each other. Old cut and paste processes and standalone solutions have gone the way of the Yankees ‘House that Ruth Built’ and Boston’s ‘Curse of the Bambino’. Just like for these old rivals, It’s time to build a new playing field and a new championship-winning approach… the ‘Post Season’ is here and its time to Play Ball!

Anything that relies on globalization for growth, like a business or an investment portfolio, benefits from diversification because it minimizes risk and increases opportunity. In marketing, this is localization – the ability to quickly and consistently translate words and ideas to suit a local audience.

So, maybe marketing is a bit like baseball after all, but from an All Star coaching perspective. Diversification, seamless integration and flawless deployment. Is your business ready in the batter’s box to market globally?

Cloudwords, Localization Industry, Marketing

Disrupting an Industry in Need of Disruption: Cloudwords Selected as an AlwaysOn Global 250 Winner

AO.SVIS15.GLOBAL250Cloudwords’ translation automation platform helps companies identify new revenue opportunities and grow global market share, and we’re proud to again be included among the leading global innovators—some of which are also our customers!—whose game-changing approaches and technologies are disrupting markets worldwide. We’re honored to be recognized by AlwaysOn as a disruptor in our industry and to once again be named one of the AlwaysOn Global 250 winners for the second year in a row.

We built our platform to meet the needs of companies who demand a more strategic approach to execute the localization of marketing content in order to compete on a global scale. We’re disrupting an industry that has traditionally been relegated to using old school approaches to manage the translation process—email, Excel, FTP sites—if you’re still using these tools to manage the localization of content, you’re probably not moving at the speed your business needs to move to get content to market. And if companies aren’t effectively reaching and engaging global markets before their competitors, they’re missing significant opportunities for growth and revenue.

What are the key components of Cloudwords’ translation automation platform?
• Cloud-based, pure SaaS solution that is centrally hosted;
• Agnostic to translation service providers – you can use your preferred vendor, or select a new one from our marketplace;
• Simplifies translation review and approvals;
• Connects automatically to existing marketing and content systems;
• Creates all translation in deployment-ready, cloned assets;
• Supports project management, collaboration, content workflows;
• Eliminates duplicate translation costs;
• Includes analytics of translation spend, efficiency and ROI—regionally and 
globally;
• Reduces risk with an audit trail of reviews and approvals; and
• Enforces brand consistency.

According to AlwaysOn, “The winners are writing a new chapter in the Global Silicon Valley, as they embark on new endeavors and define the next-generation of technology.” Yes, that’s what Cloudwords strives to accomplish. Are you ready to join us?

Uncategorized

75% of the World Can’t Read this Post

cwbabeltower2015-6-24

If you’re looking to grow your business, you are ignoring 75% of your potential audience by publishing in English only.

In fact, no matter what language you publish in, you’re only reaching a small percentage of global online consumers in their preferred language. That means opportunity.

Translation Process

Historically, and for many today, this is an ongoing pain point. We’ll call this the “before”. Now, with the Cloud and smart, integrated technologies, we can live in the “after”.

BEFORE AFTER
Costly translation process On-demand translation
Lack of coordination and processes for external translators – costs money and time. Streamlined processes and single hub for all activity
Translation is often duplicated across your assets or across vendors, adding unnecessary costs Translation memory in the Cloud that avoids duplicated translations across multiple vendors
Time-consuming, labor-intensive cut and paste for each distribution platform Easy to start the translation process directly within your current Marketing Automation or Content Management tools
Difficult to analyze ROI: multiple and disparate processes and vendors A single platform that quantifies savings in time and expense across all your translation vendors

Now, businesses can host all translations in one place so that they can be easily managed and edited. No more copy-pasting necessary, since it’s now possible to pull content directly from a document or a platform (such as Marketo, WordPress, Twitter, etc.), translate it and then post it at will. Translators can be in-house, preferred external vendors or even drawn from a freelance group of qualified professionals. What was once a Tower of Babel is now a radio tower, signaling to the world that you are open for business.

Cloudwords, Cloudwords Customers, Features, Globalization Management, Insights, Localization, Localization Industry, Marketing

Glocalization Makes the Global Local

How Do You Say….Marketing?

To be a successful company in a global economy, you’ve got to go “Glocal.” With a nod to Thomas Friedman, the world may be flat…but that doesn’t mean it’s all the same. Au contraire. With the advent of social media and mobile technology, never has content been more easily shared, nor has it required more nuance.

What does Glocal mean?

Glocal is a way of thinking about content that allows for consistency with flavor – it means that global content can be leveraged yet tailored to a local audience. How do we do that? Language AND context.

For example, you wouldn’t sell pizza in New York in the exact same way you’d sell it in San Francisco. You would make the New York version cheaper with attitude, and the San Francisco version would have a selection of local organic toppings. Moving from one country to another makes things even more complicated. Now you need to explain what pizza is and why it is the perfect meal -— and you’ve got to do that in the right language.

Glocal isn’t new

This isn’t a new problem for business; in the 80s we coined a term (we didn’t have “mash-ups” so we coined in those days) “Glocal” to express the concept of a global product entering a local market. Sociologist Roland Robertson popularized the term in the late 1990s, when companies began to realize that going global was the key to growth. The cautionary tales – Nova, Pepsi, etc. – served to remind everyone that global is one thing, and local is another; to be successful, a company must do both. Back then, however, the task focused on the translation dimension, and rendered inconsistent copy, expensive and time-consuming resources and lacked a cohesive work flow. For many, it still does.

Glocal in the 21st Century

Once again, technology is allowing for disruption, not by new ideas per se, but by facilitating the connectivity between different people and systems. Now, it is not enough to simply translate words and save to a hard drive. A 21st century Glocal solution must have at least four elements:
1. Cloud-based
2. Understands (and learns!) context
3. Allows for local expertise to weigh in within a streamlined process
4. Integrates directly with all of the leading marketing and content systems.

What might appeal to consumers in America won’t appeal to consumers elsewhere, and someone with the appropriate cultural know-how, likely a native of that country, will have to apply a deft yet consistent touch to content as their product enters a local market.

Globalization by broadcast is so yesterday — people aren’t just going to connect with or trust a brand that doesn’t seek to know them. By literally speaking the language of the consumer – at scale – the best brands are global in scale, local in delivery and Glocal in execution.

Cloudwords, internationalization, Intgrations, Localization, New Release, Solutions, Technology

Cloudwords Brings Translation Automation to the Salesforce Marketing Cloud

Two years ago when Salesforce announced its plans to acquire marketing software company ExactTarget, it made total sense to me. Today, Salesforce Marketing Cloud has evolved from ExactTarget and enables marketers to create personalized, cross-channel customer journeys. But personalizing those assets for global markets still remains a complex translation challenge that, for most, is still slow, with unpredictable costs and outcomes. That’s where Cloudwords comes in.

The Cloudwords-Salesforce Connection
In 2010, I left Salesforce to found Cloudwords after recognizing the need to improve how companies needed to get global content to market in a timely manner. I saw how difficult it was for my marketing colleagues to support sales revenue due to delays getting translated campaigns and sales tools into their regional markets. With all I learned at Salesforce, my co-founder, a localization industry expert, and I knew there had to be a better way—and we set out to build it.

Introducing Cloudwords for Salesforce Marketing Cloud
Now, Cloudwords is extremely pleased to announce an even stronger connection to the Salesforce ecosystem, and one that will greatly benefit Salesforce customers that market globally. Today we launched Cloudwords for Salesforce Marketing Cloud, a native integration with ExactTarget (now officially called Salesforce Marketing Cloud) to accelerate the process of translating digital marketing content for global markets. Cloudwords is the first marketing globalization platform to deliver digital content translation management for Salesforce Marketing Cloud.sfdc marketing cloud

It only takes a few minutes to connect Cloudwords and Salesforce Marketing Cloud cloud-to-cloud, and customers can start using the module right away to localize all types of emails and newsletters. Users simply select the digital content they want translated, then Cloudwords automatically pulls the content from Salesforce Marketing Cloud and moves it into the Cloudwords workflow for the customer’s preferred translation vendors to access. Once translation is complete, Cloudwords returns the content to Salesforce Marketing Cloud. The manual, time-consuming, and error-prone process of having to copy and paste content in and out of a marketing automation platform to send to translation service providers is finally eliminated, saving time and money, and increasing employee productivity significantly.

Create & Deliver More Global Campaigns Faster, Easier
Cloudwords’ cloud-based marketing globalization platform automates the localization process so marketers can easily scale their international marketing efforts. With Cloudwords’ direct integration to Salesforce Marketing Cloud, marketers are able to:

• Deploy global campaigns in days, not weeks or months
• Maintain message consistency, higher campaign quality
• Create more global customer touch points at lower cost
• Eliminate error prone manual efforts – no multilingual skills necessary
• Eliminate tedious cutting and pasting
• Reduce stress by leveraging full localization process visibility

Delivering Customer Success Around the Globe
Customer Relationship Management isn’t just about sales—the journey begins with an engaging customer experience to start the prospect on the buyer’s journey, and language is critical to communicate with audiences in global markets. Whether its a tech start-up taking their first leap into a new country, or a Fortune 500 powerhouse with a presence on every continent, Cloudwords for Salesforce Marketing Cloud helps marketers create and deliver content in any language faster and easier so they can maximize revenue worldwide.

To learn more about Cloudwords for Salesforce Marketing Cloud, check out the video below, visit http://www.cloudwords.com/salesforce-marketing-cloud or download the datasheet for more information.

Cloudwords, Cloudwords Customers, Conferences, Intgrations, Localization, Marketing, Solutions

The Marketing Nation Gets Global with Cloudwords’ Customers Hach and Sherwin-Williams

“Inspiration in the Nation” was Marketo’s theme for the 2015 Summit, and wow, did they deliver! From the early morning fun run, to educational sessions, happy hour networking, and inspiring speakers, kudos to Marketo for putting on a phenomenal user conference. Cloudwords would like to thank both our customers and new friends for stopping by our booth to say hello.

We’d also like to give a big shout out to two customers in particular who rocked an inspiring panel session about global best practices: Steven Lane, Director of Brand Communications at Sherwin-Williams, and Debbie Lakatos, Senior Demand Gen Manager at Hach Company. Attendees filled the room for the session called “Localization is the Ultimate Form of Personalization”.
team pic at MKTO summit
The Marketing Nation audience and our panel of localization and global marketing experts engaged in a dynamic discussion on the importance of creating and delivering personalized messages in their audiences’ native languages. Both Steven and Debbie shared their experiences about how they use Cloudwords with Marketo to enable them to quickly and efficiently increase their presence in existing regions, as well as expand into new ones.

Hach and Sherwin-Williams both use Cloudwords with Marketo to reach global audiences in multiple ways to meet company goals. Hach is a global manufacturer of water quality instrumentation. The company’s mission is to ensure water quality for people around the world. And while many people recognize Sherwin-Williams as a consumer product (paint), the company has a Global Finishes Group with three B2B divisions – Protective & Marine (fun fact, they supply the paint for the Golden Gate Bridge!), and Automotive, and Product Finishes.

The panel touched on the business needs for localization, including sales, marketing, and demand gen, as well as the importance of getting words and phrases localized correctly, and global message consistency for increased brand effectiveness. Debbie provided an interesting example: Hach takes pride in making analytical instrumentation that’s easy to use, so their messaging often refers to how “flexible” the instruments are. In this context, “flexible” is seen as an advantage in English; however, in Italian the same word implies “weakness.” Not the message they want to be sending!

Heidi StevenWe also talked about translation spend and how much to budget for localization; typical time-to-market for localized content and campaigns pre- and post-Cloudwords; and of course, ROI – including cost savings and efficiency savings, such as increased productivity (employees have more time to create/deliver more campaigns), better campaign results, and improved translation quality.

The audience had a big “a-ha” moment when our panel discussed the opportunity costs of a slow, inefficient localization process. Both Steven and Debbie talked about how their teams have significantly increased the creation and delivery of multilingual campaigns destined for global markets, and it really hit home when they pointed out the missed revenue opportunities that was a direct result of the manual, traditional approach to localization they had in place prior to integrating Cloudwords with Marketo.

For example, at both Hach and Sherwin-Williams (and typical at many global organizations), their in-country sales team was key to their translation process – acting as either translators or translation reviewers – because they speak the language and are familiar with the local culture. However, if your sales team is spending half their day translating, or trying to track down and manage a manual review process, that’s half the day that they’re NOT selling. A missed opportunity to make a sale means that sale is going to your competitor, and potential for revenue growth and market traction is lost.

Moreover, there are significant costs associated with delays due to slow translation turnaround times. Excessive time spent getting translations pushed through the process – either because of a poorly managed process and/or time spent manually copying and pasting content in and out of Marketo to send to the translators – means content is not getting delivered on time. This is often referred to as “calendar slip” – when your email campaigns launch after your product already has. The result is fewer leads and lost revenue in your global markets. Debbie pointed out that Hach can generate an average of 250 leads from an educational document; by applying their conversion rate and average order based on their range of products, a three week launch delay due to slow translation turnaround times can amount to $75,000 to upwards of $250,000 in lost revenue!

We also talked about the value of Translation Memory – I asked the audience to raise their hands if they’d ever heard of it, and not surprisingly, only a handful were familiar with it. It’s true, Translation Memory is the best kept secret in the translation industry. Cloudwords’ Translation Memory feature, OneTM, stores a company’s words and phrases that have already been translated and keeps them updated within the database. A customer’s OneTM is available and accessible to any translation vendor that the company chooses to contract with. Debbie and Steven touched on the significant cost and time savings OneTM provides their respective companies, particularly during the review process. Every time a new word or phrase is translated, it is reviewed and then stored in Translation Memory, reducing costs because they don’t have to keep translating the same thing over and over again, but also saving review time. Local reviewers already know which words and phrases have already been approved, which reduces the time they have to spend on translation reviews and enabling them to get back to their primary job responsibilities.

Based on the Marketing Nation’s feedback, the audience learned more about the impact and importance of marketing globalization than they did when they came in. We’re always pleased when our customers share their experiences because it’s invaluable to see how others have overcome translation roadblocks. It also helps Cloudwords continue to build a more valuable, customizable translation management solution to further meet global marketers’ needs.

If you attended the session, please let us know what was most enlightening or inspiring for you in the comments below. And if you missed the session, don’t worry, you can listen to the recording, or feel free to give us a call and we’d be happy to chat about the Cloudwords for Marketo solution!

Cloudwords, Features, Localization, Localization Industry, Marketing, New Release, Solutions, Technology, Translation management

Tired of Translation Review Headaches? Cloudwords’ New “In-Context Review” Provides a Pain-free Process

Does this scenario sound familiar…? You manage your company’s localization process, ensuring content is translated into all the different languages for all the markets your company does business in. One of your responsibilities is to ensure translation projects move along in a timely manner, so you keep tabs on which stage of the process projects are in, and make sure they are completed on time. Projects move along just fine until… the dreaded review phase. Suddenly, everything stalls because…

A.) Reviewers can’t provide feedback because they can’t login to access the content in your CMS. So you have to download it, save it to a different file type and send it to them. And do the reverse when it is returned to you.
B.) Reviewers copy and paste content into Word docs, but can’t make edits because the file was a website landing page and it’s difficult to identify where the changes are supposed to be made. The marked-up file that is sent to the translator is illegible.
C.) Reviewers make edits to the newsletter, but when it is sent back to you, you make the change but the necessary text changes completely alter the entire layout of the newsletter and no longer looks visually appealing, or even correct, requiring additional revisions.
D.) You receive the reviewer’s edits, the translator’s edits, and the marketer’s edits, but you’re not sure which of the multiple files is the most recent version and now you have to spend time consolidating all documents into one.
E.) All of the above.

What happens next? Your launch date has to be pushed back by a week or two just to get all the translations reviewed and finalized. Corporate is not happy.

Stop the Insanity
In spite of all the applications and software we use to streamline our work and personal lives, the localization industry has been the least touched by technology. Most organizations still rely on manual processes to manage, track and deliver localized content. Without a solution designed specifically to eliminate the road blocks in the translation review phase, bottlenecks are unavoidable – somewhere in the download/upload, copy/paste nightmare, errors will occur and unfinished translations will inevitably result in a delayed go-to-market launch date.

Launch Faster with Cloudwords’ OneReview
Today Cloudwords introduced new capabilities to its OneReview feature designed to take the pain out of the translation review phase—literally and figuratively. Our new “In-Context Review” capability lets your reviewers view and edit translated content within the context of its final format—whether it is an email, newsletter, landing page, word document or webpage. By logging into Cloudwords, all users are able to access translations online, eliminating the need to download or copy and paste content from different files, and eliminating “version control” issues – too many documents being sent back and forth via email, making it difficult to track and know which is correct.

Review and Edit “In-context”
Most importantly, In-Context Review enables multiple collaborators to make necessary or suggested edits to the translated content, even if it’s a webpage or an email. For example, in Cloudwords, a translated email stored in Marketo will appear exactly like it would to the email recipient – users are able to see how it’s laid out, and when they edit the copy, they’ll see exactly how text changes will affect the lay out of the document – in context, in real-time. Further, Cloudwords’ line-by-line interface shows both the source text and the translation side by side – so reviewers can see what it’s supposed to say in English and ensure it’s translated correctly in the new language.ICR-screencap-editing

Often, the responsibility of reviewing translations for accuracy falls to the person in the company who happens to speak the language, which means it’s not their primary job function and they don’t have a lot of time to spend on tedious, time-consuming processes. Since reviewers are able to login to Cloudwords’ easy-to-use interface to review, edit or comment on the translations, reviewers save a ton of time. Cloudwords makes the review process—and the reviewer’s job—easier for everyone.

Higher Quality Translations + Faster Go-To-Market = Win-Win
Cloudwords enables collaborators and reviewers to all work in one single app, significantly increasing efficiency by eliminating the need to login to different platforms to access content, download/upload files, or copy/paste text out of templates and share it with others. By streamlining collaboration, automating the workflow, and providing a true in-context view, the potential for errors is greatly reduced and the quality of translations improves.

Moreover, the time savings are huge – OneReview and the new In-Context Review feature shortens the review process from days to hours, which means translations can be completed faster and content can be delivered faster – accelerating go-to-market launch timelines. Content localization is a critical step in reaching and engaging audiences in global markets and cannot be overlooked – companies that are able to localize content faster than their competitors can enter new and existing markets with in-language messaging about products and services, which means they can grow market share and revenue faster.

Don’t let old, manual processes ruin your content localization. Get rid of review phase bottlenecks altogether by adopting industry-leading technology to manage, automate and streamline your translation project workflows. Try Cloudwords and our OneReview solution and say goodbye to review process headaches.

Check out this short video for a demonstration of this new capability: