Collaborate and Innovate in the Land of Plenty: Inside the Marketing Technology Landscape

I love Scott Brinker’s opening line in his recent blog introducing the 2015 version of his ever-growing, ever-popular Marketing Technology Landscape Supergraphic: “There’s a lot of marketing technology in the world, my friend.”

He couldn’t have said it better, and looking at the “Supergraphic” (fantastic description, by the way) he’s created, you can clearly see how it has doubled in size in just one year. Marketing technology is a hot space and a huge market—a report by IDC forecasts the worldwide spend on marketing software in 2015 will be $22.6 billion — and by 2018, it will grow by nearly 50% to $32.3 billion. The good news is, all of these vendors are innovating to meet the needs of marketers they didn’t even know they had! Arguably, one of the goals of marketing technology is to enable marketers to use technology to optimize the way they communicate with audiences and customers. Do more technology options make it easier or harder?

Marketing Technology Landscape 2015

Marketing Technology Landscape 2015

Making it all Work Together is Key
Clearly, that depends on the organization, the marketing team, and how well they are able to make all of their marketing technologies work together to work for them. Cloudwords debuted on the Marketing Technology Landscape in 2014 and appears again on Brinker’s newest version as well, and, like many of the vendors represented on this graphic, our open API and developer platform makes integration possible with very little time and resources. Moreover, we provide native integrations with a number of the leading marketing tech platforms—Marketo, Oracle, Adobe to name a few—we’re like Switzerland, we want to work in tandem with the technology marketers use so they can more easily, efficiently and effectively market globally.

Like Brinker, we have a few of our own predictions for how 2015 might look for the world of marketing technology, particularly for global marketing.

Cloudwords Top 5 Predictions for Global Marketing Trends

1. Marketers will push the boundaries on their content: They will create global content plans, extending the reach and impact of their thought leadership, and will increasingly invest in the creation of smart, memorable, easily shareable content that ignites global conversations.

2. More personalized campaigns in every language: Marketing automation and globalization tools continue to evolve to help marketers more efficiently create personalized campaigns. This means they’ll be able to run more of them, in more markets, and reap more results worldwide.

3. More and more marketers will run truly global campaigns: Gone will be the days when sales teams, customers, and prospects have to wait for a campaign to be rolled out in their language in their market. Why artificially reduce demand or sales anywhere in the globe? Marketers are now better able to manage the localization process for a single launch in every relevant market. Treat the whole world as a first-class citizen for your content, and reap the demand gen or revenue rewards accordingly.

4. A more customer-centric approach to marketing: Localization is the ultimate personalization, and will be increasingly leveraged to enhance the impact of marketing dialogues. Personalization is a leading marketing trend, and the first step in personalizing content is making sure the recipient can read it in their native tongue. And as they continue to create more personalized marketing, marketers will adopt a more customer-centric approach to focus on customer’s needs and wants specific to their region.

5. Increased ability to scale globally: Thanks to marketing technology innovators like those on Brinker’s Landscape, marketers are able create campaigns once and deploy everywhere across multiple communications channels, saving time and money and delivering consistent messaging worldwide – all to help their companies optimize growth on a global scale. Don’t succumb to the usual triage your competitors do… “I’d love to launch around the globe, but we’ll postpone Germany and France till Q3, China till Q4!” Instead, let the whole world receive your campaigns simultaneously and grab that market and idea-share before your competitors do.

Email Campaigns in Your Customer’s Language Just Got Easier: New Functionality from Cloudwords

Marketing automation technology has changed the way marketers engage customers, allowing users to nurture leads through automated campaigns. Email marketing, for example, is one of the most powerful tools in a marketer’s toolbox, and by using marketing automation software, marketers can make email marketing more effective by customizing the messages that individuals see to help customers move through the buying process.

However, prior to Cloudwords’ integration capabilities with marketing automation platforms, marketers were still only able to send email campaigns in one language. There was no way to easily and efficiently translate and localize email campaigns to meet the different language needs of their global audiences—a crucial step in marketing personalization. Localized content makes a significant impact to customer buying preferences. According to one study from Common Sense Advisory, 75 percent of consumers are more likely to choose a product with information in their native language.

Cloudwords Automates Creation of Multilingual Campaigns
To accelerate marketers’ ability to localize email campaigns, Cloudwords provides native integrations with leading marketing automation platforms, making it easy for marketers to localize content—with just a few clicks, Cloudwords imports all selected content, kicks off necessary localization workflow processes, and returns localized content into the right templates—no more time-consuming, error-prone cutting and pasting.

For customers using our native integration capabilities with leading marketing automation platforms, users have different options to ensure the right content is delivered to the right audience depending on your needs:

Option 1
Ability to Clone Programs in Marketo Speeds & Simplifies Process

Although marketers are now able to deliver localized email campaigns to audiences in different regions, users still have to spend time creating separate campaigns for each specific market—a manual, time-consuming process. To solve this pain point, Cloudwords recently introduced new functionality to its Cloudwords-Marketo integration to allow users to “clone” pre-approved programs.

With this capability, users can significantly reduce setup time for localized marketing campaigns—allowing marketers to create a single program, easily duplicate it, and make necessary adjustments for different markets. This feature is ideal for large companies with teams in different global markets who want to run and manage campaigns regionally. The clone program feature automates the localized campaign creation process for each region, but provides flexibility to each team to manage the execution and measurement of their individual campaigns.

Option 2
Taking it a Step Further: Dynamic Content & Segmentation
While cloning a single campaign is a great option for enterprise organizations with regional teams who can make the necessary changes required for each region, this strategy may not make the most sense for small and mid-size organizations with a central marketing team. For centralized teams who want to implement a single campaign, but still need to reach audiences in more than one language without having to create a different program for each market, dynamic content and segmentation is a perfect solution.

In Cloudwords’ most recent product release, we introduce support for customers who use Cloudwords for Marketo and Cloudwords for Oracle Eloqua to easily create and deliver targeted and dynamic content in emails and landing pages in the correct language.

Using dynamic content allows marketers to create one campaign and target what appears for specific groups of people based on the segmentations used to associate them. Segmentations are the common attributes (demographic, psychographic, and geographic) shared by the leads you’re trying to reach with email campaigns and landing pages. When creating a campaign, marketers simply specify in the database which customers should receive which translated content based on their location. For example, a team can create and run one campaign for all regions, but based on the segmentation data, easily ensure that customers in France will receive the email localized for French with links to the French landing pages; customers in Germany will receive the German content, and so on.
Marketo dynamic content options
By leveraging Cloudwords with dynamic content and segmentation, marketers can deliver more meaningful engagement and experiences than ever before by ensuring audiences receive the content in their native language based on user location.

A Single Platform for All Content Localization
Cloudwords is the only solution that enables marketers to manage the localization of all marketing content in an end-to-end platform. We’re always listening to our customers and responding to their needs in order to build on our platform and further help organizations optimize their localization experience. To learn more about Cloudwords for Marketo and Cloudwords for Oracle Eloqua, visit:

http://www.cloudwords.com/how-it-works/cloudwords-for-marketo/

http://www.cloudwords.com/how-it-works/cloudwords-for-eloqua/

If you’re interested in learning how customers use Cloudwords to accelerate content globalization, check out some recent case studies at http://www.cloudwords.com/resource/video-case-studies.

Gathering Wisdom from Global Experience

ebook-pearlsMost often, we learn best from those who excel at what they do. And most often, people who excel at what they do, do so because they have gained a lot of experience through the school of hard knocks.

Speaking from my own experiences, I personally value the “pearls of wisdom” I’ve gained from working with some of marketing’s leading practitioners—including managers, coworkers, clients and customers. At Cloudwords, I have the unique opportunity of knowing and working with leading global marketing professionals around the world who have “been in the trenches” of developing and managing global campaigns; who have tried different strategies and techniques; experienced what didn’t work; and mastered what did.

Marketing across borders has its own unique sets of challenges. There are many ways to do global marketing well, and different strategies work for different situations. So, to seek the advice and best practices from some of the best global marketing thinkers, I was inspired to ask leading Chief Marketing Officers, global marketers, and other marketing thought leaders I know a single question: “What is your best advice on doing global marketing well?”

Here are some snippets from a few of the “pearls of global marketing wisdom” I received:

“Don’t assume that what you know as tried and true, results-driven marketing will necessarily be effective in other geographies—let alone on a global scale. Successful global marketers take into account historical events, cultural norms and language differences to devise a marketing approach that is localized (relevant) to the intended audience.” – Michelle Herman, Vice President, Corporate Marketing & Communications, Adaptive Insights

“Setting standards and guidelines, not absolute requirements, so each region, locale can adapt the work and initiatives to their market(s).” – Scott Vaughan, CMO, Integrate

“Make sure your key brand messages are consistent, and well received, globally. If you have global brand message that is not well received in all your regions, is it the right message?” – Ephraim Cohen, SVP and Senior Partner, FleishmanHillard

If you’d like to learn more tidbits of global marketing wisdom from 15 marketing “globerati”, download Cloudwords’ ebook, “Pearls of Global Marketing Wisdom.” Do you have any advice you’d like to share? We’d love to hear it—join the global dialogue on Twitter and Facebook and use the hashtag #globalmktgwisdom.

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