The Marketing Cloud Gets Global with Cloudwords

marketing-cloudMany years ago, prior to co-founding Cloudwords, I worked at salesforce.com as a core developer and architect on the salesforce.com platform during the time when cloud computing was in its earliest, most explosive growth phase. Since then, cloud technology has forever changed—and enhanced—they way businesses operate. Since the evolution of the cloud, SaaS technology has optimized all types of business processes, including HR, finance, and sales. However, in my opinion, it’s in the realm of marketing that has taken cloud computing to new levels of awesomeness for its target users: CMOs.

Complete Cloud Ecosystem

Marketo, Oracle, Salesforce, and Adobe. Each of these innovative technology powerhouses is assembling and delivering a marketing cloud. What is a marketing cloud and why is it so beneficial? A marketing cloud delivers a full suite of tools for the CMO, offering everything necessary to create, manage, and execute marketing campaigns. Designed to be a complete ecosystem, the marketing cloud encompasses all of the technologies to power, measure, socialize, and optimize a brand’s strength and presence—from a single vendor.

The marketing cloud offers marketers an easier, more streamlined process to present products, engage with customers, and push brand messages, and enables marketers to connect with their customers more personally at every stage of the lifecycle. Moreover, by tapping into the analytics and targeting tools available to marketers within the marketing cloud, marketers have a 360-degree view of the customer using real-time data.

The Missing Piece

There is one critical component of the marketer’s arsenal that has not been built-in to the marketing cloud, and is key to growth across borders: The ability to go global. Localized content is the ultimate level of personalization and is fundamental to effective marketing in global regions. While marketing automation enables marketers to manage multiple targeted multichannel campaigns to diverse audiences, these platforms do not offer content globalization, which is vital for global organizations that need to localize their marketing activities to reach multilingual audiences in numerous international markets.

The Key to Going Global with the Cloud: Scale

Only Cloudwords offers pre-built integrations with the leading marketing cloud ecosystems: Adobe Marketing Cloud, Oracle Eloqua Marketing Cloud and Marketo. Direct integration with these cloud platforms is the only way to fully realize the benefits cloud technology delivers: efficiency, agility, and scale. As a SaaS platform, Cloudwords’ open API and pre-built integrations makes the content localization process as simple as a few clicks, eliminating the need for time-consuming and error-prone cut and paste processes that cripple a marketer’s go-to-market timeline

Cloudwords’ integration with all marketing cloud platforms offers marketers an efficient, cost-effective way to scale their globalization efforts. By enabling marketers to easily manage the localization of content for multiple markets and multiple campaigns simultaneously, campaigns reach global markets and audiences faster, so brands can drive demand and increase global revenue.

Reaching new audiences and generating demand before the competition is cornerstone to capturing market share. The rise of the marketing cloud brings considerable benefits to CMOs, but for global-minded organizations, adding a marketing globalization platform like Cloudwords brings opportunities to expand into global markets. It’s time to leverage cloud technology to lead the market and leave the competition behind.

Does your marketing cloud need to be globalized? Check out these two recent blog posts to learn more:
Why a Marketing Globalization Platform?
8 Signs You’re Ready to Adopt a Marketing Globalization Platform

The Global Buyer’s Journey is Changing (Part 3 of 3)

Our last two blog posts expanded on global marketing and localization strategies marketers can implement to address the new global buyer’s journey. In part 3, we will discuss the different globalization approaches companies can take to reach and engage global audiences more effectively. As a reminder, these posts follow a webinar Cloudwords hosted featuring marketing industry expert Gil Canare, Research Director at SiriusDecisions, which can be watched on-demand here.

 Your Globalization Approach: Choose Wisely

There are many different ways to approach globalization, but determining the right approach for your company, product and marketing strategy is key to success. Gil suggests that by answering the following two questions, you should be able to determine which approach you should take:

  • Do I need to localize the content, or can I simply translate?
  • Can I market similarly across the globe, or are significant changes necessary to be effective?

In the webinar, Gil discusses the differences, advantages, and disadvantages of all four approaches shown in the chart below. However, for the purposes of this blog, we’ll focus on the two most common globalization approaches: Centrally Driven or Regionally Driven.

chart slide 44

A Centrally Driven approach can be used when content is similar (i.e., you don’t need to create completely new messaging for different markets). This works when your offerings are consistent in all markets, and means that you can most likely simply translate, with only some subtle changes for cultural issues, if any. The marketing mix tends to be similar, too.. This approach ensures consistency of messaging and experience worldwide—you’re able to run the same campaigns and use the same messaging and content across multiple markets. Since major decisions and the majority of work is managed and executed centrally, you have the advantage of being able to scale your resources. Your core team is located in one place so you can reduce or add resources efficiently as needed. The other advantage is speed: Content and materials are created centrally and only requires translation (which should be localized to some degree so it reads fluently) so you can go to market more quickly than when a lot of customization is required.

However, there are disadvantages, too. Your team is in one location, but you’re managing a global campaign that reaches audiences worldwide, therefore you won’t have the same level of connectedness. And since you’re implementing the same marketing, you’ll have limited ability to customize content, so it’s critical that the central team has the right skill sets and people to create the content, and that there is also tight integration with the regions.

With a Regionally Driven approach to globalization, the global marketing strategy is still planned at the central level, but the tactical planning and execution happens regionally. The advantage of this approach is that it gives the regions a greater ability to be responsive to their marketplace, and it gives them the ability to target the content in region, and sometimes micro-target to specific subsets of audiences within the region.

The disadvantage to a Regionally Driven approach is that it will cost more to manage teams of people in different locations (which I personally believe usually pays off in terms of increased business in region). In addition to increased cost, unless it is well managed, there is also the potential for brand inconsistency across different markets. Since the regional teams are localizing content to meet the needs for their region and audience, and the go-to-market approach is different, you risk diluting your corporate messaging and brand across markets unless you have clear guidelines that are shared and followed across marketers and translation vendors. With this approach, it’s essential to implement corporate brand guidelines, multilingual glossaries and style guides to help keep your marketing on message as much as possible.

Don’t Wait, Act Now!
As marketers, we’re not only good at adapting to change, we’re often the ones leading the charge. Helping your company excel at global marketing is a worthy mission. Implementing strategies to support a self-service approach for customers that are also centered around strong relevant, localized content is critical. Combined with cross-platform digital marketing strategies and tactics and the right globalization approach, you’ll engage the global customer during the new buyer’s journey earlier and more effectively, and move him across the journey faster. Ultimately leading to increased global demand, sales and revenue for your company!

Want to Learn More?
A big “thank you” to Gil Canare at SiriusDecisions for providing the essential information marketers need to reach audiences globally faster and more effectively. I’d like to add that this blog merely touches upon a portion of the good information and recommendations that Gil provided in the webinar. Not to worry, though, if you missed the live webinar, you can view it on-demand.

 

 

The Global Buyer’s Journey is Changing (Part 2 of 3)

In our last blog post, we shared information about why the global buyer’s journey is changing, which was discussed in depth in a webinar Cloudwords hosted featuring  marketing industry expert Gil Canare, Research Director at SiriusDecisions. This next post, part 2 of 3, will expand on strategies marketers can implement to address the change in the global buying process.

A Framework for Demand
To further fine-tune your global marketing plan and messaging, marketers need to understand your company’s “Demand Type” so you can create and deliver the right content based on how familiar your offering is to a certain market. Your product may be well established in one country, but novel in others. How you communicate the value of your offering varies accordingly. If it’s highly established, you need to emphasize competitive differentiation. If it’s a new product or solution, you need to focus on basic market education. During the webinar, Gil presented the SiriusDecisions Demand Spectrum (see table below) and explained how SiriusDecisions classifies each type of demand a company is trying to create based on the characteristics of the product or service it sells. He outlines three types of demand: New Concept, New Paradigm, and Established Market. Which would you categorize your company?

chart slide 27

We would classify Cloudwords, for example, mostly within the New Paradigm category – we offer a new approach to solving the problems and difficulties associated with localizing marketing content on a global scale. As with other companies in this category, our messaging has to educate customers about the bigger problem we’re solving (in our case, creating efficiencies in taking content global, not just translation), then also clearly explain how our solution does so.

Adjust for Global Market Differences
When marketing globally, it’s important to determine Demand Type not just by the product you’re selling, but also by which market you’re selling into because your product might have different Demand Types depending on the region. Adjust your messaging to ensure you’re communicating to your audience the values they demand. Gil provided a good example of this—in North America and Western Europe, the SaaS market is New Paradigm and in some cases Established Market because most B2B customers understand the value SaaS provides. However, in some regions, consumers don’t understand the benefits and features of SaaS, so you need to treat it as a New Concept sell and spend more time in educating your target audience, otherwise they may not understand why your product exists at all.

Throughout the buying cycle, it’s important to tailor your messaging to fit the personas and demand type for each market. Determine all of this before you create the content. To facilitate translation into multiple languages, be sure to use straightforward statements and avoid local jargon or culturally specific references that won’t translate. And be sure to rely on local knowledge to make sure you get it all right.

Content Globalization Starts with the Idea
When creating and managing marketing content for global buyers, Gil noted two important considerations: The first is a reminder of a marketing fundamental: write for the consumer, not for you. Customers don’t care about what you can do; they care about how you can fix the problem that they’re coming to you to fix. His second point, which is actually the whole reason Cloudwords came to be, is “don’t insert globalization at the last mile.” In order for your campaign to scale globally, marketers need to think about how they’re going to globalize content from the beginning of the process when the ideas and messaging are created, and take into consideration all of the different audiences, stages of the buying cycle, and demand type. Otherwise, if you create the content first then consider translation later, you will create content and campaigns that are irrelevant and not impactful for other markets. Not only will this be very expensive and waste a lot of people’s time, but it will likely lose the intended impact.

It also means the content you create could be outright ignored by your regional sales and marketing teams. Is the content you create being used? In a recent survey of regional marketers conducted by SiriusDecisions, Gil noted that 80% of content is created by corporate headquarters for regions to use, but only 30% of corporate-created content is used in regions “as is”, without any modifications. That means 50% of content that corporate creates is being modified significantly by regional teams before they use it. While adjustments for local nuances is to be expected, there is a huge opportunity here to reduce the amount of time and costs associated with content having to be reworked in order to be useful and relevant by regional teams. If marketers can develop and create relevant content, with guidelines for localization, not only will costs be reduced, but go-to-market timelines will shrink as well.

Localizing the Entire Digital Marketing Mix
To execute a marketing campaign that supports the new global buyer’s journey requires digital marketing tactics, but these tactics must support a larger campaign with non-digital elements that is part of the overarching global strategy. Digital cannot be a stand-alone campaign. And to support global buyers, it’s important to support all digital marketing tactics used, including website, affiliate marketing, mobile, search, social, display, email and content syndication. However, the importance of tactics and how they’re used will vary by region and needs to be part of your plans. Some countries, for example, have strict email marketing rules, while others use different social media platforms, so it’s important to consider what’s appropriate and useful in different regions.

Coming soon: Part 3 of “The Global Buyer’s Journey is Changing.” Please visit https://www.brighttalk.com/webcast/10717/117553 to watch the webinar with Cloudwords and Gil Canare on-demand.


 

 

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