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!

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:


#RuleTheWorld with Cloudwords at #MKTGnation 2015

The Cloudwords team is gearing up to showcase our marketing globalization platform, connect with customers, and make new friends at the Marketo Marketing Nation Summit next week. Our team of marketing and localization experts will be on hand at booth #506 to provide globalization tips, tricks and best practices to help businesses translate content easier, faster, and more cost-effectively with Cloudwords’ award-winning integration with Marketo. Here are five reasons you should stop by and say hello, hola, bonjour, hallo, ciao…
Rule the World
1) If you use Marketo and need to localize content and campaigns for international markets, Cloudwords is the ONLY technology integrated with Marketo for automated translation. Trust me, you will be amazed at how much easier the translation process is when all you have to do is “click” to move content from Marketo, into Cloudwords and off to your preferred translation vendor.

2) If you manage your company’s content localization process and are tired of bottlenecks causing delays during the final review stage, come learn about Cloudwords’ newest capability: In-Context Review. We’ll show you how quickly reviews can be completed when all collaborators are able to access translations, make edits or suggestions directly in the format the content appears in (landing page, email template, etc.), and see how edits affect the final layout. So. Much. Faster.

3) If you’d like to hear first-hand how others have gotten great at global marketing, join me on Tuesday, April 14 at 1:00pm in room 3020 as I interview Debbie Lakatos, Senior Demand Generation Manager at Hach Company (a finalist for Marketo’s “Globetrotter” Revvie Award!), and Steven Lane, Director of Brand Communications at Sherwin-Williams (one of the most experienced global marketers you’ll meet). Debbie and Steven will share how they roll out marketing programs and campaigns quickly and easily in the native languages of their target buyers and build international brand presence by leveraging the combined automation power of Marketo and Cloudwords.

4) If you’d like to test whether you are ready to #RuleTheWorld, visit our booth to take a quick quiz about the importance of language to global success. You may even win some real foreign currency!

5) If you want to see what a real Revvie Award looks like, stop by and check out ours – Cloudwords won the 2014 Marketo Revvie Award for the Platform Innovator of the Year for our unique and groundbreaking integration capabilities with Marketo, delivering unparalleled multilingual content management for all marketing assets. Yeah, we’re proud. Oh, and several of our amazing customers are finalists for a Revvie Award this year. We’re proud of them, too.

So stop by, say hi, and join the global conversation! Make sure to follow us on Twitter @CloudwordsInc and use the hashtags #ruletheworld and #MKTGnation to tell us how you’re reaching your multilingual audiences.

Marketing Nation, Cloudwords is ready to help you rule your world — bring it on!


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