How to Use Content to Reach a Global Audience: An Interview with Cloudwords CEO Scott Yancey

(Originally published in Bizreport, August 11, 2015)

Reliance on traditional methods to manage localized content is no longer necessary for many brands. There are website CMS options, marketing automation and full platforms that make localizing content as simple as pressing a button. Once localized, though, how can brands ensure they’re reaching the right global audience?

by Kristina Knight

“For marketers that are tasked with developing content for regional markets, you can maximize content utilization by drafting source content that is informative and engaging, but that does not include any cultural references, idioms, metaphors, etc. (e.g., “knock your socks off,” or “let the cat out of the bag”) that are not easily translatable,” said Scott Yancey, CEO, Cloudwords. “Then when it’s time for localization, using a translation automation platform to manage the localization process will speed time-to-market.”

Yancey says connecting a brand’s translation platform with their marketing software can save both time to market and help protect ad budgets because it brings to scale a single campaign or message sent in multiple languages.

“Translation trade-offs are common for companies going global: They want to launch a product in EMEA and APAC, but only have the budget and resources to translate sales and marketing materials into two languages. But if you can save time and money by automating the localization process, companies can translate content into more languages for more markets, which leads directly to maximizing demand across all your international markets and delivering more global revenue,” said Yancey.

As for choosing the right translation automation platform, Yancey advises brands to look at translation memory, multilingual glossaries and style guides to ensure they have a fully functioning translation vehicle.

“These capabilities help ensure a company’s brand is translated correctly to maintain brand consistency across all languages and markets, which is key for enhancing brand recognition and loyalty,” said Yancey.

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 
• 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?

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 or download the datasheet for more information.

Cloudwords, Features, Intgrations, Solutions

Looking to Integrate with Cloudwords? Our New “Boot Camp” for Developers Makes it Fast and Easy

At Cloudwords, we know how integral developers are to building a highly functional technology stack that allows end users to seamlessly perform the critical tasks required for their role. Whether a company needs Cloudwords to integrate with their organization’s content management system, Web CMS, marketing automation platform, knowledge management system, version control system, or even their own product, they turn to their developer team to make the magic happen.
The developer community has always been top of mind at Cloudwords. From the start, we made Cloudwords’ open API and extensive documentation easily accessible and user-friendly to better enable developers to get whatever content they have, in whatever systems they use, easily translated via the Cloudwords platform. Along the way, we’ve continued to add enhancements to our Developer Center to make integrations even easier, such as a sandbox environment for developers to use to simulate and test their integration prior to roll-out, as well as delivering pre-built integrations with leading content systems. And now, we’ve introduced our very own “boot camp” for developers — a new API Tutorial that provides the complete set of API calls required to program integration with Cloudwords.

By providing the actual code needed to program integration, developers are able to reduce the amount of time for the discovery phase, test their integration prior to roll-out in the sandbox without having an impact on actual content or company finances, and speed time to completion from weeks to hours. That makes developers jobs easier, end-users happier, and going global faster.

What’s the value of integrating your content system with Cloudwords translation management platform? Among the many benefits of using Cloudwords, integrating with our platform allows users to more easily move content that needs to be localized from their content system and into Cloudwords for faster content localization and translation. No more copying and pasting content — a simple click of a button will get you on your way to a more streamlined globalization process.

If you’re interested in learning more about integration with Cloudwords, get in touch with us here — we’d be happy to talk with you about the benefits, or visit our Developer Center to learn more:

Cloudwords, Insights, Localization, Marketing, Technology

Early Adopters of New Marketing Technology Earn Their Bragging Rights

The speed at which a business operates and its adoption of innovative technology go together hand-in-hand. We all marvel at how business ever managed to function efficiently prior to the invention of modern-day technologies we now take for granted, such as the Internet and its related software, programs and applications, and the laptops, smartphones and tablets that allow us to access it. All of which enable us to be more efficient workers who can drive more success in our business and professional lives.

innovationBusiness software, of course, and the evolution of SaaS (aka cloud software) and optimization platforms like ERP and CRM software has been a major game changer in the management of sales and business data since the early 2000’s. In the late 2000’s, marketing software began to take center stage, and early adopters of marketing automation tools have benefitted from their wise investments — B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.(1) That’s something to brag about.

A Growing Demand to Simplify a Complex Task
As more consumers had access to the Internet via computers and mobile devices, the age of digital marketing began to take off in the late 1990’s, early 2000’s. Now, in addition to the traditional marketing channels (trade shows, print ads, and mailings), marketers were responsible for managing digital marketing channels, too (mobile SMS messaging, email, landing pages, etc.). At the time, there was no efficient process to manage the growing array of tools, reports and responsibilities, or a way to track and monitor spend to maximize ROI.

So marketers tolerated a laborious and time-consuming process of managing all of it via disparate, inefficient makeshift solutions to maintain lists and produce reports, like Excel spreadsheets, and copying and pasting email content into different batches for email blasts that they hoped were reaching the right target audiences. It was around this time that marketing automation software was developed to simplify the process of what was fast becoming a complex and disjointed marketing strategy, allowing companies to more effectively touch vastly larger audiences in a fraction of the time.

The Early Adopter Reaps the Benefits
Like any new technology, it took very forward-looking and innovative organizations — the early pioneers — to fully adopt marketing automation software. Then, as the pioneers’ success was being witnessed and publicized, huge numbers of companies followed suit. Suddenly everyone wanted marketing automation platforms, and the software evolved to be more powerful than ever, providing increased marketing capabilities and impact on top-line revenue.

The adoption of marketing automation platforms has increased exponentially — I’m hard-pressed to find a mid- to large-size company that doesn’t use it, especially companies who are very growth oriented. In fact, one study shows nearly 70% of businesses are using a marketing automation platform or are currently implementing one.(2)

Moreover, a decade ago marketers didn’t automatically include “marketing automation software” as a budgetary line item. Just like any new technology investment or budget consideration, the vast majority of marketing leaders had to show its value to the organization: What’s the ROI? Or, to quote a Tom Cruise favorite, Jerry Maguire, “Show me the money!” So only those with the most enterprising attitudes and a track record of spotting great technologies could become those “pioneers” who could reap the early benefits sans huge ROI or market-adoption data to support their un-budgeted purchase. Kudos to them.

Now, nearly every marketing budget includes it because in addition to increased lead gen, sales and revenue, marketing automation has allowed marketers to market more by automating processes, saving time and money — and freeing up employees to conceive and implement more campaigns. I think you see where I’m going here.

Stop Tolerating an Archaic Process
So to me, that begs the question, if modern marketers have adopted software to automate — and optimize — digital marketing efforts, why are they, in 2015, still using 1990’s office productivity software to manage the translation process for ALL of the same marketing content they’ve put into the marketing automation platform they use to streamline and turbocharge their lead generation operation? So you buy marketing automation to scale, but can’t hit the gas globally because your global content process is stuck in neutral?

The benefits of a marketing globalization platform are evident and the investment pays off. Just as early adopters of marketing automation had to do 10 years ago, your forward-thinking efforts to include (or fight to carve out) a marketing globalization platform as a line item in your budget will allow you to reduce translation costs, increase productivity, and launch more global campaigns in more markets faster and more frequently, which leads to faster international revenue growth.

Just as marketing automation delivers insight through analytics and reports, allowing marketers to measure the revenue contribution of each campaign, marketing channel and associated marketing content piece, Cloudwords’ marketing globalization platform delivers global marketers a single view and analytics into all of their translation and processes worldwide, so they can more effectively plan, localize and execute multi-channel campaigns on a global scale.

No other solution gives marketers complete visibility into the localization process to ensure translations are progressing; identify bottlenecks early on so they can be avoided; and optimize processes to continually improve timelines, cost-effectiveness and results of global programs in order to help marketers predict what will work best in each market.

Earn Bragging Rights
It’s only been 10 years or so since marketing automation was introduced to the market, and now there are more than 70 different marketing automation solutions available to help marketers optimize the way they communicate with audiences and customers. Cloudwords customers should feel proud — they are the early adopters, the pioneers on the cusp of a new era in global marketing, who already recognize that executing a better global content operation is key to international success. They’ve earned their bragging rights. What’s stopping you?

(1) Forrester Research “The Forrester Wave Lead-To-Revenue Management Platform Vendors” (2014)
(2) Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)

Cloud, Cloudwords, Content Marketing, Intgrations, Marketing, Solutions, Technology, Translation management

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.

Cloudwords, Features

A Formula for Success that Meets the Needs of the Enterprise

Screen Shot 2014-06-05 at 4.30.06 PMEnterprise organizations are increasingly turning to Cloudwords to streamline their translation and localization process, and since each company typically has its own unique organizational structure, Cloudwords’ marketing globalization platform supports sophisticated and completely customizable workflows that enable the greatest flexibility for its users. Earlier this year, Cloudwords introduced significant enhancements to its Enterprise Edition to further enable power users to customize highly complex localization workflows so companies can design the localization process that best fits their needs. Even more, no single company has one single workflow, which Cloudwords recognizes and supports by letting any number of divisions, departments, groups, and other collaborators create and customize workflows that work — just right — for them and their peers.

We know time-to-market can make or break a product launch or marketing campaign. No team can afford to spend valuable time trying to fit a square peg into a round hole. What does that mean? It means organizations need the ability to configure and model a complex localization workflow in order to reach their audiences in multiple languages faster and more efficiently.

With Cloudwords’ powerful, fully customizable workflow engine, users can create workflows that include as many different steps as necessary, including a multi-phase review process, which is often the most time-consuming and challenging stage of the translation lifecycle since projects typically require multiple reviews from various collaborators: translation service providers, regional teams, marketing leaders, and legal departments. Further, collaboration among stakeholders — from headquarters to international hubs — is increased since users are able to easily share notes, files and provide feedback directly with each other. Finally, workflow automation doesn’t do much good if appropriate stakeholders aren’t notified instantly and consistently when it is their turn up to bat. Cloudwords solves all of this.

Optimization of the globalization process is key. By approaching localization as a revenue-enhancing business process, Cloudwords’ customers have a competitive advantage. Companies are able to achieve dramatic increases in productivity and efficiency, and therefore realize shorter localization turnaround times and faster go-to-market timelines so they can reach and engage multilingual customers, generate demand and fill their sales pipeline.

Regardless of your company’s workflow requirements, Cloudwords’ platform is a key ingredient to your formula for global marketing success. Visit to learn more.