Why a Marketing Globalization Platform?

Optimization. As far as business buzzwords go, this is one of my favorite (really), probably because I’m a “maximizer.” To optimize is to plan or carry out an economic activity with maximum efficiency. By leveraging technology—often a cloud-based platform—organizations today are optimizing everything from finance and marketing to sales and HR. I’d like to suggest one more business process that is ripe for optimization: global marketing.

Obviously, marketing automation platforms like Marketo and Eloqua (both Cloudwords partners!) have already enabled the optimization of marketing, allowing marketers to manage endless numbers of targeted multichannel campaigns to highly disparate audiences from a single dashboard. Not only do these platforms save marketing departments significant time and money; they let marketers scale their activity to create more demand for their organizations.

But to scale to the full reaches of a company’s impact and opportunity, marketers need to also optimize the globalization of their content – whether in their marketing automation systems, on their websites, in content marketing management systems, or in document repositories.

Optimize to Globalize

We recognize that global marketing involves much more than just solving for the “last mile”, i.e., word-for-word translation. Beyond the localization of campaigns and supporting content, the globalization of marketing requires a “global-first” plan (and mindset!) and the right tools to manage all components across multiple markets. When it comes to generating demand and filling your sales pipeline on a global scale, inefficiency is a marketer’s worst enemy—it’s costly, slows the team down, and puts many opportunities to capture global revenue out of reach.

Here are five reasons to optimize global marketing with a marketing globalization platform:

1) Scale: The ability to adapt to ever-increasing demand is the cornerstone of optimization. What does it mean to scale globally? If you develop a marketing campaign, you want it to have the intended impact on everyone possible in your total addressable market, quickly, regardless of language. And you want the impact to happen concurrently – not sequentially, the way it’s often done, with one language lagging behind another. A marketing globalization platform does the work for you, enabling you to easily manage the localization of content for multiple markets and multiple campaigns simultaneously so you can reach more markets faster.

2) Relevancy: Did you know consumers are 6 times more likely to make a purchase if information is in their own language? The most fundamental step to developing a relevant, “personalized” marketing conversation with your audience is to localize content. A marketing globalization platform connects you directly to, and helps you manage and get the best from, the professional translators who best know your audiences’ language, culture and customs – bringing your campaigns and content to life for the markets and people they’re intended. And it ensures you do so in the fastest, most cost-effective way.

3) Consistency of Brand and Messaging: Keeping your messaging consistent across markets and languages is one of the biggest challenges to brand management. Left unchecked, you risk undermining brand awareness and equity, or worse, sending the wrong message altogether. A marketing globalization platform provides Multilingual asset management capabilities, including centrally hosted Translation Memory, Global Glossaries, and Style Guides. These are key tools to ensure your global team (employees and vendors) is delivering messages that are from the same songbook – in terms of terminology, brand guidelines, and translation rules (e.g, what words do you never want to translate). In addition to ensuring the quality and consistency of your translations, which are critical to promoting and protecting your brand globally, these capabilities will save your team and your translators considerable time and money.

4) Visibility: You won’t know if you’ve increased efficiency if you can’t measure it. And you won’t know if your use of resources (people and money) reflect your company’s strategic priorities, if you don’t know what the usage is. By tracking your localization spend, time-to-market, and translation memory utilization across various markets, languages, and other variables, you can determine which global markets you should invest more in (or less!); make smarter budgeting decisions; ensure launches, campaigns, and other global marketing initiatives stay on time; and track your globalization efforts worldwide, so that you can continue to optimize results against your marketing KPIs.

5) A More Powerful Marketing Technology Stack: You’ve invested in a variety of marketing technologies. That’s where your marketing assets and content live. The most powerful global optimization occurs when you have a marketing globalization platform that integrates with your existing marketing technology stack: Your marketing automation, content management system, and Web CMS platforms. It makes localization as simple as a few clicks for marketers, and lets the technology drive the process from there. Speeding your time-to-market will help you capture more market share and increase global revenue — the goal of optimizing your global marketing to begin with!

There’s a good reason everyone’s buzzing about optimization. In this global economy, it doesn’t matter where your customers live, it only matters whether you can reach, engage, and ultimately sell to them before your competitors do. Executing efficiently against a global marketing strategy with a marketing globalization platform as your catalyst, will give you the advantage of speed and efficiency.  This is how you optimize global market opportunities.

Are you ready for a Marketing Globalization Platform? Check out the 8 Signs.

Introducing Machine Translation through Cloudwords – When Speed and Cost Effectiveness Are Vital [plus other product news]

Cloudwords understands how marketers need to work: Materials are either due now, or yesterday! For the most part, global marketing campaigns have sufficient lead-times, and marketers can invest the time and budget allotted to localize content in the highest quality manner to engage multilingual audiences in key target markets. There are times, however, when content needs to get translated quickly to meet an immediate need, such as posts on social media sites, or an email blast that needs to go out (you guessed it) now.  Or, sometimes budgets don’t permit expansion of campaigns into lower-priority markets. Which is why Cloudwords recently introduced Machine Translation, providing yet another translation option for our customers, so they can choose the localization method and model that best fits their content type, timeline, and budget needs.

As a complete marketing globalization platform, Cloudwords provides marketers the tools they need to localize content quickly, professionally, and cost-effectively. Whether customers prefer to localize their content using their own preferred outside translation vendor, or need to find a qualified translation vendor from the Cloudwords marketplace, our platform supports either option. Some companies have their own in-house translators they use—our platform supports that option, too. And now, for situations where content needs to be turned around quickly and/or very at a very low cost, Cloudwords’ Machine Translation capability fits those situations as well.

Why Machine Translation?

machine translationMachine Translation technology hasn’t yet reached the quality standards that make it appropriate for all projects, but it is especially useful for short-form content that has a limited shelf life, such as social media, or for projects with tight time constraints when a translation can be created instantaneously and internal reviewers can edit and polish it. Since Machine Translation is much less expensive, it’s also a great option for translating content that is targeted to reach tier 2 or 3 markets, where marketers often have limited budgets. For these reasons, customers were interested in having it be an option in the Cloudwords platform.

Cloudwords will continue to leverage customers’ own OneTM Translation Memory database for Machine Translation projects. That way, any content strings that have previously been translated will leverage the translation memory to ensure translations use the correct, pre-approved phrases and terms based on your company’s Glossary and Style Guide, which also helps to shorten the time it takes to review and finalize the translation copy. All Machine Translation projects go through the customer’s internal translation review to ensure translation accuracy and resonance.

Customers that have Cloudwords integrated with their marketing automation, content management systems, or Web CMS platforms, can use Machine Translation to quickly turnaround localization projects as needed.

New Features for Cloudwords for Marketo

In addition to Machine Translation, Cloudwords’ most recent product release also includes several new features for the Cloudwords for Marketo integration. We’re continuing to build on this award-winning integration to deliver the capabilities that customers want and need to get their content localized quickly and easily. Based on customer feedback and demand, Cloudwords now offers the following features:

  • Support for Marketo Tokens: Cloudwords automatically discovers any translatable tokens embedded within landing pages or emails and extracts the content out of it for translation. Upon completion, new tokens are created and inserted into the appropriate translated versions.
  • Template Swap: Source content can now be selected and inserted into different templates for different languages, making it easier to apply already-translated content to multiple templates.
  • Project Requestors: With this release, project requestors in Cloudwords have more privileges. They can be added as followers to any projects in their department, enabling more visibility into other localization projects run in their department. They can also request Marketo projects, including emails, landing pages and forms in Marketo for translation requests.

Additional Enhancements

This release offers additional product enhancements to user management capabilities designed to simplify translation workflow, including:

  • User Management Page: The user management page has been redesigned with search capabilities to better support large enterprise accounts. The enhancements better enable administrators to quickly find different users and manage their permissions.
  • Expanded Audit Trailing: The newsfeed and the task history now provide more in-depth details on usage. Review tasks will now track and display when an assignee has viewed the task or downloaded the files to review, enabling Project Managers to track every step between the tasks assigned to the tasks completed.

Two New APIs

Adding to Cloudwords already robust offering of APIs, this product release introduces two new APIs to the platform: Change Order API and Project Workflow API.

As always, Cloudwords delivers with the customers in mind. We are confident Machine Translation and these newest product features and enhancements will help our customers meet their localization deadlines sooner and across more markets than they expected! For a free trial of Cloudwords, visit http://www.cloudwords.com/page/free-trial.html.

Newest Feature Enables “In-house” Translators to Tap into Cloudwords

We love our customers and value the feedback they provide about our application. In an effort to make our solution more user-friendly for everyone, we always listen to opinions about features that would add value for customers and improve the overall platform, ultimately making the localization process easier for all parties involved: HQ, marketers, regional teams, translation service providers, reviewers, developers, etc.

Internal Translator
Based on customer demand, Cloudwords’ newest product feature was developed to address the needs of both customer and translator. Let us explain. Many organizations manage multiple outside translation service vendors to translate content into the languages spoken by their key customers and prospects. However, it’s not uncommon for many large, multinational organizations to use internal localization teams, while some smaller companies leverage employees who happen to speak the needed languages to translate materials. Many of our customers are in this situation. These companies are already realizing the benefits Cloudwords’ application provides, but needed a better way to incorporate their “in-house” translators so they too could benefit more fully from our application.

And that’s why we’ve added an “Internal Translators” role to the Cloudwords application. Now, you can simply select a user with an “internal translator” role when creating your Cloudwords translation project. This will bypass the translation vendor quoting and selection process, and eliminate the need for billing and invoicing. Now, regardless of whether you use internal team translators, outside translation vendors, or a mix of both, Cloudwords delivers automated workflows, streamlined processes and improved collaboration across all departments to enable a faster time-to-market without the need for manual processes.

This is just one example of how Cloudwords strives to meet customer needs in our ongoing effort to build the premier, holistic marketing globalization platform. We care about streamlining the entire process, from allowing your content to easily flow from your content systems via our mission critical integrations, to supporting any mode and model of translation that meets your needs. All of which powers your company to easily localize content in order to drive more global demand.

As our team continues to deliver product features and capabilities that make Cloudwords the most user-friendly localization automation application available, consider how streamlining your team’s localization process will make you become more efficient in the New Year. Customer or not, let us know how we can help make 2014 your year to go global faster. Contact us at: http://www.cloudwords.com/who-we-are/contact/


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