global demand generation - how to rule the world, and why it matters so much
TRANSCRIPT
Global Demand GenHow to Rule the World and Why It MattersMichael Meinhardt, Co-founder and Chief Customer Officer, CloudwordsReade Triolo, Director of Solutions Consulting, Marketo
Welcome and housekeeping
• Hashtag #GlobalDemandGen
• Submit questions as they occur
• On-demand version at same link
AgendaGlobal Demand GenHow to Rule the World and Why It Matters• Risks of Not Optimizing Your
Global Demand Gen Funnel• Common Challenges We
See Global Marketers Face
• Steps to Take Now for World Domination
Introduction of today’s speakers
Michael Meinhardt, Co-founder &
Chief Customer Officer,
Cloudwords
Reade Triolo, Director of Solutions
Consulting, Marketo
Moderator:Heidi Lorenzen,
CMO, Cloudwords
Risks of NOT optimizing your global demand gen funnel
1NEGLECT
OF KEY GROWTH
AREAS
Risks of NOT optimizing your global demand gen funnel
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
Risks of NOT optimizing your global demand gen funnel
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
Risks of NOT optimizing your global demand gen funnel
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
4
BROKEN, ALIENATING CUSTOMER EXPERIENC
ES
Risks of NOT optimizing your global demand gen funnel
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
4
BROKEN, ALIENATING CUSTOMER EXPERIENC
ES
5
MARKETING TEAM
INEFFICIENCIES AND LOW PRODUCTIVIT
Y
Risks of NOT optimizing your global demand gen funnel
6
OVERSPENDING ON
CAMPAIGN LOCALIZATIO
N1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
4
BROKEN, ALIENATING CUSTOMER EXPERIENC
ES
5
MARKETING TEAM
INEFFICIENCIES AND LOW PRODUCTIVIT
Y
Risks of NOT optimizing your global demand gen funnel
6
OVERSPENDING ON
CAMPAIGN LOCALIZATIO
N
7
MISALIGNMENT OF
MARKETING ACTIVITY
WITH COMPANY STRATEGY
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
4
BROKEN, ALIENATING CUSTOMER EXPERIENC
ES
5
MARKETING TEAM
INEFFICIENCIES AND LOW PRODUCTIVIT
Y
Risks of NOT optimizing your global demand gen funnel
6
OVERSPENDING ON
CAMPAIGN LOCALIZATIO
N
7
MISALIGNMENT OF
MARKETING ACTIVITY
WITH COMPANY STRATEGY
8
LOWERGLOBAL SALES
THAN IS POSSIBLE
1NEGLECT
OF KEY GROWTH
AREAS
2
LOW IN-COUNTRY
LEAD CONVERSIO
N
3BRAND
INCONSISTEN-CIES /
DEVALUATION
4
BROKEN, ALIENATING CUSTOMER EXPERIENC
ES
5
MARKETING TEAM
INEFFICIENCIES AND LOW PRODUCTIVIT
Y
Risks of NOT optimizing your global demand gen funnel
Common challenges we see global marketers face
You’re not alone!
Ways global companies have tried to cope with the challenges of globalization
Turning a blind eye to internationa
l opportunitie
s
Communicating to
everyone in HQ language
Localizing some
touchpoints, but not others
Supporting certain
markets, but not others
Translating superficial levels of
content per market
Steps to take for world domination
1STE PIDENTIFY STRATEGIC PRIORITIESWhich countries and languages will drive the greatest
growth?
2STE P1STE P
IDENTIFY STRATEGICPRIORITIES
OVERLAY CORPORATE GOALS AND OBJECTIVES WITH THOSE OF THE REGIONS
Create a global marketing council if one doesn’t already exist
3STE P2STE P1STE P
OVERLAY CORPORATE GOALS & OBJECTIVESWITH THOSE OF THE REGIONS
IDENTIFY STRATEGICPRIORITIES
DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE
Some global programs, some localAll global programsAll local programs
4STE P3STE P2STE P1STE P
DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE
OVERLAY CORPORATE GOALS & OBJECTIVESWITH THOSE OF THE REGIONS
IDENTIFY STRATEGICPRIORITIES
ALLOCATE BUDGET ACCORDINGLYCentralized
DecentralizedHybrid
5STE P4STE P3STE P2STE P1STE P
ALLOCATE BUDGET ACCORDINGLY
DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE
OVERLAY CORPORATE GOALS & OBJECTIVESWITH THOSE OF THE REGIONS
IDENTIFY STRATEGICPRIORITIES
ENSURE YOU HAVE TECHNOLOGY STACK TO EXECUTEMarketing automation
Web CMSAnalyticsMarketing globalization software
6STE P5STE P4STE P3STE P2STE P1STE P
ENSURE YOU HAVE TECHNOLOGY STACK TO EXECUTEALLOCATE
BUDGET ACCORDINGLY
DETERMINE STRATEGY FOR EXECUTING CAMPAIGNS WORLDWIDE
OVERLAY CORPORATE GOALS & OBJECTIVESWITH THOSE OF THE REGIONS
IDENTIFY STRATEGICPRIORITIES
TRACK, MEASURE AND REFINETime / efficiencies
Costs
Cloudwords for Marketo in action
Summary and special offer
In SummaryCloudwords for Marketo
GENERATE
more revenue through global
demand generation campaigns
In SummaryCloudwords for Marketo
GENERATE
more revenue through global
demand generation campaigns
SIMPLIFY
the process of localizing all
types of marketing materials
In SummaryCloudwords for Marketo
GENERATE
more revenue through global
demand generation campaigns
SIMPLIFY
the process of localizing all
types of marketing materials
DECREASE
global go-to-market
timelines to reach more multilingual audiences
faster
In SummaryCloudwords for Marketo
SPECIALOFFER
FIRST TEN PEOPLE TO EMAIL US, RECEIVE…. the Cloudwords marketing content module for 3 months free with the Marketo demand generation module!
Email:[email protected]
Thank You.
Michael Meinhardt | Co-Founder, Chief Customer [email protected]@cloudwordsinc | www.cloudwords.com