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New Languages and New Markets: Expanding the Reach
of Your Marketing Campaigns

Neal Amsden, Coupa
Michael Meinhardt, Cloudwords
Ei-Mang Wu, Marketo

#LaunchPoint
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers

Neal Amsden

Michael Meinhardt

Ei-Mang Wu

Sr. Director of Marketing
Coupa

Founder & Chief
Customer Officer
Cloudwords

Sr. Product Manager
Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future
viewing
• All attendees will receive a copy of the slides in
today’s webinar
• Twitter hashtag: #LaunchPoint

Page 3
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Global Growth

Source: Templeton Franklin,

Page 4
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Starting Local, We Figure Out The Best Way To
Have a Dialog With Our Customers

Page 5
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Going Global Isn’t Just Repeating The Original
Conversation In A Different Language

Page 6
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Going Global Isn’t Just Repeating The Original
Conversation In A Different Language

Page 7
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Going Global Isn’t Just Repeating The Original
Conversation In A Different Language

Page 8
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Rolls Royce: Silver Mist

Page 9
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt

Page 10
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Cloudwords Mission

Increase the speed and
efficiency of global
organizations’ ability to
take their
message, ideas, and
solutions worldwide.

The world has been
flattened… global
collaboration and
competition… has been
made
cheaper, easier, more
friction-free, and more
productive for more
people from more corners
of the earth than at any
time in the history of the
world.
– Thomas Friedman, The World Is Flat

Page 11
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Globalization is a Huge Challenge
UNCAPTURED
REVENUE

CONTENT
PROLIFERATION

NON-GLOBAL
TECHNOLOGY

DEBILITATING
PROCESSES

COSTLY

At any given time, there is untapped revenue opportunity in markets outside
of HQ because marketing and/or product haven’t been able to optimize
the localization process to capture it al

Content for marketing is rapidly proliferating. Managing the operations and
brand consistency it is already massively complex - trying to do so on a
global scale is exponentially harder.

Marketing is leveraging many technologies to drive engagement and
demand, but none are inherently focused on doing soon a global scale.

Marketing executives often don’t even realize how dysfunctional their current
localization process is. It's really a jam of inefficiencies.

Localization is one of the most expensive budget line-items, and traditional
approaches don’t resolve that.

Page 12
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Global Marketing with Cloudwords
Immediate impact
on time-to-market

Automation
Your Marketers add content
to your website, collateral and
automation systems.

Marketing Executive

Integration
Seamlessly integrate your
content, reviewers and
translation vendors.

Increase
translation
consistency

Centralized Multilingual
Asset Management
Hosted Translation
Memory, Multilingual Glossary

Cloudwords
See translation
costs go down
over time

Page 13
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

Analytics & Reporting
Unprecedented access to real-time
data about your translation
management process

Localize easier
and cheaper.
Companies Trailblazing a Better Global
Go-to-Market Approach
“It used to take
us 6-10
months to roll
out projects in
15 languages –
now it takes us
4-6 weeks.”

Page 14
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

Customers
Our Mission

Delivering software innovation

that breeds responsible spending
while impacting the company bottom line

Page 15
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Yeah, but so what?

I’m a marketer. What do I care
about procurement systems?
Well…

Page 16
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Yeah, but so what?

I’m a marketer. What do I care
about procurement systems?
Well…
Do you buy stuff?

Page 17
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Most Active Cloud Platform for Spend Optimization
Hundreds of
thousands of
users

$1.5B+
in monthly
spend

700k+
suppliers
Expenses

Invoicing

Spend in 50+
currencies

99.999%+
uptime
113
countries with
PO activity

Page 18
© 2013 Marketo, Inc.

10+
API calls per
second

Marketo Proprietary and Confidential
Customer Highlights
350+ Successful Customers; 120%+ growth for 6 years
Retail

Financial
Services

Healthcare
Food &
Beverage

High Tech
Page 19
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
How are you using Marketo today?
Ad Hoc Campaigns
Events, Webcasts, Content, etc

Non-Inquiry

Inquiry

Mktg
Qualified

SDR
Accepted

Onboarding
(3-5X)

Opp at
Stage 3+

Blue Zone
(3X)
Nurture
(every 3 weeks)

Automated Campaigns
Page 20
© 2013 Marketo, Inc.

Opp at
Stage 0-2

Marketo Proprietary and Confidential
What is your current marketing technology
stack?

Marketing Platform: Marketo
Localization Platform: Cloudwords
CRM: Salesforce
WCMS: Joomla

Page 21
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
What are your challenges for marketing globally?

Resource constrained
Brand management
Content creation
Limited shelf-life of content

Page 22
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
How was Coupa managing their global rollouts
prior to Marketo and Cloudwords?
Website
Vendor Portal

Poor use of
people’s time

Slow localization rollouts

Marketer

Marketing Executive

Email
FTP

EMEA
Translator

Collateral

No visibility

Marketer
Marketer
Reviewer
.XLS

Mktg
Automation
Vendor Portal

High costs
Inconsistent
message across
markets

Reviewer

Page 23
© 2013 Marketo, Inc.

APAC
Translator

Marketo Proprietary and Confidential

Americas
Translator
Why is Coupa excited about the
Cloudwords for Marketo solution?
Campaigns: any country, any language
The suite pulls content out of Marketo, serves it up in the Cloudwords workflow
management platform for your translation vendor and returns the content to
Marketo once the translation is completed. The process literally takes seconds,
not hours.

Multilingual Marketing Automation


Quickly and accurately share successful demand
generation programs across all languages and regions



Eliminate the time-consuming process of manually
localizing micro-sites, landing pages, forms and email
campaigns, etc.



Decrease global go-to-market timelines to reach multilingual audiences faster

Page 24
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

Demand Generation Suite
What are Coupa’s global domination plans
for 2014?

Further expansion into EMEA, APAC and
LatAm

Page 25
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Cloudwords Delivers:
Increased Productivity and Speed

Product
Tour







Marketo Proprietary and Confidential

Communicate and
collaborate centrally

Align your localization
with your company
strategy



© 2013 Marketo, Inc.

Synchronize your
people with your
timelines



Page 26

Workflow and tasks are
automated



Manage your existing
vendors or find the
most highly qualified
& rated service
providers in the world

Fully control your
multilingual content
development and
delivery

Monitor vendor and
reviewer progress
Cloudwords Delivers:

Product
Tour

Reduced Costs
Easily get quotes
from multiple
vendors

View growth in size and
value of your
Translation Memory

Page 27
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

Track savings associated with
your stored assets

Benchmark your vendors
with
standardized, centralized
quoting
Cloudwords Delivers:

Valuable Visibility

Product
Tour





Determine which channels
are creating the most multilingual content



Spending reports based on
market



Cost analyses &
benchmarking



Marketo Proprietary and Confidential

Monitor languages



© 2013 Marketo, Inc.

Analyze your spending



Page 28

Track the speed of
globalization efforts by
market

Time to market trending
reports
Cloudwords Delivers:

Enhanced Brand & Message
Consistency Across Markets

Product
Tour
Determine the ROI of
your multilingual
“library”

Track savings associated with
your stored assets

Page 29
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Q&A
Page 30
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Neal Amsden

Michael Meinhardt

Ei-Mang Wu

Sr. Director of Marketing
Coupa

Founder & Chief
Customer Officer
Cloudwords

Sr. Product Manager
Marketo

Page 31
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Thank you!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Quink pen "won't leak and embarrass you"
Spanish mistranslation:
The Quink pen won't “embarazar” you –
it won’t make you pregnant.
Page 33
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

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New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns

  • 1. New Languages and New Markets: Expanding the Reach of Your Marketing Campaigns Neal Amsden, Coupa Michael Meinhardt, Cloudwords Ei-Mang Wu, Marketo #LaunchPoint © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Your Speakers Neal Amsden Michael Meinhardt Ei-Mang Wu Sr. Director of Marketing Coupa Founder & Chief Customer Officer Cloudwords Sr. Product Manager Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides in today’s webinar • Twitter hashtag: #LaunchPoint Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Global Growth Source: Templeton Franklin, Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Starting Local, We Figure Out The Best Way To Have a Dialog With Our Customers Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Going Global Isn’t Just Repeating The Original Conversation In A Different Language Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Rolls Royce: Silver Mist Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Rolls Royce: Silver Mist In German, “mist” means manure, rubbish or dirt Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Cloudwords Mission Increase the speed and efficiency of global organizations’ ability to take their message, ideas, and solutions worldwide. The world has been flattened… global collaboration and competition… has been made cheaper, easier, more friction-free, and more productive for more people from more corners of the earth than at any time in the history of the world. – Thomas Friedman, The World Is Flat Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Globalization is a Huge Challenge UNCAPTURED REVENUE CONTENT PROLIFERATION NON-GLOBAL TECHNOLOGY DEBILITATING PROCESSES COSTLY At any given time, there is untapped revenue opportunity in markets outside of HQ because marketing and/or product haven’t been able to optimize the localization process to capture it al Content for marketing is rapidly proliferating. Managing the operations and brand consistency it is already massively complex - trying to do so on a global scale is exponentially harder. Marketing is leveraging many technologies to drive engagement and demand, but none are inherently focused on doing soon a global scale. Marketing executives often don’t even realize how dysfunctional their current localization process is. It's really a jam of inefficiencies. Localization is one of the most expensive budget line-items, and traditional approaches don’t resolve that. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. Global Marketing with Cloudwords Immediate impact on time-to-market Automation Your Marketers add content to your website, collateral and automation systems. Marketing Executive Integration Seamlessly integrate your content, reviewers and translation vendors. Increase translation consistency Centralized Multilingual Asset Management Hosted Translation Memory, Multilingual Glossary Cloudwords See translation costs go down over time Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Analytics & Reporting Unprecedented access to real-time data about your translation management process Localize easier and cheaper.
  • 14. Companies Trailblazing a Better Global Go-to-Market Approach “It used to take us 6-10 months to roll out projects in 15 languages – now it takes us 4-6 weeks.” Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Customers
  • 15. Our Mission Delivering software innovation that breeds responsible spending while impacting the company bottom line Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Yeah, but so what? I’m a marketer. What do I care about procurement systems? Well… Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Yeah, but so what? I’m a marketer. What do I care about procurement systems? Well… Do you buy stuff? Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Most Active Cloud Platform for Spend Optimization Hundreds of thousands of users $1.5B+ in monthly spend 700k+ suppliers Expenses Invoicing Spend in 50+ currencies 99.999%+ uptime 113 countries with PO activity Page 18 © 2013 Marketo, Inc. 10+ API calls per second Marketo Proprietary and Confidential
  • 19. Customer Highlights 350+ Successful Customers; 120%+ growth for 6 years Retail Financial Services Healthcare Food & Beverage High Tech Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. How are you using Marketo today? Ad Hoc Campaigns Events, Webcasts, Content, etc Non-Inquiry Inquiry Mktg Qualified SDR Accepted Onboarding (3-5X) Opp at Stage 3+ Blue Zone (3X) Nurture (every 3 weeks) Automated Campaigns Page 20 © 2013 Marketo, Inc. Opp at Stage 0-2 Marketo Proprietary and Confidential
  • 21. What is your current marketing technology stack? Marketing Platform: Marketo Localization Platform: Cloudwords CRM: Salesforce WCMS: Joomla Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. What are your challenges for marketing globally? Resource constrained Brand management Content creation Limited shelf-life of content Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. How was Coupa managing their global rollouts prior to Marketo and Cloudwords? Website Vendor Portal Poor use of people’s time Slow localization rollouts Marketer Marketing Executive Email FTP EMEA Translator Collateral No visibility Marketer Marketer Reviewer .XLS Mktg Automation Vendor Portal High costs Inconsistent message across markets Reviewer Page 23 © 2013 Marketo, Inc. APAC Translator Marketo Proprietary and Confidential Americas Translator
  • 24. Why is Coupa excited about the Cloudwords for Marketo solution? Campaigns: any country, any language The suite pulls content out of Marketo, serves it up in the Cloudwords workflow management platform for your translation vendor and returns the content to Marketo once the translation is completed. The process literally takes seconds, not hours. Multilingual Marketing Automation  Quickly and accurately share successful demand generation programs across all languages and regions  Eliminate the time-consuming process of manually localizing micro-sites, landing pages, forms and email campaigns, etc.  Decrease global go-to-market timelines to reach multilingual audiences faster Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Demand Generation Suite
  • 25. What are Coupa’s global domination plans for 2014? Further expansion into EMEA, APAC and LatAm Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Cloudwords Delivers: Increased Productivity and Speed Product Tour    Marketo Proprietary and Confidential Communicate and collaborate centrally Align your localization with your company strategy  © 2013 Marketo, Inc. Synchronize your people with your timelines  Page 26 Workflow and tasks are automated  Manage your existing vendors or find the most highly qualified & rated service providers in the world Fully control your multilingual content development and delivery Monitor vendor and reviewer progress
  • 27. Cloudwords Delivers: Product Tour Reduced Costs Easily get quotes from multiple vendors View growth in size and value of your Translation Memory Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Track savings associated with your stored assets Benchmark your vendors with standardized, centralized quoting
  • 28. Cloudwords Delivers: Valuable Visibility Product Tour   Determine which channels are creating the most multilingual content  Spending reports based on market  Cost analyses & benchmarking  Marketo Proprietary and Confidential Monitor languages  © 2013 Marketo, Inc. Analyze your spending  Page 28 Track the speed of globalization efforts by market Time to market trending reports
  • 29. Cloudwords Delivers: Enhanced Brand & Message Consistency Across Markets Product Tour Determine the ROI of your multilingual “library” Track savings associated with your stored assets Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Q&A Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Neal Amsden Michael Meinhardt Ei-Mang Wu Sr. Director of Marketing Coupa Founder & Chief Customer Officer Cloudwords Sr. Product Manager Marketo Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. The Quink pen "won't leak and embarrass you" Spanish mistranslation: The Quink pen won't “embarazar” you – it won’t make you pregnant. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential

Notes de l'éditeur

  1. GDP Compounded Annual Growth Rate for 5-Year Period Ended 2015 (estimates):World: 6.6%Developed Markets: 4.5%Emerging Markets: 10.1%A decade ago, the list of the world’s top ten economies was dominated by developed countries. This trend is changing – within the next decade it’s anticipated that five of the top ten world economies will be emerging markets.(Footnote1) Significantly, China is expected to replace the U.S. as the world’s largest economy within a few years.1 Euromonitor International from IMF, International Financial Statistics and World Economic Outlook/UN/National Statistics. As of July 7, 2010.