Slidedeck from a webinar featuring marketing globalization experts from Marketo and Cloudwords to discuss new best practices in global demand generation. In particular, you will learn about: + Risks of not optimizing your global demand funnel + Challenges that global demand generation marketers face + Steps to take now for scaling your global demand generation programs Watch the full webinar here: https://www.brighttalk.com/webcast/10717/101499

1. Global Demand Gen
How to Rule the World and Why It
Matters
Michael Meinhardt, Co-founder and
Chief Customer Officer, Cloudwords
Reade Triolo, Director of Solutions
Consulting, Marketo

2. Welcome and
housekeeping
• Hashtag #GlobalDemandGen
• Submit questions as they occur
• On-demand version at same
link

3. Agenda
Global Demand
Gen
How 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

4. 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

5. Risks of NOT optimizing your
global demand gen funnel

6. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1

7. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
2

8. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
2
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
3

9. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
BROKEN, AL
IENATING
CUSTOMER
EXPERIENC
ES
34
2

10. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
BROKEN, AL
IENATING
CUSTOMER
EXPERIENC
ES
34
2
MARKETING
TEAM
INEFFICIENCI
ES AND LOW
PRODUCTIVIT
Y
5

11. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
BROKEN,
ALIENATING
CUSTOMER
EXPERIENC
ES
34
2
MARKETING
TEAM
INEFFICIENCI
ES AND LOW
PRODUCTIVIT
Y
OVERSPENDI
NG ON
CAMPAIGN
LOCALIZATIO
N
6
5

12. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
BROKEN, AL
IENATING
CUSTOMER
EXPERIENC
ES
34
2
MARKETING
TEAM
INEFFICIENCI
ES AND LOW
PRODUCTIVIT
Y
MISALIGNMEN
T OF
MARKETING
ACTIVITY
WITH
OVERSPENDI
COMPANY
NG ON
STRATEGY
CAMPAIGN
LOCALIZATIO
N
6
5
7

13. Risks of NOT optimizing your global demand gen funnel
NEGLECT
OF KEY
GROWTH
AREAS
1
LOW INCOUNTRY
LEAD
CONVERSIO
N
BRAND
INCONSISTEN
-CIES /
DEVALUATIO
N
BROKEN, AL
IENATING
CUSTOMER
EXPERIENC
ES
34
2
MARKETING
TEAM
INEFFICIENCI
ES AND LOW
PRODUCTIVIT
Y
MISALIGNMEN
T OF
MARKETING
ACTIVITY
WITH
OVERSPENDI
COMPANY
NG ON
STRATEGY
CAMPAIGN
LOCALIZATIO
N
6
5
LOWER
GLOBAL
SALES
THAN IS
POSSIBLE
8
7

14. Common challenges we
see global marketers face

15. You’re not alone!

16. Ways global companies have tried to
cope with the challenges of
globalization
Turning a
blind eye to
international
opportunities
Communicatin
g to everyone
in HQ
language
Localizing
some
touchpoints, b
ut not others
Supporting
certain
markets, but
not others
Translating
superficial
levels of
content per
market

18. Steps to take for world domination

19. IDENTIFY STRATEGIC
PRIORITIES and languages will drive the greatest growth?
Which countries
STE
P
1

20. OVERLAY CORPORATE GOALS AND
OBJECTIVES WITH THOSE OF THE REGIONS
Create a global marketing council if one doesn’t already exist
STE
P
IDENTIFY
STRATEGIC
PRIORITIES
STE
P
1
2

21. DETERMINE STRATEGY FOR EXECUTING
CAMPAIGNS WORLDWIDE
Some global programs, some local
All global programs
All local programs
STE
P
IDENTIFY
STRATEGIC
PRIORITIES
STE
P
1
OVERLAY
CORPORATE
GOALS &
OBJECTIVES
WITH THOSE
OF THE
REGIONS
STE
P
2
3

22. ALLOCATE BUDGET
ACCORDINGLY
Centralized
STE
P
IDENTIFY
STRATEGIC
PRIORITIES
STE
P
1
OVERLAY
CORPORATE
GOALS &
OBJECTIVES
WITH THOSE
OF THE
REGIONS
STE
P
2
3
DETERMINE
STRATEGY
FOR
EXECUTING
CAMPAIGNS
WORLDWIDE
4
STE
P
Decentralized
Hybrid

23. Web CMS
Analytics
Marketing globalization software
STE
P
IDENTIFY
STRATEGIC
PRIORITIES
STE
P
1
OVERLAY
CORPORATE
GOALS &
OBJECTIVES
WITH THOSE
OF THE
REGIONS
STE
P
2
3
DETERMINE
STRATEGY
FOR
EXECUTING
CAMPAIGNS
WORLDWIDE
ALLOCATE
BUDGET
ACCORDING
LY
5
STE
P
4
STE
P
ENSURE YOU HAVE
TECHNOLOGY STACK TO
EXECUTE
Marketing automation

24. STE
P
IDENTIFY
STRATEGIC
PRIORITIES
STE
P
1
OVERLAY
CORPORATE
GOALS &
OBJECTIVES
WITH THOSE
OF THE
REGIONS
STE
P
2
3
DETERMINE
STRATEGY
FOR
EXECUTING
CAMPAIGNS
WORLDWIDE
4
STE
P
Costs
ALLOCATE
BUDGET
ACCORDING
LY
ENSURE
YOU HAVE
TECHNOLOG
Y STACK TO
EXECUTE
6
STE
P
5
STE
P
TRACK, MEASURE AND
REFINE
Time / efficiencies

25. Cloudwords for Marketo in action

45. Summary and special offer

46. In Summary
Cloudwords for Marketo

47. In Summary
Cloudwords for Marketo
GENERATE
more revenue
through global
demand
generation
campaigns

48. In Summary
Cloudwords for Marketo
SIMPLIFY
GENERATE
the process of
localizing all
types of
marketing
materials
more revenue
through global
demand
generation
campaigns

49. In Summary
Cloudwords for Marketo
SIMPLIFY
GENERATE
DECREASE
the process of
localizing all
types of
marketing
materials
more revenue
through global
demand
generation
campaigns
global go-tomarket
timelines to
reach more
multilingual
audiences
faster

50. FIRST TEN PEOPLE TO EMAIL
US, RECEIVE….
the Cloudwords marketing content module
for 3 months free with the Marketo demand
generation module!
Email:
marketing@cloudwords.com

51. Michael Meinhardt | Co-Founder,
Chief Customer Officer
415.394.8000
michael@cloudwords.com
Thank You.
@cloudwordsinc |
www.cloudwords.com