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Marketo-Summit-2015-Strategize-Then-Localize-Executing-a-Successful-Enterprise-Strategy-for-Global-Nurtures
- 1. Strategize Then Localize: Executing a Successful Enterprise Strategy for Global Nurtures April 2015 Sara Marino Sr. Analyst @_SaraMarino CA Technologies Colin Ryder Sr. Automation Specialist CA Technologies Frank Carpenter Sr. Automation Specialist CA Technologies
- 2. Page 2 CA Technologies CA Technologies (NASDAQ: CA) creates software that fuels transformation for companies and enables them to seize the opportunities of the application economy. Software is at the heart of every business, in every industry. Roughly $5B in Revenue, with 15,000 global employees 11 Global Business Units supporting 45+ Products Launched demand gen transformation in April 2012 with 13 Nurtures in North America Currently consolidating 100+ Nurtures in each region into master Global Nurtures
- 3. Page 3 Nurture Best Practices Learned the Hard Way Defining your content strategy Structure of a best in class global nurture program Leveraging segmentation and dynamic content Optimizing the localization process with translations tools like Cloudwords Global Nurture reporting
- 4. Page 4 Local CA Security Nurture Lengthy engagement streams to pull in stale database leads Launched in NA only Only Current Inferred Interest = Security + score entry points, not by product interest Email topic response dictates further content delivery 7 products covered MQL score set aggressively at 60 points
- 6. Page 6 Global CA Security Nurture Rely on other inbound tactics to fill the funnel Built in shared Global workspace, leveraging dynamic content Launched globally in English-speaking regions, then localized 7 products covered Pre-nurture lead activity dictates content delivery Various entry points by CII, score and demonstrated product interest MQL score increased to 100 points based on sales feedback
- 8. Page 8 Key Benefit and Results Deliver more relevant content sooner Nurture more global leads Create 1 architecture that all regions can leverage Easier to update with new content Increased MQL scores provide sales with more qualified leads Accounts for 70% of aggregate MQL target in 4 months since launch
- 9. Page 9 Global CEM Architecture Architect stream flow, select assets and write emails Localize key assets Deliver as package to regions to determine languages needed Build in global workspace leveraging dynamic content snippets
- 10. CA Global Nurtures EMEA vs. Global Dynamic Content Segmentations Cloudwords
- 11. Page 11 EMEA vs North America Nurtures NA 1 language - English EMEA - 5 Core Languages English, French, German, Italian and Spanish 6 Business Units with different Solutions underneath Between 10-15 nurtures in total with assets. Multiply that by 5 or maybe more (Footers/legal entities per country) Potentially 20 versions of a nurture for 1 area
- 12. Page 12 What is Dynamic Content? Serves us content based on prospects language preference Allows us to have asset with all language segments vs one email per language Snippets applied to email
- 13. Page 13 Dynamic Content - Segmentations Segmentation is like an Orange. Each piece contains individual smart lists We used Country/SFDC Country Field to determine rules. Specific language rules for some countries
- 15. Page 15 United Kingdom Segmentation
- 16. Page 16 Segments and Dynamic Content One segment per country/mini-region. Enables us to have one email in total not a separate one per language/country. Variable content based on country (footer/legal/language) is dragged into the dynamic part. Also created a dynamic footer snippet based on the same segmentation drag and drop it in.
- 17. Page 17 Email Content Example Default (English)
- 18. Page 18 Email Content Germany (German)
- 19. Page 19 Pros We now only require one email/landing page per asset We use English as the default language which covers 75% of the segments Any update to the default segment automatically gets applied to others that are not edited. Speeds up the time to build and launch in many languages Cons Requires a lot of content to be pasted into the other segments that are non- English speaking (approximately seven segments French, German, Italian, and Spanish speaking countries
- 20. Page 20 Success in EMEA Despite the amount of time, we needed to copy content in for the local languages this process still speeded up the Nurture build.
- 21. Page 21 Next Step Global Nurtures Global Nurtures roll out the same process across NA, EMEA and LATAM, combining all these regions into one nurture for all solution areas 15 of the segments use English as default Used same criteria based on country / language preferences Build a Global Segmentation featuring: 16 Segments for EMEA 8 for APJ 2 for LATAM 1 for NA 1 for Default (unknown)
- 22. Page 22 Email Content Global Nurture (Default)
- 23. Page 23 Email Content Global Nurture (German)
- 24. Page 24 Same Results / Issues English language segments were fine but we still faced the same issues with other languages, in that we needed the copy to be pasted in Needed a solution to help speed up the translation process
- 25. Page 25 Cloudwords Benefits Easy integration (setup is 5 minutes) Pick what Marketo assets (landing pages, forms, emails, snippets we want to send out for translation Route those assets to the translation vendor of our choice Review the translated content directly in Marketo once our translation vendor has delivered the content into Cloudwords Challenges We were already using Cloudwords to translate our standard campaigns. However, Cloudwords translation process created an additional email per language. This sped up the process, but still required a manual copy and paste from the additionally Cloudwords created emails into the correct segment in the dynamic version.
- 26. Page 26 Cloudwords Solutions We worked with Cloudwords to help produce a solution. Cloudwords developed a change to their process enabling their system to place the translation directly into the correct segment within the dynamic nurture. This was defined within their tool at the translation request level. Success This now enabled us to save a lot more time when building and executing nurtures as we now had no need to copy and paste the localized content into each segment.
- 27. Reporting
- 28. Page 28 Making Reporting Easy for End Users
- 29. Page 29 Build Smart Lists
- 30. Page 30 Be Sure All of Your Leads Are Added
- 31. Page 31 Remove Unwanted Data
- 32. Page 32 Send Success Results
- 33. Page 33 Send Success Alerts
- 34. Page 34 Key Takeaways Define your Nurture blueprint before building Honor your prospects preferences with segmentation and dynamic snippets Leverage translation tools such as Cloudwords to speed up time to build Less nurture dashboards to monitor the better Make the key metrics of the nurture available as self-service as possible
- 35. Thank You!