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New York Marketo User Group (NYMUG) Meeting Oct 2013
- 1. The World isn’t Flat
Patricia Dowling
Principal Consultant, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 2. "The world isn't flat and globalization
is only beginning, which means we
have time to change what we're doing
and get it right"
Ethan Zuckerman
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Do you need to globalize your marketing?
• Are your prospects coming from international
locations.
• Review the Web Activity Report in Marketo and track
inferred vs. actual country.
• How often are they coming to your website?
• See what pages they are going to? Contact us? Support
pages Etc.
• Are they filling out forms?
• Do they sign up/come to your events?
Page 3
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 4. Do you need to globalize your marketing?
• Do you have the capability to support clients
globally?
• Does it make sense for your brand to go global?
• Do you have the Marketing Staff in place that can
continue to monitor and expand when ready.
• How easy would it be to clone what you already are
doing?
• Can you afford NOT to globalize?
Page 4
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 5. What do you do next?
• Expand slowly – focus on content
• FORMS:
o Make sure you are adding the countries to your
drop down list.
o Don’t require a state if they are not from the US or
Canada. (Use the javascript to expose this field)
o Ask their language preference
o Change the form to a unique language only when
you are sure they require a different language.
o Are you asking them to opt – in?
Page 5
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 6. What do you do next?
• Expand slowly – focus on content
• Landing Pages: Use dynamic content if you do not see people
filling out forms.
• Emails: Again, use dynamic content when you are sure that
they want to receive an email in a specific language.
• Create On-Demand material: Record your Webinars/Events
• Make sure that you standardize your data and keep your
database clean!
Page 6
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 7. Globalisation vs. Globalization
• Learn to Spell
• Not everyone uses the US version of
spelling in English. First impressions can
stop your prospect from wanting to go
further with you.
• Time zones
• Know if you are having a webinar and you have a global
audience. Make sure you are clear on when the event is
happening.
o EST… that could be Australian EST.
• Local Phone numbers
• If you are having any virtual event. Make sure to have a
local phone number
Page 7
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 8. “In Hong Kong, the buying cycle could
be three months and in India a year,
while in mainland China it can be
three years.”
Rob Brown - Navitas
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Look at Culture not Country
• Understand how your prospects go through the
buying journey.
• Develop Nurturing programs that are language
specific not just country specific.
• Create Subscription Centers
• Offer communication method and language
Page 9
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 10. Protect yourself and know the LAW!
• Australia
• APP 8 - Privacy law going into effect March 2014.
Determines what personal information you can you store on
individuals in Australia.
• Forward to a Friend – Illegal to keep the data of who sent and
received
• Germany –
• Double Opt –In required for all outbound email
communication.
• EMEA –
• B to C clients must Opt – In for email communication
• UK • Requires that you inform the website user that they are
being tracked using cookies.
Page 10
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 11. What works well internationally
• SMS Text
• Since Bulk email (eDMs) are not allowed in Australia SMS
Webhooks are popular for follow up.
• Data Appending using Webhooks
• Videos
• EMEA typically likes explanation on what is in the video vs.
US and APAC just clicking through.
o Make sure you have language specific if necessary.
• Social
• Including Instagram
• Direct Mail
• Apps
• Generation Y uses Apps more than email.
Page 11
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
- 12. When you're born into this world,
you're given a ticket to the freak
show. If you're born in America you get
a front row seat.
George Carlin
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Notas do Editor
- Someone said even for China you have to look at it like it’s Europe NOT just one country
- Everyone country AND region is different. China has 29 provinces – treat it like Europe vs. one country