Typically, product managers struggle with their product vision in 3 ways: - They don’t understand what the problem is vs. what the problem isn’t - The company is missing a strong overall vision - They receive consistent customer feedback that doesn’t align with the vision

1. Localize & Personalize Global Marketing
Content by Contentful
www.productschool.com

2. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS
40 HOURS
40 HOURS

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
BOOKS
EVENTS
JOB PORTAL
COMMUNITIES
bit.ly/product_resources
COURSES

5. Global marketing
and localization
PRODUCT DEMO

6. 2
Housekeeping
Before we dive in....
● Check out the QR codes and embedded links
throughout the session.
● Use the table of contents on the bottom right to
navigate to different sections of the video.
● Keep an eye on your inbox — we will follow up with
the content model for download and other helpful
resources.
● Get in touch via the contact form at the end of the
video. You can also reach out via Twitter @contentful
or write to us at team@contentfulmail.com

7. 3
You’ll learn how to:
1. Create compelling landing pages using structured
content and composable page architecture —
without developer resources.
2. Run seamless marketing launches by effectively
organizing, previewing and scheduling your content.
3. Localize your content by combining native features,
implementation strategies and translation
integrations.
4. Implement scalable personalization campaigns with
out-of-the-box apps (feat. Ninetailed and Google
Analytics).
5. Plus: Learn to automate daily tasks and workflows.

8. 4
Introductions
Artas Bartas
Sr. Product Marketing Manager
Andrew Kumar
Director of Platform Strategy

9. Content Platform
5
Contentful

10. 6
Other CMSs
Translations
Cloud
Storage
Product
Catalog
Contentful
editor apps
Build & federate
content
Deliver
anywhere
Mobile app
Digital
signage
Website
In-store
experience
Content
architecture
Cloud
native
Global
CDNs
Secure & scale your digital footprint
App
Framework
Design
system
Custom UIs & workflows
Customize & automate content ops
Content
platform
Integrate with cloud services

11. Cloud infrastructure
Content spaces
APIs
App Framework
Apps
7
Other CMSs
Translations
Cloud
Storage
Product
Catalog
Contentful
editor apps
Build & federate
content
Deliver
anywhere
Mobile app
Digital
signage
Website
In-store
experience
At the core:
content platform
components

12. 8
31%
of the Fortune 500 have
battle-tested Contentful
300+ partners
2x bigger ecosystem vs.
other pure-play vendors
$158M
Total funding with latest round
($80m) in 2020
20+ Billion
API calls per month
600k+
Active Contentful users
worldwide
22.8k
Live sites and in the Top 10k
global websites
Platform highlights

13. Problem & Opportunity
9
Customer Experiences

14. of large organizations will have failed
to unify engagement channels,
resulting in a disjointed and siloed
customer experience that lacks context.
Gartner, August 2020
Problem & Opportunity

15. 11
Buy
Evangelize
U
s
e Explore
D
i
s
c
o
v
e
r
Customer
lifecycle
Common customer experiences: fractured
Knowledge
base
Loyalty
program
Global
corporate
website
Landing
pages
Commerce
Product
pages

16. 12
Common customer experiences: connected with Contentful
Knowledge
base
Buy
Evangelize
U
s
e Explore
D
i
s
c
o
v
e
r
Customer
lifecycle
Loyalty
program
Global
corporate
website
A content platform unifies content across an entire digital footprint
Landing
pages
Commerce
Product
pages

17. Purchase
Mobile
apps
Agile
ecommerce
Evaluation
Blogs
Email
campaigns
Product
pages
13
Global
marketing &
localization
Retention
In
product
Community
portal
Knowledge
base
Specific opportunities in the customer journey
Build engaging experience at every step of the customer journey

18. Today’s Focus
14
Global Marketing & Localization

19. 15
Scaling global content operations
is complex and can make or break
a business. Speed and scalability
will be crucial to localizing content
successfully.
75%
of consumers prefer to
buy products in their
native language
The time to localize is now
Customers need consistent and localized content, wherever they are in the world

20. Case Studies
16
Customer Success

21. ● Created localized, cohesive customer
experiences for their users (e.g., IKEA’s
Inspiration feed)
● Increased productivity by reusing 80% of all
content.
● Created a flexible, scalable design, with a
better overall work environment for
marketing teams.
Results
IKEA needed to reach multi-language markets
quickly and effectively
Challenge
CONTENTFUL CASE STUDY SHOWCASE

22. “Collaboration is key to innovation. Aligning our digital teams across
geographies and product categories on a unified content platform was
the essential collaboration needed to reimagine our catalog for a valuable,
cohesive customer journey.”
—Jonatan Söderlind
Product Owner, IKEA
CONTENTFUL CASE STUDY SHOWCASE

23. Inspiration feed

24. Contentful web app customized
with the App Framework

25. Challenge
● Decreased deployment time by 98% from
two weeks to 30 minutes
● 30+ team members onboarded in six months
● Supported 87+ locales with robust fallback
configurations
Results
Replace a home-grown CMS post-acquisition
that could be maintained within the expanded
team with new hires
Scan the QR code to read
the full customer story

26. 22
Content delivery to every region

27. ● Launched both products at least six months
ahead of the original marketing plan
● Content team doesn’t need engineering to
support content creation or publication
● Engineering team can concentrate on new
features instead of building workarounds
Results
Pivot to an online-only marketing strategy for the
launch of two new fitness products at the start of
the pandemic
Challenge
Scan the QR code to read
the full customer story

28. 24
Customer stories

29. Global Marketing & Localization Demo
25
How Builders Collaborate

30. Customer
experience
Technical side Marketing side
Developers and
platform owners are
able to work in parallel
work streams to
marketing
Editors are able to
update web and app
elements without
developer resources
26

31. A new way of working
Connected to, and learning from the customer experience
Adapt to new
trends and
behaviors
Reuse content
globally and
locally
Dev teams can
innovate and
deploy faster
27
More agile
business
operations
Marketers can
react instantly
to app insights
Global marketing
& localization
Agile
ecommerce
Knowledge
base

32. Global Marketing & Localization Demo
28
Conclusion

33. 29
SPEED
Rapidly enter new markets,
growing and diversifying
revenue streams by
addressing new segments
and channels.
SCALABILITY
Unify, then scale content
across regions and
channels, with reusable
content and repeatable
content model, design
system and reference
architectures.
RELIABILITY
Count on enterprise-grade
infrastructure and
resilience to mitigate
security threats across a
multi-brand, global
experience.
Key takeaways

34. 30
Customer stories

35. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training