On the eve of the 8th year, May 25th, since starting Cloudwords, I found myself reflecting on the some of the ideas that have helped guide the company since its inception. In short, Cloudwords is in the strongest position the company has ever been – financially, strategically and poised for growth. This is great news for our customers, partners and investors.
At Marketo’s Marketing Nation user conference, keynote speaker Will Smith’s advice was to always ask, “What can I do to help you succeed?” versus more selfishly thinking, “What’s in it for me?” His message resonated with me as I spoke with our customers at the event, reinforcing my sentiment that marketers are generally encouraging of their peers, and happy to share how they’ve found success, even when they have to first explain how they failed.
As we prepare to head to Vegas next week for Marketing Nation Summit 2016, Marketo's annual user conference, our team scanned the sessions to select presentations we'd most like to attend. Packed with marketing industry thought leaders, and even celebrities like Will Smith (!), there are certainly plenty of intriguing topics on the agenda.
In our modern lives, if you see one of the above icons, it likely causes you a lot of anxiety. We rely on technology in our daily lives so much that the thought of no Internet, or a stalled device,or no cell service, or no battery power, means we’re not digitally connected to the world around us.
As modern marketers, we make a living ensuring our companies are digitally connecting and engaging with our customers—ensuring each touchpoint is personalized and optimized to our audience’s preferences for delivery at the right time and for their device type.
When it comes to the translation workflow, the review process is the final, most critical stage: It’s the time to ensure:
- Translations are accurate;
- The intended meaning rings true;
- Text reads fluidly in its new language; and
- Copy layout fits the template.
However, if you’re using manual techniques or traditional processes to review translations, this stage is likely the most frustrating phase of your translation workflow, and, let’s face it: Just. Too. Slow. Many translation management systems claim to have tools that streamline the review phase, but none compare to Cloudwords’ OneReview…
We recently held a webinar with the translation management experts at Rockant to provide an in-depth look at Cloudwords’ innovative and industry-leading collaborative editing tool, OneReview. OneReview speeds and simplifies the translation review process by solving the pain points most commonly associated with this phase of the translation workflow, and much more. View the on-demand version here.
Senior marketing execs want to know: How can I achieve influence and credibility in the boardroom?
When the media intelligence experts at Meltwater approached Cloudwords to address this question, we were thrilled to partner with them to collaborate and share insights about how marketing execs are increasingly influencing the C-Suite, particularly when it comes to expanding a company’s brand overseas. On Wednesday, April 13, at 11am PDT, our global sales and marketing VP, Richard Harpham, will present a webinar with Meltwater, titled, Think Like the C-Suite: Expand the Role of Marketing.
How much does your organization spend on localization? Does your estimate include your regional websites, product and sales materials, and all your global marketing efforts company-wide?
If you don’t know, or can take a guess but are unsure, you’re not alone. Localization of global marketing content is often a highly decentralized process within organizations, creating inefficiencies in both time and money spent on the globalization of marketing programs.
Timely, personal, consistent messaging in all the languages of your customers—join us at Adobe Summit next week to learn how Cloudwords for Adobe EM helps marketers deliver localized web experiences better, faster, and more frequently. Our customers’ key areas of concern when it comes to improving global marketing efforts are efficiency, cost, and opportunity. And by leveraging Cloudwords technology, they are experiencing significant savings and improvements—customers are localizing content three to four times faster and generating more leads by increasing the number of campaigns they are able to launch.
“Cloudwords helps us think of globalization as a process that starts at the beginning of marketing content creation. This global thinking saves the company time and money in the end.” - Bernadette Javier, Web Marketing Manager at Palo Alto Networks
With an ever-growing global customer base, the Palo Alto Networks marketing team recognized a need for a more efficient, cost-effective localization process to better serve its multilingual audiences. One of the fastest growing security companies in the market, Palo Alto Networks initially selected Cloudwords to help them build localized websites for target regions. The company especially liked the Cloudwords platform because they were able to continue to use their existing translation service provider without disrupting their overall localization process, but are also able to identify new vendors that matched new content and language needs.
As CEO of a SaaS company that intersects both the marketing technology and translation space, I have the unique opportunity to have conversations with both partners—martech leaders like Salesforce, Marketo, Oracle—and global customers like CA Technologies, Sherwin Williams, and Qualtrics about their global sales and marketing strategies. Our discussions often focus on the state of global marketing tools and tactics and how marketers can ‘do global better.’ As such, I thought I’d share my insights and perspectives on where I see marketing and localization trends going in 2016.
When it comes to trending topics in the tech world, “big data” might win again this year, but I think “cloud computing” has to be a pretty close second. While cloud-based platforms and services are relatively new, the advantages and benefits they provide have long been established as core business values: increased productivity, lower costs, and improved time to market.
It’s no surprise that content marketing as a process for both B2B and B2C marketers to produce and publish information to influence buyers, generate leads and increase sales has significantly grown as its own category of marketing. A key element to successful content marketing is high frequency digital content -- blogs, emails, landing pages, infographics, eBooks, and more, that is created and delivered regularly to keep content fresh and audiences engaged. And, of course, marketing automation software makes it all possible. However, the same technology that has made content marketing proliferation possible, has also made global content marketing go from hard to impossible.
"By 2115, it’s possible that only about 600 languages will be left on the planet as opposed to today’s 6,000,” according to an article in the Wall Street Journal by Columbia University linguistics teacher, Dr. John McWhorter. While many acknowledge that the de facto language for global communication—business or otherwise—is English, it’s undeniable that the seven billion people in the world speak a language other than English in their everyday lives. (In fact, while English is the third most widely spoken language, it’s only the native language for about 5% of the world’s population, and only about 30% of the world’s population speaks English with some degree of competency.)
Guest Post by Leslie Alore, Head of Global Marketing Operations & Automation at Iron Mountain
Modern marketers from across the globe attended Oracle’s Modern Marketing Experience Europe event in London last week to discuss best practices and learn new marketing strategies from peers and experts alike. As head of global marketing operations and automation at Iron Mountain, I was honored to have the opportunity to present and share how our company leverages Oracle Eloqua and Cloudwords to create and deliver global campaigns at scale.
As a good marketer in the digital age, you probably know how to find the right partner for a lot of your needs, from programmers to event planners. Chances are you have less confidence about how to do the same for a key aspect of your global content marketing campaign: Finding and engaging a great translator.
As you have certainly seen from infamous global advertising translations gone wrong, messaging that is incorrect as a result of poor translation or localization can undermine the entire investment you’ve made in the content and the campaign, not to mention your brand’s valuable reputation.
Investing in a global marketing strategy can be a major undertaking, both in terms of actual costs (localization of campaign assets) and productivity costs (employee time), but the return on investment can be exponential when it comes to opportunities for increased revenue and market share. However, getting globalization right is critical, because now more than ever, global marketers are on the frontlines of revenue growth and need to consider the impact on sales their campaigns generate.
Whether your company sells software or fleece hoodies, there is a core set of questions we need to ask to drive product creation and development.
I recently arrived at this conclusion following a surf trip near Puerto Nuevo, Mexico – if you surf, or have ever tried, you may feel as I do that the sport is one of the most challenging, but most rewarding activities you’ll try. During my latest trip, I had a scary experience involving currents trying to take me out to the ocean combined with an untimely calf cramp. When I finally made it to shore, I was relieved but also euphoric, and as a result felt emboldened to completely dive deeper into the sport. Based on a friend’s recommendation, I bought a book called “Let My People Go Surfing” written by Yvon Chouinard, the founder and owner of leading outdoor adventure gear company, Patagonia.
A great website is a reflection of a company’s persona and how it wants to be viewed by the world: Its brand, positioning, and core values are characterized by the images, tone of voice and design aspects incorporated into the site itself. To put it in today’s photographic terms, a website is basically a company’s “selfie” available for a global audience to see.
As a marketer tasked with expanding to new markets, it might seem like you’ll need to spend a lot of new resources and talent to build your global content operation. But it ain’t necessarily so.
I very rarely hear people refer to the “World Wide Web” anymore. In the ‘90s we were obsessed with sites like Yahoo, the burgeoning idea of e-commerce, and “going online” to use AOL to email friends in faraway places. The Internet is truly worldwide and has connected—and greatly impacted—countries and economies in multiple ways, from access to information to entire businesses built purely online.
This week tens of thousands of marketing, sales and tech professionals have descended upon San Francisco to attend Dreamforce, Benioff’s now-legendary cloud technology conference that takes over the city every fall. It sounds cliché, but people do come from all over the world (78 countries, in fact!) and from all different industries to attend. At the Cloudwords booth in the Cloud Expo, I enjoy listening to the challenges many marketers face as they lament about the slow, old school approaches they use to translate marketing content.
In Anthony Bourdain’s bestselling book, “Kitchen Confidential,” he provides a behind-the-scenes look at the restaurant industry and reveals what is really going on inside NYC kitchens. (Some things you may not want to know!) I thought of the book recently while I was preparing notes for an upcoming session I’ll be presenting at Dreamforce next week. In the marketing industry—and global marketing in particular—a lot goes on behind the scenes that marketers either accept as “just the way it’s done”, or would rather not think about, or don’t even realize is happening at all.
Your company is expanding and you will soon be a proud global presence. You’re getting ready to sing your song to the world: you’ve researched global markets, chosen territories that are likeliest to increase revenue, and all of your materials have been translated perfectly.
Time to press play?
Not so fast: translation is only one part of this tune.
It’s easy to understand the value of marketing to your global customers in their preferred language – we know that they are 34% more likely to respond, and then there is the brand halo of even trying. It’s obviously the most effective way for your message to be heard or seen and generate a return on your investment in a global operation.
It’s just as easy to forget the enormous value of doing the same thing for your domestic customers in the US. In a nation that is now “majority minority,” smart marketers are “thinking glocal” about the customer across the street. In fact, over 60 million Americans speak a language other than English at home, and most consider that a conservative estimate.
While we would like to think that a cloud-based, integrated workflow solution is all anyone needs to go global, we know it’s much more nuanced than that, not to mention more complicated. That's why we created our latest eBook 5 Truths of Content Globalization.
What a translation automation platform like Cloudwords really does is help companies change their thinking: the ease, transparency, and reduced costs serve to highlight long-held beliefs about manual processes, political (vs.commercial) silos, and broadcast vs. dialogue-based communications with prospects and clients.
Suddenly, the artisanal nature of content translation, distribution and measurement can be automated. The walls between functions can become more porous. You can truly meet clients where they are -- both in platform and language. And, rather than presenting these as a wish list for next year’s budget, they're seen as a source of smart revenue generation.
(Originally published in Bizreport, August 11, 2015)
When Mary Meeker recently released her annual Internet Trends Report, it set off a globalization craze. Armed with a treasure trove of data, marketing teams are now scrambling to expand their content, services and products into new markets.
When “going global” with marketing content, most companies focus on beating the competition. What marketers soon realize is that their biggest problem in getting the right content translated and delivered to far-flung regions is a lot closer to home. With apologies to Walt Kelly: “We have met the enemy and they is us!”
Less than 25% of your potential market can read this sentence! Don’t let your content get lost in translation: go global. Marketing teams that expand content to markets across the world are able to seize more global opportunity and revenue for their companies. Those who don’t may be left in the dust. And that’s where translation automation platforms (TAP) come in.
Traditionally, translation and localization have been managed by using manual systems, and a network of vendors and internal staff. It takes valuable time and resources to complete, review and implement each piece of digital content, with no centralized way to track the workflow, cost or ROI.
Now, a TAP called Cloudwords streamlines the pursuit of a multilingual market with more conversions in less time and at a lower cost.
A global strategy is far more than the tools to implement it, however. If you are ready to take your company global, or expand into new markets, consider this checklist of six essential items:
- ___ Prioritized list of target markets: Which markets are most expected to contribute revenue? Which territories are up-and-coming? Continue monitoring potential markets to inform the next generation strategy.
- ___ Global editorial management: In order to fully leverage content effectively across the globe, audit your existing content to determine what is suitable for specific geographies. Research your markets to bring culturally and locally relevant content to each territory. And, back up the hypothesis with tracking and analytics.
- ___ Your road map: From content creation to localization to translation to review to deployment, map out your plan for each location. Translate language and content for each territory, and continue to monitor the market for any necessary changes due to localized trends or current events. Glocal is the most effective global.
- ___ A meeting time and place: With new hands on deck, plan ahead for longer lead times as new responsibilities and team structures are implemented. Your content needs to be translated into multiple languages and be applicable to the needs of different cultures, so plan lead times accordingly. Schedule regular – we recommend weekly – status meetings with the team to enable predictability and integration.
- ___ Use a globalization platform, aka TAP: To go global at scale, you need a TAP to make sure the lead times don’t get seriously long, potentially busting your budget and missing deadlines. Cloudwords is cloud-based and integrates with nearly all other marketing platforms (Marketo, Wordpress, Hubspot, etc.), as well as your preferred translation vendors, either in-house, freelance, or from Cloudwords' own translator marketplace. Within our platform, translation management is centralized and yet flexible to enable consistent brand communications at a local level. Robust reporting is also included.
- ___ Translation memory: Translation memory is your company’s approved library of all words and phrases ever translated. A cloud-based translation memory works across all your different translation agencies and allows for real-time updating and global access. This alone can save almost 20% of the time and effort associated with manual translation processes.
These six essentials will make a world of difference in your global marketing journey. They are a mix of strategy, execution and technology. With these items, your brand can go anywhere. We look forward to getting postcards from your favorite campaigns!
Simplicity, Consistency, Integration and Speed to Market: The Fantastic Four of Translation Automation
Translating global marketing campaigns into business success is a matter of…translation. Despite technology bringing the world much closer together, the global market remains multi-lingual. To reach even 70% of the global market, your company needs to speak 12 separate languages. To reach 90% of the world’s potential customers, you need to be fluent in 21. Parlez-vous translation automation?
We all read the facts, likely on our own phones: mobile now accounts for 60% of digital consumption. Mobile has taken over and is even more pronounced in Asia, with high growth rates elsewhere. A search for “mobile first marketing” renders 337,000,000 results.
...isn’t true in business and marketing. In baseball, fans are well aware of the “home field advantage” teams enjoy when playing at their beloved local stadiums. The cheers are louder, the beer is colder. And, because of familiarity, they feel more confident that their team will win.
In marketing, however, it doesn’t pay to play favorites with your ‘home field’ audiences, especially when it comes to translation and localization. The English language accounts for a little more than 20% of the global market opportunity, and yet a typical enterprise has over 95% of their written assets in English. SSSTTRIIIKE!
While the present situation may be explainable, the plans for adapting in the future are surprisingly short-sighted. Over half of marketers have no strategy in place for multilingual marketing and 8% of companies do not translate any content at all.
Perhaps this lack of execution is because it’s hard to know where to start. Research suggests that 85% of Senior Global Marketers feel unprepared to meet the key challenges in reaching global consumers. What’s even more perplexing is that many of these same marketers work on global teams.
Just as workers are learning to collaborate across the globe, so too must our processes and platforms “collaborate” with each other. Old cut and paste processes and standalone solutions have gone the way of the Yankees ‘House that Ruth Built’ and Boston’s ‘Curse of the Bambino’. Just like for these old rivals, It’s time to build a new playing field and a new championship-winning approach… the ‘Post Season’ is here and its time to Play Ball!
Anything that relies on globalization for growth, like a business or an investment portfolio, benefits from diversification because it minimizes risk and increases opportunity. In marketing, this is localization – the ability to quickly and consistently translate words and ideas to suit a local audience.
So, maybe marketing is a bit like baseball after all, but from an All Star coaching perspective. Diversification, seamless integration and flawless deployment. Is your business ready in the batter’s box to market globally?
Cloudwords’ translation automation platform helps companies identify new revenue opportunities and grow global market share, and we’re proud to again be included among the leading global innovators—some of which are also our customers!—whose game-changing approaches and technologies are disrupting markets worldwide. We’re honored to be recognized by AlwaysOn as a disruptor in our industry and to once again be named one of the AlwaysOn Global 250 winners for the second year in a row.
If you’re looking to grow your business, you are ignoring 75% of your potential audience by publishing in English only.
In fact, no matter what language you publish in, you’re only reaching a small percentage of global online consumers in their preferred language. That means opportunity.
Historically, and for many today, this is an ongoing pain point. We’ll call this the “before”. Now, with the Cloud and smart, integrated technologies, we can live in the “after”.
|Costly translation process||On-demand translation|
|Lack of coordination and processes for external translators – costs money and time.||Streamlined processes and single hub for all activity|
|Translation is often duplicated across your assets or across vendors, adding unnecessary costs||Translation memory in the Cloud that avoids duplicated translations across multiple vendors|
|Time-consuming, labor-intensive cut and paste for each distribution platform||Easy to start the translation process directly within your current Marketing Automation or Content Management tools|
|Difficult to analyze ROI: multiple and disparate processes and vendors||A single platform that quantifies savings in time and expense across all your translation vendors|
Now, businesses can host all translations in one place so that they can be easily managed and edited. No more copy-pasting necessary, since it’s now possible to pull content directly from a document or a platform (such as Marketo, Wordpress, Twitter, etc.), translate it and then post it at will. Translators can be in-house, preferred external vendors or even drawn from a freelance group of qualified professionals. What was once a Tower of Babel is now a radio tower, signaling to the world that you are open for business.
Two years ago when Salesforce announced its plans to acquire marketing software company ExactTarget, it made total sense to me. Today, Salesforce Marketing Cloud has evolved from ExactTarget and enables marketers to create personalized, cross-channel customer journeys. But personalizing those assets for global markets still remains a complex translation challenge that, for most, is still slow, with unpredictable costs and outcomes. That’s where Cloudwords comes in.
Your “how to” blog post should teach the reader how to do something by breaking it down into a series of steps.
Begin your blog post by explaining what problem you are going to solve through your explanation and be sure to include any relevant keywords. Add in a personal story to establish your credibility on this topic. And make sure to end your blog post with a summary of what your reader will gain by following your lead.
Need some inspiration? Check out these "How-To" examples from the HubSpot blog:
“Inspiration in the Nation” was Marketo’s theme for the 2015 Summit, and wow, did they deliver! From the early morning fun run, to educational sessions, happy hour networking, and inspiring speakers, kudos to Marketo for putting on a phenomenal user conference. Cloudwords would like to thank both our customers and new friends for stopping by our booth to say hello.
Tired of Translation Review Headaches? Cloudwords’ New “In-Context Review” Provides a Pain-free Process
Does this scenario sound familiar…? You manage your company’s localization process, ensuring content is translated into all the different languages for all the markets your company does business in. One of your responsibilities is to ensure translation projects move along in a timely manner, so you keep tabs on which stage of the process projects are in, and make sure they are completed on time. Projects move along just fine until… the dreaded review phase. Suddenly, everything stalls because…
The Cloudwords team is gearing up to showcase our marketing globalization platform, connect with customers, and make new friends at the Marketo Marketing Nation Summit next week. Our team of marketing and localization experts will be on hand at booth #506 to provide globalization tips, tricks and best practices to help businesses translate content easier, faster, and more cost-effectively with Cloudwords’ award-winning integration with Marketo. Here are five reasons you should stop by and say hello, hola, bonjour, hallo, ciao…
1) If you use Marketo and need to localize content and campaigns for international markets, Cloudwords is the ONLY technology integrated with Marketo for automated translation. Trust me, you will be amazed at how much easier the translation process is when all you have to do is “click” to move content from Marketo, into Cloudwords and off to your preferred translation vendor.
At Cloudwords, we know how integral developers are to building a highly functional technology stack that allows end users to seamlessly perform the critical tasks required for their role. Whether a company needs Cloudwords to integrate with their organization’s content management system, Web CMS, marketing automation platform, knowledge management system, version control system, or even their own product, they turn to their developer team to make the magic happen.
The developer community has always been top of mind at Cloudwords. From the start, we made Cloudwords’ open API and extensive documentation easily accessible and user-friendly to better enable developers to get whatever content they have, in whatever systems they use, easily translated via the Cloudwords platform. Along the way, we’ve continued to add enhancements to our Developer Center to make integrations even easier, such as a sandbox environment for developers to use to simulate and test their integration prior to roll-out, as well as delivering pre-built integrations with leading content systems. And now, we’ve introduced our very own “boot camp” for developers -- a new API Tutorial that provides the complete set of API calls required to program integration with Cloudwords.
The speed at which a business operates and its adoption of innovative technology go together hand-in-hand. We all marvel at how business ever managed to function efficiently prior to the invention of modern-day technologies we now take for granted, such as the Internet and its related software, programs and applications, and the laptops, smartphones and tablets that allow us to access it. All of which enable us to be more efficient workers who can drive more success in our business and professional lives.
The potential to generate demand and grow revenue in global markets is staggering—in fact, research shows 40-50 percent of revenue for large companies comes from outside the U.S. Whether your objective is to expand into new markets, or grow your existing ones, you need to conduct market research and review segmentation data to determine where your global demand is coming from—or where demand is most likely to occur—then consider the cultural characteristics of your new target audience and adjust your marketing messages to engage and sell to them.
I love Scott Brinker’s opening line in his recent blog introducing the 2015 version of his ever-growing, ever-popular Marketing Technology Landscape Supergraphic: “There’s a lot of marketing technology in the world, my friend.”
Marketing automation technology has changed the way marketers engage customers, allowing users to nurture leads through automated campaigns. Email marketing, for example, is one of the most powerful tools in a marketer’s toolbox, and by using marketing automation software, marketers can make email marketing more effective by customizing the messages that individuals see to help customers move through the buying process.