What are the main challenges facing global enterprises looking to increase impetus in EMEA? As a US-based operation, you may be struggling to co-ordinate existing, central resources with your regional team, finding that your goals are becoming inconsistent, data fractured and messaging potentially diluted. In this 5 Challenges, 5 Solutions guide, we provide high visibility of the main challenges obstructing the road to success in EMEA, and team them with insightful and straightforward solutions to help you meet your customers' needs, increase sales and raise awareness of your organization in overseas markets.

1. Your success in EMEA:
5 challenges, 5 solutions.
Like many global enterprises, you might have centralized key
marketing functions over recent years, with previously distinct
functions including brand, advertising, PR and events brought
together alongside new dimensions including database
management, email and digital, search, social media and insight,
some marketing-orientated, some coming from a sales perspective,
some more technical angle or IT-dependent, some a mix of all three.
As a US-based operation looking for impetus in EMEA, your
challenges will be around co-ordinating existing, central resources
with your regional team so that all benefit. Consistency and
communication are key.

2. 2
YOUR SUCCESS IN EMEA l 5 CHALLENGES, 5 SOLUTIONS.
Inconsistent goals
The increasing fragmentation and
diversification of channels is multiplied when
spanning continents. As a result, teams grow
more specialized. Fruitful integration becomes
harder to manage as goals become unclear,
data fractured and messaging potentially
diluted. The ability to balance and prioritize
resource, and communicate from a single
perspective to individual prospects, which is
a realistic possibility, becomes impractical
and inefficient.
Solution:
Clarify the big picture
Not only ‘Where do you want to go, and how
will you get there?’ but also ‘How will each team
and individual involved contribute toward this?’
Without clear direction, each silo will remain
focused on its own agenda and goals, which
cannot deliver optimal value in the long-term.
By defining a single, common organizational goal
and strategy, everyone knows where they stand,
and can contribute on that basis. Each team will
have its own specific lead measures, but the
overall end goal will be known and consistent
for all, irrespective of geography.
Challenge
1
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3. 3
YOUR SUCCESS IN EMEA l 5 CHALLENGES, 5 SOLUTIONS.
Digital silos
The emergent nature of digital marketing
and the technical skills involved have contributed
to the disparity of new digital channels and roles.
SEO, website, social media, online media and
pay-per-click become necessary but difficult
to control and co-ordinate. As above, overall
ownership of strategy can be difficult, resulting
in each digital silo putting its own strategy
together in isolation. So a social media and
community management team could be running
a competition, the IT team could be conducting
a keyword audit, while the PR agency has been
focusing on media coverage.
Solution:
Transparency and collaboration
Integrating enterprise stakeholders and making
activity visible for all to share has to be the goal.
Collaborative activity that encourages cross-
pollination and shared utilization results in deeper
audience engagement and increased value to the
enterprise. The whole becomes greater than the
sum of its parts.
Challenge
2
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4. YOUR SUCCESS IN EMEA l 5 CHALLENGES, 5 SOLUTIONS.
Inconsistent or low
quality content
With content marketing central to successful
Demand Generation, you can’t afford to make
mistakes. You need to manage dispersed
production, co-ordination with required subject
matter experts and translation resources,
centrally and locally. Across business units,
sectors, functions, departments and regions,
it’s a significant challenge to manage all
communications and content creation while
maintaining consistency of brand, quality and
relevance of output and value to each individual
prospect, wherever they are geographically and
in their buyer journey.
Solution:
A content marketing
framework and strategy
Key to overcoming the challenges of dispersed
content production is to evolve the wider
organizational culture, and to give individuals from
broad backgrounds the support and guidance they
need to carry out their content marketing activity.
The priority should be to make tools available to all
that maintain brand and encourage collaboration,
along with a focus on educating and driving best
practice throughout the business. Where possible,
seek to standardize and simplify processes that
help to minimize inconsistencies.
Challenge
3
4
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5. 5
YOUR SUCCESS IN EMEA l 5 CHALLENGES, 5 SOLUTIONS.
Disparate data
In the era of ‘big data’, organizations can
access as much information as they need on
their audience, and gather more as a part of
the dialogue with this audience. By definition,
in diverse markets data will be held across a
variety of systems, in a variety of formats and
language protocols, each one containing
different fields or types of data.
This scenario is a major barrier to personalized,
customized and triggered communications.
Cut-through, engagement and relevance are
undermined, and the power of targeted
communications diluted. This is only compounded
as a generic ‘batch’n’blast’ communications
approach becomes the default that speaks to
the largest proportion of prospects in the
least personalized way.
Solution:
A unified marketing
automation strategy
In order to deliver dynamic communications most
effectively, with the right content and message at
the right time, a marketing automation platform
is key. This provides the infrastructure that
unifies inputs and data points in a single, usable
environment. In turn, this drives communication of
the most relevant and timely information to your
audience, dependent on where they are in the
buying cycle and on local market conditions.
Challenge
4
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6. 6
YOUR SUCCESS IN EMEA l 5 CHALLENGES, 5 SOLUTIONS.
Choosing an EMEA-
based agency
To support your EMEA strategy and
your regional team, you might be considering
a marketing communications agency.
Solution:
In LBDGA, you get a Demand
Generation specialist, one of
a very few in Europe, that also
has a pedigree exclusively
B2B-orientated.
We work with a number of global, US-based
enterprises, helping them to make the most of
the revenue opportunities in EMEA by bringing
together strategic and creative excellence, an
innate understanding of Demand Generation and
marketing automation principles and processes,
and an unerring focus on helping clients to meet
known customer needs and increase sales.
To find out more about our approach to Demand
Generation in EMEA, visit www.lbdga.com
or email emea@lbdga.com
Challenge
5
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7. 7
About Ledger Bennett DGA
We are a B2B Demand Generation agency that uses
sales and marketing know-how to help customers
increase revenue by deploying Inbound Marketing,
Content Marketing and Marketing Automation
strategies. Our highly focused Demand Generation
programs drive our customers’ business
performance, helping them to:
n Generate more opportunity
n Convert that opportunity into sales
n Retain customers and grow their value
Using more measurable and cost effective
techniques than traditional full service marketing
agencies we are able to maximize business revenue
in the modern world where the internet has
fundamentally changed the behavior of the buyer.
www.lbDGa.com
Telephone: +44 (0)8458 383883
Email: info@LBDGA.com
Milton Keynes:
Ledger Bennett DGA
Tungsten House, Warren Road
Little Horwood, Milton Keynes
MK17 0NR
London:
Ledger Bennett DGA
1st Floor Centric House
390-391 Strand, London
WC2R 0LT
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