This presentation was first delivered at the Marketo Summit in April 2014 and included a case study of Coupa Software and their rapid global expansion through the use of Cloudwords + Marketo.

1. Multilingual Marketo:
Localization Made Easy
Neal Amsden
Sr. Director of Marketing,
Coupa
Michael Meinhardt
Chief Customer Officer,
Cloudwords
Ei-Mang Wu
Sr. Product Manager,
Marketo

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Global Growth
• Projected Spending by the Middle Class
Source: Templeton Franklin,

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Starting Local…

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Going Global Is Not…

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Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt

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Cloudwords Mission
Increase the speed and efficiency of global
organizations’ ability to take their message,
ideas, and solutions worldwide.
The world has been flattened…global collaboration
and competition…has been made cheaper, easier,
more friction-free, and more productive for more
people from more corners of the earth than at any
time in the history of the world.
– Thomas Friedman, The World Is Flat

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Global Marketing with Cloudwords
Automation
Your Marketers add content
to your website, collateral and
automation systems.
Integration
Seamlessly integrate
your content, systems,
reviewers and vendors.
Analytics &
Reporting
Unprecedented access to real-time
data about your translation
management process
Immediate impact
on time-to-market
Localize easier
and cheaper.
See translation
costs go down
over time
Increase
translation
consistency
Centralized
Multilingual Assets
Hosted Translation Memory,
Multilingual Glossary

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Companies Trailblazing a Better Global
Go-to-Market Approach
“It used to take us
6-10 months to roll
out projects in 15
languages – now
it takes us 4-6
weeks.”
“I look at
Cloudwords as an
unbiased partner
in my localization
process.”

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Globalization is a Huge Challenge
NON-GLOBAL
TECHNOLOGY
CONTENT
PROLIFERATION
COSTLY
UNCAPTURED
REVENUE
At any given time, there is untapped revenue opportunity in
markets outside of HQ because marketing hasn’t been able
to optimize the localization process to capture it all.
Rapid proliferation of marketing content means managing the process
and maintaining brand consistency; it is already massively complex -
trying to do so on a global scale is exponentially harder.
Marketing is leveraging many technologies to drive engagement and
demand, but none are inherently focused on doing so on a global scale.
Marketing executives often don’t even realize how dysfunctional their
current localization process is. It's a jam of inefficiencies.
Localization is one of the most expensive budget line-
items, and usually costs 2-3x more in employee time and
salary. Traditional approaches don’t resolve that.
DEBILITATING
PROCESSES

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A Unified Suite of Financial Applications
Delivering software innovation
that breeds responsible spending
while impacting the company bottom line
InvoicingExpenses

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Global Momentum
120%+ growth for 6 years
350+ customers in over 40 countries
20+ languages

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150K+ Users in over 140 Countries
United States Ukraine Malaysia U.S. Virgin Islands Qatar Barbados
Canada Netherlands South Korea Samoa Egypt Caribbean Netherlands
India Cook Islands Nicaragua Austria Sri Lanka Congo [Republic]
United Kingdom Russia Portugal Tanzania Antigua and Barbuda Côte d’Ivoire
Philippines Spain Northern Mariana Islands Armenia Bahamas Ghana
Panama Nigeria Taiwan Uruguay Belize Greenland
Greece Sweden Peru Venezuela Cayman Islands Kyrgyzstan
Solomon Islands Romania Cyprus Bermuda Mozambique Lithuania
Australia Guatemala New Zealand Malawi Serbia Libya
Ireland Saudi Arabia Thailand Tunisia Zimbabwe Macau
France Bulgaria Croatia Cameroon Anguilla Namibia
Vanuatu Switzerland Poland Mongolia Haiti Nepal
Japan Honduras Kenya Bolivia Iceland Sint Maarten
Belgium Indonesia Belarus Palestine Aruba Turks and Caicos Islands
Hong Kong Israel Norway Trinidad and Tobago Bahrain Turkmenistan
China Hungary Dominican Republic Botswana Congo [DRC] Yemen
Kuwait Brazil Puerto Rico Fiji Cuba
Papua New Guinea Colombia Czech Republic Afghanistan Iran
Chile United Arab Emirates French Polynesia Algeria Jordan
Guam Ecuador Bangladesh Jamaica Liberia
Mexico Argentina Pakistan Laos Suriname
Singapore Costa Rica South Africa Lebanon Swaziland
Germany Italy Slovakia Morocco Uganda
Denmark Turkey Finland Monaco Saint Vincent and the Grenadines
El Salvador Vietnam Cambodia Malta Netherlands Antilles

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The story of how it began
• Need: localize the Coupa product (but not like you
would have imagined!)
• Unique approach: secure customer first, then
justify localization costs
• First Step: deal sold in France, Cloudwords
delivered a French product in 30 days
• Expansion: Rest of world followed – secure
customer first, localize product, repeat
• Bonus: Early customers become reference
customers & support demand generation,
corporate marketing globally
Cloudwords enabled Coupa to perform JIT localization and
align revenue with costs.
Previously this was impossible and company had to tolerate a 5-6
month product localization processes. Too long & too costly!

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Global Campaign Rollout Headache
Training and
Development
Regional
/Field
Marketers
Product
Team
Reviewer
in EMEA
Reviewer
in APAC
EMEA
Translator
APAC
Translator
Americas
Translator
Translation
Vendor Portal
Email
FTP
.XLS
Website
CMS
Marketing
Automation
Platform
Collateral
Vendor
Portal
High costs
No visibility
Slow global
rollouts
Poor use of
marketers’
time
Inconsistent
message across
markets
Tedious
cutting and
pasting
Too few
campaigns
to support
all markets

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Marketing Challenges
• Too much time on our hands
• 5 FT marketing headcount
• .5 to 1 internal Marketo resource; .25 external
• No localization talent or experience
• Sales first, marketing second
• 80+ sales staff
• No field marketing
• Limited product marketing
• No workflow = No más

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Cloudwords for Marketo Solution
Multilingual Marketing Automation
• Share successful demand generation programs
across all languages and regions
• Eliminate the time-consuming process of manually
localizing micro-sites, landing pages, forms and
email campaigns, etc.
• Generate more revenue through global demand
generation programs
• Decrease global go-to-market timelines to reach
multi-lingual audiences faster
One-click campaign localization
Content is pulled out of Marketo, serves it up in
Cloudwords workflow management for your translation
vendor and returns the content to Marketo templates
once the translation is completed. The hands-on time
literally takes seconds, not hours.

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Cloudwords for Marketo

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Impact
• Response
• 400% higher click rate with same audience
• 55% higher conversion
• Speed – 4 days start to finish
• Quality – “all good, good quality translation”
• Peace and love

19. Thank You!
Neal Amsden, Coupa Software
Ei-Mang Wu, Marketo
Michael Meinhardt, Cloudwords

20. A missing, critical piece of enterprise
technology
YOU HAVE TECHNOLOGY…
…to manage your web experience
…for your sales process
…for marketing automation
…for HR and back office
…for case management
Speeds up and
simplifies the delivery
of marketing content in
local language for a
positive impact on
demand generation,
product release cycles,
purchase, and
customer satisfaction
and support.
…to optimize the execution of your
global go-to-market strategy
?