This document discusses expanding marketing campaigns into new languages and markets. It highlights challenges like content proliferation, non-global technologies, and costly localization processes. The webinar speakers then explain how Coupa has benefited from using Marketo and Cloudwords to automate and streamline their global marketing efforts, reducing costs and time to market while improving brand consistency. They are now able to launch campaigns in any language within weeks instead of months.

1. New Languages and New Markets: Expanding the Reach
of Your Marketing Campaigns
Neal Amsden, Coupa
Michael Meinhardt, Cloudwords
Ei-Mang Wu, Marketo
#LaunchPoint
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. Your Speakers
Neal Amsden
Michael Meinhardt
Ei-Mang Wu
Sr. Director of Marketing
Coupa
Founder & Chief
Customer Officer
Cloudwords
Sr. Product Manager
Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

3. Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end
• We will be recording the webinar for future
viewing
• All attendees will receive a copy of the slides in
today’s webinar
• Twitter hashtag: #LaunchPoint
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

4. Global Growth
Source: Templeton Franklin,
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

5. Starting Local, We Figure Out The Best Way To
Have a Dialog With Our Customers
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

6. Going Global Isn’t Just Repeating The Original
Conversation In A Different Language
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

7. Going Global Isn’t Just Repeating The Original
Conversation In A Different Language
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

8. Going Global Isn’t Just Repeating The Original
Conversation In A Different Language
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

9. Rolls Royce: Silver Mist
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

10. Rolls Royce: Silver Mist
In German, “mist” means manure, rubbish or dirt
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

11. 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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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

12. Globalization is a Huge Challenge
UNCAPTURED
REVENUE
CONTENT
PROLIFERATION
NON-GLOBAL
TECHNOLOGY
DEBILITATING
PROCESSES
COSTLY
At any given time, there is untapped revenue opportunity in markets outside
of HQ because marketing and/or product haven’t been able to optimize
the localization process to capture it al
Content for marketing is rapidly proliferating. Managing the operations and
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 soon a global scale.
Marketing executives often don’t even realize how dysfunctional their current
localization process is. It's really a jam of inefficiencies.
Localization is one of the most expensive budget line-items, and traditional
approaches don’t resolve that.
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

13. Global Marketing with Cloudwords
Immediate impact
on time-to-market
Automation
Your Marketers add content
to your website, collateral and
automation systems.
Marketing Executive
Integration
Seamlessly integrate your
content, reviewers and
translation vendors.
Increase
translation
consistency
Centralized Multilingual
Asset Management
Hosted Translation
Memory, Multilingual Glossary
Cloudwords
See translation
costs go down
over time
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Analytics & Reporting
Unprecedented access to real-time
data about your translation
management process
Localize easier
and cheaper.

14. 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.”
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Customers

15. Our Mission
Delivering software innovation
that breeds responsible spending
while impacting the company bottom line
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

16. Yeah, but so what?
I’m a marketer. What do I care
about procurement systems?
Well…
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

17. Yeah, but so what?
I’m a marketer. What do I care
about procurement systems?
Well…
Do you buy stuff?
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

18. Most Active Cloud Platform for Spend Optimization
Hundreds of
thousands of
users
$1.5B+
in monthly
spend
700k+
suppliers
Expenses
Invoicing
Spend in 50+
currencies
99.999%+
uptime
113
countries with
PO activity
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© 2013 Marketo, Inc.
10+
API calls per
second
Marketo Proprietary and Confidential

19. Customer Highlights
350+ Successful Customers; 120%+ growth for 6 years
Retail
Financial
Services
Healthcare
Food &
Beverage
High Tech
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

20. How are you using Marketo today?
Ad Hoc Campaigns
Events, Webcasts, Content, etc
Non-Inquiry
Inquiry
Mktg
Qualified
SDR
Accepted
Onboarding
(3-5X)
Opp at
Stage 3+
Blue Zone
(3X)
Nurture
(every 3 weeks)
Automated Campaigns
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© 2013 Marketo, Inc.
Opp at
Stage 0-2
Marketo Proprietary and Confidential

21. What is your current marketing technology
stack?
Marketing Platform: Marketo
Localization Platform: Cloudwords
CRM: Salesforce
WCMS: Joomla
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

22. What are your challenges for marketing globally?
Resource constrained
Brand management
Content creation
Limited shelf-life of content
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

23. How was Coupa managing their global rollouts
prior to Marketo and Cloudwords?
Website
Vendor Portal
Poor use of
people’s time
Slow localization rollouts
Marketer
Marketing Executive
Email
FTP
EMEA
Translator
Collateral
No visibility
Marketer
Marketer
Reviewer
.XLS
Mktg
Automation
Vendor Portal
High costs
Inconsistent
message across
markets
Reviewer
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© 2013 Marketo, Inc.
APAC
Translator
Marketo Proprietary and Confidential
Americas
Translator

24. Why is Coupa excited about the
Cloudwords for Marketo solution?
Campaigns: any country, any language
The suite pulls content out of Marketo, serves it up in the Cloudwords workflow
management platform for your translation vendor and returns the content to
Marketo once the translation is completed. The process literally takes
seconds, not hours.
Multilingual Marketing Automation

Quickly and accurately 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.

Decrease global go-to-market timelines to reach multilingual audiences faster
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Demand Generation Suite

25. What are Coupa’s global domination plans
for 2014?
Further expansion into EMEA, APAC and
LatAm
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

26. Cloudwords Delivers:
Increased Productivity and Speed
Product
Tour



Marketo Proprietary and Confidential
Communicate and
collaborate centrally
Align your localization
with your company
strategy

© 2013 Marketo, Inc.
Synchronize your
people with your
timelines

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Workflow and tasks are
automated

Manage your existing
vendors or find the
most highly qualified
& rated service
providers in the world
Fully control your
multilingual content
development and
delivery
Monitor vendor and
reviewer progress

27. Cloudwords Delivers:
Product
Tour
Reduced Costs
Easily get quotes
from multiple
vendors
View growth in size and
value of your
Translation Memory
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential
Track savings associated with
your stored assets
Benchmark your vendors
with
standardized, centralized
quoting

28. Cloudwords Delivers:
Valuable Visibility
Product
Tour


Determine which channels
are creating the most multilingual content

Spending reports based on
market

Cost analyses &
benchmarking

Marketo Proprietary and Confidential
Monitor languages

© 2013 Marketo, Inc.
Analyze your spending

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Track the speed of
globalization efforts by
market
Time to market trending
reports

29. Cloudwords Delivers:
Enhanced Brand & Message
Consistency Across Markets
Product
Tour
Determine the ROI of
your multilingual
“library”
Track savings associated with
your stored assets
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

30. Q&A
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

31. Neal Amsden
Michael Meinhardt
Ei-Mang Wu
Sr. Director of Marketing
Coupa
Founder & Chief
Customer Officer
Cloudwords
Sr. Product Manager
Marketo
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

32. Thank you!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

33. The Quink pen "won't leak and embarrass you"
Spanish mistranslation:
The Quink pen won't “embarazar” you –
it won’t make you pregnant.
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential