Download - Global Marketing Operations
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DemandGen International, Inc.
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Marketers like youNetApp EMEA Rollout and support
Novell EMEA Campaign support
Adobe EMEA Support
NXPRollout and support
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Agenda
Why you are here
Challenges you face
Where you want to go
How to get there
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Who are you?Enterprise
You are a large Enterprise with a global, distributed team
Create scalable and efficient process accross a global operation
Fast Growing
You are a fast growing company with no global presence (yet!)
Looking for best practices to expand internationally
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Your goals
One Source - Establish a single master source of contact data and create a global marketing database
Get in Sync - Gain global alignment or agreement on data, metrics and processes
Automate workflows - Leverage process automation and execute consistently
Gain Insight - Offer business visibility and analytics into marketing activities, sales alignment and customer actions
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Your goals
Scalable Execution - Standardized processes for campaign execution
Gain Leverage - Work with local country agencies
Gain Expertise - Apply best practices and benefit from experiences other organizations with similar challenges
Consistent Approach - Achieve brand compliance and consistency across regions
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Challenges you face
{ Challenge #1: Team Structure}
Challenge #2: Complexity Challenge #3: Localization Challenge #4: Data Challenge #5: Cultural Differences
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Challenges #1: Team Structure
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Silo Teams
Processes are not integrated
There is no buy-in
Lack of adoption
Multiple systems operating
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No Resources
No „feet on the ground“
Lack of expertise
No database
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How do you get there from here?
It takes more than just rolling out the software and training your team. You will need to find your internal champions, create a taskforce team and build a roadmap.
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How do you get there from here?
Let‘s face it! You really can‘t get there without a dedicated resource or an agency that can help you customize your offererings and help you grow your data base.
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Challenges you face
Challenge #1: Team Structure
{Challenge #2: Complexity} Challenge #3: Localization Challenge #4: Data Challenge #5: Cultural Differences
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Challenge #2: Complexity
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Data
Data Model Dictionary/Entry Map
Data Standarization Program
Data Cleansing Program
Contact List Upload Process
Standards & Basics
Email Templates/Landing
Pages
Footers
Salutation and Greeting Program
Master Nurture Routing
Automation
Event Management Program
Welcome Nurturing Program (8 languages)
Extended Nurture(8 Languages)
Sales
EMEA Scoring Program
Master Routing Program
Integrate Multiple Databases
Reporting
EMEA Dashboards
EMEA KPIs
Campaign Hirarchy
UK
Germany
Holland
France
Spain
Austria
One step at a time…
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Build a Roadmap
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Challenges you face
Challenge #1: Team Structure
Challenge #2: Complexity
{Challenge #3: Localization} Challenge #4: Data Challenge #5: Cultural Differences
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Challenges #3: Localization
Koinnichiwa
BonjourHola
Ni Hao
Guten TagBuongiorno
Hello
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How can I implement the Eloqua toolkit in each country?
Corporate France Germany Be/Ne/Lux Nordics Italy RussiaSpain/
PortugalSwitzerland
Data l l l l l lStandards & Basics l l
Automation l l l l l lSales Enablement l l l l lCRM Integration l l l
Reporting l l l l l l l
Lead scoring l
Lead Nurturing l
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Localization Matters
Opening Rates up to 63% after A/B subject testing!!!
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Challenges you face
Challenge #1: Team Structure
Challenge #2: Complexity
Challenge #3: Localization {Challenge #4:
Data} Challenge #5: Cultural Differences
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Challenge #4: Got dirty data?
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Inconsistent dataInconsistencies in spelling prevent contacts from getting included in marketing programs. As a result, a portion of contacts in your database will remain untouched.
DemandGen has developed one Standardization Program to update those local datasets in the correct format. The format was based on the data dictionary defined.
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Zip codes, telephone numbers and country names
Country Name English German French Zip code
Österreich Austria Österreich L'Autriche A
Magyarország Hungary Ungarn Hongrie H
Schweiz Switzerland Schweiz Suisse CH
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Special characters (Umlauts)
Country Names UK United Kingdom Britain
City Names München Muenchen Munich
Salutation Monsieur Herrn Mr
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Step by step
1. Analysing fields2. Analysing entries
Number of entries Unique entries Percentage of entries
3. Get relevant data Number email-addresses Company information Infrastructure
4. Prioritize fields, based on the data dictionary
5. Field mapping plans
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Challenges you face
Challenge #1: Team Structure Challenge #2: Complexity
Challenge #3: Localization Challenge #4: Data {Challenge #5: Cultural Difference}
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Challenge #5: Cultural Differences
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Salutations
English: Dear John Dear Scarlett
German:(Germany)
Sehr geehrter Herr Steinmeier Sehr geehrte Frau Merkel
French: Bonjour Monsieur Depardieu Bonjour Madame Bruni
German:(Austria)
Sehr geehrter Herr Mag. Sinatra
Sehr geehrte Frau Ing. Witherspoon
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How it works
In order to match the right salutation to each recipient, sophisticated update rules and field merges are required. You will need to update each profile with “country” information and set up a program to route each contact into the right path. Once the contact is added to the “Greeting Program”, the program sets the correct salutation field based on the contact’s information.
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Where you don‘t want to go…
Low adoption
Untrained team
No ROI on your Marketing Automation investment
No effieciencies
Not following best practices
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Rome was not built in a dayWe are here to help
• 50 Employees Worldwide• Supported Languages:
German, English, and French
• 200+ Clients – Apple, Siemens, NetApp, Novell,
Nokia, Polycom, American Express, FICO, Dupont, OCOM, Standard and Poors, VMWare, Citrix, Riverbed, Successfactors, Taleo…
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Award Winning Results• 2010 Markie Finalist – Most Creative Campaign (Client: Taleo) • 2010 Markie Finalist – Best Nurture (Client: Taleo) • 2010 Markie Finalist – Lead Scoring (Client: NetApp)• 2010 Markie Finalist – Marketing Excellence (Client: NetApp)• 2010 Markie Finalist – Marketing Visionary (Client: TrialPay, Hexaware)• 2010 Sirius Decisions – ROI Award (Client: Polycom)• 2010 Sirius Decisions – ROI Award (Client: Taleo)• 2009 Dreamforce Addy Award – Sales Enablement (Client: Infoblox)• 2009 Markie Winner – Best Nurture (Client: Ellie Mae) • 2009 Markie Finalist – Lead Scoring (Client: Taleo)• 2009 Markie Finalist – Lead Scoring (Client: Bella Pictures)• 2009 Partner Award – Most New Clients (Europe)• 2008 Employee Management Association – Best Nurture (Client: Accela)• 2008 Markie Winner – Best Nurture (Client: Taleo)• 2007 Eloqua Partner Awards – Highest Eloqua Customer Satisfaction
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Global Centers of ExcellenceCorporate Headquarters – West Coast9000 Crow Canyon RoadSuite 180Danville, CA 94506Office: 925.984.2103Fax: 925.886.8662
East Coast Offices739 East Fourth St.Bridgeport, PA 19405Phone: 610.279.4271Fax: 925.886.8662
Toronto44 Jackes Avenue, Suite 1405Toronto ON, M4T1E4 Phone: 416.302.0231Fax: 925.886.8662
MunichRaiffeisenallee 582041 Oberhaching/MunichGermanyPhone: +49 89 143 673 30Fax: +49 89 143 673 35
Paris 20 bis, rue Louis Philippe. 92200-Neuilly-Sur-Seine. FrancePhone: + 33 1 83 62 15 93Fax: + 33 9 72 14 83 17
ViennaDemandGen AGArnoldgasse 2/5 Top 331210 ViennaAustria Phone: +43 1 270 28 94Fax: +43 1 270 28 94
Asia - Singapore25, International Business Park#04-70 German CentreSingapore 609916 Phone: +65 6562-9990Fax: +65 6562-7720
United Kingdom – LondonOpening Q4, 2010
United States
International
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Resources available to youToolkit: global.demandgen.de
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Copyright © 2010 DemandGen International, Inc.