Linking the Marketo and Google Worlds Together

bridge

For years marketers have wrestled with two very big challenges: proving ROI and trying to talk to hundreds of thousands of customers in a personal, one-on-one manner.

But, there’s good news: we are one step closer to cracking the code.

Today, we announced a solution with Google that changes the game. Let me break down what this means for you.

Show Me the ROI!

We have integrated Marketo’s Engagement Marketing Platform with Google AdWords. This integration solves a huge ROI problem for marketers. Why? Let’s be honest—a notable percentage of today’s advertising budget goes towards Google AdWords—either for pay-per-click, display, or remarketing ads. But the question plaguing marketers has always been—do you know if that investment is actually working and is worth it?

When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. However, the system breaks when the purchase is made offline–like when a buyer works directly with a salesperson who takes the order (a typical use case for B2B purchases). Our integration with Google AdWords solves this problem by automatically associating offline purchases with the ads that initiated them. Armed with this information, marketers can now create more intelligent AdWords campaigns by focusing their bidding on the keywords that generate the most revenue—regardless of whether the purchase was made on or offline.

For example, let’s say that Jennifer, a marketer at a large manufacturing company, bids on the phrase ‘high-definition broadcast equipment’ so that her search ad shows up in those results. When a visitor arrives at her company’s website after clicking her search ad, and signs up for a demo, Jennifer can track that online conversion in AdWords, and Google can then begin to optimize her keyword bidding based on such conversion data. Unfortunately, a large percentage of these conversions never go on to become customers. In fact, many don’t even follow through to see the demo. However, Google is still optimizing bidding based on these conversions.

Our integration with Google AdWords fixes this problem by feeding offline conversion data back into the AdWords platform. In other words, if one of these prospects connects with a sales rep, and ultimately ends up purchasing, Marketo feeds that conversion back to Google AdWords. The AdWords platform can then use this conversion data to optimize Jennifer’s bidding across her various keywords. In this scenario, her bidding will be optimized not for keywords that lead to online form submissions, but rather for those keywords that lead to actual purchases

More Data, Less Questions

Marketo’s Engagement Marketing Platform is now connected to Google Analytics. Why does this matter? Now marketers are able to use richer profile data from Marketo for both known and anonymous prospects and customers in order to build target audience segments in Google Analytics. These segments then become available within Google AdWords for better ad targeting.

Let me give you an example of how this works. Let’s use Jennifer, the marketer from above as an example. Let’s say that Jennifer is targeting her marketing efforts on four specific industries, and to be effective, she needs her ads to contain different messages for each industry. However, since many of the people searching Google for ‘high-definition broadcast equipment’ are anonymous, she has no idea what industry they work in. That’s where our integration comes in. The Marketo Engagement Marketing Platform can, among other things, determine the industry for an anonymous web visitor. Our integration passes this intelligence from Marketo to Google in order for Jennifer to build industry targeted ad groups within AdWords. When people perform searches within Google, or visit sites on Google’s remarketing network, they will automatically be presented with ads that are relevant to their industry, which convert at a higher rate.

The move today with Google comes on the heels of last month’s exciting news about our integration with Facebook, which merges marketing technology with social advertising. Taken together, it’s clear that Marketo is taking steps to bridge the worlds of digital advertising and digital marketing. These announcements mark an important step in giving marketers the ability to deliver a consistent and personalized experience for customers across channels—from web, to email, to social media.

Steps to Global (Marketing) Domination

Global Communication

Seven billion. According to most estimates, our global population currently stands at a little more than seven billionpeople. English is the third most widely spoken language, but it’s only the native language for about 5% of the world’s population. In fact, only about 30% of the world’s population speaks English with some degree of competency.

This reality may make the idea of extending into global markets seem daunting for marketers, but it’s worth the effort. Localizing your company’s marketing, product, and sales content can have a hugely positive impact on demand generation, company growth, brand recognition, and revenue creation. Indeed, according to a Forbes Insights survey, 33% of senior executives at companies with annual worldwide sales of +$500 million consider “expanding into global and new markets” as their top strategic priority.

How are these proclamations of global priorities transformed into actual results? Through the actions of marketers, like you, who serve on the front lines of global expansion!

By tapping into multilingual markets and engaging new groups of consumers, you’re on the cutting edge of demand generation. You’re spearheading a better, faster, approach to world domination (the nicest kind, of course), and will help grow global revenues. Regardless of where you are on the multilingual marketing learning curve, here are six steps to help you get started and capitalize on global marketing opportunities:

Step 1: Think Big and Plan Globally

You probably saw this one coming a mile away, but global marketing requires a global mindset! This may seem like an obvious a point, but you’d be surprised how often I see that deer-in-the-headlight expression when I ask global marketers for details about how they execute against their global strategy.

Implementing global delivery of marketing campaigns, programs, and messaging does come with its fair share of challenges, but it also offers the potential for huge gains that no global marketer can afford to ignore. And yet, developing a marketing strategy that is inherently global is less common than you might think.

Go-to-market activities must be justified by the revenue potential of each market, the degree to which competition exists in those countries, and the market demand data. To that end, it’s critical to conduct extensive market research to evaluate and prioritize which global markets to enter.

Having a global approach from day one will help your company capture more revenue using the least amount of resources by ensuring that:

  • People and budgets are utilized most effectively and efficiently
  • The right corporate and local stakeholders are involved from the start, and all in-country expertise is leveraged
  • Pre-sales content is delivered in the required languages and formats to best position your products in each target market
  • Your brand is communicated consistently across the globe
  • Your culturally and linguistically diverse audience enjoys a uniform customer experience.

Some companies treat localization as an afterthought, tacking it at the end of the marketing content delivery process. Others who do think globally up front often don’t execute fully on a global strategy because they’re convinced they don’t have enough time or resources to do so. Either way, the failure to execute a marketing plan from a global perspective jeopardizes valuable opportunities to gain market share in international markets and often has business leaders throwing good money after bad.

Step 2: Allocate Resources for the Best Localization and Biggest Global Impact

Now that you’ve identified your target markets and formulated a strategy to conquer them, it’s time to determine the localization plan to best support your strategy. The goal is to localize all marketing materials into the languages that matter to your business. Not surprisingly, data shows that translating materials to reach multilingual audiences contributes significantly to the attainment of business goals. According to industry research firm Common Sense Advisory (CSA), Fortune 500 companies that translated communications to engage customers in their own language were nearly three times more likely to experience revenue increases. Moreover, another CSA study found that consumers are six times more likely to buy when they see localized marketing.

Localization goes well beyond word-for-word translation: it takes into account the nuances of regional audiences and customs to get the tone, phrases, and even images correct so that materials read naturally in each target audience’s own language, and do not convey unintended messages. Research and knowledge of your target market may reveal cultural differences and beliefs that can have a big impact on how marketing messages are perceived. Use professional translators that not only speak the language in the market, but also understand the subtleties of the region and culture, so that your messages truly resonate as intended with your entire global audience. Getting it right is vital—giving the wrong impression will jeopardize your entire global investment.

Step 3: It Takes a (Marketing) Village

When you’re implementing marketing campaigns and programs that reach beyond your company’s headquarters, it doesn’t always work to simply translate the exact same content used by your corporate teams. Instead, work with your teams cross-functionally and globally to ensure that you not only understand and incorporate the language nuances into your global campaigns, but that you also provide the right content. To do this, leverage your global teams’ unique skills and perspectives and find the right balance of centralization for your organization.

Also, make sure that your global marketing plan allows for regional teams to make adjustments to campaign materials to increase their effectiveness in the local market. At the same time, the localization process should allow teams to test, implement, and retest marketing materials so that they meet regional teams’ and customer needs.

Step 4: Use Your Secret Weapon: Translation Memory

There’s an extremely valuable secret weapon in your localization arsenal that’s so secret even you might not know about it. What is it? Your translation memory. It’s a database of a company’s previously translated words and phrases.

Our survey of 500 global marketers found that 80% were completely unaware of this valuable tool. By using a translation memory software solution, once you’ve translated a word or phrase, you will never have to pay or wait to have those words translated again.

You’re probably asking—how is it possible to know nothing about this tool? Chances are, unless you’re using a marketing globalization solution with a unified translation memory capability, your language service providers and translation vendors control it—and there are likely multiple versions of it if you’re using several vendors.

If you’re not in control of your own translation memory, you’re spending more time and money on translation projects than you need to, and aren’t ensuring global consistency of messaging across your global campaigns.

Step 5: Automate your Global Demand Creation #FTW

It’s time to start thinking about marketing globalization the same way you think about marketing automation—as a business process that can be optimized. Take a critical look at your organization to understand how marketing assets, pre-sales materials, and campaigns are created and delivered across your tools and technologies. Now is the time to optimize your global content operation just like you would any other business process.

For example, your marketing content moves through your content management system, web content management, and marketing automation technologies. To quickly and easily deliver all the localized materials your markets demand—and benefit from an efficient, cost-effective way to go after global opportunities—you don’t want to be stuck in copy-and-paste purgatory. Rather, you need a solution that integrates these critical technologies and lets them work together to help you execute against your goals. Use technology to your advantage and avoid old school manual processes and project management tools.

By eliminating inefficiencies in your local campaign creation process, you can create more local marketing campaigns. That means more MQLs, which means more opportunities, which means more revenue for your company.

Step 6. Capture More Global Revenue Faster

In an increasingly competitive global economy, companies are continually improving their marketing campaigns to stay ahead of the competition and engage consumers through multiple channels to generate leads and grow revenue. However, many companies fail to engage successfully in international markets because their global marketing strategy and localization processes haven’t been optimized to reflect new advances in technology to deliver those campaigns on a global scale.

Whether your objectives are to increase brand awareness, expand into new markets, or grow your existing ones, it all boils down to being able to deliver compelling, effective messages to the marketplace that engage global audiences. By integrating the localization process with your marketing automation and taking a new approach to the way global marketing is done, you can engage and sell to your target audiences better and faster than ever before.

Walking Dead Approach to Slaying Marketing

zombie

Television show season finales have a tendency to send fans into a frenzy, even before the last episodes air. Some programs have a greater hold over viewers than others. Shows like AMC’s The Walking Dead, for instance, drew 15.8 million viewers for its Season 5 finale on March 30. The program broke its own record of 15.7 million finale viewers last year for Season 4’s final episode. This week, Deadline reported that 10.4 million of those viewers were in AMC’s key demographic.

While finales for many shows are infamously full of climactic, edge-of-your-seat moments, The Walking Deadboasts that kind of excitement in almost every episode. It’s a zombie thriller, after all. What makes The Walking Dead’s finale so unique is its timing and its ruthless storytelling techniques. Marketers can take a page from The Walking Dead’s book to do more than survive a zombie apocalypse. Marketing teams can enhance campaigns by surprising consumers with memorable encounters when they least expect them.

The Power of Multiple and Mid-Season Finales

Today in the U.S., a single season of television is usually comprised of 20 to 26 episodes that air between September and May. In the past few years, some networks have mixed that formula up by airing mid-season or winter finales. According to IndieWire, these types of finales air just before the program goes on hiatus for a significant amount of time. They run in late fall or early spring, as other shows continue regular programming. Networks use this tactic to spread out ratings and earnings over several quarters, generating more even financial gain throughout the year.

AMC has taken this course with The Walking Dead to not only build up greater momentum throughout the show’s running, but to give fans a mid-season gift that also keeps them hooked.

Marketers can apply the same logic to their campaigns. Rather than banking on a single creative concept influencing a consumer’s buying decisions, marketers should try building up to multiple rewards over the course of a campaign. It also behooves advertisers to establish a sense of urgency among customers. Setting deadlines or promoting limited editions are excellent ways to emulate the success of The Walking Dead approach. Another perk of a TV show’s hiatus is that it gives stragglers a chance to get caught up over a specific time period. Letting the public know certain release dates lets consumers plan their purchases and engagement.

Meanwhile, binge watching, where fans watch several episodes (or an entire season) in one sitting, has become an incredibly popular way people watch TV. Online streaming sites and subscriptions to services like Netflix and Amazon Prime have helped the binge-watching phenomenon take off. People want to get to the juicy, gut-wrenching moments that the writers have built up to all season. They want to get to the finales. With mid-season or winter finales, fans can get that release sooner and more often. They don’t grow bored with content, and are given new or developing plotlines to obsess over until the next episode airs.

Marketers can think about how to capitalize on a concept like binge-watching with their content creation. Consider offering episodic pieces of content, either videos, a series of ebooks, and so on, and create cliffhangers for emotional connections and to build anticipation.

Addictive Narratives Are Universal

However, The Walking Dead does break the binge-watching mold in some respects. Because online forums explode with analyses and deconstructions about these season conclusions the day after airing, most people prefer to tune into The Walking Dead live. It’s this popularity and the fans’ desire to interpret the show and predict what happens next, that keeps people hooked and watching in real time. Because of the discussion the story generates, no one wants to miss a moment of it.

It’s that storytelling that may be arguably even more influential to the viral popularity of The Walking Dead. It tells an incredible story. The writers of the program don’t just leave viewers with plot cliffhangers; they make their fans care deeply for the show’s characters and then actively kill those characters off. Variety argues that the show actually takes an unconventional approach to storytelling by navigating away from expectations and veering closer to an emotional tale of survival and ethics.

The investment in this type of narrative stems from the same energy that consumers apply to making sure they are the first in line for a new product. No one wants to hear about what happened on TV last night secondhand; it’s better to be the person explaining to everyone else why a main character was eaten by zombies. Once consumers are hooked to a product or service, they will never want to miss out on an update or improvement.

Anticipation and Engagement Are Key

Online forums run rampant with speculations as The Walking Dead builds up to its season finales. This is because the writers have established an “anything goes” mentality when it comes to plot and character. Viewers use evidence gleaned from previous episodes and seasons to try to predict what direction the show will take. It feels interactive. The writers have found a way to continually, and simultaneously, shock and delight their followers.

Pacific Standard reported that a series finale of a beloved television program even has the ability to negatively impact the stock market. Gabriele Lepori, an economist at Keele University, stated that when a TV show with a huge following in the U.S. ends, viewers enter a sort of depressive, lonely psychological state (we all know this feeling! Sopranos series finale anyone?). People feel that they have befriended the show’s characters over several years and when those characters no longer exist in new capacities, human beings fall into a collective funk, which reduces their willingness to take financial risks.

This proves that compelling stories delivered on a regular basis with engaging characters that elicit compassion in consumers can have a dramatic effect on the economy and spending habits. Marketers can approach campaigns with these tools in mind to help them better connect to customers and keep them hooked. Until the next campaign, of course.

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