Deliver globally relevant, flexible campaigns
Doing business in today's global economy presents countless opportunities and challenges. Beyond language and cultural factors, other dimensions of complexity in global marketing include varying economic drivers, government regulations, emerging business models, and different levels of solution maturity. In addition, growing fragmentation, proliferation, and competition also add new dimensions of complexity to the marketing equation, while the accelerating pace of change increases pressure to be agile and responsive in-market.
Think globally, act locally
Centralized marketing groups often are mandated to drive consistency and efficiency worldwide through repeatable and highly leveraged campaigns and creative. Yet wide variation in regional markets makes it difficult to create programs that work for everyone. It requires a deeper understanding of key variables that drive local distinctiveness, such as differing levels of in-country marketing resources, changing priorities, and divergent market dynamics.
Focus on flexibility
Content is king in demand gen today. Corporate marketing is in the best position to supply it to regions, given their deep product expertise and access to assets across corporate communications functions that create content. Product marketing groups also have expertise to contribute, such as industry trends and forecasts, analyst perspectives, solution best practices, and case studies. These forms of content can be easily packaged for use in the regions. Modular building blocks that frame content in context of regional variations enable local flexibility while ensuring consistency when built from a common strategic framework. Develop modular building blocks that can all be leveraged to create localized demand generation activities, including:
- Ready-to-use content "chunks" versioned by audience (i.e., installed base vs. net-new, or by vertical) in various lengths
- A library of slides with speaker's notes
- Selling scripts
- Image libraries