1. Trends & Challenges
in Balancing Global Messaging
& Local Relevancy
Presented by:
CLINT POOLE Vice President, Global Marketing
LIONBRIDGE

2. Uncover key trends impacting Global Customer Experience and discuss how Localization teams can help solve those challenges

4. Key Data Points/ Themes Localization Strategies
OUR Journey Today
40 minutes
Grounding Insights
Key Data Points/ Themes
Localization Strategies
Open Discussion

6. OUR LENS:
The Leaders & The Rest

7. Two Speed Marketing / Driver of Change
Speed one: time-bound, concentrated marketing investments designed to condition markets and shape demand patterns and selling motions in very specific ways.
Speed two: drives continuous engagement, which is conversational and situational—it’s human and it’s contextually relevant. Unlike speed one campaigns, which are time bound, speed two is “always on.”
Jake Sorofman, Gartner

8. Two Speed Marketing / Development Cycle
Speed one: Waterfall
Speed two: Agile

9. OUR LENS:
The Leaders & The Rest

10. /01
GLOBAL & LOCAL

11. THE GLOBAL / LOCAL DIVIDE

12. CONTENT PRODUCTION

13. LEADERS CENTRALIZE TEAMS
28%
70%
COMPLETELY CENTRALIZED
THE LEADERS
THE REST OF INDUSTRY

14. & BUDGET 44% 82% COMPLETELY CENTRALIZED THE LEADERS
THE REST OF INDUSTRY

15. & TECH 4%
71%
Fully consistent – all stakeholders use unified processes and technologies
THE LEADERS
THE REST OF INDUSTRY

16. How Does Localization Approach These Challenges
Hub and spoke model
Design localization decision framework
Partner on governance/quality definitions

17. How Does Localization Approach These Challenges
Level of Localization
Level of Marketing Differentiation

18. /02
Time To Market

19. LEADERS’ SECRET WEAPON
– TIME TO MARKET

20. How Does Localization Approach These Challenges
Hub and spoke model
Design localization decision framework
Partner on governance/quality definitions
Time to market
Adoption of agile loc processes
Embrace automation technology

21. Channels & Stakeholders
/03
Channels & Stakeholders

22. LEADERS SEE OPPORTUNITY IN TRENDS

23. STAKEHOLDERS IN GLOBALIZATION
– TOO MANY COOKS?

24. How Does Localization Approach These Challenges
Hub and spoke model
Design localization decision framework
Partner on governance/quality definitions
Time to market
Adoption of agile loc processes
Embrace automation technology
Content/Channel overload
Content-tiering
Align translation processes with content requirements

25. How Does Localization Approach These Challenges

26. EMOTIVENESS OF CONTENT
How Does Localization Approach These Challenges MT
Translate
Transcreate
Localize
Original Copywriting
EMOTIVENESS OF CONTENT
Landing Page
Homepage
Marketing Content
Category Pages
Support Pages
Tech Specs
1,000’s OF WORDS

27. /04
Open Discussion

30. STORE & MANAGE | ADAM AUTHORING SYSTEM CMS LIONBRIDGE TOOLS
Ideal Technology Stack
ADAM
DATABASE
AUTHORING
SYSTEM
CONTENT OPS
PORTAL
CMS
LIONBRIDGE
TOOLS
DEPLOYMENT
PUBLISHING SYSTEMS

31. EPI DEAL SUMMARY YTD: MARKETING JOURNEY REQUEST
(Content Brief)
DEAL SUMMARY YTD:
MARKETING JOURNEY
Marketing Content Shift & Revolution

35. /06
Open Discussion