Editor’s Note: This post is the final article in a three part series covering global marketing expansion. You can read the first article in this series here and the second here.
In the prior two posts, we talked through the advantages of centralized marketing on a global basis, but also the tipping point for when staffing up localized marketing regions makes sense. In this final article, we will walk through how to implement localized, in-region marketing once an organization has hit the tipping point for going local.
1. Co-locate your marketing team with the sales organization
This might seem obvious, but if your sales organization is not in a major metropolitan, or not in a target country for localization
, you might be tempted to not hire the marketer in the same location as the sales team. Here is a likely scenario. Your target market for localization where your products
Continue reading "Going Global: The Top Five Ways to Implement Localized Marketing"
Editor’s Note: This post is part two of a three part series covering global marketing expansion. You can read the first article in this series here.
In part 1
of this series we discussed the benefits of centralized marketing and the reach that centralized teams can have on a global basis. In this article, we’ll discuss the tipping point for going global.
Despite the effectiveness of a centralized team, at some point going local makes sense. The term “going local” is really the key term. If you are operating correctly, your company already has a strong global footprint, most likely in English, and most likely in American English. The key is to decide when to segment your marketing efforts and “go local” to serve markets that are under-represented in your revenue mix. This terminology nuance is important to note especially when dealing with internal stakeholders. Many sales organizations will not realize
Continue reading "Going Global: When do you create a local marketing presence?"
Editor’s Note: This post is part one of a three part series covering global marketing expansion.
As a company grows, most marketing teams expand from a centralized corporate office to placing marketers in country or at least on different continents to support growing sales organizations. The timing, goals, and implementation of this program is critical for success. In this series, we’ll examine the pressures on marketing leadership to “go global”, the key tipping points to make the shift, and some ideas on how to be successful with this move.
Global Marketing from a Central Location
The reality is that for most high velocity, inbound sales models, marketing teams are already going global from day one. While search engine marketing, advertising and email open rates can show some differences based on time zones, a highly functioning marketing team can make significant progress in global marketing from a central location. English reach
Continue reading "Going Global: The Push for Global Marketing Resources"