Taking Marketing Global? Three Quick Localization Tips!

I’ve just landed in Singapore for ON24’s Webinar World and I have to say, I am quite impressed with the global culture that’s been developed over the last 50 years. The moment you step off the plane you are hit with signs in several languages directing you to various locations, different cuisine, including a Swensen’s ice cream restaurant — I didn’t even realize those places were still around!

In short, I couldn’t think of a better place in Asia to hold the third of four Webinar Worlds, as it truly captures the essence of the event.

I travel quite often and on my various trips I am often asked, “I have to get some content translated, do you know any translation service companies I can use?” Or “I have video content, do you know where I can get a transcription?” Need to send gifts to customers in 10 counties? What about corporate gifting services? Generally speaking, I do have answers for all of these questions, but what strikes me is the tactical nature of the question.

There are more than 30,000 translation agencies to choose from. Many of them will do transcription and Amazon.com is a good option for sending gifts to your customers and partners — although a new company, Sendoso, can help you get those personalized gifts out globally as well.

However, more recently, the line of questioning has changed from tactical to, in my mind, strategic. These strategic questions, “I need more pipeline in Germany,” or, “I need to grow revenue in Japan,” or, “I need to improve the split of my revenue from 80/20 home country to international to a 50/50 revenue split in the next five years.” How can I get there? What resources do I need? How should I align my go-to-market teams internally? What investment should I make?

I love these questions.

My first piece of guidance is always the same: Always start with the end result — what are you trying to achieve? More new customer meetings? More pipeline? More revenue? How much? There are plenty of services companies, and technology, that can help you get “there,” but you have to first know where “there” is. If you don’t know where you are going, then how do you expect to get there?

Going global doesn’t happen overnight – it takes a measurable and focused process

Translating your website, email campaign or an amazing new video isn’t going to get you that new set of customers, or even impress your current customers. The best companies in the world have realized that creating engaging global content is a series of micro-processes that often include a massive web of coordinated teams, both internally and externally. Once your company appreciates this fact, then you can begin to chart the course for the introduction of your company globally.

Salesforce automation, marketing automation and localization automation

I would guess that your sales team has a set of processes to identify opportunities and perhaps they even use some level of CRM to help them automate and capture this sales process. Further, some companies automate their marketing function, enabling them to create ever more engaging emails, landing pages and help them target ideal customer profiles. Well, if your sales and marketing teams leverage automation technologies, and you are thinking about the next step in your global content processes, localization automation can help you improve the speed of multilingual content production.

Localization is really just another global business process, albeit an insanely manual process historically for even the most global enterprises. Most companies who have tried to improve their processes have relied on massive spreadsheets, confusing email strings and content repositories that lack version control. Engaging with your global customers is extremely critical, so an investment in localization automation technology is imperative, just like salesforce automation and marketing automation.

Consider the global customer experience

Imagine a customer visits your website, do they see their native language? If they do, how much of the content has been translated? If they click on a link to a marketing asset or on-demand webinar, do they see that asset in their native language, or is it simply in English?

I can’t stress enough how important it is for visitors to have a consistent experience from the first time they visit your website, your booth at a conference or even when they engage with your frontline organization. If you aren’t willing to invest appropriately, then it becomes very obvious to your future potential customers. I would simply recommend making sure the content available to your global customers is consistent with “what” you are selling in that region. Doing so provides these potential clients with the sense that your organization truly cares about them and their culture. This is, in essence, true localization.

Lastly, the journey to becoming a truly global organization is just that — a journey. It doesn’t happen overnight and there will be setbacks, but if you start with “why” you are entering a new market, the true reason for localizing global content and understand how you are going to measure your success, then you are already 50% there!

Coming Up on WBPS: Keys to Driving Webinar Registration and Attendance

There’s a lot that goes into a webinar. Video, for example, take a camera and a confident speaker. Then there’s the audio, the slides (if you use them) the topic, the resources for download and engagement tools. But the most important webinar element is also the hardest: driving webinar registration and attendance.

Next week, our own Chief Webinerd, Mark Bornstein, will explain how you can drive registration and attendance to your next webinar with a few key tips. It’s called “Keys to Driving webinar Registration and Attendance” and it takes place on Wednesday, August 7, at 11 a.m. PDT (2 p.m. EDT).

So what will Mark discuss? Well, during this interactive webinar, he’ll cover:

  • How you can optimize email invitations
  • Strategies for A/B testing promotions
  • How you can craft the perfect subject lines and titles
  • The basics of building a long-term audience

Can’t wait for next week? Well, you’re in luck. We have a few tips and tricks you can deploy right now to boost your registration and attendance. Let’s take a look:

Four Tips To Driving Webinar Registration and Attendance

  1. Know When to Send Your Emails

A lot of marketing today depends on emails. So, it’s worthwhile to perfect your emails when promoting your event. And, usually, timing is the most critical factor.

Take the time to understand the best time of day and which day out of the week are best for your target audience (we cover a few of these elements in our ON24 Webinar Benchmarks Report for 2019).

You’ll also want to extend your promotional period for your emails. A significant portion of registrants sign up for a webinar more than seven days before an event. So, plan on promoting your webinars at least two weeks before they take place.

  1. Revisit Your Landing Page

Landing pages are a critical, but often forgotten, part of the webinar experience. But how does one make a webinar landing page stand out? Easy: keep it simple.

When it comes to landing pages, you’ll want to highlight three things: what your webinar is about, when it’ll be held and where it’ll take place (online, obviously). A brief synopsis helps but so does good visual content. A short video, like the one here, can make your event more compelling and your audience more willing to fill out a form.

Speaking of forms. If you’re marketing your webinar to a returning audience, consider the one-button registration. You can learn more about that here.

  1. Engage with Partners, Sales and Social

Here’s one really well-kept secret to driving registration: get someone else to help you. Your sales team, for example, is an excellent resource you can turn to for support. Partners or like-minded organizations are another great opportunity to take advantage of as well.

Another angle to consider is partnering up with a like-minded organization. Promoting with partners provides a variety of benefits, such as sharing databases (or a portion), expanding the addressable market for a webinar and — provided they’re on the webinar with you — an engaging event that provides a variety of perspectives.

If you go the partner route, you’ll want to make it as easy as possible for them to say “yes.” Provide then with a “social package” to use. These can include social images, messaging and hashtags to use. Whatever you do, don’t forget to include a special UTM URL for your partner to use.

  1. Send Reminders!

Right. So you’ve sent your emails, refined your landing page and, if appropriate, involved partners and sales. All that’s left is to run the webinar.

Except it isn’t. You need to send a reminder email to your registrants! Today, it’s very easy for professionals to forget about a digital event – especially webinars. Sending a reminder email the day of your event keeps your webinar top-of-mind for registrants and boosts attendance.

You should also segment a portion of your database to connect with curious, would-be attendees who haven’t registered yet. A friendly reminder the morning of an event can get someone to sign up in no time flat.

Coming Up On The #Webinerd Channel: Amadeus and the Delight of Data

Marketers crave good, accurate data. Why? Because the more targeted you are, the better results you’re going to see. We know this because Ilina Petkova, Senior Marketing Automations Specialist at Amadeus, deploys this philosophy each and every day.

That’s one reason why we’re inviting Ilina to an upcoming EMEA edition of The #Webinerd Channel. Another reason? Because, using the ON24 Platform, Ilina revamped Amadeus’ webinar program a year ago when she joined the organization.

Join Ilina on August 7 at 3 p.m. BST (4 p.m. CEST) as she discusses her webinar strategy with Amadeus, and how she plans to implement global usage across the board. During “From Demographic Data to Delighted Delegate“, you’ll learn:

  • How to rebuild a webinar program from the ground up with the right data
  • How to keep on top of your martech stack updates and developments
  • What ON24 Elite’s data can do to help you engage with potential clients.

Can’t wait until August 7? No worries. Discover what your data can do for you with these ON24 resources.

Three Resources for Doing More With Your Data

It’s Time to Wake Up Your Data

What, exactly, can your webinar data achieve? Quite a bit. Learn how to wake up your data and engage your prospects in this blog post.

How to Use Customer Data for Quick Campaign Ideas

Need a quick and dirty campaign idea? Simple: turn to your customers. Discover how customer data can help inspire scrappy marketing campaign ideas and generate real results.

Using Engagement Data to Delight Your Audience

The number one rule about content? It’s all about the audience. Give your fans what they deserve when you learn how to activate your biggest advocates with your webinar engagement data.

Why Webinar World Is a Must-Attend Event for Engagement-Focused B2B Marketers

Interested in what Webinar World London has to offer?  Check it out here.  Want to grab your tickets? Use the code “WWLB2BMARKETINGfor a 100% discount

In a world of constant and escalating marketing change, it’s a huge relief that there are some marketing tools, channels or techniques that you can rely on – and I think it’s pretty unarguable that webinars fit into that category.

Webinars have been a critical and highly effective B2B marketing tool for well over a decade now, offering typically unrivalled performance in lead generation, engagement and above all value for money.

But given their longevity and ubiquitousness, you’d be forgiven for thinking that everything it’s possible to say about webinars has already been said and that there is nothing more to learn. You’d be forgiven, but you’d be wrong. And I’ve personally proved this, repeatedly, attending four (yes four!) of the Webinar World events run by ON24.

Webinar World does exactly what it sounds like it does: it’s a ‘deep dive’ on all aspects of webinar best practice, covering just about anything you could think of – promotion, UX, content creation, presentation skills, sales handover, polling, speaker selection, serialisation… you get the picture. In other words, it’s a total geek-out for those involved with using webinars for excellent and effective B2B marketing.

And this is probably ON24’s real moment of genius: they realised that their best customers were the ones who had really gone down the rabbit hole and become webinar geeks… or ‘webinerds’, as they have called them. It’s a bit it like when disenfranchised groups take ownership or reclaim a derogatory term and make it their own. Except that ON24 invented ‘webinerds’ in the first place – and they printed the T-shirt. Hundreds of them in fact, and gave them out free at Webinar World. I have one, and so does my colleague Minesh, who produces our webinars… and we only wear them semi-ironically.

But please don’t let this put you off! You don’t have to be a webinerd to enjoy Webinar World London… but it’s quite likely that you might be one by the time you’ve experienced it. There are also a wealth of keynote speakers dealing with top-line B2B marketing issues.

In the 15 years since we founded B2B marketing, I’ve been to more martech vendor conferences than I can count, but none have the cohesiveness, focus, understanding of its audience and a genuine sense of fun that Webinar World has.

In short, if you’re looking to find how to do better, more engaging and more effective webinars, or if you’re not even doing webinars currently but you just want to drive more leads and better engagement with your audience, you should make time to attend Webinar World 2019. I guarantee you’ll come away excited, enthused and inspired – and you’ll come away with a free T-shirt. What’s not to like? See you there.

Coming to The #Webinerd Channel: Schneider Electric and Moving Industry Mindsets

People, especially people in slow-to-change industries, like their habits and their way of doing things. But today’s digital revolution is upending the old way of doing things — and forcing companies to do things in new ways. So how can an organization get to moving industry mindsets?

On July 24 at 11 a.m. PDT (2 p.m. EDT), Schneider Electric’s, VP of Marketing Communications, Chris Quinn, will show you how he re-educates and shifts perceptions with webinars. During this event, Chris will explain how webinars have played a pivotal role in reshaping market perceptions, educating and engaging customers and driving cross-sell across their products and services.

Attend this session and you’ll learn:

  • How effective webinars can re-educate markets and shift mindsets
  • Ways to design a program that focuses on extracting more value from existing customers
  • Different types of webinars and the role they play in the overall marketing strategy

Don’t want to wait until July 24? Get a head start on educating your audience and moving industry mindsets these blogs:

Coming Soon to The Webinerd Channel: Eli Lilly and Superior Speaker Management

When you’re a global market leader, there are a lot of people you need to connect with. For one, you need to connect with your workforce. You also need to connect with to customers, prospects, shareholders, technicians, supply chain managers and everything between. But most of all, you need trusted speakers who can confidently communicate all this time and time again.

And speaker management is one of the hardest parts of running a large webinar program.

On July 10 at 11 a.m. PT (2 p.m. ET), Jim Spilman, Associate Information Consultant at Eli Lilly & Company, will join us on The #Webinerd Channel to explain how he brings speaker management Eli Lilly’s webinars. During this event, Jim will explain the basics of presentation practice, the need for slide control, how he facilitates tech support and how he manages every type of presenter — from divas to scaredy cats and more.

If you’re getting your webinar program up and running, or if you’re trying to take your webinar program to the next level with live hosts, next Wednesday’s webinar event is the one for you. But you don’t have to wait until July 10 to learn some great speaker management tips. Check out these blogs below to get a head start on better webinar presentations:

Market Trend Webinars and Accelerating Thought Leadership — WBPS Quick Bites

Everyone wants to be a thought leader in their respective space. But what sets the real leaders apart from the want-to-be-leaders isn’t a volume of content, but the quality of the insights they provide. Market trend webinars give companies the opportunity to establish expertise, build trust and craft an influential program that captures attention.

But why use webinars and not, say, a blog update? Well, according to Demand Generation Report, 48 percent of buyers say they prefer webinars to other content formats and are willing to spend more time and provide more information for webinar content. If you’re going to start a market trend program, webinars can help.

Starting a webinar program around marketing trends can seem intimidating, but they’re not that difficult. To show you how it’s done, we’re sending our very own Chief Webinerd, Mark Bornstein, to the studio to give you a quick bite on market trend webinar basics.

It’s the very first episode in our new series, WBPS Quick Bites, and it takes place on June 20 at 11 a.m. PDT (2 p.m. EDT). What can you expect to learn? Well, the fundamentals of market trend webinars — from presentation to engagement tools you should use — in fewer than 20 minutes. Here are a few tips you can use right now:

Market Trend Types: Annual, Quarterly, Monthly or Quick Response

Market trends webinars come about in a variety of ways, but marketers and their peers should establish the criteria for a webinar early. For example, should an organization publish a market trend event once a year, quarterly, monthly or as breaking news develops?

Consider the audience you’re trying to target with your webinars to determine cadence. Big ticket updates can take place every quarter. But fast-paced industries should look towards monthly — or weekly — updates to keep audiences informed.

Establish Market Trend Experts

Right. So you have a cadence down. Now what? Now you need to get your subject matter experts front and center to discuss the trends and, if appropriate, provide an opinion. SMEs are your way to put a face to your organization’s expertise.

Talk with your SMEs to figure out what format is most appropriate for them as they start their webinar journey. Practice with them they’re willing but nervous, about getting in front of a camera. Finally, walk your experts through how the webinar platform works and set up a dry run a day or two before the event — and take some time to review any slides.

Provide a Multimedia Experience

In the B2B world, a PowerPoint deck hardly registers as an engaging experience. As you design your market trend webinar series, set up some time to think through a variety of webinar types that’ll boost engagement and provide your audience with the information they need.

For example, you could intertwine polls and surveys throughout a slide presentation to measure attentiveness and audience opinion on the subject. You could also bring together a panel of experts and have them respond to audience questions. Really, it’s up to you.

Professionals use market trends for a variety of reasons. They influence business decisions, improve professional knowledge and prove thought leadership. After all, industry professionals are hungry for a variety of opinions — and your company’s perspective can prove to be invaluable for everyone involved.

If you’re unsure about how to get started with your market trend webinars, attend “Trending Up: How to Use Webinars to Share Market Trends” on June 20 at 11 a.m. PDT (2 p.m. EDT).

Coming Soon On WBPS: The 10 Common Webinar Mistakes to Avoid

Webinars have become the trusty Swiss Army Knife tool marketers require. Webinars are the foundation to any good marketing mix because they help generate pipeline, advance leads through the buying cycle and educate customers and prospects.

But, the use of such a scalable and personalizable medium has created competition for the time and attention of global audiences. Simply presenting a webinar isn’t enough.To break through the noise, you have to deliver great webinars.

What even makes a great webinar in the first place? If you pitted webinar marketers against webinar attendees, you’d get different answers. Most marketers are concerned with registrants, attendees and MQLs. Attendees care about content, engagement and overall experience. Either way, many webinars programs continue to run into the same set of issues.

Well, it’s time to replace fear of mistake with confidence of success.

Hosting countless webinars himself, Mark Bornstein has accumulated a wealth of webinar best practices. But even the best webinar programs can fall victim to common mistakes attendee experience. If your webinars are just falling short of success, join Mark on June 12 at 11 a.m. PDT (2 p.m. EDT) as he unveils his 10 Common Webinar Mistakes to Avoid in 2019.

Until then, here are two mistakes to avoid:

Mistake 1: Not having an on-demand strategy

  • Audiences help themselves to content when they want to today. You webinars should be there when they want them — even on mobile.
  • Nearly a third of webinar registrants attend on-demand. Some even miss the live event entirely. Don’t miss out on a third of your potential audience.
  • The increasingly global nature of business means international audiences are viewing your webinar content. Keep them engaged with available webinars.

Mistake 2: Leaving your audience out of the conversation

  • In too many webinars, presenters present while the audience simply listens. Think of webinars as two-way conversations instead of presentations.
  • Engagement becomes viewer analytics, providing insight into attendees, so provide opportunities for engagement.
  • Add polls, Q&A, social media tools, chat and other interactive elements.

Register now to join us on June 12 as we unveil the final eight mistakes, plus plenty more insight from the Chief Webinerd himself, Mark Bornstein.

Upcoming at ON24: Making Personal Connections IRL and Online With Insight50

Engaging top-tier leads today means using both physical and digital experiences to build personal connections. What helps best? Shared physical and digital experiences. Prospects and leads should be able to go from the show floor one day to a webinar the next and hold the same fluid conversation in a single seamless experience.

But putting together the brand assets, the copy, the handouts and prepping the sales team to make this work requires an almost frightening level of coordination. But it is possible.

On Tuesday, June 4, at 11 a.m. PDT (2 p.m. EDT), Insight50 US will bring together an expert panel to discuss the balance of physical and digital, how the two are becoming more intertwined and how marketers can craft their own experience that bridges the physical-slash-digital divide.

This upcoming Insight50 US panel will include:

These experts will discuss:

  • Where and when to integrate in-person events and webinars in account-based management campaigns
  • How salespeople fit into the physical-digital equation and how marketers can best enable them
  • How marketers can craft bespoke webinars for an audience of one and use that content to scale
  • And, of course, how to report both physical and digital results

Register now and learn how to bring your physical and digital events together. Interested in learning more about how ON24 makes digital events work? Check out these links below: