In the fast-paced world of marketing, efficiency is the key to success. This blog post delves into the evolution of EMEA marketing efficiencies using Marketo features and how the best practices from the Americas and EMEA regions were amalgamated to create a truly global instance. Initially, regions were set up separately, which was inefficient, creating challenges and inconsistent branding and customer experiences.
From dynamic content to global programs, this journey showcases a 75% reduction in setup time, ensured GDPR and global privacy compliance, increased MQL capture, and enhanced global brand consistency and efficiency.
EMEA Efficiency Evolution:
The journey begins with the EMEA Efficiency Evolution, highlighting key audience targeting and personalisation strategies. The EMEA region has multiple challenges, with 140 countries, 24 languages, sub-regions, local product standards, GDPR, cultural nuances including differences for addressing a person (m/f) and blocked countries.
Segmentation based on language, regions, products and sub-regions laid the foundation for personalised marketing. The use of snippets and tokens for social media links, office addresses, taglines, and logos further enhanced the personal touch. Dynamic content using Flexi template emails significantly reduced the time required to set up programs and emails.
The transition from 500+ EMEA custom forms to just 35 global forms streamlined processes, and the introduction of multi-language forms for EMEA languages was key and resulted in a substantial reduction in the number of forms to two per type (gated, hand raise, registration, demo request). Dynamic Privacy policy displays correct legal text and checkboxes in the form based on the selected country.
Going Global:
Building on the success in EMEA, the journey extended to a global scale. Dynamic legal consent forms based on country-specific regulations ensured global compliance across all form fills, resulting in increased capture of compliant regional MQLs. The implementation of global opt-ins, scoring, lifecycle, and operational programs streamlined activities and standardised data values. Using list upload templates matching CRM custom fields and values to ensure sync for all four regions in one shared Marketo instance and migration into one global CRM platform.
Moving from regional data management, a new Global Preference Centre and operational data management programs have been set up to comply with Privacy Policies, explicit & implied consent, tracking Opt-In/Out, deadlines, hard bounces, activating BOT activity and capturing Chronic None Responders now means that lead management provides consistent, complaint and a clean database.
The global approach also encompassed listening and reporting programs, providing greater insights across regions, segments, products, and promotions and a deeper analysis of targeted audience behaviour across all channels.
Reducing Setup Time and Ensuring Consistency:
The transition to a true Global Instance brought about a 75% reduction in setup time within the EMEA region. This transformation was achieved through the use of global program templates, allowing each region to clone and localise content swiftly. Moving from one program or form per language to single programs with dynamic content and segmentation further reduced set up time. The emphasis on consistency was highlighted, with program templates ensuring uniformity in building programs, thus repeatedly adhering to best practices. This sped up campaign creation and mitigated the risk of errors, particularly for those new to Marketo, safeguarding the brand and customer experience.
Documentation for Success:
A key aspect of the global transformation was the creation of ten comprehensive guides documenting processes. These guides along with recorded training sessions serve as a valuable resource for ongoing training and a global reference for all users. Incorporating company screenshots and links to templates or Adobe documents, they provide a single accessible library for knowledge. Alongside Adobe Marketo documentation and the JumpStart series, these guides have proved to be invaluable references for new hires whatever their level of expertise.
Segmentations, Snippets, and More:
This global transformation brings together all Marketo features in one instance, covering segmentations, snippets, Flexi email templates, tokens, dynamic and efficient emails, web form management, and data governance. With over 40 Facebook pages, LinkedIn, Instagram, Twitter with 8 industry taglines and 46 office addresses, dynamic snippets will be your best friend!
Standardisation in web form management and data governance, especially under GDPR, is of the highest importance. Ensuring consistency, data integration, compliance, and security are crucial components in every instance.
Summary:
Going from local workspaces to a truly global instance brings together many of Marketo's tools and features, which work seamlessly together across Marketo and our integrations, including CRM sync.
The global approach has streamlined processes and ensured compliance, consistency, and efficiency across regions, from segmentations to dynamic legal forms. The journey highlights the power of Marketo in supporting and riving global marketing strategies and sets the stage for continued innovation and success in the ever-evolving landscape of marketing automation and marketing operations.
Do you have additional tips and tricks within Marketo that can maximise Marketo's features within a global instance to ensure efficiency, consistency and a user experience brand? Please share in the comments.
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