Chloe Pott

Global marketing activities & localization best practices

Discussion created by Chloe Pott Champion on Nov 21, 2018
Latest reply on Dec 4, 2018 by James T Fletcher

Hello Marketo community,


Q4 2018 comes with discussions for 2019 marketing plans


A question came to mind today with my CMO that I wanted to get other global marketers' thoughts on:

One of our biggest challenges in the past has been determining when we localize (translate) some of our global marketing activities. Our company is a global company with active marketing efforts across Southern Europe, Central Europe, Northern Europe, North America, Middle East and Asia Pac. We have regional marketing managers in NE, SE, CE and NA, and each regional marketing manager develops somewhat of their own regional marketing plan. However, for 2019, we’d like to roll out a global marketing plan that still allows for flexibility within the regions.


How have other global marketers decided if you localize (translate) global marketing efforts or not? How do you determine if a global campaign is to be promoted to specific regions?

How do you determine a healthy balance between “what corporate is planning out” and still allowing for local regions to pick/choose what to do and not feel like they're having to lsk?


Thanks for your thoughts!