Building a Case for Centralizing Marketing Localization

Track: Global Business | GB11 |
Thursday, June 10, 2021, 1:00pm – 1:45pm
Held in: Jujama 1
Kimon Fountoukidis - Argos Multilingual 
Mariëtte Pepping - ServiceNow

ServiceNow is a fast-growing organization and is at the starting point of centralizing the marketing localization efforts in order to increase speed and scale. We built a business plan with clear key performance indicators and goals. After that we kicked off two workstreams where we split out the technology needed to deliver a localized digital experience fast, and a content localization strategy to focus on quality and how it relates to the international audience. In this session, we will use a case study where we will walk through the business plan highlights and the workflows that are being built to meet the objectives.

Takeaways: Attendees will learn the whys and hows of a centralized marketing localization approach vs. a decentralized approach.