Implementation and Impact of Regional Portfolio Marketing
Track: Global Business | GB8 |
Friday, June 16, 2017, 3:45pm – 4:30pm
Held in: Room H1
Alicia Camacho - Donnelley Language Solutions
Host: Tuyen Ho

Global organizations spend heavily on content localization but often lack a strategic framework for defining requirements across target markets, as the go-to-market planning traditionally occurs within corporate headquarters. As such, reactive content localization decisions are often made, resulting in wasted time and money, as well as gaps in local content. We will discuss the need for a localized go-to-market content strategy and the pivotal role of portfolio marketers in balancing global and regional needs. We will also review some examples of differences in launching global and local campaigns, the concept of the content experience wave, content effectiveness and return on investment (ROI).

Takeaways: Attendees will get insight into what regional portfolio marketing does and why it matters; an understanding of skills and interlocks that are key for regional portfolio marketers; and tips on measuring content effectiveness and ROI.