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 made that often result in wasted time and money, as well as gaps in local content. In this session we will share real examples based on experience from a senior marketing manager at JLL and will show you how to design a localized go-to-market content strategy that balances global and regional needs.