Global/Local

  • Winning Category: Global/Local
  • Campaign: Lionbridge Global Email Operations
  • Client: Lionbridge Technologies
  • Technology Partner: Marketo, Salesforce

The Lowdown: The Lionbridge Global Email Marketing campaign launched in spring 2014 to share best practices around executing global campaigns and highlight its Global Marketing Operations solution. To practice what it preaches, the language translation experts at Lionbridge sent emails and associated assets that were localized for target European countries.

Beyond translating the campaign’s emails, the team also adapted a video, solution brief, eBook, and landing page into five different languages. Lionbridge was able to effectively approach markets with different communication requirements, times zones and language barriers, while maintaining consistent messaging for its brand. The campaign is still available on an opt-in basis for sales to leverage with their prospects.

While the Lionbridge marketing team had executed successful email campaigns across multiple languages and nationalities before, it had not developed a systematic and easily replicable process around such a project. Through this campaign, marketers were able to connect to top markets and communicate with prospects in their native languages, on a much larger scale than ever before.

The team leveraged Lionbridge onDemand, a self-service, translation solution that is conducted through an online portal. This aided the campaign because it allowed the team to quickly and accurately translate assets across content types – email, video, whitepaper, eBook and landing pages. Turnaround time for translation projects is a matter of days, which allowed Lionbridge to execute quickly on strategies with quality translations.

Marketo hosted all campaign assets, members and workflows. Lionbridge used it to gather and normalize data and send out the campaign. Personalized tokens, segmentation, and dynamic content were all Marketo tools that were used during this execution.

Salesforce served as the connector between marketing and sales. Lionbridge used Salesforce campaigns to let the sales team opt their contacts into the campaign and choose a language for them. Salesforce (and the Marketo Sales Insight add on) served as a window into their leads’ engagement in the campaign, including email opens, clicks, form completions, web visits, contact requests and more. Marketers could also automatically associate opportunities with the campaign and thus prove ROI.

The campaign was delivered to more than 5,800 people and the number is continuing to grow due to sales members opting-in more leads that they feel are qualified for the campaign. This campaign contributed to 28 different sales opportunities for Lionbridge, valued at $2.6 million (whereas the cost of the campaign was very low – mostly just time). The biggest sales win to come directly from this campaign so far is a deal with one of the largest airlines in Europe, valued at $62,500.

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