Marc Benioff-backed Cloudwords is continuing its quest to help global marketers manage multi-lingual content. The cloud-based translation management application today announced Campaign Manager, an enterprise-ready solution designed to help marketers "plan, execute and track" the localization and translation of marketing content for global campaigns.
Benioff, the CEO of salesforce.com, was one of the original investors in the San Francisco-based company.
Cloudwords was founded in 2010 by "individuals who gave birth to cloud computing," including Scott Yancey, a key architect on the salesforce.com platform, and Michael Meinhardt, a consultant who advised numerous enterprise customers on their global translation strategy, including Cisco Systems, Hitachi Data Systems, Apple and Symantec.
It's a Small World
Cloudwords is not a translation vendor or language service provider: it is an end-to-end platform designed to do such things as speed workflows, provide strategic insights and analytics, provide a "trusted vendor" marketplace and host a company's translation memory.
The goal is to help meet the challenges of global marketing, the company maintains.
Yancey claims Cloudwords accelerates content globalization at scale, "dramatically reducing the cost, complexity and turnaround time required for the localization of all marketing content." In other words, he boasts, it helps companies go global faster, engage multilingual audiences more efficiently and generate increased demand and revenue in less time.
The company has been growing, backed by Menlo Park, Calif.-based Storm Ventures — a $600 million venture capital firm 100 percent focused on early-stage enterprise investments.
Last year, it launched Cloudwords for Drupal, a first of its kind integration with a translation management platform for the world's largest open source content management system (CMS).
In April, it incorporated machine translations in its product release, providing marketers with another option for localizing campaigns. The new release also included features targeted at the Cloudwords for Marketo integration, including support for translating Marketo tokens and content swaps in different languages for multiple templates.
It is one of the sponsors of Oracle Marketing Cloud Interact 2014, which will run from Wednesday through Friday at Moscone West in San Francisco. The event is intended to provide a fresh look at B2B and B2C marketing through keynotes by strategic leaders, demonstrations of new technology … and a performance by those marketing geniuses, the B52s.
But back to Cloudwords. The company is now expanding its solutions with Campaign Manager, which reportedly provides a "comprehensive view of all localization assets within one overarching campaign across geographies, departments and customer touchpoints."
Filling a Need?
It's no secret that the most successful marketers develop personalized marketing experiences to target their audiences. And personalization becomes even more important — and tricky — on a global scale. As Cloudwords claims:
To engage consumers in global markets, content must also be localized in the audience’s native language and be culturally relevant for the region. Marketers at enterprise organizations are challenged to localize all campaign content efficiently and effectively across communication channels and internal silos to fully take advantage of global revenue opportunities for their companies."
Campaign Manager helps global marketers strategically manage the localization process of "all assets and channels concurrently across all departments and regions" and easily view essential information in one snapshot. The promised return: increased productivity, decreased risks of project delays and faster time to market internationally.
Yancey noted that “marketers are on the frontline of revenue generation" in companies today — and that unless they market efficiently on a global scale, "they’re not capturing all of the revenue opportunities available to them.”
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