Day two starts off with an opportunity to learn about how the global market represents a huge opportunity for those who can master the nuances of locals and languages. We are hearing about how the leading global B2B search marketers are sharing their advice on how to optimize global search efforts, manage foreign contractors, and track ROI in multiple currencies.
Moderator:
- Jeffrey Rohrs, Vice President, Marketing, ExactTarget
Speakers:
- Patricia Hursh, President, SmartSearch Marketing
- Kevin Lee, Executive Chairman & Co-founder, Didit
- Jeffrey Pruitt, President, SEMPO and Vice president, corporate sponsorships, iCrossing
The consensus of the group says to roll out one country at a time and focus on metrics that are very specific to that particular country. What works in the U.S. might not be what works internationally. Translation is also key. One question came up in regards to doing business in a particular language and meeting the expectations of that visitor. The panelists indicate that international results should meet the expectations of the keyword intent.
A summary of the session would be to forget what we know from a U.S. perspective and look at each country with a strategic marketing plan focused on meeting expectations and key metrics. This includes media networks as well as local site expectations.
Jeff Rohrs and Patricia are taking feedback for new SES international sessions in the speaker ready room later today.