Think Global, Act Local: Scaling Global Enterprise GTM with Local Relevance
Expanding into global markets requires more than just translation—it demands cultural adaptation, trust-building, and a deep understanding of local nuances. In this webinar, Jade McQueen, CMO of Box, will share insights from her experience in both the enterprise tech and entertainment industries on how to successfully scale global GTM strategies while maintaining local relevance. The discussion will explore how to balance global consistency with regional personalization, why relationship-first marketing is critical for long-term success, and how enterprise growth requires delivering value beyond just the buyer to the entire organization.
In this episode of Game Changers, a riveting conversation unfolded between Oana Manolache and Jade McQueen, the Managing Director of Media and Entertainment at Box. Jade, with her unique blend of entertainment industry knowledge and B2B SAS technology expertise, clearly fits her role as effortlessly as a hand slips into a well-tailored glove.
Jade’s insights on global marketing campaigns were particularly intriguing. She proposes a fascinating global strategy: maintaining a unifying theme connected to every client while incorporating local variations depending on the regional differentiation. It’s akin to a chef creating a unique culinary experience that combines local ingredients with a global flavor.
The conversation highlighted the strategic importance of landing big-name clients in different regions as pivotal performance indicators (KPIs). According to Jade, such KPIs could dramatically boost marketing efforts directed towards smaller companies.
The conversation took a turn when the argument moved towards determining the aspects of campaigns that should be standardized globally versus adapted locally. Jade’s response suggested that this decision largely hinges on the product’s specificity.
The dialog between the Oana and Jade is a brilliant dissection of the crucial elements needed to build rapport and curate a community for running successful marketing campaigns. It all boils down to a simple yet profound concept: global campaigns create awareness, but adding a personal touch through localization makes these campaigns more effective.
Fostering collaborative efforts between varied roles, such as Go-To-Market leaders and sales teams, also emerged as a cornerstone for better marketing. Jade emphasized an understanding of individual clients to hone marketing strategies to their needs.
Intriguingly, the conversation hinted at some of Jade’s upcoming projects. These projects are centered around the values of building networks with those who are poised to be future decision-makers in their fields – an element that echoes the essence of healthy and lasting professional relationships.
Finally, Jade ended the session on an anticipatory note by recommending the names of Carrie Palin, CMO at Cisco, and Chris Kohler, CMO at Twilio, to be the next guests on the show.
This fast-paced yet enlightening conversation with Jade McQueen undoubtedly provides a road map for anyone looking to master the art of global marketing. Jade’s fusion of insight and experience serves as a much-needed guiding light to aspiring marketers looking to make a mark in today’s dynamic and highly competitive global marketplace.
