Align global and local campaign teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 16, 2021, 3:17 PM UTC

Local teams must provide insights about regional culture and trends to get the content they need from global teams.

Leveraging global campaigns can help B2B companies efficiently and consistently communicate with audiences at scale. But, this approach comes with risks like delayed or improper delivery of content. Aligning local and global teams can help companies create content that matches the brand's global marketing objectives and local audience preferences.

Regional teams must guide global teams on market dynamics, language preferences and other audience needs. They can also provide global teams with early feedback on campaign content based on the local culture and trends.

Local teams must play a crucial role in developing a global, shared content calendar and inventory. They should further ask their global campaigns for support in building and refining content measurement dashboard, which can help them monitor local content's performance.

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