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Think Global, Act Local. Strategies for Multinational CRM Success

Original Presentation Date

Oct. 15, 2014

Key Takeaways

Merkle, AdAge|BtoB Magazine and our featured speaker from SiriusDecisions presented a fantastic webinar focused on the importance of data for multinational marketers.

Viewers will:

  • Gain insights into the data landscape and the issues facing sales and marketing organizations operating globally, such as regulatory and cultural dynamics.
  • Understand the importance of data for any multinational marketer and explore a “Think Global, Act Local” approach for successful global data sourcing.
  • Discover the opportunities that are possible when advanced data sources are aligned to analytics and marketing strategies to move leads from anonymous to known.

Detailed Overview

Merkle, AdAge|BtoB Magazine and our featured speaker from SiriusDecisions presented a fantastic webinar focused on the importance of data for multinational marketers.

To be a world-class organization, multinational B2B companies require a comprehensive CRM strategy and successful CRM relies on the accuracy of customer data and the ability to leverage that data — across borders — to drive meaningful and sustainable customer relationships. Multinational companies face especially unique challenges in acquiring, maintaining and optimizing their global marketing data for successful CRM and Addressability at Scale (AAS).

During this session, featured speaker, Julian Archer, Research Director with SiriusDecisions, discussed some of the obstacles facing multinational marketers — including permission-based email regulation, multi-cultural dynamics and technology considerations. Using these insights, Merkle's Marc Fanelli, VP & GM of Global Data Solutions, shared innovative approaches for driving lead acquisition, advancing customer data and ultimately converting those leads into new, high-value customers — using a “Think Global, Act Local” approach.

All webinar registrants also received a complimentary copy of Merkle’s newest white paper: Think Global, Act Local. – Global Data Sourcing for Multinational Companies

To be a world class organization, companies need to have a comprehensive CRM strategy and successful CRM relies on the accuracy of customer data. Multinational companies face especially unique challenges in acquiring, maintaining and optimizing their Global Marketing data for successful CRM and Addressability at Scale (AAS). In this first paper in a three-part series, Merkle experts from data & analytics and the high-tech industry share best practices for driving successful data sourcing across borders.