Scaling Content and Personalisation in Global B2B Marketing
In the latest Adzact Collaborations report, we explore the complexities and strategies involved in scaling content across global organisations. This discussion, led by Joaquin Dominguez, Head of Marketing at Adzact, brought together two industry experts, Sophie Ambridge from Zendesk and Julia Porter from Optimizely, to share insights into balancing global campaigns with local relevance. From scaling efforts through automation and AI to aligning marketing and sales in Account-Based Marketing (ABM) strategies, the conversation highlighted key strategies and challenges that many B2B marketers face today.
Hosts
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Julia Porter, Senior Director Content Marketing at Optimizely
Sophie Ambridge, Senior Marketing Manager at Zendesk
The Importance of Scaling Content
Scaling content is not only about efficiency but also about maintaining consistency in brand messaging across diverse regions. Sophie Ambridge pointed out that for global companies like Zendesk, it's about creating content that resonates at both a high level and a local one. “Europe is not one region,” she explained, emphasising the challenge of adapting content for multiple countries with different languages and cultures. Julia Porter added that content must be engaging, not just informative, to break through the noise in today’s competitive landscape.
"Europe is not one region. It’s made up of so many different languages, cultures, and nuances. It’s not just about translation; it’s about localisation, ensuring the content resonates at a deeper level." Sophie Ambridge
Strategies for Scaling Global Campaigns
Both experts agreed that the key to effective scaling lies in repurposing high-quality content, like research papers or events, for different regions. For example, at Zendesk, Sophie’s team starts with global content and then localises it by adapting tone, use cases, and checking for cultural sensitivities. "It's not just about translation; it's about localisation," Sophie noted, underscoring the importance of tailoring content to specific markets.
Julia shared a similar approach at Optimizely, where their content marketing platform enables a streamlined content supply chain. This allows teams to work collaboratively on scaling content while keeping brand integrity intact. By mapping out each stage of the content creation process—ideation, creation, optimisation, and measurement—teams can ensure that they are not only producing content at scale but also distributing it effectively across all channels.
"AI does the laundry work for you, freeing up time to focus on the creativity and strategy that really make an impact. But, the human touch is essential to ensure content is engaging and relevant." Julia Porter
AI and Automation: Tools for Efficiency
A significant part of the discussion centred around the role of AI and automation in scaling content efforts. Both Sophie and Julia have embraced AI as a time-saving tool. At Zendesk, Sophie uses AI to assist with research tasks, such as identifying event speakers or validating content ideas. Similarly, Julia highlighted Optimizely’s use of its own AI copilot, Opal, which helps the marketing team ideate, draft briefs, and optimise workflows. “AI does the laundry work for you,” Julia remarked, freeing up time for more creative and strategic tasks.
However, both experts cautioned that AI must be used in conjunction with human oversight. While AI can help scale content efficiently, the final output should always be reviewed to ensure it maintains the brand's tone and relevance to the audience.
ABM: Aligning Marketing and Sales for Targeted Impact
A key part of the discussion focused on how Account-Based Marketing (ABM) requires close alignment between marketing and sales teams to create highly targeted, account-specific content. Julia shared that at Optimizely, their content strategy is evolving to ensure that marketing content resonates with both the sales team and prospects. "There’s a razor-thin wedge between marketing and sales," she noted, highlighting the need for content that balances bold, creative marketing messages with the precision required by sales teams. The alignment between these teams is crucial for a successful ABM approach, where content needs to be specific to each target account.
Both Julia and Sophie discussed strategies for scaling ABM efforts without requiring vast resources. Sophie shared practical tips on repurposing existing content, such as research reports or white papers, by tailoring them for specific accounts or industries. This approach allows marketers to deliver personalised experiences without having to create new content from scratch. "It’s about making them feel special and heard," Sophie said, underscoring the importance of personalisation in ABM. Even small changes, such as incorporating relevant use cases or addressing industry-specific challenges, can significantly boost engagement.
Finally, the discussion underscored the need for continuous feedback loops between marketing and sales teams. As Julia explained, aligning on messaging and content priorities ensures that sales teams are equipped with the right assets at the right time. Additionally, regularly assessing performance and gathering insights helps refine ABM campaigns, allowing them to be scaled efficiently across different regions and account segments. By maintaining a data-driven approach and close collaboration, both marketing and sales can deliver more impactful, account-specific content that drives results.
Final Thoughts
The conversation concluded with some final advice for marketers grappling with the challenges of globalisation and content scaling. Sophie stressed the importance of pushing back when content doesn’t fit local markets. "Trust your gut and listen to your sales teams," she urged, advocating for flexibility in adapting global content to local needs. Julia echoed this sentiment, adding that content marketers should focus on strategic repurposing and prioritisation to maximise impact without overextending resources.
In B2B marketing, success lies in balancing global consistency with local relevance, leveraging AI to streamline processes, and ensuring close collaboration between marketing and sales teams. By following these principles, marketers can not only scale their content effectively but also create campaigns that resonate deeply with their target audiences.
This Adzact Collaborations report offers valuable insights for any marketer looking to navigate the complexities of global content strategy and highlights the innovative approaches that Zendesk and Optimizely are using to stay ahead in the game.
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