Global marketing and localization PRODUCT DEMO

2 Housekeeping Before we dive in.... ● Check out the QR codes and embedded links throughout the session. ● Use the table of contents on the bottom right to navigate to different sections of the video. ● Keep an eye on your inbox — we will follow up with the content model for download and other helpful resources. ● Get in touch via the contact form at the end of the video. You can also reach out via Twitter @contentful or write to us at [email protected]

3 You’ll learn how to: 1. Create compelling landing pages using structured content and composable page architecture — without developer resources. 2. Run seamless marketing launches by effectively organizing, previewing and scheduling your content. 3. Localize your content by combining native features, implementation strategies and translation integrations. 4. Implement scalable personalization campaigns with out-of-the-box apps (feat. Ninetailed and Google Analytics). 5. Plus: Learn to automate daily tasks and workflows.

4 Introductions Artas Bartas Sr. Product Marketing Manager Andrew Kumar Director of Platform Strategy

Content Platform 5 Contentful

6 Other CMSs Translations Cloud Storage Product Catalog Contentful editor apps Build & federate content Deliver anywhere Mobile app Digital signage Website In-store experience Content architecture Cloud native Global CDNs Secure & scale your digital footprint App Framework Design system Custom UIs & workflows Customize & automate content ops Content platform Integrate with cloud services

Cloud infrastructure Content spaces APIs App Framework Apps 7 Other CMSs Translations Cloud Storage Product Catalog Contentful editor apps Build & federate content Deliver anywhere Mobile app Digital signage Website In-store experience At the core: content platform components

8 31% of the Fortune 500 have battle-tested Contentful 300+ partners 2x bigger ecosystem vs. other pure-play vendors $158M Total funding with latest round ($80m) in 2020 20+ Billion API calls per month 600k+ Active Contentful users worldwide 22.8k Live sites and in the Top 10k global websites Platform highlights

Problem & Opportunity 9 Customer Experiences

of large organizations will have failed to unify engagement channels, resulting in a disjointed and siloed customer experience that lacks context. Gartner, August 2020 Problem & Opportunity

11 Buy Evangelize Use Explore Discover Customer lifecycle Common customer experiences: fractured Knowledge base Loyalty program Global corporate website Landing pages Commerce Product pages

12 Common customer experiences: connected with Contentful Knowledge base Buy Evangelize Use Explore Discover Customer lifecycle Loyalty program Global corporate website A content platform unifies content across an entire digital footprint Landing pages Commerce Product pages

Purchase Mobile apps Agile ecommerce Evaluation Blogs Email campaigns Product pages 13 Global marketing & localization Retention In product Community portal Knowledge base Specific opportunities in the customer journey Build engaging experience at every step of the customer journey

Today’s Focus 14 Global Marketing & Localization

15 Scaling global content operations is complex and can make or break a business. Speed and scalability will be crucial to localizing content successfully. 75% of consumers prefer to buy products in their native language The time to localize is now Customers need consistent and localized content, wherever they are in the world

Case Studies 16 Customer Success

● Created localized, cohesive customer experiences for their users (e.g., IKEA’s Inspiration feed) ● Increased productivity by reusing 80% of all content. ● Created a flexible, scalable design, with a better overall work environment for marketing teams. Results IKEA needed to reach multi-language markets quickly and effectively Challenge CONTENTFUL CASE STUDY SHOWCASE

“Collaboration is key to innovation. Aligning our digital teams across geographies and product categories on a unified content platform was the essential collaboration needed to reimagine our catalog for a valuable, cohesive customer journey.” —Jonatan Söderlind Product Owner, IKEA CONTENTFUL CASE STUDY SHOWCASE

Inspiration feed

Contentful web app customized with the App Framework

Challenge ● Decreased deployment time by 98% from two weeks to 30 minutes ● 30+ team members onboarded in six months ● Supported 87+ locales with robust fallback configurations Results Replace a home-grown CMS post-acquisition that could be maintained within the expanded team with new hires Scan the QR code to read the full customer story

22 Content delivery to every region

● Launched both products at least six months ahead of the original marketing plan ● Content team doesn’t need engineering to support content creation or publication ● Engineering team can concentrate on new features instead of building workarounds Results Pivot to an online-only marketing strategy for the launch of two new fitness products at the start of the pandemic Challenge Scan the QR code to read the full customer story

24 Customer stories

Global Marketing & Localization Demo 25 How Builders Collaborate

Customer experience Technical side Marketing side Developers and platform owners are able to work in parallel work streams to marketing Editors are able to update web and app elements without developer resources 26

A new way of working Connected to, and learning from the customer experience Adapt to new trends and behaviors Reuse content globally and locally Dev teams can innovate and deploy faster 27 More agile business operations Marketers can react instantly to app insights Global marketing & localization Agile ecommerce Knowledge base

Global Marketing & Localization Demo 28 Conclusion

29 SPEED Rapidly enter new markets, growing and diversifying revenue streams by addressing new segments and channels. SCALABILITY Unify, then scale content across regions and channels, with reusable content and repeatable content model, design system and reference architectures. RELIABILITY Count on enterprise-grade infrastructure and resilience to mitigate security threats across a multi-brand, global experience. Key takeaways

30 Customer stories