July 6, 2009

B2B Digital Marketing: A Global Deep Dive Into Local Decision-Makers

Map Local Marketing Mix To How Buyers Inform Purchase Decisions

This is the seventh document in the "B2B Digital Marketing Deep Dive" series.

by Jennifer Belissent, Ph.D.

with Peter Burris, Zachary Reiss-Davis

Executive Summary (This is a document excerpt)

Expanding into new markets requires tech marketers to sharpen local marketing strategies. Buyers in emerging markets, shaped by distinct cultures, languages, and channels, buy according to local business criteria and information sources. Buyers gather information individually, collaboratively, and, increasingly, virtually — from peers to print ads or from vendor sales collateral to virtual events. Tech marketers are tasked with allocating the marketing budget across this complex matrix of audiences and tools — dealing not only with new audiences but also with increasingly influential social media tools. Forrester's Global Technology Adoption Survey, Asia Pacific, Latin America, Middle East, And Africa, Q1 2009, provides insight into how IT decision-makers inform their technology purchases — and measures which tools resonate best across markets. Effective tech marketers understand local buyers' behaviors and localize their marketing mix to best reach their new audiences.

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