Forrester

Why Read This Report

Tech vendors are likely underperforming in international markets because their central marketing teams do not successfully integrate inputs from their field marketing colleagues about local market needs. After all, localization of marketing campaigns and content is more than just language translation. Forrester's Q4 2011 B2B Marketing Organizations And Investments (MOI) Survey of vendors and service providers included 279 self-described "international" companies covering two countries or more. These companies' MOI profiles provide insight into how tech vendors are managing the balance between HQ versus field marketing control going into 2012. This data report provides that insight. Local markets are different in many ways, so a purely centrally steered localization process risks missing many international market subtleties. Forrester recommends that field marketing staff be an integral part of the international content strategy. If you do not have field marketing staff, use customer inputs, sales/partner insights, plus external market research extensively.