Forrester

Why Read This Report

Tech marketing executives are struggling to strike a balance between the control they need to communicate a consistent brand promise and deliver a consistent brand experience while also being responsive and adaptable to local market needs. Forrester's Q4 2011 B2B Marketing Organization And Investment Survey shows that international tech vendors centralize their marketing more so than in other industries and they tend to manage their localization process in the same manner. Local markets vary in many ways and centrally steered localization risks missing many of these subtleties. Forrester recommends that field marketing staff become an integral part of the international content strategy to tap their invaluable local knowledge.