For Technology Product Management & Marketing Professionals

The State Of Global Enterprise IT Budgets: 2009 To 2010

Business Data Services Global

by Jennifer Belissent, Ph.D., November 18, 2009

This document provides enterprise highlights of an extensive data set collected via Forrester's Enterprise And SMB Global IT Budgets And Spending Survey, Q2 2009. The survey covers budget trends and priorities from 2009 through the first half of 2010 . . .

For Technology Product Management & Marketing Professionals

Rewrite The Netbook Story For Business Technology Buyers

Position Netbooks For Business Use — Especially In Emerging Markets

by Jennifer Belissent, Ph.D., October 9, 2009

For a device that originated in the concept of the $100-laptop, the netbook certainly hasn't been fully marketed to emerging markets. Nor have firms really marketed netbooks for serious business use. Netbooks have become known as companion devices for . . .

For Technology Product Management & Marketing Professionals

Reach Real Global B2B Tech Audiences With Virtual Events

New Tools And Best Practices For B2B Marketing Beyond Borders

by Jennifer Belissent, Ph.D., October 6, 2009

The downturn is turning out to be a double whammy for tech marketers. Budget cuts and a significant drop in the effectiveness of tried-and-true tools, like trade shows, make calls to reach wider audiences through traditional marketing activities problematic. . . .

For Technology Product Management & Marketing Professionals

Get B2B Messages Right: Balance Global Consistency And Local Relevancy

by Jennifer Belissent, Ph.D., September 15, 2009

With marketing budgets under close scrutiny, global tech marketers need to ensure that marketing messages are spot on. Yet, "spot on" is not the same for all audiences across markets. While corporate marketing wants to maintain consistent brand messages . . .

For B2B Market Research Professionals

How The Economic Crisis Is Affecting Global IT Spend  (445 KB PPT)

by Jennifer Belissent, Ph.D., July 17, 2009

Data displaying the economic crisis' effect on global IT spend.

For Vendor Strategy Professionals

There's Gold For Vendors In Stimulus Packages

But It Will Take Mining To Get At The Opportunities That Exist

by Andrew Bartels, Jennifer Belissent, Ph.D., Heidi Lo, July 7, 2009

As economies around the world slid into recession, governments in the US and many other countries rushed out economic stimulus programs. Many programs have funds explicitly set aside for technology goods and services; others provide implicit opportunities . . .

For Technology Product Management & Marketing Professionals

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

Map Local Marketing Mix To How Buyers Inform Purchase Decisions

by Jennifer Belissent, Ph.D., July 6, 2009

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 . . .

For B2B Market Research Professionals

The State Of Global Business Technology Adoption: 2009

Business Data Services Asia Pacific, Latin America, Middle East, And Africa

by Jennifer Belissent, Ph.D., Heidi Lo, June 30, 2009

This document provides highlights of an extensive data set collected via Forrester's Enterprise Global Technology Adoption Survey, Asia Pacific, Latin America, Middle East, And Africa, Q1 2009. Survey respondents, IT executives and technology decision-makers . . .

For Technology Product Management & Marketing Professionals

Start Your Global Social Media Strategy Locally

Insights From Forrester's Social Media Analyst Day

by Jennifer Belissent, Ph.D., June 25, 2009

A group of tech marketers and Forrester analysts recently engaged in an all-day Forrester event in London on the use of social media in a B2B marketing context. Our discussions focused on trends in social media adoption by B2B technology buyers and nascent . . .

For Technology Product Management & Marketing Professionals

Vive La Difference In B2B Buyer Behavior

by Jennifer Belissent, Ph.D., April 24, 2009

Social media is a global phenomenon creating profound change in B2B buyer behavior and the nature of the relationship between technology buyers and vendors. While social media is evolving into a valuable marketing tool, local adoption of social technologies . . .

For Technology Product Management & Marketing Professionals

Expand Globally, Market Locally

Adapting The Four Ps Of Marketing To New B2B Markets

by Jennifer Belissent, Ph.D., March 31, 2009

Taking the show on the road — expanding into new markets — is a daunting proposition for tech marketers. New markets mean new requirements, including not only product features, but also price, promotion, and placement attributes — the Four Ps. New geographic . . .

For Technology Product Management & Marketing Professionals

Inquiry Insight: Globalization And Emerging Markets 2008

Forrester Clients Understand That To Think Globally, They Must Act Locally

by Jennifer Belissent, Ph.D., March 16, 2009

Forrester clients are immersed in the challenges of globalization and expanding into emerging markets. Client inquiries on how to best meet these challenges range from broad questions about operating in a global or multinational environment to more specific . . .

For Technology Product Management & Marketing Professionals

Offshore Product Development Requires Onshore Product Management

The Arguments For Greater Scrutiny Increase

by Jennifer Belissent, Ph.D., Tom Grant, Ph.D., January 29, 2009

Recent developments in the IT services industry illustrate broader risks associated with outsourcing technology product development. While outsourcing is and should remain an arrow in the quiver of development options, product management must play a major . . .

For Technology Product Management & Marketing Professionals

Predictions 2009: Economic Trends Will Set The Tone For Technology Marketers

by Emily Van Metre, Jennifer Belissent, Ph.D., Laura Ramos, Frank E. Gillett, December 23, 2008

2008 was an eventful year, marked by a recession, the collapse of major financial institutions, and record unemployment. Next year will bring many challenges for technology marketers as they work to do more with lower budgets, differentiate their product . . .

For Technology Product Management & Marketing Professionals

Sow Web 2.0 To Target Emerging Tech Markets

Community-Driven "Market Self-Selection" Identifies Gems Beyond The BRIC Markets

by Jennifer Belissent, Ph.D., December 19, 2008

With the economic downturn sapping the US and other established tech markets, technology industry marketers are fast at work identifying new targets among higher-growth, emerging markets. With so much attention placed on the BRIC (Brazil, Russia, India, . . .

For Technology Product Management & Marketing Professionals

Predictions 2009: Emerging Tech Markets

by Jennifer Belissent, Ph.D., December 19, 2008

Despite the dire straits of the world economy, emerging markets continue to hold significant promise for the tech industry. Increased business and consumer use of the Internet and information and communication technology (ICT) drives infrastructure requirements . . .