Global/Regional Marketing
Marketing teams at global firms need to ensure that their messaging resonates with regional audiences, while supporting global themes. Explore our blog posts for insights and advice on developing a successful regional campaign strategy and content.
Learn about Forrester’s research services for B2B and B2C marketing leaders.
Insights
Blog
Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.
Blog
Twelve Days Of Loc[alization] Mess — In The Age Of AI
❄ 🥂 🎇 🎀 🎄 🥳 Last year, I wrote a pastiche called the Twelve Days Of Loc[alization] Mess after a client asked about the root causes of localization problems. This week, I wondered if I should repost the blog, perhaps with a few updates — and was amazed to realize that, after one short […]
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A 2025 Global Privacy Prospectus
The seasons are changing, Christmas catalogs are arriving, the clocks have shifted back an hour (in some countries) … yes, the new year is coming. While we don’t advocate for closing the books on 2024 yet (it’s only November, after all!), now is a great opportunity to consider what’s in store for next year. On […]
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2024 Midyear Review: Still Losing In China, Global Brands Remain Positive
Competition in China’s consumer market remains challenging for some of the biggest global brands. Learn three effective strategies in this preview of a new report.
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B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
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What I Learned About GenAI From Over 100 Indian CMOs
Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post.
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Unleashing Field Marketing To Drive Growth In Asia Pacific
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
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From Dominance To Decline: Global Brands Are Losing In China
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
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Announcing The Forrester Tech Tide™: Enterprise Localization Technologies, Q1 2024
Do you sell into multilingual markets, nationally or internationally? Do you want to grow? If so, you should review your localization tech stack. We recently published The Forrester Tech Tide™: Enterprise Localization Technologies, Q1 2024 to help leaders in revenue operations, marketing, product, digital, content, and customer experience shape their firm’s investment approach. A Rising Tide […]
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The $1M Mistake: Why Localization Prioritization Misses The Mark
Companies waste millions when they don't prioritize localization based on customer preferences. Learn about a new Forrester tool that can bring needed clarity.
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Adapt Your In-Person B2B Event Strategy Or Lose Audiences
In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]
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Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023
Explore a few initial findings from Forrester’s 2023 State Of B2B Field Marketing Survey, to be fully unpacked at Forrester's upcoming B2B Summit EMEA and APAC events.
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Align, Generate, And Grow At B2B Summit APAC 2023
An industry that has long prioritized winning net new business and strengthening internal efficiencies will be forced to reimagine how it creates value for customers across the customer lifecycle. Find practical advice for achieving this at Forrester's B2B Summit APAC.
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Four Key Ways B2B Buying Varies Across Global Regions
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.
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Optimising Global Campaigns In The Region
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.