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

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
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.
Blog

What I Learned About GenAI From Over 100 Indian CMOs

Subhendu Pattnaik April 4, 2024
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.
Blog

Unleashing Field Marketing To Drive Growth In Asia Pacific

Daryl Wright March 11, 2024
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.
Blog

From Dominance To Decline: Global Brands Are Losing In China

Xiaofeng Wang February 27, 2024
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.
Blog

Announcing The Forrester Tech Tide™: Enterprise Localization Technologies, Q1 2024

Kathleen Pierce February 12, 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 […]
Blog

The $1M Mistake: Why Localization Prioritization Misses The Mark

Kathleen Pierce January 2, 2024
Companies waste millions when they don't prioritize localization based on customer preferences. Learn about a new Forrester tool that can bring needed clarity.
Blog

Adapt Your In-Person B2B Event Strategy Or Lose Audiences

Conrad Mills August 15, 2023
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 […]
Blog

Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023

Daryl Wright August 8, 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

Dane Anderson July 3, 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.
Blog

Four Key Ways B2B Buying Varies Across Global Regions

Beth Caplow April 4, 2022
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.
Blog

Optimising Global Campaigns In The Region

Mavis Liew August 18, 2021
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.