Advanced Search

Save Or Share This Report

For B2B Marketing Professionals

European Tech Marketing Is Different: Here's How

Forrester's Marketing Flywheel Shows Other Priorities For European Marketers

February 15, 2011

Primary author headshot

Authors

Why Read This Report

Tech marketers are modifying their vision of the role of marketing in their companies: from a provider of prospect names and product messages to a strategic resource that, like a flywheel, fuels and smoothes the work and priorities of sales and of managing offering portfolios. Much has been written about the differences between the North American and European IT markets: American customers are more willing to experiment; they select a solution quicker; and they focus more on the technology than on business outcomes. And these differences are reflected in the way that tech industry marketing has organized and invested across the two regions.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Tools And Templates

Vendor Selection Aids

vendor selection icon
  • European And North American Tech Marketers Agree On Strengths But Not Weaknesses

Also in Collection: B2B Marketing Organizations And Investments

Recommended Research