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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

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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.

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