Asia Pacific Leads In Prioritizing Customer Experience Initiatives

Asia Pacific (APAC) emphasizes customer experience more strongly than other regions. In Forrester’s Marketing Survey, 2025, 26% of APAC B2B marketing decision-makers identified developing a vision and execution plan for adopting a customer-value-first mindset as among the most important priorities for their marketing strategy over the next 12 months, compared with 18% in North America and Europe. Similarly, 23% in APAC cited increasing the focus on postsale customer engagement as among their most important priorities, compared with 15% in North America and 17% in Europe. This is a snapshot of Forrester’s data on the strategic priorities of B2B marketing organizations.