European Portfolio Marketers Can Boost Performance By Talking To More Buyers

Portfolio marketers in Europe talk to fewer buyers than their counterparts in North America and APAC, with 40% having spoken to fewer than 10 buyers in the past six months, according to data from Forrester’s Portfolio Marketing Survey, 2023. It is therefore unsurprising that they were less likely to meet revenue targets for offerings in their portfolio than their counterparts in the rest of the world that do speak to buyers more often. Clients should spend between 8 and 16 hours per month speaking directly to buyers, using a standard interview guide to gather robust insights on buyers’ needs, behaviors, and preferences.