Internal Buying Group Size Differs Significantly Between Countries In Asia Pacific

Effective B2B marketing focuses on buying groups; understanding their size and complexity helps to design demand programs and construct more accurate buying groups. Forrester’s 2024 data shows that internal buying groups in Asia Pacific (APAC) vary greatly in size: Purchase influencers in China, India, and Australia report buying groups larger than the global average; in Indonesia and Japan, they’re smaller. This highlights the need to adjust go-to-market plans and marketing programs based on the level of consensus-building required in each country. This is a snapshot of Forrester’s data on internal buying groups involved in product and service purchasing decisions in APAC.