Decision Tool

Introducing The B2B Localization Prioritization Tool

Prioritize Localization In Each Country By Strategic Importance, Ability To Win, Audience Preferences, And Readiness To Execute

December 1st, 2023
With contributors:
Dave Frankland , Matthew Selheimer , Sean Owens , Phyllis Davidson , Lisa Gately , Keisha Baker , Pippin Evarts , Michael Belden


When organizations market and sell in multiple countries and languages, it is challenging to create a coherent set of content and experiences for each locale given limited resources. Doing this even once is hard, and setting up a system that can scale and flex is harder. Many marketers underinvest in localization because it’s seen as too complex and expensive to do it right. But not doing it results in lower buyer engagement, fewer registrations, and lost revenue opportunities. The Forrester Localization Prioritization Tool helps marketing, digital, product, and customer experience leaders prioritize investment and spend by assessing localization in the context of each country’s market potential, the ability to win, and audiences’ localization preferences.

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