For Technology Marketing Professionals

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	February 18, 2010 Do B2B Tech Marketers Localize As They Globalize? Field Marketing's Eyes And Ears Complement Sales' Feet On The Street by Jennifer Belissent, Ph.D. with Peter Burris, Peter O'Neill, Madiha Ashour	Average: 10  (1 rating)

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Executive Summary

As the global economy rebounds, opportunity beyond traditional markets will only expand. New local audiences and new requirements for meeting specific local needs — both in terms of the products and services delivered as well as the marketing of those offerings — must be addressed. A closer look at how business marketers in high technology and other industries budget and assign responsibility for marketing localization — whether it's developing new content, finding new images, translating collateral, or launching altogether different campaigns or activities — suggests that they get it, but there is room for improvement. Higher priority initiatives such as social media and Web marketing will require localization to reach new global audiences, making marketing localization a prime candidate for best supporting role.

TABLE OF CONTENTS

• Globalization Brings New Markets, New Audiences, And Localization Needs
• Globalization Meets Localization Somewhere In The Field

RECOMMENDATIONS

• Get Organized For Marketing Localization: Leverage Field Marketing

WHAT IT MEANS

• Localization Shouldn't Be An Afterthought
• Supplemental Material
• Related Research Documents

This is an excerpt

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