Mavis Liew

Ask any marketing leader in a given region, and they will tell you that global assets need frequent and, at times, extensive localization before they can be relevant to the needs of their local buying audience. Localization is not just about language — it is also about local elements such as imagery, thought leaders, customer […]

A recent roundtable surfaced challenges that B2B marketing leaders are struggling with. Here, we provide some solutions.

A marketing transformation, which is a significant shift in an organisation’s marketing approach, often becomes necessary for companies striving to remain relevant and competitive in today’s rapidly changing market landscape. From evolving customer needs and preferences to emerging technologies and channels, businesses must continuously adapt their marketing capabilities to drive revenue growth and increase customer […]

Launching multiple products in a region can be complex due to variations in language, culture, maturity, and buyer needs across countries. On top of this, tailoring the launch to each market increases the complexity and need for resources. In addition, regional marketers are often faced with three critical challenges: lack of visibility and information about […]

It is essential for B2B CMOs to develop strategies that align with the projected economic growth of Indonesia in 2023. While the country’s growth is predicted to be positive, CMOs must consider the impact of external factors such as the threat of recession, rising inflation rates, and fluctuating oil prices. These factors could influence the […]

The COVID-normalised world that we live in today has significantly shifted the priorities and focus for marketing leaders when it comes to driving growth for their organisations. Marketing organisations have adopted and adapted to new skills. The shifts in B2B buying behaviours, which were already in play, have greatly accelerated over the past three years. […]

Buying behaviour around the world has changed significantly, accelerated by the pandemic. Within the Asia Pacific region, marketers and sellers must be prepared to adapt to these changes and deliver what their buyers demand. Every year, Forrester fields a global survey to purchase decision-makers to find out what it is that makes them buy. We […]

While regional businesses continue to bring new products and offerings into the market to meet the growing demands of their audience, marketing leaders seek answers on how to streamline and prioritise these new product launches. The multiple markets that they look after in Asia Pacific are not homogeneous, featuring different languages and cultures, as well […]

Despite the wealth of customer knowledge CMOs possess, relatively few have an active hand in corporate strategy-setting. That needs to change.

Marketing leaders have had an exciting 18 months, if “exciting” is really the accurate word to use. Some would probably argue that “turbulent” is a more accurate description. But as each month rolls into the next, there is no doubt that some semblance of balance and normality is in place today, even if “normal” means […]

What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.

Brand is a primary purchase-decision driver, yet it often takes a backseat in terms of investment. At this year's B2B Summit North America, learn how to better manage this critical asset.

How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?

At Forrester SiriusDecisions Summit Asia Pacific, UiPath received a Return on Integration Honours award. Rajesh Kumar and his team defined a new marketing strategy for the India & South Asia region and enabled the organization to meet ambitious goals.

• The Forrester SiriusDecisions Summit Asia-Pacific virtual event is taking place on September 1–2
• This year’s event is an integrated virtual experience that combines CX Singapore with Forrester SiriusDecisions Summit Asia-Pacific
• We take a deep dive look at the B2B keynote session “Brand and Communications: What Role Does the Region Play?”

• Asia-Pacific was the first region that had to pivot and cope with the COVID-19 crisis
• SiriusDecisions asked APAC marketing leaders for their insights into what they are doing in place of physical events
• APAC marketing leaders share guidance for other regions that are two to three months behind in coping with COVID-19

• APAC CMOs have prioritized new markets as their top growth lever
• Because channels can accelerate their market reach, APAC CMOs place channel capabilities at the second position of their priorities
• APAC CMOs see budget management excellence as a key operational enabler that they must continue to improve

• Regional marketing leaders must learn how to align two different sets of priorities: the CMO vs. regional business leader
• Determining what and how to allocate resources to fulfill objectives is critical for the success of regional marketers
• A framework to support marketing leaders to reconcile corporate and regional priorities will be presented at the SiriusDecisions Summit APAC event

• Marketing leaders are always looking for ways to understand how to increase the quality and volume of marketing’s contribution to pipeline
• B2B buyers buy as a group (rarely alone) but many systems for orchestrating and measuring interactions fail to account for these groups
• Marketing leaders must understand their buying group blindness and drive organizational alignment and buy-in to re-engineer demand management strategies