HomeBlog SiriusDecisions Summit APAC 2017: Optimizing the Regional Program Design and Marketing Mix

SiriusDecisions Summit APAC 2017: Optimizing the Regional Program Design and Marketing Mix

October 18, 2017 | By Paul Dolan

  • The SiriusDecisions Summit APAC is a must-attend event for B2B marketers in Asia
  • Our plenary sessions will include actionable insights into the challenges B2B marketers face in diverse Asian markets
  • One session will feature the SiriusDecisions Program Pendulum Framework and how to apply it to regional planning, execution and continuous improvement

Our inaugural SiriusDecisions Summit APAC will be held in Singapore on November 16, 2017. It will provide best practice research developed to address the unique challenges B2B marketers face in the diverse Asian markets they serve. It will also provide a great opportunity for B2B sales, marketing and product leaders to network – a key demand of B2B marketers in APAC.  

A one-size-fits-all approach to regional program design and execution is considered by some corporate marketing teams the best approach, but this same approach causes a recurring sense of frustration for regional marketing teams. For regional marketing leaders, designing and delivering effective marketing programs involves unique challenges. Programs for the regions must incorporate requirements and guidance from headquarters while meeting the unique needs of each country in the region. The ability to balance these two imperatives impacts the overall effectiveness of the regional marketing plan.

Buyer needs can differ in regions and within individual countries or markets. They can also differ depending on the maturity of a market. A vendor solution could be addressing what is a manual process in a developing market while enhancing an already automated process in a developed market.

Content strategy needs to consider cultural sensitivities around images, translation and delivery mechanisms and timing of activities. Literal translation of English marketing text in some languages may have a completely different meaning. Some delivery mechanisms may be banned in certain markets like China, and certain content and topics may have censorship restrictions in other markets. The timing of marketing activities may need to be varied – for example in China during Chinese New Year, when the country is on holiday for two weeks.

There must be interlock between regions and corporate around ownership and responsibility for program goals, requirements, design, deployment and diagnostics. Regional resources and competencies also need to be considered.

At one of our plenary sessions at SiriusDecisions Summit APAC 2017, “Optimizing the Regional Program Design and Marketing Mix,” attendees will:

  • Learn how a localization framework can be used to determine where regions should focus their planning efforts
  • Review the SiriusDecisions Program Pendulum Framework and how it can be applied to regional planning
  • See common Program Pendulum variations based on localization framework guidance

Paul Dolan

Paul is an APAC-based principal analyst in the Marketing Operations Research Service at SiriusDecisions. He has 20 years of experience living and working in Asia, having held roles in sales and marketing in B2B and B2C, and has managed outbound telemarketing operations in various Asian and Pacific markets and managed sales reporting and external sales channel commissions payment teams in the telecommunications industry. Connect with Paul on LinkedIn.

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