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Managing APAC’s new B2B buying cycle
Marketing to B2B audiencesAsia (general region)
The COVID-19 pandemic has created significant changes in the B2B buying process in the Asia Pacific region, with executives now taking a greater role in decision-making, according to Paul Dolan, principal analyst at Forrester.
Why it matters
Economic uncertainty in the wake of the pandemic has made buying cycles more complex and, to sell effectively, vendors have to respond to the changes in buyer expectations by realigning their sales approach to deliver more impactful solutions.
In 2021, the number of four or more buyers deciding a B2B deal has gone up to 67% from 2017’s 48%.
Three ways to manage deal complexity: prioritise buyers to target; know what they care about; and engage them in ways they prefer.
The approach to the B2B buying process in the APAC region is built on personal trust and relationships.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。