Items filtered by date: September 2026

The modern B2B sales environment rarely involves a single decision maker. Instead, the average enterprise sales cycle requires buy-in from a full committee. Recent research shows that up to eleven individual stakeholders now participate in the decision process. This shift brings complex challenges for marketers who need to target messaging for a diverse group with different goals, influences and concerns. Understanding multi-stakeholder marketing is essential for companies aiming to close bigger deals with larger organizations.

Most vendors believe they need to be on the official invitation list before they have a shot at winning a request for proposal (RFP). What fewer realize is that the procurement process often begins long before the document is written. Decision-makers usually start shaping preferences, setting solution frameworks and aligning internal consensus before they kick off any formal tender marketing activity. Understanding how to increase procurement influence and position your brand for these hidden opportunities can dramatically raise your chances of being considered, even if you did not receive an initial invite.

Expanding a brand across different countries brings opportunities and hurdles. Businesses want to reach new audiences and grow revenue, but this journey requires careful planning. The core challenge in multi-market marketing is keeping a unified brand identity while adapting to local preferences. Companies that balance these two goals create consistent global appeal and connect meaningfully with each market. Achieving this balance starts with crafting a well-structured international marketing strategy that prioritizes localization, transcreation, and in-depth cultural insight.