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Marketing for a Global Audience: Understanding the Cultural Context of Buying Behavior

All customers (B2B included) make buying decisions within a cultural context. There isn’t anywhere we can go, or any way that we can escape a cultural context. Your key to marketing success is understanding all the socio-cultural influences at play in buying decisions because they DO matter. However, there isn’t just one “set” of messaging that will resonate across cultural boundaries, so you need to understand culture before you can address it in messaging.

This webcast will help all marketers understand the power of language to draw in and engage customers in their own unique cultural context.

Key take-aways from this webcast:

  • A deeper understanding of all the components that make up a culture and subculture
  • How to create messaging that resonates within different cultures
  • How peers and family members apply pressure in buying decisions and how it changes across cultures

About Paula Gray

Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.