Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

It's Not Your Story

by Hank Barnes  |  April 25, 2017

After my flurry of posts on the Gartner Tech Growth and Innovation Conference last week, I'll keep this one short. When trying to create the story of your product or...

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Comparison Tables from Vendors-Fostering Doubt and Distrust

by Hank Barnes  |  February 7, 2017

If you follow this blog, you know I spend a lot of time talking about the impact of trust on technology buying.     And, today, I'll share one of...

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“Next gen” Differentiation. Is that Lazy Marketing?

by Michael Maziarka  |  January 20, 2017

Recently I took a call with a customer during which we reviewed and discussed some of the company’s web content. As the primary point of differentiation, it highlighted that the...

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The Three Cs of Messaging and Positioning in Marketing: Pick Any Two

by Jake Sorofman  |  January 12, 2017

Late last year, I shared some thoughts on how and why positioning and messaging efforts so often go off the rails. One of the anti-patterns I described was what I...

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Establishing Your Own Identity in Ecosystems

by Hank Barnes  |  January 10, 2017

The ecosystem model in technology has been in place for a long time.   A key aspect of Microsoft's early growth was their ability to get developers to create software...

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Appealing to Everyone Appeals to No One

by Hank Barnes  |  December 20, 2016

This is not going to be a late post on the election (if you know me well, you know I don't talk politics).   But there continues to be a...

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Trust Breakdowns: Provider Claims Solutions Drive Strategy

by Hank Barnes  |  December 13, 2016

This week, a colleague shared with me some marketing material he came across from a leading technology provider.   The "hook" was  a pretty good one: "Don't have a data...

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Buyer/Vendor Disconnects - Reasons for Immediate Rejection

by Hank Barnes  |  November 29, 2016

Many of my most recent posts have reflected some of the findings from our regular survey into the buying process, and key influences, for enterprise technology.   This year, we...

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Need a Tag Line?

by Michael Maziarka  |  November 14, 2016

Recently I’ve taken some technology provider customer inquiries to review and discuss tag lines. My initial reaction to the first request: “this will be fun!” I imagined spending some quality brainstorming...

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The Differentiation Two-Step

by Hank Barnes  |  October 4, 2016

When providers try to communicate differentiation (no matter how many times we advise against this), it is almost always a laundry list of items.   "Here are the five or...

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