Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

The Skeptic Test - A Key Step to Messaging Improvement

by Hank Barnes  |  January 5, 2016

How do your messages work when viewed with a skeptical eye?   Have you ever tested them in that regard? If you haven't, it is time to start. We all...

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The problem with value propositions

by Hank Barnes  |  December 29, 2015

Lately, I've seen a lot of clients come to me very focused on their value proposition.    And I get it.  Having a good value proposition is important.   It's...

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What's Your Brand's Unifying Theme?

by Hank Barnes  |  November 24, 2015

Lately, I've spent quite a bit of time with some of the largest providers in the tech industry.   For them, messaging and positioning challenges are different.   They have...

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Graceful Interruptions are Key to Marketing and Sales Success

by Hank Barnes  |  November 3, 2015

A couple of weeks back, I read Fanatical Prospecting by Jeb Blount.   Given that I am not a sales rep, I found some of the motivational portions of the...

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What Do You Do --- For Your Customers?

by Hank Barnes  |  October 13, 2015

I just got back from Gartner's U.S. Symposium in Orlando.  Over the course of 4 1/2 days, I must have spoken to 50-60 tech providers.  At events like this one,...

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Forget B2P - in B2B, it's about B2T(eam)

by Hank Barnes  |  September 22, 2015

Forgive me for the acronym loaded title, but it seemed appropriate.   The combination of the growing recognition of the importance of customer experience and the digitalization of our entire lives...

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Positioning, Persona Overload, and the Consensus Buy

by Hank Barnes  |  September 15, 2015

Last week, I shared some information from the new book, The Challenger Customer from CEB, and how their story reflects what I believe has been a key driver of SaaS adoption--the...

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Avoiding the Consensus Buy (A Market Traction Approach)

by Hank Barnes  |  September 8, 2015

Today, a new book, The Challenger Customer, is scheduled to hit the streets.  I was able to read an early copy, courtesy of my friend and colleague, Tiffani Bova.  ...

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Messaging to Your Customer's Personality

by Hank Barnes  |  September 1, 2015

I was recently speaking with a client about messaging.  They had shown me a case study with some fantastic quantitative results.   It was telling a pretty good story.  ...

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Technology Category Names (and Why They Don't Always Matter)

by Todd Berkowitz  |  August 28, 2015

As many of you know, I wear two hats at Gartner. As a Tech Go-to-Market analyst, one of my jobs is to advise clients on to how the improve the...

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