Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

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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Create Calmness, Clarity, and Confidence - The Anti-FUD

by Hank Barnes  |  June 23, 2015

I can't tell you how many times I hear sales reps and clients talk about the need to create FUD (Fear, Uncertainty, and Doubt) in their prospects' minds.  Every time...

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Be Thoughtful in Telling Customers Something They Do Not Know

by Hank Barnes  |  May 12, 2015

With the changes in the buying process and ability for potential customers to do a substantial amount of research on their own (as our research--and that of others--shows), a common...

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