Gartner Blog Network

Hank Barnes
Research Vice President
2+ years at Gartner
28 years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. He focuses on issues related to positioning, storytelling, the technology buying cycle, and customer experience. Read Full Bio

In Weakness, There is Strength-Particularly with Influencers

by Hank Barnes  |  April 14, 2015

Our research into the technology buying cycle continues to highlight how important buyers view influencers at all stage of their buying process.   Whether an influencer comes from academia, the analyst community, associations, government, or the blogosphere, if customers trust them, then they highly value their advise and insight (Gartner clients-check out research that published […]

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Be Wary of Digital Machinists in Your Customer Experience Programs

by Hank Barnes  |  April 7, 2015

A few months back, I blogged about a key focus area for Gartner’s Digital Business research around the idea of Digital Humanism.  The core tenet is that people (and the golden rule) need to be a key focus of digital business efforts. From the Gartner perspective, there is another side to Digital Business, that of the […]

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How Land and Expand Strategies Breakdown

by Hank Barnes  |  March 31, 2015

In my post last week, I mentioned Gartner research that uncovered that the most common reason for a no decision in buying was when anticipated project or solution costs exceed the budget.   For providers, this means two things. First, the idea of growing the scope because of increased value and bringing other groups into […]

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Worst Case Scenario for Technology Buyers – No Decision

by Hank Barnes  |  March 24, 2015

Think about the last time you put a lot of energy into something and then did nothing.    How did that feel?  For me, it feels like I totally wasted precious time for no good reason.    There are some occasions where the effort leads you to believe that a change is not worth making, […]

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Is Self-Service Creating Acceptance of Average?

by Hank Barnes  |  March 17, 2015

I’ve been on vacation this week with some think time (and a lot of cough time–vacationing with your worst cold in years is note ideal) and one of the ideas in my head right now is wondering about the downside of the self-service world we live in today, particularly from a technology/application standpoint. Before technology […]

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Frame Your Competition Early In Buying Process For More Success Later

by Hank Barnes  |  March 10, 2015

One of the most important aspects of positioning, and differentiation, is identifying the competitive alternative.  I’ve blogged about this in the past, but wanted to share a different perspective today.  The importance of framing the competitive discussion early in the buying process.     Framing the competition is something you should do throughout the marketing […]

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Most Consistent Benefit of Advocacy Marketing – Work Life Gets Easier

by Hank Barnes  |  March 3, 2015

As any of you who follow my blog know, I’m a big advocate of Advocacy Marketing.  Advocating Advocacy, hmm? That aside, I’ve spent the past few weeks interviewing people at organizations that submitted stories in response to my request for examples of Advocacy Marketing’s impact.   I’ve got a few more interviews to go (and I […]

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Abandon Me Too Marketing

by Hank Barnes  |  February 24, 2015

One of the common questions I get at Gartner is “What are other companies (particularly the successful ones)  like me doing?”  And often, the “like me” comparison they are looking for is pretty broad -software company, services company, etc.    This is often associated with trying to decide what marketing activities to invest in.  When I […]

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The “Cons” of Personal Performance

by Hank Barnes  |  February 17, 2015

A bit of a different style post for me this week, driven by a couple of things.  First, my daughter complained that I have not used her in an analogy in any of my posts lately (here you go, Alix).  Second, since it is performance review season, I was reflecting on just how much I love […]

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Delivering the Perfect Demo

by Hank Barnes  |  February 10, 2015

In our most recent survey of technology buyers, live or technical demonstrations were consistently rated at the top of the list of provider marketing and sales efforts.  This was true of IT buyers and business buyers across a variety of solution areas.  As I’ve been exploring lately, a likely factor is a desire for information […]

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