Gartner Blog Network

Hank Barnes
Research Director
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

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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Is It Time to End the Traditional Approach to Reference Management in Technology Marketing?

by Hank Barnes  |  February 3, 2015

As I mentioned in my last post, sales arranged reference calls or site visits were ranked by the technology buyers we surveyed at the bottom of most influential sales interactions.  This was very surprising to me given the long history of “I need references” as part of buying processes.  Additionally, case studies continue to rank […]

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The Sales Shift from Gatekeeper to Expediter

by Hank Barnes  |  January 27, 2015

Yes, I apologize if I am adding yet another post to the mass of content about how sales needs to shift.  But I hope you add this one to your “useful” pile and not your “I hope I never hear that again” pile. After thinking about my post last week about respecting the buying process and […]

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Tech Buyers Want Vendors to Respect Their Buying Process

by Hank Barnes  |  January 20, 2015

“Based on the 100+ marketing emails and 15+ cold calls I get a day, they seem to already have my contact details.” “Vendors need to be aware of our buying cycle and process not their quarter end pressures.  Also corporates are increasingly mature and will conduct research, this [requesting content] is not a buying sign.” […]

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Is Advocacy Marketing Driving Success for Technology Companies? — Maybe

by Hank Barnes  |  January 13, 2015

In early December, I published a post, requesting to hear from technology companies that executed successful programs through Advocacy Marketing in 2014.    This was a followup to my post at the beginning of 2014 asking if 2014 would be the year of Advocacy Marketing.  The December post generated a lot of comments from advocacy […]

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A Mythical Million – Where I’d Spend Extra Marketing Dollars

by Hank Barnes  |  January 6, 2015

My colleagues, Tiffani Bova and Todd Berkowitz , and I came up with an idea for an interesting (we hope!) collection of blog posts to kick off 2015.  The three of us are independently writing a post about where we would allocate 1 million dollars if we ran marketing for a technology company.  Check out […]

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Caution on the Customer Experience Battlefield

by Hank Barnes  |  December 30, 2014

My colleague Jake Sorofman recently shared some results from a Gartner survey on the high level of  priority  marketing groups have given to customer experience (CX) in their 2015 plans, calling it “the new battlefield.”   I could not agree more, but want to express a word of caution. Old marketing approaches are losers on […]

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