Gartner Blog Network

Entries Categorized as 'Go to Market'


Abandon Me Too Marketing

by Hank Barnes  |  February 24, 2015  |  Submit a Comment

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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Delivering the Perfect Demo

by Hank Barnes  |  February 10, 2015  |  2 Comments

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  |  2 Comments

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  |  Comments Off

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  |  Comments Off

“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  |  3 Comments

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  |  2 Comments

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  |  Comments Off

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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“Ignore our Web site, it needs work”

by Hank Barnes  |  December 23, 2014  |  Comments Off

In my role as a Gartner analyst working with technology providers, I often have what I would call ‘first time” inquiry calls–the first phone interaction between me and a client.  To prepare for these, I always try to do some homework. I look at their CRM records to see other interactions they have had.  I […]

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The Biggest Content Gap in Technology Marketing

by Hank Barnes  |  December 16, 2014  |  6 Comments

A few weeks ago, Jon Reed (of diginomica), and I had an interesting (at least we thought so!) dialog via twitter and blog comments about case studies.  We both were lamenting the lack of great case studies in the technology industry.  But we had a disagreement about what needs to be in them.  Jon, who […]

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