Hank Barnes

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Entries Categorized as 'Go to Market'


Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work

by Hank Barnes  |  April 15, 2014  |  4 Comments

I’ve long been a believer in simplifying your story and finding the 2 or 3 things that matter most, emphasizing those and leaving the rest for more interactive discussions (e.g. when responding to questions from your prospect).   When I bring this up, most people generally agree that it is a good thing, but I [...]

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Want to Understand Your Customer’s Buying Cycle – Just Ask Them

by Hank Barnes  |  April 8, 2014  |  Submit a Comment

A fundamental aspect of successful selling (and marketing) today is to sell they way your customer’s want to buy.  Aligning your efforts to the things that buyers need to do to gain approval for a purchase is a great strategy–it helps you reduce time you might waste on things that aren’t relevant to the buyer [...]

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Realistic Market Segmentation Goes Beyond the Bulls-Eye

by Hank Barnes  |  April 1, 2014  |  1 Comment

The need for effective market segmentation is practically a universal truth when it comes to introducing new products, particularly for new companies.    But it is a universal truth that is seldom followed. Based on past experience and interactions I have with Gartner clients, the vast majority of technology companies do a poor job of [...]

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Getting over Marketing’s Inferiority Complex

by Hank Barnes  |  March 25, 2014  |  2 Comments

Last week, I saw a blog post that brought back memories of a conversation, actually an argument, from years ago with my sister.   Beth, my sister, has spent basically here entire adult life in college.  Either as a student or professor.   She currently teaches at the University of Kentucky, covering topics like advertising, [...]

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Rethinking Case Studies for Buying Cycle Activity Streams

by Hank Barnes  |  March 18, 2014  |  2 Comments

Last week, my colleague, Todd Berkowitz, wrote an excellent post on case studies.   Todd provided a lot of great suggestions for making sure that your case studies deliver value.  This week, I want to expand on Todd’s ideas with a few more.   The power of case studies come from helping buyers build confidence [...]

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The Impact of Market Stage on Messaging

by Hank Barnes  |  March 11, 2014  |  Comments Off

My latest few posts have talked about models for market adoption, with a particular focus on disruptive products.   Whether you have a disruptive product or not, understanding the general stage of the market should be a key consideration in your messaging strategy. At a most basic level, just being in a market should give [...]

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A Deeper Look at Market Disruptions

by Hank Barnes  |  March 4, 2014  |  Comments Off

Last week, my post was about the latest update to Geoffrey Moore’s classic, Crossing the Chasm.  The motivation for the post was both the release of the 3rd edition of the book and my long held concern that many apply some of its guidance incorrectly.  Linking it specifically to their products, when the book is [...]

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Products, Markets, and Crossing the Chasm

by Hank Barnes  |  February 25, 2014  |  1 Comment

I have long been a fan of Geoffrey Moore.  His ideas are thoughtful,  yet simple to understand and apply.   Like most people, I have long been a fan of Crossing the Chasm, which many people still tout as the high tech marketing bible.   I use his original ideas on positioning of technology products, with a [...]

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Faking Personalization

by Hank Barnes  |  February 11, 2014  |  2 Comments

Woe is my inbox.   It seems that a variety of list services have picked up my e-mail address and I’m now in a wide variety of  lists that some marketers are purchasing for e-mail campaigns. The results are laughable, if they were not a waste of time (albeit a small one–it doesn’t take me [...]

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Link Themes to Increase Memorability

by Hank Barnes  |  February 4, 2014  |  1 Comment

A short post this week, building on ideas of storytelling and differentiation. Imagine that you have something totally new and different for the market.  You go out and talk about this wonderful innovation, but even the people who are initially interested seem to forget about you and your product.  Why does that happen? One big [...]

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