Hank Barnes

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Entries Tagged as 'marketing'


The Most Important Part of Hype Cycles for Providers to Understand

by Hank Barnes  |  August 12, 2014  |  Submit a Comment

It is hype cycle season, with the majority of this year’s hype cycle available to subscribers and the last few coming in the next few weeks.   Check out the Hype Cycle Special Report page for an overview of this year’s coverage, and some assets that are available to all, even non-subscribers. I recently held [...]

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Category: Future of Sales Go to Market     Tags: , , , ,

Your Two Biggest Competitors in B2B Tech Markets

by Hank Barnes  |  August 5, 2014  |  1 Comment

Competition is a funny topic.   When I talk to Gartner clients about competition, I usually get a list of specific companies that do similar things to the client (unless they go with the “We have no competition” angle).   And, while this is valid at some point in the buying cycle, it is often [...]

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Navigating the Hype to Mainstream Success

by Hank Barnes  |  July 14, 2014  |  Comments Off

It is almost Hype Cycle season again.  As most of you probably know, Gartner publishes Hype Cycles for many categories every year.  This year’s reports are starting to trickle out, with the majority of them becoming available in August.    Hype Cycles are written for technology buyers to help them understand the hype, and maturity, [...]

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The Perils of Definitives and Generalizations

by Hank Barnes  |  May 13, 2014  |  1 Comment

While it is hard to question the value that the Internet has brought to information access, it is not without its issues.  One of my biggest concerns is the emphasis on definitive statements or broad generalizations.  You see them every day.    ”Everyone needs this”, “Why Your Business Has to be on Pinterest”, “Customers don’t [...]

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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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Category: Go to Market     Tags: , , ,

We are NOT all Marketers

by Hank Barnes  |  December 17, 2013  |  8 Comments

Over the Thanksgiving break, I went on a “field trip” with my daughter and some other family members.  We went to see the cadaver she was working on for her first year of medical school.  Sounds pretty morbid, but it wasn’t. Although holding a brain or a heart  in my gloved hands was quite interesting [...]

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Cannibalization is Not a Dirty Word when Markets are Dramatically Changing

by Hank Barnes  |  November 5, 2013  |  2 Comments

I started thinking about cannibalization recently when we were discussing some new options for Gartner clients.    As I was researching this post, I was reminded of a post by my colleague, Todd Berkowitz, about strategies to avoid cannibalization. I think Todd provides some excellent points, but I want to add another perspective to the [...]

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Category: Go to Market     Tags: , ,

Avoiding a Costly Inbound Marketing Trap

by Hank Barnes  |  October 8, 2013  |  Comments Off

As I’ve mentioned in my last few posts, I’ve been speaking with John Holland, co-author of Customer Centric Selling and Rethinking the Sales Cycle, about his books and what he is seeing in technology sales and marketing today.  A big focus of our discussions has been around the Technology Buying Cycle and what that means for [...]

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Conversational Messaging

by Hank Barnes  |  October 1, 2013  |  8 Comments

As those that follow this blog know, I focus a lot on messaging–and ways to improve it.  As I work with clients to enhance their messaging, we focus primarily on messaging for marketing purposes and moving from features focused messages to outcome-led storytelling. During these discussions, as well as conversations I’ve had with John Holland [...]

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