Hank Barnes

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Entries Tagged as 'marketing'


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

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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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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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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Wasting Time – The Bane of Buying and Selling

by Hank Barnes  |  October 21, 2014  |  2 Comments

Nothing bugs me more than wasting time.    I don’t like being on time for meetings and waiting several minutes for others to join.   I don’t like reading about a product that seems interesting, only to find nothing of real value as I read on.    And I don’t like getting calls and emails […]

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Know Your Role – And The Roles Around You

by Hank Barnes  |  September 2, 2014  |  Comments Off

The latest set of research for Gartner’s Future of IT Sales Special Report is now available to subscribers.  Be sure to check it out. One of the foundational elements of the report was the need for more consistent execution of what we call the Connected model–an approach where product, marketing, and sales strategies and tactics […]

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The Most Important Part of Hype Cycles for Providers to Understand

by Hank Barnes  |  August 12, 2014  |  Comments Off

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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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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