Hank Barnes

A member of the Gartner Blog Network

Entries Tagged as 'messaging'


Confusion on the Trade Show Floor

by Hank Barnes  |  November 18, 2014  |  2 Comments

This week I am at Gartner’s APAC Symposium in Australia. Last week I was in Barcelona at the EMEA event   It was a great, high energy event with a packed schedule.   I did not have much time to spare (like Orlando), but was able to do a very quick stroll through the ITxpo show […]

2 Comments »

Category: Go to Market     Tags: , , ,

Trust Erosion through Bad Messaging

by Hank Barnes  |  October 28, 2014  |  Submit a Comment

By this point, it is fairly well known that trust in the organizations we do business with is not high.  The Edelman Trust Barometer tracks this on an annual basis.  Because of this lack of trust, technology buyers rely very heavily on the advice of independent third parties (influencers, analysts, peers, etc) as they making […]

Submit a Comment »

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

Connecting about the Connected Model in Orlando

by Hank Barnes  |  October 4, 2014  |  Comments Off

I’m heading to Orlando for Gartner’s Symposium next week, so publishing this a few days earlier than normal.  The show is sold-out and will have a huge focus on how to capitalize on the digital business opportunity.   While focused on CIOs and other technology leaders, there will be a larger number of providers, my […]

Comments Off

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

The First Corporate Selfies?

by Hank Barnes  |  July 29, 2014  |  Comments Off

I am not a fan of selfies, at least for myself.   I have no huge problem with others who enjoy taking and sharing them, but it just feels a bit narcissistic to me. But then again, I don’t enjoy getting my picture taken in general (For this post, I asked my daughter for a […]

Comments Off

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

Impact – The Often Forgotten Element of Messaging

by Hank Barnes  |  July 8, 2014  |  1 Comment

At Gartner, and pretty much everywhere else you look, the advice is consistent for tech providers–focus on the business outcomes of your product or service to build buyer interest.   That mantra has been a focus of many of  my other posts, including ones on the importance of telling why and on the lousy state […]

1 Comment »

Category: Go to Market     Tags: , , , , ,

Radical Authenticity – Its Time Has Come (But Timing Counts)

by Hank Barnes  |  June 3, 2014  |  2 Comments

A few years back, I had the opportunity to work with Nick Morgan on telling Adobe’s story for the opportunity we were pursuing around Customer Experience Management.  Nick’s combination of practical experience, sage advice, and creativity created an instant connection between us.  As a result, I downloaded the digital edition of his new book,  Power […]

2 Comments »

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

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 […]

4 Comments »

Category: Go to Market     Tags: ,

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 […]

Comments Off

Category: Go to Market     Tags: , , , ,

Scenario Based Web Site Reviews

by Hank Barnes  |  January 21, 2014  |  Comments Off

Whenever I spend time reviewing the messaging of one of our provider clients, they often ask about how to review their Web site.    While lots of methodologies and approaches exist, my own preference is to use a Scenario based approach. Why?  It puts everything into the context of a visitor/buyer goal. You can ask […]

Comments Off

Category: Go to Market     Tags: , ,

Perseverance Pays When Selling New Ideas

by Hank Barnes  |  December 31, 2013  |  4 Comments

One of the biggest challenges for a start-up technology firm that is introducing an innovation that changes the status quo is gaining early success.   Without any brand recognition, buyers are skeptical.   This is frustrating. Geoffrey Moore recently linked to a video he has used in the past to illustrate the scenario for startups […]

4 Comments »

Category: Go to Market     Tags: , , ,