Gartner Blog Network

Christy Ferguson
Research Director
2 years at Gartner
14 years IT Industry

Christy Uher Ferguson is a Research Director on the Technology and Service Provider Product Marketer team at Gartner, where she advises clients on improving their demand generation programs, including their marketing mix, event strategies, content marketing and thought leadership efforts. Read Full Bio

Technology Marketers: Are You Running Outdated Pre-COVID Campaigns?

by Christy Ferguson  |  July 7, 2020

The Disconnect Between Sales Targets and Marketing KPIs As marketing and sales teams quickly adapt to the global health crisis, the pace of change presents a risk of widening the divide between sales and marketing.  This leads to lower performance, including meeting sales, customer retention and new business goals. In fact, the majority of technology […]

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Addressing Disruptions to Tradeshow and Event Marketing Plans Due to Coronavirus

by Christy Ferguson  |  March 3, 2020

Respondents to Gartner’s 2019 Tech Marketing Benchmarks Survey indicate that technology and service providers spend an average of 11% of marketing programs budget on third party tradeshows and hosted event spend averages 6% of the programs budget. As a critical element of the marketing mix, cancellations and postponements of these events can be highly disruptive, […]

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Types of Content Required to Generate Demand for Tech Start-Ups

by Christy Ferguson  |  October 1, 2018

More often than not, start-ups acquire customers by leveraging the network of the leadership team.  But scaling the business requires generating demand for new products through formal product launch programs. When speaking with Gartner clients that are embarking on these efforts, I’m often asked “What type of content should I be creating to create interest […]

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Create Demand from Prospects Who Are NOT Planning a Purchase

by Christy Ferguson  |  August 6, 2018

Technology and service providers (TSPs) often indicate that they do not see value in conducting outreach, advertising on third-party channels or pursuing prospects who are not in an active buying cycle. Yet, technology buyers tell Gartner that 43% of their software purchase considerations are ad hoc or unplanned and 45% of buyers who explored an […]

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Generate Demand with Webinars: Should You Partner with a Third Party?

by Christy Ferguson  |  June 25, 2018

  Forty-three percent of Gartner-surveyed technology buyers indicated that they are most likely to respond to a marketing call to action that drives to a webinar in a provider marketing campaign during the buying cycle. But technology and service providers often struggle to promote these webinars and reach buyers to generate demand. When determining how […]

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Tradeshow Marketing: On-site Activity is NOT the Most Critical Element of Success

by Christy Ferguson  |  April 3, 2018

I’m embarking on a kitchen remodel soon and recently attended a tradeshow to meet with and ultimately select a contractor. I went to the show armed with details of the project, what I want to have done, when I want the work to start and clarity on the types of materials I’d like installed. In […]

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Keys to Generate Demand for New Products

by Christy Ferguson  |  January 23, 2018

As new products are launched, product marketing leaders are accountable for generating demand in the market. Often times, due to the intense nature of product development the demand generation program can become a late stage initiative. In the haste to provide marketing support in time for the launch and to appease internal leadership, demand generation […]

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Maximize Value of User Conferences After the Event

by Christy Ferguson  |  December 28, 2017

In my conversations with technology and service providers here at Gartner, it’s clear that user conferences are a critical element of their marketing planning. However, many product marketers are unsure of how to best leverage the conference to ensure that the attendees find value while still driving demand for the business.   User conferences involve […]

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