Tech Go-to-Market: Align Marketing Activities to Tech Buying Cycle Activity Streams for Highest Impact

Archived Published: 03 September 2013 ID: G00255109


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Buyers want different types of information and interactions depending on where they are in their buying cycle. Consequently, technology marketers need to look at their marketing mix in the context of activity streams to deliver the highest impact possible for their organizations.

Table of Contents

  • Analysis
    • B2B Technology Purchases Are Primarily Driven by Cross-Functional Teams
      • Key Implications for Tech Marketers — Plan to Concurrently Appeal to IT and Business Buyers
    • The Buying Cycle Is Driven by a Quest for Information
      • Key Implications for Tech Marketers — You Can't Control Information Access, the Buyer Does
    • Information Alone Is Not Enough, Buyers Also Still Want Human Interaction
      • Key Implications for Tech Marketers — You Are Being Prequalified by Others
    • Align Activities to Activity Stream Impact to Optimize Your Marketing Spending
      • Key Implications for Tech Marketers — Stage of the Purchase Cycle Is a Decisive Determiner of Marketing Impact
    • High Impact Interaction Activities Carry Risk With Their Reward
      • Key Implications for Tech Marketers — High Impact Activities Are Generally High Risk Activities, So Quality Matters
    • Social Media's Influence in B2B Purchasing Is Growing, but Is Not the "Secret Weapon" for Marketing Success
      • Key Implications for Tech Marketers — Consumer Behavior Is Not a Good Barometer for B2B Social Marketing
    • B2B Buyers Rely on Mobile Devices in Increasing Numbers
      • Key Implications for Technology Marketers — Mobile Matters
      • Key Implications for Tech Marketers — Use Mobile to Drive Deeper Engagement
    • Summary
  • Recommended Reading
© 2013 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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