Tech Go-to-Market: Using Gartner ETA Profiles to Optimize ABM Strategies

Published: 05 November 2018 ID: G00374151

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Gartner’s enterprise technology adoption profiles are designed to group enterprises based on their attitudes and preferences toward technology evolution. Innovative technology product marketers can use ETA profiles to improve the odds of success in complex selling environments.

Table of Contents

  • Analysis
    • Introduction
    • Gartner ETA Profiles
    • ETA Profiles Provide More Insight Into Opportunities
    • ETA Profiles Deepen the Relevance of ABM Account Plans
      • Account Data
      • Customer Situation and Objectives
      • Resources
      • Content and Personalization for Campaigns
    • Continuous Improvement
    • Summary
  • Gartner Recommended Reading
© 2018 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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