Explore the latest conference topics and stay ahead

Product marketers are in a unique position to drive success and growth for their technology and service provider organizations. But in order to do so, they must understand shifts in the customer lifecycle and the competitive environment.

Keep a finger on the pulse of technology buyer preferences and behaviors with key research-backed data.

Explore Gartner research for technology product marketing and sales leaders

• Increase Retention With a Customer Success Mindset. Read the article.
• Learn how technology and service provider product teams can get ahead during times of uncertainty. Download the e-book.
• Discover the top challenges facing product marketers in 2020. Learn More. 
• Use Multichannel Marketing to Generate More Demand. Read the article. 

Track C: Growing Your Customer Base

Technology innovation is accelerating. New competitors and business models abound. Shifts in buyer priorities are continuing to proliferate. As a result, buyers are constantly reworking their technology plans and shopping for new innovation. Providers must earn high-quality deals that convert to high-value customers. Learn how to adjust GTM practices and win in this shifting environment.

Address your most pressing challenges

• Shifts in the buying and customer lifecycles
• Demand generation for your technology product
• Using storytelling to create value and differentiation
• Increasing sales and byer enablement
• Applying disruptive go-to-market practices

Recommended sessions for technology product marketers and sales leaders

• Ready, Set, Oops! Creating Successful Communications Plan for Product Launches; David Yockelson, VP Analyst
• The Future of Account-Based Marketing (And What You Should Be Doing); Todd Berkowitz, Managing Vice President
• Provide Content Across Digital and Offline Experiences to Drive High Product Usage and Adoption; Ray Pun, Sr Director Analyst

Explore additional content pertinent to your role in our other tracks.