Gartner Research

Marketing Essentials: Eight Ways to Market Your Technology When Customers Perceive It as Risky

Published: 19 August 2010

ID: G00205710

Analyst(s): April Adams, Jimmie Chang, Phillip R. Sargeant


When customers perceive your technology advancements as risky, you've got a marketing challenge that goes beyond the usual fare. We present eight different alternatives for how to tackle the problem and a framework for deciding between them.

Table Of Contents
  • Overview
  • Introduction
    • Challenges
    • Implications
  • Background and Context
  • Strategic Alternatives
    • Build Credibility Through Technical Education
    • Show How Other Customers Have Deployed It Successfully
    • Demonstrate That the Benefits Outweigh the Risks
    • Guarantee It
    • Allow Customers to Try It Before They Buy It
    • Help the Technology Become an Industry Standard
    • Prove the Concept by Running Duplicate Technology in Parallel
    • Do Nothing
  • Conclusions

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