Gartner Research

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

Published: 03 September 2013

ID: G00255109

Analyst(s): Hank Barnes

Summary

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

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