Gartner Research

Tech Go-to-Market: Best Practices in Using Marketing to Increase Share of Wallet With B2B Customers

Published: 14 February 2014

ID: G00259949

Analyst(s): Todd Berkowitz

Summary

Providers can increase revenue by 20% by taking a programmatic approach to marketing to existing customers. Marketers should leverage Gartner's framework to drive next-level performance and increase share of wallet from B2B customers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Introducing Gartner's Increasing Customer Revenue Framework
    • Agree on Marketing's Role and Objectives
    • Collect, Consolidate and Correlate Data to Uncover Hidden Opportunities
    • Map Content and Activities to the Customer's Buying Journey
    • Enable the Field and Partners for Selling to Existing Customers
  • Summary

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