Gartner Research

Tech Go-to-Market: Using Gartner Hype Cycles to Refine Technology Marketing Strategies and Tactics

Published: 04 August 2014

ID: G00263412

Analyst(s): Hank Barnes , Betsy Burton


The Gartner Hype Cycle provides buyers with deep insight into the expectations that surround innovations. Product marketers must refine their marketing strategies and tactics based on innovation maturity and buyer expectations to achieve next-level performance.

Table Of Contents
  • Key Challenges



  • Market Penetration Helps You Evaluate Revenue Potential and Guide Ongoing Investment
  • Time Frame to Plateau of Productivity Guides Urgency, Investment Considerations and Market Entry Timing
  • Priority Matrices Provide Deeper Guidance for Segmentation and Targeting to Identify Potential Buyers and Develop Add-On Services
  • Location on the Hype Cycle Should Guide Marketing Strategies and Tactics
  • Summary

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