Gartner Research

Tech Go-to-Market: Providers Must Adapt Content and Outbound Sales Strategies to Better Align With Buyer Expectations

Published: 03 February 2015

ID: G00271252

Analyst(s): Todd Berkowitz

Summary

Although technology buyers do much of their own research, they also respond to outbound sales activities. To get favorable responses, demand generation and product marketing leaders must optimize content, adopt advanced lead scoring and ensure that initial interactions add immediate value.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Outbound Sales Activities Can Work, Even Early in the Buying Cycle
    • Recommendation: Test Different Sales Contact Strategies Based on Content Viewing
    • Recommendation: Ensure Your Sales and Lead Development Representatives Add Value in Initial Interactions
  • Use Influential Content to Increase Buyer Receptiveness to Sales Outreach
    • Recommendation: Create Content to Meet the Needs of Key Segments Instead of the Other Way Around
  • Contact the Prospects Who Are More Likely to Buy
    • Recommendation: Augment Two-Dimensional Lead Scores With Predictive Attributes to Capture Fit and Intent
  • Summary

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