Gartner Research

Tech Go-to-Market: Trust Drives the B2B Technology Buying Cycle

Published: 24 March 2015

ID: G00273123

Analyst(s): Tiffani Bova , Todd Berkowitz , Hank Barnes

Summary

Buyers rely heavily on trusted sources throughout their buying process to evaluate the veracity of the information they encounter. As providers evolve their sales and marketing approach to align with the technology buying cycle, establishing a broad trust foundation is critical to support growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Understand the Trust Development/Erosion Cycle
  • Buyers Look Beyond the Provider for Information and Insights Due to Trust Concerns
  • Expand Your Focus Beyond Solely Engaging Directly With Buyers to Creating a Community Approach to Communications
  • Focus on Driving Expert Reviews, Credible Reports and Authentic Referrals From Influencers
  • Create Content That Increases Buyer Trust
  • Focus Sales Enablement on Understanding and Addressing Trust Issues
  • Continue to Build Trust With Value-Added Marketing Activities After the Sale
  • Summary

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