Gartner Research

Tech Go-to-Market Best Practice: Influencer Engagement Is Critical to Build Buyer Interest and Confidence

Published: 17 April 2015

ID: G00274010

Analyst(s): Hank Barnes

Summary

Technology buyers spend nearly 50% of their total buying process time engaging with influencers that are independent from their organization. Technology providers need to expand their investment and attention in influencer relations and marketing to leverage these key resources more effectively.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Categorize Influencers Based on Their Role in the Technology Buying Cycle
  • Take a Counterintuitive Approach to Build Awareness and Interest
  • Establish Goals to Drive Influencer "Deliverables" That Buyers Value the Most
    • Geography
    • Product/Service
  • Recognize Funding Requirements
  • Measure and Adjust Based on Impact
  • Summary — You Can Influence Influencers

Case Study

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