Gartner Research

Tech Go-to-Market: Four Ways Marketers Can Generate Demand Within Existing Accounts

Published: 29 January 2016

ID: G00296123

Analyst(s): Todd Berkowitz

Summary

Providers' marketing leaders should be generating demand from both prospects and existing customers. Better use of data, predictive analytics, new strategies and focused content can help marketers create upsell, cross-sell and expansion opportunities for sales reps and partners.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Four Ways Marketers Can Increase Share of Wallet
    • Identify Important Data Points and Use Cloud-Based Dashboards to Uncover Hidden Opportunities
    • Evaluate Predictive Analytics Applications to Identify the Best Fits for Upsell, Cross-Sell and Expansion From Your Customer Base
    • Employ Account-Based Marketing to Expand Within Key Accounts
    • Develop Internal and External-Facing Content to Educate Customers and Enable Sales Reps and Partners
  • Summary

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