Gartner Research

Tech Go-to-Market: External Influencer Management Is a Critical Competency for Technology Marketing

Published: 07 March 2016

ID: G00296046

Analyst(s): Hank Barnes , Derry Finkeldey

Summary

Technology buyers view independent influencers as a key source of trusted information and insights. Technology providers must identify, cultivate and document their relationships with a wide range of key influencers that matter to their target customers — not just with analysts and the press.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Ascribe Greater Strategic Focus to the Role of Influencers
  • Track Influencer Opinions and Activities
  • Map Influencers to Measure Impact
  • Coordinate Influencer Mapping Across the Organization
  • Summary
  • Appendix

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