Gartner Research

Tech Go-to-Market: Develop a More Comprehensive Content Strategy to Meet the Needs of Business Buyers

Published: 08 July 2016

ID: G00304800

Analyst(s): Theodore Travis , Todd Berkowitz


Engaging nontraditional technology buyers requires more than just top-of-the-funnel content. TSP product marketers must also create down-funnel content and better enable sales reps and sales development teams with materials and tools to help them meet the needs of these business buyers.

Table Of Contents



  • Selling to Nontraditional and Business Buyers Requires a Different (and More Comprehensive) Content Strategy
  • Create Content for Different Buyers, Personas and Sales Roles
  • Use Digital Content Management for Sales Applications to Improve Content Access, Usage and Tracking


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