Gartner Research

Market Insight: Banking and Securities Playbook — Improve Your Marketing Messages by Addressing Both IT and Non-IT Buyers

Published: 15 July 2016

ID: G00303748

Analyst(s): Moutusi Sau , Rajesh Kandaswamy


Pervasiveness of technology use has led more executive roles being involved in technology purchases. Marketing leaders need to create messages that speak to each of these roles. This playbook provides a map of the roles involved in technology purchases and how to address them.

Table Of Contents


Background and Context

The Impact

  • TSPs Need to Strengthen Their Marketing Messages to Address Each Role Involved in the Buying Process
    • Banking and Securities Message Map
  • Key Areas of Influence


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