Gartner Research

Tech Go-to-Market: Trust Drives the B2B Technology Buying Cycle

Published: 16 September 2016

ID: G00315274

Analyst(s): Michael Maziarka , Todd Berkowitz , Hank Barnes

Summary

Enterprise technology buying teams rely heavily on trusted sources throughout their buying process to evaluate the veracity of the information they encounter. TSP marketing leaders must establish a broad trust foundation as they evolve their sales and marketing approach to drive growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Understand the Trust Development/Erosion Cycle
  • TSPs' Communication Efforts Must Focus Beyond the Buyer
  • Enable Experts and Customers to Write and Talk About You
  • Create Content That Increases Buyer Trust
  • Focus Sales Enablement on Understanding and Addressing Trust Issues
  • Continue to Build Trust With Value-Added Marketing Activities After the Sale
  • Summary

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