Gartner Research

Tech Go-to-Market: Influencer Engagement Is Critical to Build Buyer Interest and Confidence

Published: 17 October 2016

ID: G00315280

Analyst(s): Michael Maziarka , Hank Barnes

Summary

According to a recent Gartner study, technology buyers spend nearly 50% of their buying effort engaging with people and organizations independent from the providers being considered. This drives the need for tech industry product marketers to increase focus on broad influencer marketing efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Independent Sources Are the Ones Most Valued by Enterprise Technology Buyers
  • Categorize Influencers Based on Their Role in the Technology Buying Cycle
  • Appeal to Influencers' Specific Point of View to Build Awareness and Interest
  • Measure and Adjust Based on Impact
  • You Can Influence Influencers

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