Gartner Research

Tech Go-to-Market: Content That Builds Trust and Delivers Value Can Influence Shortlist and Vendor Selection

Published: 01 November 2016

ID: G00308079

Analyst(s): Todd Berkowitz


Provider-created content can play an important role in the buying process, especially when it comes to shortlist and selection. Technology providers should prioritize the creation of content that builds trust, provides value and is consistent with the messages customers see and hear elsewhere.

Table Of Contents



  • Content Is Only a Small Part of the Buying Process — But Getting It Right Is Critical
  • Poor or Confusing Content Can Cause a Provider to Be Disqualified
  • Content That Builds Trust and Provides Depth Has the Most Influence on Buyers


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