Gartner Research

How to Avoid Five Common Messaging Mistakes for Analytics and BI Offerings

Published: 03 March 2017

ID: G00322265

Analyst(s): Alys Woodward

Summary

Buyers often struggle to understand the unique value that analytics solutions can bring them due to ineffective messaging from TSPs. This research will help technology product marketing leaders looking to build and market data and analytics offerings identify and avoid common messaging mistakes.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Identify Your Market Segment, and Target the Right Business User
    • Avoiding the First Mistake — "Ideal for Everyone"
  • Keep Communication Targeted, and Provide the Right Level of Detail in the Right Place
    • Avoiding the Second Mistake — Communication Overload
  • Make Sure Your Claims Are Supported by Independent References
    • Avoiding the Third Mistake — Empty Claims
  • Categorize Your Offering, and Make Correct and Accurate Comparisons
    • Avoiding the Fourth Mistake — Confusing Comparisons
  • Refer to Customer Stories — Don't Sound Egocentric
    • Avoiding the Fifth Mistake — Exclusive Self-Focus
  • Monitor Your Messaging to Avoid and Correct These Mistakes

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