Gartner Research

Tech Go-to-Market: Using Gartner Hype Cycles to Refine Technology Marketing Strategies and Tactics

Published: 03 August 2017

ID: G00337782

Analyst(s): Betsy Burton , Hank Barnes


The Gartner Hype Cycle sets realistic expectations around innovations. Technology product marketing leaders can use Hype Cycles to refine their strategies and tactics in alignment with Hype Cycle stages.

Table Of Contents
  • Key Challenges



  • Hype Cycles Frame the Market Opportunity
  • Market Penetration Helps You Evaluate Revenue Potential and Guide Ongoing Investment
  • Time to Reach Plateau of Productivity Guides Urgency, Investment Considerations and Market Entry
  • Priority Matrices Provide Deeper Guidance for Segmentation and Targeting
  • Location on the Hype Cycle Should Guide Marketing Strategies and Tactics
  • Summary

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