Gartner Research

Market Insight: Three Critical Areas B2C Technology Providers Need to Change to Address and Succeed in B2B

Published: 31 August 2017

ID: G00328596

Analyst(s): Stephanie Baghdassarian , Derry Finkeldey


B2C TSPs look to grow their market reach by addressing the B2B market opportunity with their devices and solutions. However, technology business unit leaders at B2C vendors have to adapt their strategy based on how enterprises differ from consumers when buying devices and solutions.

Table Of Contents


  • Segmentation and Positioning
    • No. 1: The Business Purchasing Cycle Involves Multiple Stakeholders
    • No. 2: Enterprises Have Business-Specific Concerns
    • No. 3: Business Segmentation Leads to Smaller, but Larger Spending, Target Audiences
  • Marketing Effectiveness
    • No. 4: Enterprises Select a Product First Because It Addresses a Business Problem, Second Because It Will Appeal to Individual Users
    • No. 5: Enterprises Expect Business Value-Driven Marketing Material and Content
  • Sales Effectiveness
    • No. 6: Enterprises Can Take a Long Time to Go Through the Sales Cycle
    • No. 7: Business Rules of Engagement Can Determine Different Channel Choices

Background and Context

The Impact


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