Gartner Research

Tech Go-to-Market: Four Ways to Generate Demand Within Existing Accounts

Published: 13 September 2017

ID: G00337648

Analyst(s): Todd Berkowitz , Michael Maziarka

Summary

To grow overall revenue, TSPs should be generating demand from both prospects and existing customers. Better use of data, predictive analytics, new strategies and focused content can help technology product marketing leaders create upsell, cross-sell and expansion opportunities.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Four Ways Marketers Can Create More Demand From Existing Customers
    • Identify Important Data Points and Tap Into CSM Solutions to Uncover Hidden Opportunities
    • Evaluate Predictive Analytics Applications to Identify the Best Fits for Upsell, Cross-Sell and Expansion From Your Customer Base
    • Employ Account-Based Marketing to Expand Within Key Accounts
    • Develop Internal- and External-Facing Content to Educate Existing Customers and Enable Customer Success Managers, Sales Reps and Partners
  • Summary

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