Gartner Research

Tech Go-to-Market: Embrace Storytelling Techniques to Communicate Value Across the B2B Customer Life Cycle

Published: 16 January 2018

ID: G00346825

Analyst(s): Hank Barnes

Summary

Customers use technology to achieve specific business outcomes, but product features, instead of outcomes, dominate communications from TSPs. Technology product marketing leaders should adopt a storytelling approach to shift the focus to the customer situation, capturing interest and building trust.

Table Of Contents

Introduction

Analysis

  • Help Buyers Understand Your Value With Authentic Storytelling
  • An Effective Storytelling Structure for the Technology Life Cycle
  • Understanding the (O) S-I-R Approach
  • Use Positioning to Guide the Story Development
  • Create Different Stories Based on Buying Cycle Activity Streams
  • Use Customer Stories to Build Trust
  • Emotion Makes Stories More Memorable and Shareable
  • Recognize the Importance of Progressive Engagement
  • Summary

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