Gartner Research

Tech Go-to-Market: Trust Drives the B2B Technology Customer Life Cycle

Published: 27 March 2018

ID: G00352121

Analyst(s): Michael Maziarka , Hank Barnes , Todd Berkowitz

Summary

Enterprise technology buying teams rely heavily on trusted sources throughout their buying process to evaluate the veracity of the information they encounter. Technology product marketing leaders must establish a broad trust foundation as they evolve their go-to-market approach to drive growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Understand the Trust Development/Erosion Cycle
  • TSPs' Communication Efforts Must Focus Beyond the Buyer
  • Create Content That Increases Buyer Trust
  • Focus Sales Enablement on Understanding and Addressing Trust Issues
  • Continue to Build Trust With Value-Added Marketing Activities After the Sale
  • Summary

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