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


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



  • 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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