Gartner Research

The B2B Customer Life Cycle for Technology Products and Services

Published: 23 July 2018

ID: G00368975

Analyst(s): Hank Barnes


With easier access to information and more alternatives, today's B2B technology customers don't follow traditional paths to purchase, expansion and renewal decisions. Technology product marketers must adapt go-to-market strategies that support this new life cycle reality.

Table Of Contents


  • Introduction
  • Today's Approach to B2B Technology Purchase Decisions
  • The B2B Technology Customer Life Cycle Model
  • Considerations Beyond the Graphical Model
  • Implications for TSPs
  • Conclusion

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