Gartner Research

The B2B Customer Life Cycle for Technology Products and Services

Published: 23 July 2018

ID: G00368975

Analyst(s): Hank Barnes

Summary

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

Analysis

  • 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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