Gartner Research

Create Demand From Technology Buyers Who Are Not Planning a Purchase to Drive Growth

Published: 24 July 2018

ID: G00368986

Analyst(s): Christy Ferguson


Many technology purchases occur in situations where buyers are not actively seeking a solution. Technology product marketers must develop a multichannel demand generation approach that captures and keeps buyer attention to drive growth from these ad hoc purchase opportunities.

Table Of Contents
  • Key Challenges



  • Establish Credibility and Increase Awareness to Create Demand
  • Generate and Promote Valuable, Relevant Content Throughout the Buying Cycle
  • Eliminate BANT Qualification Criteria

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