Gartner Research

Build Differentiation Primer for 2018

Published: 26 July 2018

ID: G00367430

Analyst(s): Christy Ferguson , Michael Maziarka

Summary

To cut through the noise and clutter, messaging must articulate compelling differentiation and project a relevant sense of urgency. To that end, technology product marketers must develop positioning that imparts the strategy, devise a portfolio marketing plan and tell compelling stories.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • How do I create compelling, memorable messaging that clearly articulates why my product is the best solution?
    • How do I use storytelling to capture attention and prompt buyers to engage?
    • How do I craft a story that encompasses my full portfolio, while conveying the value of individual products?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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