Gartner Research

Use Inbound Marketing Techniques in Demand Generation Efforts to Respond to Technology Buyer Behavior

Published: 23 August 2018

ID: G00370900

Analyst(s): Christy Ferguson


Armed with search and social tools, technology buyers often ignore outbound marketing messages in favor of online research. Technology product marketers must include inbound marketing techniques in demand generation efforts to adapt to changing buying behaviors.

Table Of Contents
  • Key Challenges



  • Instill the Spirit of Inbound Marketing
    • Recognize How Buying Behaviors Have Changed
    • Adopt Inbound Language
    • Adapt Your Marketing Language
  • Generate Demand Through Search and Social
    • Master the Evolving Rules of Search
    • Promote Discoverability Through Social Media
  • Align Marketing With Sales Through Account-Based Marketing

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