Gartner Research

Tech Go-to-Market: Using Gartner ETA Profiles to Optimize ABM Strategies

Published: 05 November 2018

ID: G00374151

Analyst(s): Hank Barnes , Suzanne White

Summary

Gartner’s enterprise technology adoption profiles are designed to group enterprises based on their attitudes and preferences toward technology evolution. Innovative technology product marketers can use ETA profiles to improve the odds of success in complex selling environments.

Table Of Contents

Analysis

  • Introduction
  • Gartner ETA Profiles
  • ETA Profiles Provide More Insight Into Opportunities
  • ETA Profiles Deepen the Relevance of ABM Account Plans
    • Account Data
    • Customer Situation and Objectives
    • Resources
    • Content and Personalization for Campaigns
  • Continuous Improvement
  • Summary

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