Gartner Research

Technology Marketing Effectiveness Primer for 2019

Published: 05 February 2019

ID: G00380462

Analyst(s): Christy Ferguson , Michael Maziarka


The complex and changing technology buying cycle has made it harder for providers to differentiate their messaging and meet customer needs. Technology and service providers can use this research to define impactful messaging and positioning and sales and marketing strategies to drive revenue growth.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can I create differentiated positioning?
    • How do I create compelling stories?
    • How do I apply account-based marketing best practices?
    • How can I maximize route-to-market success including partners?

Related Priorities

  • Suggested First Steps
  • Essential Reading

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.