Gartner Research

External Influencer Marketing Is Critical for Success in Technology Markets

Published: 20 February 2019

ID: G00383488

Analyst(s): Derry Finkeldey, Hank Barnes

Summary

Technology buyers view independent influencers as a key source of trusted information and insights. Technology product marketers must identify, cultivate and document their relationships with the wide range of key influencers that matter to their target customers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Ascribe Greater Strategic Focus to the Role of Influencers
  • Track Influencer Opinions and Activities
  • Map Influencers to Measure Impact
  • Coordinate Influencer Mapping Across the Organization
  • Summary
  • Appendix

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