Gartner Research

General Manager Insight: Keys to Driving Demand for New Products

Published: 18 April 2019

ID: G00389132

Analyst(s): Christy Ferguson


Technology general managers should ensure that a strategic marketing campaign is developed to support product launches. The campaign should include defined messaging focused on a target audience, leverage multiple channels and measure results for success.

Table Of Contents


  • Introduction
  • Optimize Launch Efforts by Using Pilot Program Results
  • Develop Content
  • Identify Appropriate Marketing Channels
  • Develop a Sustained Multichannel Demand Generation Campaign
  • Summary

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