Gartner Research

Print Technology Vendors Must Expand Promotion Strategies to Drive Growth in SMB Segment

Published: 29 April 2019

ID: G00383068

Analyst(s): Kristin Von Manowski, Lai-ling Lam

Summary

The traditional route to market is not sufficient to drive new SMB growth for print technology. Print OEM product marketers must generate high-quality leads by aligning marketing preferences, improving the effectiveness of SMB channel sales and using new digital routes to market.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Regularly Validate SMB Buyer Preferences and Align Preferences With an Easy-to-Understand Solution Stack
  • Co-Develop Marketing Campaigns With Channel Partners Willing to Sell New and Complete Solutions
  • Explore New SMB Routes to Market That Address Evolving Digital Buying Preferences and Satisfy Direct Buying Preferences

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