Gartner Research

Use Enterprise Technology Adoption Profiles to Target Selling Approaches and Succeed in iPaaS

Published: 23 October 2019

ID: G00461949

Analyst(s): Fabrizio Biscotti , Keith Guttridge , Bindi Bhullar

Summary

Increasing competition and market maturity challenge product marketers of integration-platform-as-a-service providers to look beyond traditional market segment approaches. Use Gartner’s enterprise technology adoption profile framework to better define buying segments and position selling efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Use ETA Profiles to Better Align With How Enterprises Approach Technology Buying
  • Personalize Account-Based Marketing Programs With ETA Profiles

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