Gartner Information Technology Research

You Need an Innovation Marketing Strategy to Increase Engagement and Buy-In in Every Situation

Published: 25 March 2020

ID: G00466949

Analyst(s): Michelle Bazargan , Nicholas Evans


World-class marketers succeed by learning about their audiences, what they value and how they communicate in every situation. CIOs who are driving corporate innovation programs can apply marketing techniques to foster innovation program engagement and buy-in even during challenging times.

Table Of Contents
  • Key Challenges



  • Create a Marketing and Communications Strategy for Innovation
  • Keep the Strategy Relevant With a Life Cycle Management Approach
  • Tailor Communication to Audiences Using the 3Es of Marketing
    • Experience — Understand Your Audience
    • Everyplace — Use Diverse Vehicles to Communicate to the Audience
    • Evangelism — Create an Empowered Community of Advocates
  • Conclusion

Gartner Recommended Reading

©2021 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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.