Gartner Research

Assess Channels and Agencies When Marketing Budgets Are Lower Than Competitors’

Published: 27 March 2020

ID: G00458459

Analyst(s): Alan Antin


In instances where budgets are limited or below benchmarks, optimizing demand generation tactics is required. Product marketers should prioritize lead generation activities to initiatives that don’t necessarily require sizable program budgets and continuously negotiate agency relationships.

Table Of Contents
  • Key Challenges



  • Invest Efforts in Channel Initiatives That Do Not Require Hard Budgets
  • Improve Online Presence, Expand Channel Partnerships, and Fortify Technology Influencers
  • Renegotiate With Agencies and Service Providers

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