Balance Product Marketing Strategy and Execution

Move your product marketing initiatives forward with critical insights aligned to your key priorities.

Five success factors of effective thought leadership marketing

Thirty-seven percent of Gartner-surveyed technology buyers cited receiving thought leadership content from a solution provider as the most preferred approach to learn about new technology solutions from a vendor.

Technology marketers considering the development of a thought leadership marketing (TLM) program can use these five critical success factors to evaluate readiness for, and execute on, a TLM program.

Complete the form to get your free copy.

Download the e-book

Differentiate and establish credibility in competitive markets.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

    Optional Optional
  • Step 3 of 3

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Driving both marketing strategy and execution

    As a high-tech product marketer, you wear multiple hats to help drive growth from prospects and customers. You need to create differentiated positioning, develop compelling stories, enable the sales team and partners to achieve success, and help drive demand generation and account-based marketing programs.

    A technology product marketer is often the ‘glue' of the go-to-market team, engaging with numerous internal and external stakeholders. Maintaining the status quo is not an option.

    Todd Berkowitz

    Managing Vice President, Gartner

    How we address your top challenges

    Gartner experts are former tech product marketers, and we work with more than 2,000 high-tech clients each year. Through best-practices research, benchmark and buyer data, and actionable advice, we enable success across all phases of the technology buying and owning cycle.

    Planning and segmentation

    Understanding the market dynamics driving buyers to purchase your products and services is critical for go-to-market success. You need insights about the markets, the competitive environment, targeting approaches and the buying/owning cycle to improve planning and segmentation efforts.

    Product messaging and differentiation

    To cut through the noise and clutter, messaging must articulate compelling differentiation and project a relevant sense of urgency. You must develop positioning that imparts the strategy, devise a portfolio marketing plan and tell compelling stories.

    Promotion and awareness

    Building awareness, creating and nurturing opportunities, and prompting engagement are vital to grow revenue with existing and new accounts. Technology product marketers must develop inbound and outbound strategies that fuel demand-generation programs aligned to the strategic goals of the company.

    Drive marketing impact

    Marketing programs must support the entire buying and owning cycle to meet aggressive growth goals. Use a holistic approach to increase the impact of sales enablement, solution, field, partner, customer advocacy and account-based marketing programs.

    Product marketing leadership

    Product marketing must play a central and influential role in driving revenue growth for technology service providers. You must secure and allocate budget, organize resources, collaborate with other stakeholders and contributors, and continuously improve based on performance metrics.

    Gartner Priorities Navigator™ for Product Marketing Teams

    To meet aggressive growth and retention goals, technology and service providers need a deliberate and consistent approach to product marketing. Gartner Priorities Navigator for Product Marketing Teams outlines the top challenges facing product marketing leaders and how to advance your key initiatives to drive growth, including:

    • Go-to-market strategy
    • Messaging and differentiation
    • Demand generation
    • Marketing impact 
    • Marketing agility

    Gartner Webinars for Tech Service Providers

    Actionable insights and expert guidance to make critical decisions and accelerate growth.

    Gartner is a trusted advisor and an objective resource for more than 14,000 enterprises in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.