Technology and service providers are seeking to respond to changes in buyer behavior and drive more targeted interactions so they can sell more. But the technology industry is placing bets and investments based on a set of flawed assumptions that risk driving up costs with inconsistent results. 

The Gartner Big Book of Buyer Behavior helps tech and service provider leaders understand how organizations buy, and what they need during buying journeys, so they can design better customer experiences. Watch the video below to learn more.

We've identified three common myths of technology buyer behavior to help you adapt your product and marketing strategy to better target your customers. 

Complete the form to get your free copy of Three Buyer Behavior Myths Debunked.