Gartner Research

Messaging and Differentiation Primer for 2022

Attract ideal buyers, persuade stakeholders and accelerate sales cycles.

Experts: Alan Antin, Julian Poulter

With increasingly dynamic and competitive markets, coupled with the technology buyer’s fluid approach, messaging must be relevant, clear and compelling to capture and retain attention.

Product marketers should leverage guidance and best practices in this research to:

  1. Develop differentiated positioning.
  2. Create compelling stories.
  3. Optimize portfolio marketing.
  4. Launch products and services.

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See best practices for creating differentiated positioning, messaging and storylines.

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