Tech and Service Providers

Customer Situations and Behaviors Drive Market Success (AEST)

| 1 hour, 15 minutes

In the quest for scale, many providers design their marketing strategies to target a broad buying audience with an optimistic view of the customer journey. While this approach will work for some prospects and customers, it is often suboptimal. Gartner research into enterprises’ tech-buying behavior consistently reveals significant differences driven by common customer situations and behaviors. Understanding the most common occurrences can enable improved results, without sacrificing scale. This webinar examines rich customer insights to make the case for this more innovative approach. You also get practical advice on how to use situations and behaviors to refine Account-based Marketing programs.

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Discussion Topics:
  • Explore common customer situations and behaviors that influence tech-buying behaviors
  • Identify a more innovative approach to improve results without sacrificing scale
  • Practical advice to refine account-based marketing programs

Hosted by

Christy Ferguson

VP Analyst


Hank Barnes

Distinguished VP Analyst


Todd Berkowitz

Practice Vice President

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