Tech and Service Providers

Virtual Briefing: Customer Situations and Behaviors Drive Market Success

ON-DEMAND
| 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 invitation-only, complimentary program 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.

Return to this web page to watch the virtual briefing. Contact us at gartnerwebinars@gartner.com with questions about watching.

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
Host

Todd Berkowitz

Managing Vice President

Host

Hank Barnes

Distinguished VP Analyst

Host

Christy Ferguson

VP Analyst

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