Tech and Service Providers
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.
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Managing Vice President
Distinguished VP Analyst
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