Tech and Service Providers

Rethink Your Messaging and Content Strategy to Advance B2B Tech Buying

UPCOMING September 25, 2023
| 11:00 a.m. EDT | 1 hour

The experience of purchasing and adopting technology is generally quite bad for most enterprise business professionals. Despite the advanced methods and tools that tech providers use to advertise and sell their technology, Gartner survey data indicates tech buying cycles average over 17 months, and four out of five buyers express regret after their purchase. Tech providers need to acknowledge an uncomfortable truth to improve the B2B tech buying experience: the product is not as important as the buyer. Join this free webinar where experts will share insights from Gartner Functional Business Buyers Survey. You’ll get actionable recommendations for rethinking messaging and content strategy. Plus, hear examples of how new go-to-market frameworks have been successfully implemented by your peers. 

  • Avoid common contributors to sales cycle delays and purchase regret

  • Take five steps to achieve differentiated messaging

  • Get real examples of how Gartner has helped technology & service providers adapt to the democratization of enterprise buying

Return to this web page to watch the webinar. Contact us at with questions about viewing this webinar.

Hosted by

Manav Jain

Sr Director Analyst

Michelle Shapiro

Sr Director Analyst


Garrett Astler

Director Analyst

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