As a high-tech product marketer, you wear multiple hats to help drive growth from prospects and customers. You need to create differentiated positioning, develop compelling stories, enable the sales team and partners to acheive success, and help drive demand generation and account-based marketing progams.
Gartner experts are former tech product marketers, and we work with more than 2,000 high-tech clients each year. Through best-practices research, benchmark and buyer data and actionable advice, we enable success across all phases of the technology buying and owning cycle.
Understanding the market dynamics driving buyers to purchase your products and services is critical for go-to-market success. You need insights about the markets, the competitive environment, targeting approaches, and the buying/owning cycle to improve planning and segmentation efforts.
To cut through the noise and clutter, messaging must articulate compelling differentiation and project a relevant sense of urgency. You must develop positioning that imparts the strategy, devise a portfolio marketing plan and tell compelling stories.
Building awareness, creating and nurturing opportunities, and prompting engagement are vital to grow revenue with existing and new accounts. Technology product marketers must develop inbound and outbound strategies that fuel demand generation programs aligned to the strategic goals of the company.
Marketing programs must support the entire buying and owning cycle to meet aggressive growth goals. Use a holistic approach to increase the impact of sales enablement, solution, field, partner, customer advocacy and account-based marketing programs.
Product marketing must play a central and influential role in driving revenue growth for technology service providers. You must secure and allocate budget, organize resources, collaborate with other stakeholders and contributors, and continuously improve based on performance metrics.
To meet aggressive growth and retention goals, technology and service providers need a deliberate and consistent approach to product marketing. Gartner’s Product Marketing Framework outlines the top challenges facing product marketing leaders and how to advance your key initiatives to drive growth, including:
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