Balance Product Marketing Strategy and Execution

Move your product marketing initiatives forward with critical insights aligned to your key priorities.

2023 Leadership Vision for Technology Product Marketers

Your clients are facing uncertainty brought about by persistent inflation; scarce, expensive talent; and global supply constraints caused by the Russian invasion of Ukraine, COVID-19 lockdowns and energy shortages. This triple squeeze is impacting businesses globally and directly impacting technology spending priorities for 2023.

To help you prioritize your time and energy we've created this Gartner Leadership Vision eBook to provide top-level guidance on where to focus — based on our data-driven research.

Discover the top 3 strategic priorities for tech product marketers.

Complete the form to get your free copy.

Download the eBook

Drive growth in uncertain times

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    Back

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

    Type company and location
    Optional Optional

  • Step 3 of 3

    Back

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Driving both product marketing strategy and execution

    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 achieve success, and help drive demand generation and account-based marketing programs.

    A technology product marketer is often the ‘glue’ of the go-to-market team, engaging with numerous internal and external stakeholders. Maintaining the status quo is not an option.

    Todd Berkowitz

    MVP, Gartner

    How we address your top challenges

    Gartner experts are former tech product marketers, and we work with more than 2,000 high-tech clients each year. Through best-practice research, benchmark and buyer data, and actionable advice, we enable success across all phases of the technology buying and owning cycle.

    Go-to-Market Strategy

    Understanding the market and buyer dynamics that drive purchase interest for your products and services is critical for go-to-market success — and therefore growth. You need insights about the markets, competitive landscapes and buyer dynamics that can be combined with proven practices to improve your planning and segmentation efforts.

    Learn More

    Messaging and Differentiation

    An increasingly dynamic and noisy market, coupled with the tech buyer’s fluid approach, means that messaging must be relevant, clear and compelling to capture and retain attention. You must develop effective messages that will inherently attract ideal buyers, convince stakeholders and accelerate sales cycles through compelling stories. 

    Learn More

    Demand Generation

    Building awareness, creating and nurturing opportunities, and prompting engagement through a deliberate content strategy are essential to grow revenue. Technology product marketers must develop inbound and outbound strategies that fuel account-based and traditional demand generation programs.

    Learn More

    Marketing Impact

    Technology marketing programs must encompass the entire customer life cycle to meet retention and growth goals. To make an impact, tech marketers must effectively enable their sales teams while improving the customer experience, facilitating customer success and developing advocacy.

    Learn More

    Marketing Planning and Performance

    Skilled marketing leadership in technology and service providers is essential to develop and execute a strategy that impacts the business. Product marketers must use an agile approach to allocate budget, organize the team, apply technology and measure performance to adapt to market conditions. 

    Learn More

    Gartner Priorities Navigator™ for Product Marketing Teams

    To meet aggressive growth and retention goals, technology and service providers need a deliberate and consistent approach to product marketing. Gartner Priorities Navigator™ for Product Marketing Teams outlines the top challenges facing product marketing leaders and how to advance your key initiatives to drive growth, including:

    • Go-to-market strategy
    • Messaging and differentiation
    • Demand generation
    • Marketing impact
    • Marketing planning and performance
    Learn More

    Gartner Tech Growth & Innovation Conference

    Join the world’s leading IT and business leaders to get an update on accelerating tech growth in a new era of transformation and technology trends.

    View Conference

    Related Content

    Infographic

    Do tech marketers know how to reach their buyers?

    View the Infographic

    Webinar

    The Gartner 2023 Leadership Vision: The Art & Science of Navigating Turbulent Times for Tech Marketing Leaders

    Watch Webinar

    Research

    Key Responsibilities for Customer Marketing

    Read Now

    Smarter With Gartner

    Article

    How Can Agile Technology Marketing Teams Quantify and Showcase Success?

    Read Now

    Article

    Technology Marketers Look to Account-Based Marketing to Preserve and Grow Their Customer Base

    Read Now

    Article

    How Tech Marketers Can Use a Balanced Marketing Mix to Drive Demand Generation

    Read Now

    Gartner is a trusted advisor and an objective resource for more than 15,000 enterprises in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.