Improve Demand Generation With a Targeted Mix of Marketing CTAs and Marketing Channels

Analyst(s): Erin Lloyd Gordon, Alan Antin

Technology purchase decisions are typically spread across multifunctional buying teams. To reach the team of contributors with deftness, satisfying their varying expectations and priorities, tech CEOs must anticipate answering a wide variety of buying questions. But the mistake that many tech CEOs make is using the same marketing channels to reach — and the same CTAs to resonate with — all buyers at all stages in the buying journey.

Tech CEOs should:

• Map marketing channels to key buyer personas 
• Invest in a targeted mix of marketing channels
• Infuse situational awareness

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