Gartner Newsroom

“The three major themes in American life that should be guiding marketer’s planning in the months ahead are: life realigned, the wealth gap and seismic civic engagement.”

“Values are the key drivers — motivations, priorities, fears and aspirations — behind consumer behaviors and attitudes. They provide marketers with a thematic understanding of what matters to their consumers.”

“So much of lower income spending is for the essentials of life, not optional. Whereas more affluent spending is discretionary.”

“People who see themselves as having fared better than their friends financially are much more likely to have curtailed their social media posting in the last 6 months because they were worried their posts would be tone deaf.”

“Brands have an opportunity to support on mainstreet economic issues because ultimately consumers look to companies as citizens with rights but also responsibilities.”

“Genius brands, compared to their average peers, produce greater revenue growth and profit growth.”

“Utilization of marketing technologies is what is critical to driving business outcomes.”

“Genius brands take a more complementary approach to technology adoption. They are more likely to select a combination of tools to achieve their business outcomes.”

“Genius brands realize that utilization is absolutely essential to marketing technology effectiveness. Brands that say that their marketing technology stack is effective use 59% of their stack’s capabilities.”

“When you think of what’s standing in the way, it’s not finding the right technology, it’s much more likely to be a people or collaboration problem.”

“40% of consumers are more willing to do business with stores or other commercial premises that offer contactless payment options.”

“36% of consumers bought from a site or app they had never used before the pandemic, and 85% of those consumers said they will continue to shop there.”

“In a recession, consumers recalibrate what a necessity is versus what a luxury is. Marketing leaders need to ensure their brand is categorized as an essential - and that is determined by value and the marketer’s ability to communicate the full extent of their brand’s utility.” 

“Consumers are looking at more than just price in a recession. All too often brands run to discounts, which are important, but not all-important. Consumers in a recession are much more focused on the what, when and how they buy.”

“With the concept of personalization comes tremendous promise. The promise to reach the right customers, with the right message, at the right time.”

“79% of marketers believe the best way to engage B2B buyers is to deliver personally relevant communications. However, this level of personalization requires more from marketers today - more customer insights, more content and more resources.”

“ABM can bring focus to personalization efforts by ensuring that those efforts are targeted toward the right customers using the right kind of engagement.”

“One of the first steps of ABM is to select accounts to include in the program, using an Ideal Customer Profile.”

“We’re starting to see more and more B2B brands using customer engagement or behavioral data to anticipate a customer’s journey needs. This is often referred to as intent data.”

“Personalization that demonstrates to the customer that you not only know them, but can also help them increases the likelihood the customer will make a high-quality purchase by 9%.”

Learn more in the Gartner press release “Gartner Identifies Four Ways Account-Based Marketing Can Improve B2B Personalization Execution at Scale.”