Re:Trust Is at the Core of Software Marketing
by gk1 on Monday January 27, 2020 @10:46AM
(#22160338)
I help software startups get enterprise customers and can say with certainty that yes, placing in Gartner's "Magic Quadrant" or Forrester's "Wave" boosts inbound interest from enterprise buyers.
Those two firms have done well in building up their credibility in the enterprise market, which means anyone they recommend gets carry-over credibility.
Getting onto those is hard (not going to list all the steps and tactics here for brevity's sake). A relatively easier accomplishment would be to get mentioned in one of their dozens of reports that get published year-round, which focus on a particular use case or subcategory of products.
Easier still is to get mentioned by one of the second-tier (but still valuable) analysts such as IDC and 451 Research.
Edit: I've also been in the position to purchase marketing software with a six-figure budget, and used Forrester's Wave as a shortlist of reputable and popular products. Otherwise I would have to sort through (literally) hundreds of marketing platforms and tools.
Those two firms have done well in building up their credibility in the enterprise market, which means anyone they recommend gets carry-over credibility.
Getting onto those is hard (not going to list all the steps and tactics here for brevity's sake). A relatively easier accomplishment would be to get mentioned in one of their dozens of reports that get published year-round, which focus on a particular use case or subcategory of products.
Easier still is to get mentioned by one of the second-tier (but still valuable) analysts such as IDC and 451 Research.
Edit: I've also been in the position to purchase marketing software with a six-figure budget, and used Forrester's Wave as a shortlist of reputable and popular products. Otherwise I would have to sort through (literally) hundreds of marketing platforms and tools.