What's in a Market Guide and how do they help tech buyers?
When considering investing in technology, buyers need to understand the landscape and direction of the entire market before they begin seriously evaluating vendors.
Market Guides contain analysis that professionals need, including:
Market Definition: Provides a clear description of the market, helping buyers understand the market’s key characteristics.
Market Description: Offers an overview of the current state of the market, including trends and challenges.
Market Direction: Discusses future trends and predictions, helping buyers anticipate changes and align their strategies accordingly.
Market Analysis: Analyzes the competitive landscape and vendor strategies, providing insights into how the market is evolving.
Representative Vendors: Lists key vendors in the market, offering a starting point for vendor evaluation without exhaustive details.
Recommendations: Provides actionable guidance for navigating the market and optimizing investments.
How to use Market Guides as Reprints
Like other analyst content, Market Guides are appealing to tech buyers because they contain authoritative, independent analysis from Gartner analysts.
Attract and engage high-intent leads
Market Guides are more than just general education for tech buyers.
The fact that they contain deep analysis of a particular market attract prospects that are seriously considering investing—exactly who you want in your marketing funnel.
Educate prospects about the market overall
After prospects have established a need for the technology, help them understand the market.
Educational content like this is particularly useful in the early to mid stages of the buying journey when buyers are considering investments and beginning to explore the market overall.
Improved ability to understand your value prop
By gaining a more informed understanding of the market, prospects can better appreciate how your specific offering aligns with Gartner's directions and recommendations.
Tips for messaging your Market Guide Reprint
Lead by emphasizing complimentary access to Gartner’s analysis of your market.
Tell your audience what they’ll learn if they access the report, including:
Gartner’s Recommendations for those considering investing in this technology:
Gartner’s Market Definition and Overview
Market analysis and direction – where Gartner thinks the market is going in the future
Then highlight specific quotes that align with your product/marketing messaging. You may even want to tell your audience why you believe your product aligns with Gartner’s recommendations, market direction, etc.
Finally, if you’re a Representative Vendor feel free to mention you’re in the report. Use this recognition to enhance credibility, clarifying that it's a reflection of market presence rather than a qualitative assessment.