Gartner's Research Highlights Shift in B2B Buying Journey
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Oct 14 2024
0mins
Source: Coinmarketcap
Gartner Inc's stock rose by 5.30% as it crossed above the 5-day SMA, reflecting positive investor sentiment amid broader market declines.
The company's recent research indicates a significant shift in the B2B buying journey, with 67% of buyers preferring a rep-free experience. This trend emphasizes the importance of independent digital research, which is crucial for sales effectiveness. Additionally, the study highlights that generative AI is increasingly viewed as the primary research source, necessitating B2B brands to adapt their marketing strategies to ensure visibility in an AI-driven environment.
This shift in buyer behavior presents both challenges and opportunities for Gartner, as companies must reassess their marketing strategies to remain competitive. The emphasis on AI in the research process could lead to increased demand for Gartner's insights and services, positioning the company favorably in the evolving market landscape.
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Analyst Views on IT
Wall Street analysts forecast IT stock price to rise
11 Analyst Rating
4 Buy
6 Hold
1 Sell
Moderate Buy
Current: 135.110
Low
150.00
Averages
190.70
High
240.00
Current: 135.110
Low
150.00
Averages
190.70
High
240.00
About IT
Gartner, Inc. delivers actionable, objective business and technology insights. Its segments include Business and Technology Insights (Insights), Conferences, and Consulting. The Insights segment delivers independent, objective insight to leaders across an enterprise through subscription services that include on-demand access to published research content, data and benchmarks, and direct access to a network of research experts located around the globe. The Conferences segment is designed for information technology (IT) and business executives as well as decision-makers looking to adapt and evolve their organizations through disruption and uncertainty, navigate risks and prioritize investments. The Consulting segment serves chief information officers and other senior executives to optimize technology investments and drive business impact. It also provides solutions for a range of IT-related priorities, including IT cost optimization, digital transformation, and IT sourcing optimization.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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See More
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- AI as a Primary Research Source: Forrester's 2026 study reveals that generative AI is viewed as the most important research source by twice as many buyers compared to other options, indicating that B2B brands must be recommended in AI answers to stand out in the competitive landscape.
- Challenges for Traditional B2B Marketing: Brands can rank well in traditional search yet still be absent from AI answers, suggesting that B2B brands need to reassess their marketing strategies to ensure visibility in an AI-driven environment.
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See More
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