The 2025 Gartner Tech Marketing Benchmarks Survey showed web (direct/referral traffic) is the top-performing marketing channel for companies with $100 million or more in annual revenue. In fact, web-based direct or referral-based traffic moved up four ranks and overtook search engine optimization’s (SEO’s) No. 1 slot from 2024.

In this episode, we explore homepage strategies to increase the channel’s impact on revenue and growth. We also discuss how AI is impacting buyer expectations and some of the ways tech providers can use AI tools to enhance their homepages.

Jess Walker is senior principal analyst specializing in positioning and messaging best practices for B2B tech homepages. Her recent research focuses on how emerging tools (e.g., AI digital humans) and go-to-market (GTM) strategies (e.g., interactive demos) are reshaping best-in-class homepages.

Sarah Brennan is a senior principal analyst who advises B2B tech marketing clients on how to deliver higher pipeline and growth from their web and social channels investments.

Time to Value: The Gartner Marketing and Product Management Podcast host Cliff Gilley and guest analyst Chris Meering discuss the results of the 2024 Gartner Product Management Branded Survey. They explore the various titles and roles of product management, the impact of generative AI (GenAI) on the profession and how product managers can better balance internal, delivery-focused work with external customer discovery and validation.

About the Guest

Chris Meering is a vice president analyst at Gartner's Tech Product Manager team within the Technology and Service Providers research unit. Mr. Meering's research deals with product management across various technology domains, with a special focus on best practices in product planning, life cycle management and product leadership, development and introduction/launch. He is an experienced telecommunications/information technology professional with over 30 years of operational, consulting and business/product management experience.

The 2025 Tech Growth and Innovation Conference is scheduled to take place on 10-11 March 2025 at the Gaylord Texan Hotel & Convention Center in Grapevine, Texas. This episode of the Time to Value Podcast gives a preview of the themes, keynotes and conference tracks, as well as helpful tips to get the most out of the event.

Host Todd Berkowitz is the practice vice president for the Tech Marketing practice. Mr. Berkowitz manages a team of analysts that advise B2B technology marketing leaders across a wide range of topics, including marketing org design/leadership, budgets and metrics, demand generation and ABM, product marketing, marketing ops, sales enablement, and customer experience. Previously, Todd initiated and built Gartner's coverage around ABM and ABM platforms.

About The Guests

Guest Adrian Lee has more than 22 years of technology marketing experience spanning mobile apps, smartphones, SaaS and ecommerce providers. Prior to joining Gartner, Adrian was vice president and head of brand partnerships at Lazada Group, an Alibaba Group-owned e-commerce marketplace in Southeast Asia. He started his international career with global and regional marketing and business operations roles in Nokia and Samsung Electronics. He exerts a pragmatic approach to product management and marketing, with a focus on startup and SME technology vendors. He has personally led new market entry and expansion projects, fulfilling a blend of product marketing, general management, content management and evangelist roles. His role-based research dials into product management and marketing leaders to deploy best-in-class customer experience and product launches that achieve profitable revenue growth. He also supports product teams on how to navigate disruptive innovation and natural language technologies.

Guest Katie Gove is a vice president analyst in Gartner's Technology and Service Provider research group, where she is on the General Managers team. Ms. Gove covers the IT and business services market. She advises service providers on growth and market opportunities, and go-to-market and differentiation strategies. Her coverage includes digital business services, technology consulting services, business consulting services, digital product engineering services, the use of assets and IP in IT services, the talent crunch, country options for talent and location decision-making, including nearshoring/offshoring and service buyer behavior.