The Client
Gartner, the world's premier business technology advisor, was founded in 1979 and is headquartered in Stamford, Connecticut. Gartner provides unrivaled thought leadership for more than 9,600 client organizations worldwide. Gartner's 3,400 associates, including 1,200 research analysts and consultants, help clients achieve their business objectives through the intelligent and efficient use of technology.

The Challenge

While considered the world's premier business technology advisor, Gartner is not widely recognized outside of Fortune 1000 companies. In an effort to increase its market visibility, Gartner decided to leverage a current audio research product into a new format; syndicated radio. Gartner created a program to deliver co-branded radio infomercials to a national audience. These 60-second spots were to be sold by Gartner directly to client sponsors and leveraged its existing research agenda. “We had the vision, but we also had a lot of questions to be answered about syndicating our content on the radio”, says Chris Hoffmann, Vice President of Alliance Programs for Gartner. “Moreover, our constrained marketing resources limited our ability to investigate options and be first to market with this concept.”

The Pentonian Solution

Gartner selected Pentonian to develop a short list of experts for answers to their questions. Pentonian's research initiative targeted leading media and syndication companies, and radio production studios. Within 3 weeks, Pentonian delivered a comprehensive report with answers to Gartner's radio media questions. In addition, Pentonian facilitated the expert-to-expert contacts that resulted in successful syndication for Gartner on the nationally known, Wall Street Journal Report. Gartner TechWatch is now heard daily by 25 million listeners in 160 major markets.

“Pentonian's work was invaluable to our success on this initiative.”

Roger Grannis
VP of Gartner's
Talking Technology Series

The Results
“Pentonian delivered the exact amount of information we needed to successfully launch Gartner TechWatch”, says Roger Grannis, VP of Gartner's Talking Technology Series. “During it's first two weeks of airing, the Gartner TechWatch site produced more new web hits (25,000 per week) than any new web site launch in company history. Gartner TechWatch is positioned to drive over $1 Million in incremental revenues to Gartner this year. Pentonian's work was invaluable to our success on this initiative.”