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For a small vendor, to be cited by Gartner as a “Cool Vendor” can be the start of huge success. The Cool Vendor program, in which Gartner seeks out innovative small vendors to appear in Cool Vendor Reports has in the past branded vendors such as Instagram and Dropbox as “cool”. Technology purchasers, investors and partners pay attention to Cool Vendors as they may be the next big thing, The Gartner press machine creates significant publicity for Cool Vendors, effectively enhancing the Cool Vendors’ own marketing.