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For Application Development & Delivery Professionals

For B2B Tech Companies, Demographics Shape Adoption

Technographics® Data Depict Critical Differences Among Target Audiences

January 28, 2010

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  • By Tom Grant, Ph.D.
  • with Peter Burris,
  • Madiha Ashour,
  • Zachary Reiss-Davis

Why Read This Report

Technology companies must appreciate the critical differences among customers. Each demographic dimension — geography, industry, company size, and role — affects customer adoption paths. For tech marketers, choosing the right channel of influence requires special attention. Stakeholders are influenced by different channels at different adoption phases. Social media present new challenges, particularly because vendors used to one-to-one conversations have to figure out how to play a constructive role in these many-to-many discussions. Who is the target, what kind of information do they want, when do they want it, and how do they get it — these are the basic questions that Technographics data can answer, especially during critical evaluation and implementation phases of adoption.

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Tools And Templates

Models and Calculators

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  • Depending On The Solution, Customers See Resources As More Or Less Useful
  • Conferences And Trade Shows Are More Important In The Earlier Stages Of SFA Projects
  • In The UK And France, Peers Play A Different Role In Networking And Telecom Projects
  • Global 2000 Enterprises Have Less Interest In Webinars And Virtual Events

Table of Contents

  • Technographics Character Studies Provide Key Insights
  • Solutions Matter
  • Project Phases Matter
  • Roles Matter
  • Geography Matters
  • Company Size Matters

  • If You Want Your Technology To Be Adopted, Provide Precise Support
  • Supplemental Material
  • Related Research Documents