For B2B Tech Companies, Demographics Shape Adoption
Technographics® Data Depict Critical Differences Among Target Audiences
January 28, 2010
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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Tools And Templates
Models and Calculators
- 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
The Essential Product Manager/Marketer Role In SaaS Innovation
February 9, 2011 | Tom Grant, Ph.D.
Big Tech's Healthcare Takeover
February 13, 2017 | Kate McCarthy
Build A Privacy Organization For Consumer Data Management
November 7, 2016 | Heidi Shey