Trends Report

For B2B Tech Companies, Demographics Shape Adoption

Technographics® Data Depict Critical Differences Among Target Audiences

January 28th, 2010
With contributors:
Peter Burris , Madiha Ashour , Zachary Reiss-Davis

Summary

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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