For Technology Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	January 28, 2010 For B2B Tech Companies, Demographics Shape Adoption Technographics® Data Depict Critical Differences Among Target Audiences by Tom Grant, Ph.D. with Peter Burris, Madiha Ashour, Zachary Reiss-Davis	Average: 8  (1 rating)

This is an excerpt

Executive 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.

TABLE OF CONTENTS

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

RECOMMENDATIONS

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

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.