What Makes Innovation Spread?
In this episode, we delve into the dynamics that drive the adoption and diffusion of innovations within the B2B sector. Understanding these factors is crucial for businesses aiming to introduce new products or services successfully.
Key Discussion Points:
Core Factors Influencing Innovation Adoption:
Relative Advantage: Exploring how the perceived benefits of an innovation over existing solutions can accelerate its adoption.
Compatibility: Discussing the importance of aligning new innovations with existing values, practices, and needs of potential adopters.
Complexity: Understanding how the perceived ease or difficulty of using an innovation impacts its acceptance.
Trialability: Examining the role of allowing potential users to experiment with an innovation on a limited basis to reduce uncertainty.
Observability: Considering how visible results of an innovation can influence others to adopt it.
The Role of Social Influence in Adoption:
Peer Networks and Word-of-Mouth: Analyzing how interpersonal communications and recommendations impact the diffusion process.
Media Channels: Evaluating the effectiveness of various communication channels in spreading awareness and facilitating adoption.
Identifying and Engaging Early Adopters:
Characteristics of Early Adopters: Identifying traits such as higher social status and greater financial liquidity that make certain individuals more likely to embrace innovations early.
Strategies for Engagement: Discussing methods to effectively reach and collaborate with these pivotal adopters to gain traction in the market.
Navigating the Innovation Adoption Lifecycle:
Stages of Adoption: Outlining the progression from innovators to laggards and the unique challenges at each stage.
Crossing the Chasm: Addressing the critical transition from early adopters to the early majority and strategies to bridge this gap.
Host
Joaquin Dominguez, Head of Marketing at Adzact
Guests
Doan Nguyen, Renewable Marketing Manager at Rystad Energy
Nishant Sinha, Sr. Global Marketing Manager, Disease States MDx at BD
Phoebe Do, Senior Product Marketing Manager at Gong
(+2 seats available)
May 8th, 5:00 PM (UK)/ 09:00 AM
Online
