by: Judy Mod, Social Gastronomy

1. Defining the Adoption Problem
Buyer Adoption by Design SM

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Peer-Influenced Panoramic Market
Commercially
Available
“Deconstruct” the market to “Reconstruct” the “Big Picture” view of the
complexity sufficient to anticipate the buyers’ different perspectives
There’s been a shift in complex BtoB buying from
2D (vendor-driven) to 3D (peer-influenced)
How does your buyer view your interactions in the market?
Do they see that you are helping to solve their problem?

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Market Adoption:
Technology as Solution
Newopticalillisuons.blogspot.com
Which has empowered buyers to “redefine” their
own adoption
Your Definition:
Getting the market to
adopt your technology or
innovation by evangelizing
your solution
Buyers are Redefining Adoption: From Recognition of Pain How Well They Solved the Problem
Buyer Adoption:
Solution to Problem
Their Definition:
How an individual buyer
goes about solving a
particular problem and
what technology/tools/
knowledge they need to
adopt in order to solve
their problem.
Sometimes, focus transforms the picture….

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So, where do you account for the dimensionality of
buyer adoption in what you’re doing today?
Marketing
Business Development
Sales

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Or, are you just frustrated with your market adoption?
 No visibility to when active buyers enter the market
 Not reaching them early enough or getting close enough to
influence their buying decisions
 Missing opportunities because we didn’t make their short list
 If/when they engage, they come prepared with their
requirements with little influence from us
 Tactical sponsor can’t make the strategic business case or
internal consensus to make a decision
How Do I Find You?
How Did You Find Me?

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Unaware of
Solution,
but “In
Pain”
Target Buying Universe
“Potential” Solution
Market
Un-identified
“Likely” Buyers
Actual
Able to Self-Diagnose
Underlying Problem
Unable to Diagnose
Underlying Problem
20%
80%
Identified
Vendor-Driven Peer-Influenced
Are you waiting for buyers to “react” to your solution
or can you get visibility (early) to those in pain?
Visibility to Problem
Different Engagement
Trusted Advisor

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Are your buyers (and you) getting stuck in diagnosing
their underlying problem?
7
I don’t know what I am looking
for…. I start with my pain… I am
looking for people who understand
and can point me in the right
direction.
I don’t know my
underlying problem!
mid 30 - 50%
Buying Process
Too noisy!!!!
Saturated
How reach?
Top
10 - 20%
Long Tail
I know what I am
looking for…
looking for a
particular solution.

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Do you even know how they go about doing that?
Many possible solutions, but how
do they decide what to adopt?
How does your technical
solution solve my business
problem?
What problem(s)
does your target
buyers need to
solve?
How do they prioritize decisions
as a business?
How do you help them make
decisions? When?
How do they diagnose the
underlying cause from all of
the symptoms?

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ROIRisk
Mitigation
TransactionUnique IPMessaging Value
Pain
Symptoms
Problem
Diagnosis
Treatment
Selection
Vendor
Selection
Effective
Cure
Treatment
Options
Validate
Pain
Validate
Problem
Validate
Requirements
Validate
Problem Solved
Problem Solving (Breakthrough Model)
Solutioning (Momentum Model)
Is your goal to capture a buyer at a time or operationalize
their decisioning process to breakthrough to the many?

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Have you accounted for all of the elements which
contribute to the differences in buying in the market?
Visible Market = Aware of Solution
Marketshare + Lost Opportunities
Problem Complexity
• Pain & Symptoms
• Awareness of Problem
• Consensus to Problem
• Role of Decision Maker
• Size of Influencer Team
• Business Maturity & Size
• Technical Experience & Maturity
• Organizational Structure
• Key Functionality Required
• Competitive & Substitution Options
20%
80%

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Or are you still counting on the investments that you‘re
making to get you over the goal line fast enough?
Sell to those
who can
actually Buy
Lower Cost of Customer Acquisition
Speed to
Market
Long Sales
Cycles
Replicate
Early Wins
Premium Over-Performing
CheapSaturated
Yield
Discount
Direct Sales
Advertising
SEM
Email Marketing
Telemarketing
Direct Marketing
Marketing
Automation
PR
Blogging
Social
Media
Channel
Programs
Conferences
Tradeshows
Webinars
White Papers
Sponsorships
?
Solution Marketing Investments Persistent Pains

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Rethinking Adoption Curve
Buyer Marketing
Feature
Driven
Functionality
Driven
Problem
Driven
Cost
Driven
Peer
Driven
Do you need to disrupt/change the dynamics in your
market to gain a competitive edge?
Solution Marketing Brand Marketing

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Adoption
Problem
Problem Problem
Problem
Problem
Market Segmentation
Problem Diagnostic
Buyer Assessment Business Roadmap
Adoption Core Competency
Quick Win
Transformation
Data-Driven
Problem Solving
Then, as a business, commit to redefining adoption as
buyers do, from “Point of Pain” to “Problem Resolution”

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So, if you think you have an adoption problem,
let’s talk about it
14
Judy Mod
Principal, Social Gastronomy, LLC.
jmod@socialgastronomy.com
Mobile @ 404.307.9613