Many of my recent posts have been introducing (or reintroducing) Enterprise Technology Adoption (ETA) profiles. We believe ETA profiles can be very revealing for both enterprise technology buyers and vendors, but it requires some specific knowledge of a customer (and, ideally, the connection of the profile clusters to other data).
Given that, what can product marketers do with them for broad application? Quite a bit.
First, you can integrate ETAs into your enterprise persona<<Link to next week’s post>> work as part of your ideal customer profile. To do this, you can use the online assessment tool (https://surveys.gartner.com/s/ETAProfile). Answer the questions the way you believe your ideal customer would. If you would like, you can retake the survey a few times, making adjustments that you think would still be a good fit for you (or even adjustments that would indicate that a customer would not be a fit). Remember, changing one question may not change the ETA cluster, but if you find some adjacent clusters, that can be helpful.
Second, now that you know your ideal ETA groups, you can consider tailoring messaging to appeal to them. A simple example: If you find that your ideal customer profile is FID (flexible planning, IT-led, Dynamic pace of change), then you want to emphasize how your technology can help them move faster than the competition. You’d emphasize how you empower IT to be a change agent. Conversely, if you discover that your ideal customer is FCM (flexible planning, cooperative, and measured pace of change), then you don’t want to lead with innovation (or cutting edge or other such terms), instead you want to talk about proven paths to success and how you help business and IT work together to deliver value at low risks.
We’ll be updating a number of research notes, for clients, that explore more on how to appeal to each of the clusters. But starting with these simple steps can help you develop a deeper understanding of why your customers’ act the way they do and adapt marketing for that.