Unsure of where to sell your emerging tech? Find the best geographic markets to target with your marketing efforts.
Marketing emerging software and tech can be complicated, and we often find buyers riding a roller coaster of indecision. They can say “Yes,” and then say “No,” or they can say “Yes” but then never show, leaving you and your marketing team searching for answers.
How do you know if your leads are committed or if they’re only considering your product? It could mean the difference between making a sale and wasting precious resources — and it’s that much harder in the emerging tech field, where you don’t always know who your target customers are or what the adoption rate for your tech might be.
Certain geographic markets may be more receptive to emerging technologies, which makes them ideal candidates for your targeted marketing.
What is meant by “adoption”?
In 2018 and 2019, Gartner Digital Markets surveyed small and midsize businesses (SMBs) from the U.S., Canada, France, Germany and Spain on their current and intended software and tech investments.
Over the course of analyzing this data, we looked at the following emerging technology categories:
Business intelligence and analytics
Artificial intelligence and machine learning
Conversational user interface
3D printing and additive manufacturing
While that is not a complete list of emerging software and tech types, the variety and scope permitted us to note trends across the respondents.
What we found was that SMBs frequently express great interest in emergent technologies like 3D printing, Internet of Things (IoT), artificial intelligence (AI), virtual and augmented reality (VR and AR), and wearables, yet their enthusiasm doesn't always match up with actual investment in these tools.
Does this mean that B2B software brands that integrate these technologies have already lost the game? Not at all. There are a number of reasons for the gap we discovered between expectation and reality in software budgeting, but a few key patterns below also show a few opportunities to focus on specific technology markets.
Take a look at this breakdown of the top three countries and their interest versus actual budgets set for software investment.