Engaging Target Audiences
The product lifecycle model is a well-known approach that is part of the everyday conversation of marketers working with B2B technology products and services. The idea is that the types of customers at the start of a product’s lifecycle are different to those who buy later on, and therefore different marketing tactics are needed to engage the audiences.
We particularly like Geoffrey Moore’s addition of “the Chasm” to this model. In his famous book, Crossing the Chasm, he asserts that the adoption is not smooth, and the different between the mindset of early adopters and the early majority is so great that technical products and services need to cross a chasm between these two groups of customers.
