E68: How Innovations Spread in B2B: Insights from Top CMOs
B2B Marketing Futures · Adzact
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Show Notes
What drives innovation adoption in B2B markets? Host Joaquin Dominguez dives deep into this question with two seasoned CMOs, Leo Khan (3x CMO, 8x unicorn builder) and Graham Wylie (CMO at activpayroll).
This episode explores the Diffusion of Innovations Theory and its practical applications in B2B marketing. Topics include:
- Key factors influencing adoption: relevance, compatibility, and risk mitigation.
- The pivotal role of peer networks and customer advocacy in building momentum.
- Challenges in "crossing the chasm" to reach mainstream buyers.
- Evolving marketing strategies across the innovation lifecycle.
With real-world anecdotes—from programmatic advertising to AI in cybersecurity—the discussion offers actionable insights for driving adoption and sustained growth.
Tune in to learn how creativity, collaboration, and strategy can transform innovation into widespread success.
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