There are two major differences between the marketing of innovation and established products. Whether you these differences into account can spell the difference between success and failure.

Unfortunately, most startup marketing efforts focus on awareness generation rather than successful adoption. While this may raise visibility, it does little to spur adoption and accompanying sales. When this happens, the entire weight of prospect generation and innovation adoption falls on the Sales organization. Fewer prospects are reached and even fewer choose to adopt the innovation because the customer base is small — creating a self-reinforcing cycle of diminishing sales.

There IS a remedy for these problems. Sales can be accelerated when the specific adoption needs of customers are taken into account. Adoption growth brings in more customers and the cycle repeats. This is the basis for Adoption-Driven Marketing.