In the present age, technology is a catalyst for companies to drive revenue expansion. As an acknowledgment of this data-driven phenomenon, technographics aim to segment technology at a granular level into several parameters.
Technographics is the next step in developing market research after Demographics, Firmographics, and Psychographics. As much as demographics determine people’s behaviors, technographics determine the technologies used by your prospects. With technographic data, you can gain an in-depth understanding of the technology stack used by businesses and their potential plan to buy technological solutions in the future.
If you are aiming to enhance your lead generation and prospecting, we hope this article helps you understand why you should be using technographic data.
Why Do You Need Technographic Data?
A data provider offering you technographic data as value-add might not excite you if you don’t know the role technographic data plays in prospecting. This might be because you’re not sure about the need for having technographic data in your database. With the increased use of technology, technographic data can turn out to be a vital prospecting tool. In fact, Forbes outlined that 70% of companies either have a digital transformation strategy in place or are working on one.
Technographic data can help you to learn more about:
- Hardware or software applications used by your prospects.
- Remarketing – have they incorporated remarketing or not?
- What are they using – marketing stack or marketing automation?
Imagine a situation where companies A and B have established similar target markets when selling their product or service.
Both businesses utilize firmographic data and demographic data (personal names, personal addresses, social media handling, etc.) to attract their audiences. Nevertheless, company A has access to the technographic data of the audience. With this resource, Company A is aware of the tools that their prospects use. They also have access to the purpose served by these tools and how long they are using the tools. It becomes clear that Company A now has the upper hand and is in a stronger position to convert these prospects.
Since both companies began on common grounds, Company A is a clear winner!
How to Use Technographic Data in Your B2B Marketing
By understanding the technology tools you have deployed and the technologies spent by your customers, you will be more successful in your outreach targeting which can lead to more conversions and closed win results. Here’s a short snapshot of how you can use technographic data for your business growth:
1. Identify Gaps, Challenges and Opportunities
You can study the tech stack of your prospect as a way of understanding their weaknesses, challenges and opportunities. Let’s consider that your company develops a platform or an add-on that can be integrated with Salesforce. You more than likely would like to target prospects using Salesforce. Additionally, you can also identify if they are using your competitor’s product or service. This information can help your sales reps prepare and tailor their sales pitch before connecting with prospects.
2. Focused Segmentation
By analyzing your current customers, you can build a broader view of their technology stack and the methods they use to solve issues related to your value proposition.
For example, you may notice that most of your customers use marketing automation tools such as Hubspot and Act-On. Although this information shows which brands they have an association with, it is also an indication of their budget.
Marketing automation is a big investment both in time and in money. If you compare both the tools, each one of them has unique points-of-differentiation in terms of features and usage. So, you can identify the priorities of your prospects based on the tool they use. These tools also indicate how serious they are about their marketing. Technographic data can also reflect the size of the organization and how advanced their marketing and technology teams are.
3. Customize Your Content Marketing With Technographics
You can use technographics to tailor your content to fit the technology stack of your prospects, which would make it more relevant to them. For example, you can identify the channels your prospects use, the tech-challenges they might face, and even the things that do not affect them. This helps you share more information about how to use the technology and tools they are using with insider information to solve problems.
With technographic data, a marketer can refine the entire inbound marketing funnel to better serve the lead by using the right segmentation. Top, medium, or bottom-funnel content can be promoted based on the customer’s technology use. If your prospects are using your competitors’ tools or any other complementary tool, you can mold your content accordingly.
4. Prioritizing Leads for Best Sales Opportunities
When you create a deeper customer profile based on firmographic and technographic data, you can prioritize and distribute targeted leads through your marketing and sales teams.
Lead prioritization is where you differentiate qualified leads from those that are unlikely to convert. You can create a richer profile of those high-quality leads by the prioritization of technographic data sets.
Now combine your technographic data with intent data, and you have an automated way to prioritize your leads in a more robust way. This helps your sales reps who don’t have time to spend on finding accounts that have the best opportunities. They are handed over on a silver plate due to sales automation.
5. Using Technographics for Account-Based Marketing
Account-Based Marketing (ABM) has been the major focus of many B2B organizations. 48% of businesses consider ABM an effective marketing strategy. Digging further into the organizations that have the greatest influence on your business offers a more customized and personalized interface with targeted contacts which helps develop a strong relationship with your prospects.
Due to its highly focused nature, ABM is extremely cost-effective. In the B2B domain, casting a large net has become less successful than it used to be. With an effective ABM strategy you can talk directly to your prospect on a one-on-one basis. This is also where technographic data can be an effective instrument to help personalize your communication and keep it relevant and engaging.
Wondering how exactly you can use technographic data for prospecting and lead generation? Great! We can show you how to identify prospects based on their technographic data, while filtering down to individual personas who have recently shown an intent to buy.
How Does SalesIntel Provide You Technographic Data?
SalesIntel has partnered with HG Insights (formerly HG Data), which is the leader and the gold standard in technographic data. Through this partnership we provide our customers the most accurate and reliable technographic data in the industry. Technographic data along with other valuable data sets like buyer intent, and firmographic data; helps our clients have the best view of the entire B2B purchasing landscape.
Through this SalesIntel feature, you can find businesses that directly use products or vendors that fit your ideal audience. This feature also grants you the ability to find companies that use a competitor, or companies that just use Salesforce.
We have a large array of quality data sets so that you can identify, filter, and scan exactly the contact data that you want with the assurance that you are finding a qualified customer prospect. Search companies using technographic filters to find organizations on the basis of which vendors they may use. The more filters you add, the more qualified the prospects you get with SalesIntel.
- Search for businesses that use Hubspot as a CRM
- Then filter your search by category such as “Communication Management – Email”
- You can further narrow down your search using sub-categories.
- Then use the “Show Contacts” button to locate the company’s decision-makers.
Search for one or more of the technographic fields to find the best-qualified contact details for your needs. It’s that easy!
Try it for yourself.