The Secret for Smart B2B Marketing: Technographics Data

Technographics: A Game-changer for Your B2B Business

Digitization is growing at a fast pace all over the world, benefiting each of us. More than 60% of technology-based companies worldwide are already deploying a strategy to digitize their industry processes, providing an excellent opportunity for product and service providers. Through digital transformation, the buyers can boost their sales by figuring out the challenges and meeting the right buyers.

To boost the sales effort, one should have sound knowledge about the technographic data. Let us understand some basics of technographic data.

What do you understand by technographic data?
Technographics or technographic data is a new approach that companies utilize to run their organization. With the help of the technographic data, a company can obtain
● The hardware, software, and technologies used in the organization
● Marketing stack
● When the technologies were incorporated and their details

Technographic data is used by some of the world’s leading technology companies today to gather data and adopt the behaviors of their competitors. It helps you target with accuracy and develop sales models. You can also have more detailed information on relevant conversations and outgrow your market competitions.

Why is technographic important for B2B Businesses?

B2B businesses can rely on technographic data to improve their outreach, targeting practices, campaigns and enhance their lead generation, marketing messages, and prospecting. Not only this technographic data also helps in the following ways like

● Determines the need and help target the correct account,
● Helps decide the amount of money an organization is willing to pay for their technology needs,
● When the organization need a new tech solution and also helps optimize their marketing behaviors on technology-  buying solutions,
● Prioritize sales team efforts, maximize cold-calling, and uncover new opportunities.

What method do organizations follow for technographic data collection?

Well, there are many methods of technographic data collection, and one should choose the right way cautiously as it can impact your data quality. Below mentioned are few such techniques:

Through Surveys : Collecting data through phone or online email surveys is the best way to obtain insights into the data used by various organizations.

Data Scraping tools: Scraping tools help determine a website’s source code through which the type of technology used by the organization can be known. However, knowledge of only specific types of software used by the website owner can be obtained. The data scraping tools are company reports, job listings, social media posts, and company websites.

Data Marketplace: Although surveys and data scraping tools are the primary methods of data collection, they have some disadvantages. Surveys are not scalable, and asking about the company’s technology stack can be quite intrusive. Similarly, the scraping of data also requires significant computing resources. In such cases, many businesses like to purchase b2b data from the data marketplace to get external data and improve their business outcomes. This has many benefits, including optimized data ready for use by external organizations, and it also comes with extensive metadata that enables easy data processing.

Benefits of Technographic Data

Now that we know what technographic data is let’s understand how it can be helpful for the B2B businesses.

1.Segmenting the customers:
Try profiling your existing customers if you want to obtain a bigger picture of the organization’s technology stack, tools, and spending capacity. By knowing the different types of automation processes the company uses, you can understand their affinity towards a brand, spending on marketing, and company size.

2.Account-based selling & marketing:
It is one of the most effective strategies used by B2B businesses to establish deeper relationships with their target contacts, and technographic data helps drive this relationship. B2B businesses can better understand the needs of their customers by knowing prospects’ motivation and logic behind selecting the technographic data. It allows companies to find opportunities and personalize communication with their targets.

3.Individualized communication:
Technographic data can help marketers optimize the entire inbound marketing funnel. It nurtures and enriches the leads and converts them into customers. One can even customize the customer’s content to make them suitable for the technology stack and more relevant for them.

4. Artificial Intelligence:
Technology intelligence enables prospects to develop a deeper understanding of their targets and provides technological opportunities to affect their future growth. It also aids in identifying new markets through a techno-marketing strategy.

5.Opponent analysis:
Technographic data promotes learning your competitor’s behavior, their techno-marketing strategy, what next vertical they are targeting.

6.Promotes customer satisfaction:
Statistics show that more than 75% of companies fail to satisfy their customers. With technographic data, companies can enhance their customer experience by studying their needs and helping B2B marketing and sales teams create and engage with the proper accounts with the current technology use.

Technographic data can be a significant modifier in your B2B business. It gives you a clear competitive advantage, improves your sales and customer acquisition, and helps you understand best practices for your B2B business.

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