Just like demographics, firmographics and psychographics, technographic is also a profiling method where you collect detailed information on technology usage for targeted prospecting. It is primarily employed by B2B marketers to understand - the hardware/software used by the target market, do they utilize any marketing automation tools/stack/applications, is there any remarketing software deployed on their website or not?
To accelerate digital product and services adoption, to boost organizational capabilities and to gain an edge over competitors, enterprises spendings on SAAS based software has exponentially increased in the last few years. As of today, there are more than 8000 martech solutions available on the market.
And if you are a company which relies on adequate prospecting data, technographic is an essential element of your business strategy to enhance your marketing. Want it or not, and you must grant yourself every strategic advantage possible if you want to thrive in the marketplace. It's the era of massive data where the true potentials of technology can be realised after decades spent in darkness. And, without an iota of doubt, the influx of information we are experiencing at the moment is unsettling.
The overall consequences of everything that is unfolding here are completely indecipherable. However, one direct implication is that the business environment is evolving, and the success of A company would depend on the capacity of capitalizing the data. The biggest challenge most marketers are confronting today is to stand out from a rising number of competitors.
It helps you unlock new levels of personalization by improving sales productivity. One important aspect that many marketing and sales departments are not able to handle is account-based marketing. As the name suggests, this type of marketing involves a marketing department that is solely focused on a particular product or service and its benefits. Hence, the benefits of technographic data are crucial to the success of account-based marketing campaigns. One of the factors that determine the success of such a campaign is the knowledge of the customer.
It helps you identify the new opportunities and boost customer retention efforts - Depending on what is already using technology in your organization, it will be very helpful in designing a strategy. If the firm is already using mobile technologies, then knowing the specific locations of customers in real-time will give you an insight into the behaviour of potential clients.
You can gather technographic information through surveys, website scraping and third party purchasing. With the increasing number of data sets available today, the demand for efficient data collection methods has become crucial. This demand is fulfilled through outsourcing data collection methods. There are a number of providers in the market who offer a variety of such services. Before deciding on the ideal outsourcing vendor, it is important for you to first identify a good data provider.
Outsourcing data mining and firmographic analysis is beneficial especially for small firms that lack the technical expertise and financial capacity to launch up-to-date marketing campaigns. It is cost-effective and saves time. Such a decision will definitely boost up your business growth and help you meet the challenges of the market.
The future depends on data, entrepreneurs and marketers can expect a lot of AI and ML-based martech in future. Technographic data allows marketing and sales departments to develop strategic plans, targeted marketing campaigns and ads that resolve real-life challenges faced by organisations undergoing digital transformation.
Technographics is a combination of words “technology” and “demographics”, which includes the information related to technology solutions, adoption rates, and the potential challenges they can have for the organizations.
With the help of technographic data, you can understand a company’s technology stack that includes the information related to what type of hardware and software the company uses, which kind of tools and applications are used, and how the companies are implementing and utilizing their varying systems and platforms.
What are the benefits of technographic data?
In the company’s technology, the technographic data combines targeted marketing and sales efforts, which improves the conversion outcomes. The advantages of technographic data are as follows:
In this digital age, technographic data is considered a necessary component of customer and client engagement. The marketing and sales team can improve its targeting efforts by accessing technographic data.