more sophisticated platforms<\/a>, such as Oracle Commerce Cloud and Shopify Plus. How do we find the companies using this data?<\/p>\nYou guessed it: technographics.<\/p>\n
Using technographic data, you can identify organizations using this kind of software and build a bigger picture. In turn, you end up assessing the market and uncovering a completely new addressable market that you weren\u2019t targeting previously.<\/p>\n
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How to Use Technographic Data in Your B2B Marketing<\/h2>\n
For B2B marketers, technographic data can help create hyper-targeted audience segments, understand the pains of your customers and personalize your marketing outreach.<\/p>\n
Here are three ways you can use technographic data within your organization:<\/p>\n
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1. Granular Customer Segments<\/h3>\n
By profiling your existing customers, you can create a bigger picture of their technology stack and the tools they use to solve problems relevant to your value proposition.<\/strong><\/p>\nFor example, you may find that the majority of your customers use marketing automation software like HubSpot and Act-On. While this indicates which brands they have an affinity with, it\u2019s also an indicator of budget.<\/p>\n
Why? Because marketing automation is a huge investment in both time and resources. Therefore, these tools provide an indication on how serious they are about their marketing.<\/strong> It can also indicate company size and how sophisticated their marketing and technology teams are.<\/p>\nLet\u2019s say your product integrates with CRM systems such as Salesforce. Technographic data will show you which companies use Salesforce, as well as any other relevant tools (both complementary and competing). With this data in hand, you can make an analysis on the prospects\u2019 challenges and needs based on this technology.<\/p>\n
You can also identify if they use cloud-based or in-house software.<\/strong> Companies using cloud-based software are usually more tech-savvy and want to have flexible, robust stacks that are as fluid as their needs.<\/p>\nHowever, in-house software indicates companies that may be dedicated to their processes. For a SaaS businesses, this can be a difficult sell, as it would require a complete upheaval of their technology, a change of internal processes and ongoing staff training.<\/p>\n
While these assumptions are not 100% accurate, they are invaluable indications of how qualified a prospect is. <\/strong>It can also allow you to tailor the sales process to the needs of your prospects based on the technology they use.<\/p>\n <\/p>\n
2. Account-Based Marketing<\/h3>\n
Account-based marketing (ABM) has become a mainstay for many B2B organizations. For us, it means going deep on the organizations that will have the biggest impact on our business. For our target contacts, it provides a more tailored and personalized experience. Which is how you establish deep relationships with your prospects.<\/p>\n
Because of it\u2019s highly targeted nature, ABM is incredibly cost-efficient. In the B2B realm, casting a wide net has become less effective than it used to. When you speak to a prospect on a one-to-one basis, they feel like you truly get them.<\/strong> This is an area that technographics can fuel.<\/p>\nFurthermore, personalization becomes easier. As mentioned above, you can establish deeper relationships with contacts at your target accounts. If you understand the motivations and logic behind their technology selection, you can build a bridge between those needs and your solution.<\/strong><\/p>\nSpeaking of bridges, using technographics also helps fill the gap between sales and marketing. With ABM becoming a team effort between the two practices, technographics can help prioritize who you target, engage with and reach out to.<\/p>\n
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3. Sales Prioritization<\/h3>\n
As you build a deeper firmographic and technographic profile of your audience, you\u2019re able to prioritize target accounts and lead distribution among marketing and sales teams.<\/strong><\/p>\nLead prioritization is where you distinguish high quality leads with those who are unlikely to convert. Technographics can build a richer profile of those high-quality leads at scale. Not only that, but you can engage with the right audience at scale, too.<\/p>\n
Couple technographics with data enrichment , and you have an automated method of prioritizing leads. <\/strong>Your salespeople no longer have to dig out to find the best opportunities. It\u2019s handed to them on a silver platter thanks to sales automation.<\/p>\n <\/p>\n
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