What is Technographic Data? (And Why It Matters)

Digital transformation is greater than only a buzzword — as famous by Forbes, 70% of corporations have already deployed a technique to enhance digital service and answer uptake or are actively engaged on one.

And, in 2019 alone, enterprises spent greater than 2 trillion {dollars} worldwide to assist drive digital adoption and enhance general organizational efficiency.

For product and repair suppliers within the know-how trade, this presents a possibility: If B2B gross sales groups can decide the place enterprises are fighting digital transformation initiatives, they will enhance focused advertising efforts and increase whole gross sales.

However how do they bridge the hole between potential conversions and sensible perception? Technographic information. On this piece, we’ll break down what technographic is (and is not), how corporations can gather this information at scale, and why this information is essential to assist improve B2B gross sales efforts.

Let’s get began.

What’s Technographic Knowledge?

Technographics is a portmanteau of the phrases “know-how” and “demographics”, and refers to data that describes using know-how options, their adoption charges, and the potential challenges they current for organizations.

The problem? This technographics definition is not terribly helpful with out context.

First, let’s discuss what technographics is not:

Demographic information

Demographic information focuses on details about folks — how many individuals are employed by a particular group? What factors of contact exist? How have corporations’ sizes and employees configurations modified over time, and what’s on the horizon. This data is vital to assist determine potential leads and develop preliminary advertising efforts however presents no perception about know-how use.

Firmographic information

Firmographic information refers to data corresponding to firm measurement, product choices, industries served, whole revenues and even bodily areas. This information is beneficial to assist create focused campaigns that drive B2B gross sales curiosity however would not embody know-how metrics or measurements.

So what precisely is technographic information? Put merely, it is the sensible software of details about the know-how stack utilized by a potential buyer — every thing from the infrastructure and community instruments they’re utilizing to the purposes they like and the adoption fee of those purposes at scale.

Successfully used, technographic information may help corporations align their product choices with digital transformation wants and seize consumer curiosity.

Value mentioning? There is a distinction between pure technographic information and social technographic information. Whereas technographic information speaks to using software program, {hardware}, and networking applied sciences inside a corporation, social technographic information focuses on the consumption and use of social media applied sciences inside an enterprise.

Whereas that is helpful for social advertising efforts, it would not serve the identical operate as technographic information for B2B advertising efforts.

Easy methods to Acquire Technographic Knowledge

In terms of gathering technographic information, three broad strategies exist:

1. Surveys

Probably the most direct methodology of gathering technographic information begins on the supply: Employees at goal corporations. Utilizing cellphone or e-mail surveys, corporations try to gather details about how know-how is adopted, deployed and used to spice up B2B efforts. The problem? Most corporations will not reply to cold-call surveys, and plenty of aren’t prepared to offer particular utilization information even by way of e-mail response templates. Whereas this methodology could present some generalized use information, it is usually extra bother than it is value.

2. Web site Scraping

Web site scraping instruments extract particular data from company web sites in regards to the apps and companies utilized by enterprises. Though this may increasingly produce extra correct outcomes than survey information and with out the necessity to chilly name corporations, it requires technical experience to make sure instruments are gathering and reporting related information. As well as, safety controls on web sites could restrict the kind and quantity of information that may be collected, and obtainable data could also be out-of-date.

3. Third-party Buying

Probably the most easy strategy to acquire technographic information is by buying it from a good information assortment supplier. Because of the speedy uptake of cloud-based SaaS, PaaS, and IaaS options, each service suppliers and information analytics companies now have entry to way more strong and dependable technographic information units than will be bought by events.

Whereas there are some limitations on this information assortment — for instance, private information have to be anonymized to make sure compliance with each native and international privateness laws — enterprises can entry large quantities of usable technographic information with the precise third-party supplier.

It is value maintaining in thoughts, nevertheless, that not each supplier is created equal. Some promise large datasets however cannot ship, whereas others cannot supply real-time perception. Finest guess? Do your analysis earlier than contracting any technographic information provider.

Why Technographic Knowledge is Necessary

By itself, technographic information presents a window into firm know-how use. Mixed with focused advertising and gross sales efforts, in the meantime, this data offers a strategy to considerably enhance conversion outcomes.

4 actionable advantages of technographic information embody:

1. Improved Segmentation

With correct information in regards to the use and deployment of applied sciences inside potential buyer organizations, corporations can higher outline granular buyer segments based mostly on present wants and ongoing priorities to make sure gross sales assets are used successfully.

2. Enhanced Specificity

Gross sales leads are sometimes inundated with pitches for brand spanking new applied sciences and companies. Technographic information lets gross sales groups communicate to particular issues confronted by potential purchasers and shortly seize their curiosity.

3. Elevated Prioritization

Not all leads have the identical potential worth to corporations. However distinguishing lead precedence is tough, particularly in an more and more aggressive know-how market. Technographic information may help companies shortly assess which leads usually tend to spend on new options and which want extra time.

4. Diminished Lead Time

Talking of time, information bulletins about new know-how options, mergers and acquisitions or product launches supply jumping-off factors for profitable gross sales discussions — however provided that groups are geared up with related technographic information to assist join the dots between information releases and buyer wants.

Tactical Technical Focusing on

Technographic information makes it potential for advertising and gross sales groups to create tactical, focused campaigns that talk to the real-life points confronted by organizations present process digital transformation.

By prioritizing in-situ points and offering complete options for rising challenges utilizing technographic information, B2B efforts can stand out from the gang and assist drive sustainable consumer conversion.

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