How to find technographic data for marketing? As technology sales and marketing professionals what set of data set you apart from your competitors?
Like your competitors, you must be also focusing on various data like demographic, firmographic, and even geographic.
Do you think this information is sufficient to run a relevant and effective campaign?
Sadly it is not.
Before you go to anyone to market and sell your technology product, you first need to have knowledge about their technology stack, like what tools and software they are currently using. In this area, of their business there is a scope for deploying digital transformation, and so on.
This knowledge is called technographic data. Let’s see the definition of B2B technographic data.
What is technographic data?
B2B Technographic data is a data-driven insight that helps businesses to know the technology stack of their prospective companies including current tools, use, implementation details, and adoption rates.
With the help of this technique, you can write better sales pitches, nail sales presentations, and find the right target audience.
Now let’s see how technographic help businesses.
Why technographic data is important for businesses
B2B Technographic data helps businesses identify the right target audience thereby improving their conversion rates. Let’s see how it is helpful for businesses
1. Technographic Segmentation
Technographic data helps businesses to know their prospect’s current needs and ongoing priorities. Technographic insights help businesses to know which of their target audience use their competitor’s product and which businesses are using the product that can be easily integrated with their product.
Technographic insight also helps businesses to segment the audience based on the business using similar products and businesses who are yet to invest in the product they are making.
Thus with technographic segmentation knowledge, one can identify their persona well, and segment them properly.
2. Increased specificity
Sales teams are often confused about writing compelling pitches for new technologies. They often find it difficult to curate the pitch that convinces their target audience for their product.
But with the right technographic data insights, they can know the specific problems and challenges their target audience might be facing.
This helps the sales team to curate their pitches easily and effectively.
3. Increased prioritization
Technographic data helps you to understand which of your target audience needs the technology solution now and who will require it in the future. With this insight, you will start focusing only on the right account and increase the conversion rate.
4. Better ROI for account-based targeting
With technographic insights sales reps can easily know what their target audience want actually. This helps them in
- Engaging with the right prospect based on their past buying history
- Creating relevant content for either introductory call or product demo
- Creating a customized and personalized offer
- Developing USP and making prospects understand why your product is better than your competitors
How to collect technographic data?
Looking at the importance and benefits of technographic data you may think, how can you collect them?
There are multiple ways of collecting technographic data of any company you want to target, let’s understand how
1. Survey over phone or email
One of the most direct ways to collect technographic details of the company is talking to staff of the company. You can either call or email them and ask certain question regarding how technology is adopted, deployed, and used to boost their B2B efforts.
The problem with this method is that, most companies do not share these details neither on call nor in email. Even if they share, it used to be very generic.
2. Website scraping
This method may produce more relevant report than survey if the tools you are using are generating and reporting accurate data.
In market many technologies have arrived which help you to scrape the data from your prospective companies’ website. This technology helps you to know which tools and technology your prospective company is using.
3. Purchase it from third party
One of the easiest and effective way to get the technographic data of your prospective company is to collect them from third party data source. With the use of cutting edge technologies like AI and ML these technographic data provider collect the data from your prospective companies.
These data providers then validate them with the help of experts and then they provide you. This make the data more accurate. Moreover they also follow all the security compliances, which make the data secure.
But the challenge is choosing the right one among many top B2B data providers.
There are so many technographic data providers that claim to provide the accurate and updated technographic data, but very few actually deliver the promise. When it comes to collect the accurate, and real-time updated technographic data of your target audience, you can rely upon Ampliz.
Ampliz along with technographic data, provides you 360 degree overview of your target audience, that help you to understand them better.
For more details fill the form and book a demo with us.
Conclusion
Thus, technographic data completes the full circle of 360 degree overview of your prospective company. These data help you understand your prospects better. And better understanding of your prospects help you pitch them better and convert them faster.
