Technographic data plays a key role in the success of any business. It’s among the essential technologies and tools companies should use for better operations and more effective processes.
A great example of technographic data is the infrastructure and network tools they’re using to the applications they prefer and the adoption rate of these applications at scale.
Technographics can include information about how and when your customers use a certain technology. Technographic data provides insights into the tools prospects use, what the purpose of their use is, how long they’ve used this technology, and other aspects.
What is technographic data
Technographic data is information that describes how certain technologies are used, what challenges they may cause businesses, and others. Technographics, which is the combination of “technology” and “demographics”, is the analysis of the technologies that a business uses and its ability in buying new technology.
Technographics contain insights about the technology stack of your potential customers and how they use their technology. Without technographics, you have no insights into how the company operates, how it makes certain purchase decisions, etc. 71% of organizations say that closing more deals is their main priority. Implementing technographic data is very important, as it positively impacts lead generation and customer success activities.
There’s a clear distinction between technographic data and social technographics segments. Technographic data is about the use of software, networking technologies, and hardware within the company.
And the main focus of social technographic data is the company’s consumption and use of social media. It’s useful for a company’s marketing efforts. But it’s important to note that social technographic data as technographic data used for B2B marketing efforts.
What is a technographic profile
Technographic data offers companies useful insights into their target audience. A technographic profile is a summary of their technology usage. It can be a profile of an individual or a company. And understanding a technographic profile is key to learning more about their buying habits.
When it comes to an individual’s technographic profile, there are six different types of profiles. These are also thought of as a ladder, from least to most active. The individual technographic profiles include:
● Inactives. Those are the users who don’t engage in any content online. They don’t create their own content and have no interest in anyone else’s.
● Spectators. These don’t create content but will observe others’, for example, they watch a YouTube video, listen to podcasts, read blogs, or consume other types of media online.
● Joiners. They have social media profiles but don’t engage there much.
● Collectors. This type is eager for information and reads many articles, watches videos, etc, and may also participate in online polls, can “like” and share content.
● Critics. These individuals post something online. It starts with comments on certain content from others. Also, they can contribute to forums and review sites.
● Conversationalists. This type uses statuses on social media to share short updates. Conversationalists post content that starts discussions.
● Creators. These are the most deeply involved in social media. Creators make their own content, which includes blogs, posts, videos, podcasts, and others.
Technographics data is very beneficial for tech companies and B2B SaaS companies.
Technology characteristics are helpful for identifying ideal leads for companies like these. A company’s technographic profile is not about online engagement. It’s mostly about businesses’ hardware and software use.
Importance of technographic data
Technographic data provides valuable insights into how companies use technology. When you combine this data with marketing and sales activities, it offers useful insights to boost conversion rates. Here are some of the most important benefits of technographic data:
● Identified customers’ problems to get more sales. Technographic data allows the sales teams to speak to certain problems that customers face and get their interest.
● Increased prioritization. About 50% of prospects are considered to be not a good fit for products or services you sell. Distinguishing lead priority is difficult, and here technographic data can be useful. It allows you to determine which leads will more likely buy new solutions and which leads need more time to make a purchase decision.
● Reduced lead time. Announcements about new technology solutions, mergers and acquisitions, or product launches can lead to successful sales. However, it’s only possible if sales teams have relevant technographic data. It will help them to deliver something that meets customers’ needs.
Technographics complement firmographic data and help companies better estimate customers’ will to buy technology.
Conclusion
Technographic data gives an overview of the technological stacks of a particular company. It helps companies to better understand their customers and assess more sales opportunities. Technographics is a market segmentation tool that can boost your lead generation by providing insights into customers’ buying and selling habits. Companies use technographic data to alight their marketing strategies and plans with their target customers.