Firmographics and demographics are not enough to target accounts in today’s highly competitive B2B world. Technology tracking has become critical for B2B organizations wanting to pursue qualified accounts. Besides knowing an account’s purchase intent, interests, attributes, and company characteristics, it’s important to have access to technographic data. This makes your account targeting more effective, focused, and customized.

Technographic Data: Why and How Should You Use It for Revenue Expansion

Technographic data helps profile accounts based on the technology they use, their technology needs and pain points, technology budget, and future technology-related plans. It provides key insights into a target account’s technology stack. You can discover companies that use technologies similar to yours or a competitor’s technology. Technographics allow you to:

  • Know your total addressable market
  • Identify new markets and assess existing ones
  • Know who you’re competing within a particular market
  • Target accounts whose technology upgrade or renewal is due
  • Deal with an account’s objections beforehand to increase win rates

Account prioritization

When used alongside firmographics and demographics, technographic data works great with sorting out top-quality accounts that best fit your ideal client profile. This helps you narrow down your prospect base and only target those accounts that matter the most to your business. Moreover, you save your sales time and resources and reach a better ROI.

Hyper-targeted segmentation

Technographics allow you to create granular prospect/customer segments based on multiple factors. These factors include a propensity to buy a particular technology product, technology adoption behaviour, current technology needs and usage, and technology-related priorities.

Creating such hyper-targeted segments helps you tailor your messaging, value proposition, landing pages, and sales interactions. Additionally, you’ll be able to increase relevance in your go-to-market campaigns and have meaningful, informed conversations with target accounts.

Improved account-based marketing

Besides enabling you to target high-value, best-fit accounts right from the get-go, technographic data helps you create personalized experiences in ABM. It lets you know which technology your target accounts are investing or interested in, what triggers their technology purchase, and how they view your technology.

This allows you to create value-add content, tailored and seamless account experiences, and a sharper account targeting strategy in ABM. With technology buying triggers and technology adoption patterns, you could also accelerate the buyer’s journey and close deals faster in ABM.

Well-resonating campaigns

Technographic data provides information about an account’s use of software, hardware, and networking technologies. It also gives you technology-related updates for that account. For example, it will inform you about a company’s new product or feature launches. You can use this information to create well-resonating sales and marketing campaigns, target accounts with customized offers, and align your solution with their immediate technology needs.

Personalized ads

With technographics, you can serve hyper-personalized, well-targeted ads to your ideal accounts. Once you know what their technology challenge is, you can attract target accounts with tailored ads that highlight the challenge and also your solution for it. Similarly, you can create ads that address an account’s technology need or interest and direct that account to your product or landing page for conversion.

You can collect technographic data through company websites, surveying, and sales intelligence providers. However, security controls on websites could restrict the amount and kind of information you collect. Also, if a website is not updated, you may receive low-quality data. Speaking of surveys, they are time-consuming and have uncertain response rates. For example, not every company is going to respond to your email surveys or cold calls.

The best way to have access to reliable technographic data is by partnering with a B2B sales intelligence provider. Sales intelligence leaders like SalesIntel provide 95% accurate, human-verified data which is reverified every 90 days. They also have more extensive data coverage and offer customized solutions. They usually use their own proprietary feed and have a large team of researchers and data experts who collect, verify, and validate data.