Technographic data helps propel sales and marketing teams with:
- Precise customer segmentation
- Account-Based Marketing
- Customer success
- Competitor analysis
- Forecasting
- Optimizing sales efforts
- Improving sales and marketing conversations
- Expanding to new markets
Let’s take a closer look at each of these.
Precise Customer Segmentation
Segmenting your prospects enables you to categorize and prioritize prospects based on technology-related factors, and then engage them based on plays geared toward each segment.
For instance: Are prospects using tools that play well with your solution? Use messaging that explains how you can enhance functionality they already have, and how effortless implementation and integration will be.
For instance: Prospects that use a competitor’s tech can be educated with content that compares what they’re currently getting to what you could provide. At-a-glance comparison charts are especially helpful assets.
Account Based Marketing
Personal, relevant messaging is the beating heart of account-based marketing. Knowing the technologies prospects are using helps you understand the challenges they work to solve. By positioning yourself as a solution to those challenges, you gain an advantage over competitors.
Customer Success
Customer satisfaction is directly responsible for maintaining predictable revenue growth by reducing churn and increasing upsells and cross-sells.
Technographics can reveal when a customer of yours might be trying out a competing platform. That signal is an obvious red alert for your customer success team, which should reach out to discover what problems a customer is trying to solve.
If you have a solution, you may be able to keep the customer’s loyalty.
Competitor Analysis
Analyzing what your competitors are selling — and to whom — becomes a whole lot easier with the help of technographics. You can use technographics to identify your competitors’ customers and understand their Ideal Customer Profile (ICP).
This allows you to triangulate strategies to reach key accounts, and understand which tools and platforms are commonly used by companies in specific industries, or of certain sizes.
Forecasting
When a potential account adopts new tech, it’s a strong sign that they:
- Have experienced or are anticipating massive growth
- A team is newly formed or restructured
- There is new leadership, or
- Something else has occurred that has created a need for implementing new tools
It’s a strong signal that they are in-market for solutions.
Optimize Your Sales Efforts
Technographic data also helps you understand which prospects are most closely aligned with your ICP. This can help you prioritize outreach.
Improve Sales and Marketing Conversations
Technographic data can help you prepare for technology-related questions your prospect may ask, and empowers sales to ask questions of their own.
This level of preparedness positions your sales reps as technology experts who can consult with customers on a solution during their B2B prospecting efforts.
Expand Into New Markets
Analyzing your and your competitors’ customer tech stacks can help you identify target accounts in untapped industries that use a similar technology stack and have a need for your solution.
