What is Technographic Data? (And Why It Matters)
Digital transformation much more than just a buzzword — since noted by Forbes, 70% of companies have already deployed a strategy to improve digital service and solution uptake or even are actively working on 1.
And, in 2019 on your own, enterprises spent more than two trillion dollars worldwide to assist drive digital adoption plus improve overall organizational performance.
For product and providers in the technology industry, this presents an opportunity: If B2B sales teams can determine where enterprises are battling digital transformation initiatives, they could improve targeted marketing attempts and boost total sales.
But how do they link the gap between potential conversions and practical understanding? Technographic data. In this piece, we’ll break down what technographic is (and isn’t), how companies can collect this data at scale, plus why this data is essential to help enhance B2B product sales efforts.
Let’s get started.
What is Technographic Data?
Technographics is really a portmanteau of the words “technology” and “demographics”, and refers to information that describes the usage of technology solutions, their adoption rates, and the potential challenges they present for organizations.
The challenge? This technographics description isn’t terribly useful with out context.
First, let’s talk about what technographics isn’t:
Demographic information focuses on information about people — how many people are employed by a specific organization? What points of contact exist? How possess companies’ sizes and employees configurations changed over time, plus what’s on the horizon. This information is critical to help identify potential potential clients and develop initial marketing efforts but offers simply no insight about technology use.
Firmographic data refers to information such as company size, product offerings, industries served, complete revenues and even physical areas. This data is useful to assist create targeted campaigns that drive B2B sales interest but doesn’t include technologies metrics or measurements.
So what exactly is technographic data? Put simply, it’s the program of information about the technology stack used by a prospective consumer — many methods from the infrastructure and network tools they’re using towards the applications they prefer as well as the adoption rate of these applications at scale.
Effectively used, technographic data can help businesses align their product choices with digital transformation needs and capture client attention.
Worth mentioning? There’s a distinction between pure technographic information and social technographic data. While technographic data talks to the use of software, hardware, and networking technologies within an organization, interpersonal technographic data focuses on the consumption plus use of social media technologies within an enterprise.
While this is useful just for social marketing efforts, it doesn’t provide the same function as technographic data for B2B marketing attempts.
How to Collect Technographic Data
When it comes to gathering technographic data, three wide methods exist:
1 . Studies
The most direct method of collecting technographic data starts on the source: Staff at focus on companies. Using phone or even email surveys, companies try to collect information about how technology is adopted, deployed plus used to boost B2B efforts. The challenge? Most companies won’t react to cold-call surveys, and many tend to be not willing to provide specific use data even via e-mail response templates. While this method may provide some generalized use data, it’s often more trouble than it’s worth.
2 . Website Scraping
Site scraping tools extract specific information from corporate internet sites about the apps and solutions used by enterprises. Although this might produce more accurate results compared to survey data and without the need to cold call companies, it requires technical expertise to ensure tools are collecting and reporting relevant data. In addition , protection controls on websites may restrict the type and amount of information that can be collected, and obtainable information may be out-of-date.
several. Third-party Purchasing
The most simple way to obtain technographic data will be by purchasing it from a trustworthy data collection provider. Thanks to the rapid uptake of cloud-based SaaS, PaaS, and IaaS solutions, both service providers and data analytics firms will have access to much more robust plus reliable technographic data models than can be purchased by fascinated parties.
While there are some limitations on this data collection — for example , personal data must be anonymized to ensure compliance with local and global privacy legislation — enterprises may access massive amounts of useful technographic data with the right third-party provider.
It’s really worth keeping in mind, however , that not every single provider is created equal. A few promise massive datasets but can’t deliver, while others cannot offer real-time insight. Best bet? Do your research before contracting any kind of technographic data supplier.
Exactly why Technographic Data is Important
By itself, technographic data offers a windows into company technology use. Combined with targeted marketing and product sales efforts, meanwhile, this information provides a way to significantly improve transformation outcomes.
Four actionable advantages of technographic data include:
one Improved Segmentation
With accurate data about the use and deployment of technologies within potential customer organizations, companies can better define granular consumer segments based on current requirements and ongoing priorities to ensure sales resources are used efficiently.
2 . Enhanced Specificity
Sales leads are often inundated along with pitches for new technologies and services. Technographic data enables sales teams speak to particular problems faced by potential clients and quickly capture their interest.
3. Increased Prioritization
Not all leads have the same potential value to businesses. But distinguishing lead priority is difficult, especially in a progressively more competitive technology market. Technographic data can help businesses quickly assess which leads are more likely to spend on new solutions and which usually need more time.
4. Reduced Lead Time
Speaking of period, news announcements about new-technology solutions, mergers and purchases or product launches provide jumping-off points for productive sales discussions — yet only if teams are equipped with relevant technographic data to help connect the dots between news releases and customer needs.
Tactical Technical Targeting
Technographic data makes it possible for marketing and product sales teams to create tactical, targeted campaigns that speak to the real-life issues faced simply by organizations undergoing digital change.
By prioritizing in-situ issues and providing comprehensive solutions for emerging challenges making use of technographic data, B2B efforts can stand out from the crowd and help drive environmentally friendly client conversion.