What are Technographics?
For several B2B companies, especially those dealing with SaaS products, the technology or software their target accounts use is a vital element. But, how can we get such useful insights? This is where technographics walks in!
Technographics are a market research method related to profiling target accounts and prospects based on their technology stack. Similar to Firmographics and Demographics, Technographics are another kind of market segmentation.
Today, the majority of businesses depend on technology as fuel for company success and growth. Hence, a methodology like technographics becomes extremely crucial to understand the target accounts’ technology stack, how to know what platform a website is using, and related activities.
Technographic profiling helps you answer questions such as:
- What technology (hardware or software) does your target account and audience use?
- Do they invest in remarketing technology?
- What kind of marketing automation do they use?
The primary aim of technographic data and profiling is to make you aware of who you’re up against and help you stay in the competition.
Why are technographics important?
As said earlier, technographics are a criterion just as firmographics and demographics. However, while firmographics and demographics describe companies, people, and their behavior, the former describes the target account and audience’s technologies.
Several B2C and B2B companies depend on firmographics and demographics to get information about their clients. But if we look at it closely, these two elements are extremely different from each other, leading to massive gaps and disadvantages in understanding the target account. This is where technographics come in. It acts as an arm or link between firmographics and demographics and completes the triangle.
Today, businesses and marketers’ biggest challenge is to distinguish themselves and stand out from an ever-increasing pool of competitors. In a certain study made by a professional service company, RSM, it was found that about 12,000 software development companies were started in 2018 alone. So, the question remains how to beat others or have a top spot in such a competitive market? This is exactly why you need to have effective technographic capabilities.
When you use technographic data, you can easily understand a prospect’s technology stack and interests. Hence, you get the upper hand in identifying opportunities and also providing superior customer service. Remember, in a world where there are thousands of equal services and solutions, the ones which provide better customer experience have a better chance of winning!
Role of Technographics in Sales and Marketing:
Technographics are super important in sales and marketing. Why? Because technographics profiling reveals the audiences that use the services and products offered by your competitors. This information gives an edge to sales and marketing teams as they can use such technographic data for lead generation, identify market opportunities, and tailor sales processes with personalized messages.
This way, technographics can give you an idea about your target audience before you start engaging and converting them into dedicated customers.
Benefits of Technographics Profiling:
You may ask, what kind of insights can your target account’s technology stack offer? Or what kind of advantages do you get through technographics data? For one, a company’s technology stack can speak volumes about what kind of technology the target account is interested in, the company’s niche, and any other information related to technology.
Let’s take a closer look at some of the advantages of technographics profiling:
Enhanced Sales Productivity:
Did you know? Sales reps spend about 63% of the time on works that don’t generate income. Out of the 63%, about 1/5th is spent on profiling and contacting ideal clients.
Technographics can cut down this wasted time by providing accurate data of your Total Addressable Market (TAM). Hence, by using technographics data, salespersons can focus more on selling and generating income instead of finding clients to sell to.
Improved Sales Conversations and Interactions:
Technographics can highly benefit companies that depend on Account-Based Marketing (ABM). Using technographic data, you’ll be able to get more insights about your target account’s firmographic and demographic criteria. This can help improve sales pitches, messaging, and the overall harmony between sales and marketing departments.
Through technographics, you’ll be able to create more effective ads and emails that your prospects want to hear. This way, you have a better chance of getting customers as you’ll be contacting valid leads that are fit for your products or services.
Better Customer Retention:
Attracting customers is just the first step. The ultimate goal is to retain the customers by offering them a superior experience. Technographics data makes this possible by helping you identify at-risk accounts and propose better solutions that guarantee better customer satisfaction. Hence, satisfied customers will continue business with you!
Additionally, technographics data will give you an insight into what other competitors are offering that attracts customers. This way, you can introduce the same or similar services and products to retain existing customers and attract new ones.
How RivalScan Builds Technographic Profiles:
RivalScan has been among the top competitors in the realm of technographics for quite some time now. As a result of our experience and expertise in the field, we have garnered over 60,000,000 domains in our database during BETA. With our platform, you can easily identify what development technologies a website uses.
We provide Full Website Stack Information, including detecting more than 2,500 different technologies, which is only growing regularly. With our user-friendly tools and features, it has never been easier to access technographic data and gain insights into all kinds of prospects!
At RivalScan, you can build targeted lists of prospects as per the technologies that they use. Use our Search feature to scan a website of your own or order scans of custom websites and get preferred technographic insights and data.
Monitor your target accounts’ technology stack and get notified of any changes through messages and emails. We also offer instant technology lookup features and real-time website scrapings.
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