What occurs when two firms have recognized the identical target market and have entry to the identical demographic and firmographic prospect knowledge?
The corporate with technographic knowledge that’s going to have the higher hand.
What Are Technographics?
Technographics are the important applied sciences and instruments organizations use to run their enterprise. Suppose all the things from CRMs to auto-dialers. Past that fundamental definition, technographics may embrace details about how and when your prospects use their expertise.
This knowledge reveals the instruments prospects use, what they use them for, how lengthy they’ve used them, and far more.
Whereas demographic and firmographic knowledge are important to B2B gross sales, technographics full the image. With out them, you may have little or no perception into how an organization operates, how they make their buy selections, and the place they’re missing within the expertise division.
Martech Advisor places it finest, “Your aggressive candy spot is the place firmographics and demographics intersect with technographics, serving to you establish your best-selling alternatives—whether or not you’re providing a suitable or aggressive resolution. To your prospects and prospects, this implies you’re now not pushing hit-or-miss messages at them. Somewhat, you’re capable of construct proactive, results-oriented messages and options from the grassroots up in response to your understanding of their actual wants.”
Why Is Technographic Knowledge So Essential?
On the floor, this knowledge could seem unimportant. Certain it’s good to know if a prospect is working with a competitor or a suitable product—however what else is there to know? Because it seems—loads.
Each firm’s tech stack says one thing completely different. It says what they’re keen to spend cash on, their stage of technical experience, and different components unrelated to the expertise itself.
Right here’s an instance from VentureBeat: A monetary tech agency observed that Eloqua advertising and marketing automation was a predictive sign for its high prospects. The corporate is in a very separate vertical, so it wouldn’t make sense to personalize messages about this platform, nevertheless it did assist them deduce a couple of issues. They acknowledged that firms operating Eloqua are inclined to have a sure stage of technical sophistication, and are normally large enough to have the ability to afford premium enterprise programs.
5 Methods Technographics Enhance Gross sales Prospecting
Should you’re nonetheless not offered, listed below are 5 methods this knowledge will change your small business for the higher.
1. Extra Knowledgeable Gross sales Conversations
We’ve already lined this, however it’s price mentioning once more—understanding what applied sciences an organization makes use of and the way they use them offers a world of perception. Utilizing this info, gross sales reps can additional tailor their gross sales pitches and have extra knowledgeable conversations with prospects.
2. Extra Focused Prospecting
Should you’ve learn any of our earlier weblog posts—you understand we’re huge on purchaser personas. Give it some thought, for those who don’t completely perceive your finest patrons, how will you goal new, certified prospects?
The excellent news is, technographics can drastically enhance your purchaser personas. Take this instance—Say your goal market is made up of e-commerce firms who obtain quite a lot of net site visitors. Whereas that’s a great begin, technographic knowledge can take it a step additional.
Analyzing the expertise stack of a few of your finest prospects, you notice that 90% of their web sites use the identical purchasing cart administration system. Utilizing that info, you may get extra granular along with your focusing on and seek for e-commerce web sites, who obtain quite a lot of net site visitors, and use a particular cart-management software.
3. Penetrate New Markets
As rising firms look to broaden, understanding the technological panorama can reveal alternatives to achieve new markets. Whether or not via prospecting or the event of latest merchandise, seeing how applied sciences work together with one another can uncover the demand for brand spanking new services.
4. Enhance Shut Charges
Extra knowledgeable gross sales conversations. Extra focused prospecting. And new markets. This leads to higher leads, improved shut charges, and extra gross sales. With extra superior prospect info, organizations see improved lead scoring and nurture packages. These components mixed finally result in stronger shopping for indicators and extra gross sales.
5. Achieve A Aggressive Benefit
This one is self-explanatory. Technographic knowledge offers invaluable aggressive perception. Use this info to focus on your competitors’s prospects, see when huge accounts are contemplating a change, and far more.
6. Enhance Buyer Retention
Insights relating to buyer expertise enable buyer success and gross sales groups establish at-risk accounts. Then, these groups can suggest options that’ll assure a buyer’s continued enterprise. Technographics additionally assist firms create plans that encourage prospects to leverage all options inside your product for optimum success.
Key Takeaways on Technographics
Should you’re among the many 71% of organizations that say closing extra offers is your high precedence, then it’s time to include technographic knowledge into your gross sales prospecting, lead technology, and buyer success actions (supply).
Technographics present a 360-degree view of your prospects and put their shopping for and promoting actions into context. Use this knowledge to align your inner groups and methods for fulfillment.
As MarTech Advisor put it, “Context is now not a pleasant thought. It’s the distinction between sale and no sale.”
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