Companies worldwide focus on developing methods and strategies to improve their digital service. However, numerous companies are struggling with deploying digital transformation initiatives, which open the doors to B2B organizations to create solutions that will help them boost sales and improve their marketing efforts.
However, that’s easier said than done. Fortunately, technographic data is there to help companies collect valuable information and use it for enhancing sales efforts.
So, if you’re interested in learning more about technographic data, its benefits, and how to gather this type of data, you’re in the right place.
Let’s jump straight into it.
What is technographic data?
As you can probably guess, technographics is a blend of two words – “technology” and “demographics.” With that said, technographic data focuses on describing technology uses, adoption rates, and possible challenges organizations might encounter.
Still, defining technographics requires us to look at particular examples of where and how you can use consumer technographics.
Namely, technographic data contains practical information about technology stacks companies use. Whether they use them to develop more robust network tools or build the infrastructure, these solutions’ adoption rate grows with each day.
When used effectively, technographic data makes the digital transformation process significantly easier for companies. Also, it captures client interest.
Furthermore, there’s a difference between pure and social technographics definition.
While pure technographic data focuses on the software, hardware, and network technology uses, social technographics have to do with social media platform uses and the core of client consumption within an organization.
The importance of technographic data
Although technographic data is pretty valuable, it provides the best results when you combine it with sales and marketing efforts. Here are some of the benefits companies can experience after implementing technographic data.
Improved sales productivity
Making a sale is the final step of a long and complex process. However, most sales teams spend their time looking for clients and researching instead of driving sales.
With technographics, salespeople don’t have to waste their time on these activities since they can easily incorporate technographic data to find account profiles that fit their prospect base. As a result, they significantly reduce the lead time.
Access to new opportunities
By introducing technographic data into your organization, you can reveal plenty of new business opportunities that wouldn’t otherwise be a possibility.
You can customize your marketing campaigns and tailor your messages to fit your customers’ requirements. That will give you access to new opportunities and improve the chances of getting a positive response.
Enhanced customer retention
It’s not all about attracting new clients and introducing them to your company. If you want your business to succeed in the long run, think about retaining your existing customers and forging long-term relationships that are also mutually beneficial.
Technographic data gives you insight into different business aspects that can enhance your customer retention and improve market forecasting. It provides you with valuable customer analytics data that you can use to attract new clients, personalize their experience, and retain them for the long haul.
Increased prioritization
Different leads have different values for companies. Determining which one is more valuable isn’t always a simple task, especially in today’s highly competitive market. Luckily, determining the value and prioritizing specific leads is simple with technographic data by your side.
With it, you’ll quickly determine which leads are more prospective, and you’ll be able to focus on them to secure the deal.
How to collect technographic data
After providing you with a social technographics definition and a list of the essential benefits that come with the collection of technographic data, all that’s left to cover is how to collect these valuable data sets.
Although companies can choose from numerous available methods, the following three strategies are the most popular today.
1. Surveys
If you’re looking for the most direct method of gathering technographic data, surveys are your best bet. Through surveys, the company staff can collect valuable information that will help them improve their products or services. You can conduct surveys via phone or email.
2. Web scraping
Web scraping is the leading method of extracting information available online and storing the gathered data in a particular order.
With web scraping, you can collect the necessary information without organizing phone or email surveys, but this method requires technical expertise to set up and run web scraping tools.
3. Third-party purchasing
Finally, third-party purchasing is the most straightforward way of obtaining technographic data.
You have to find a reliable data collection provider and purchase the desired data. Your data aggregator will ensure you get relevant, accurate, correct, up-to-date information about your potential customers and competitors.
However, remember that it is the most expensive option out of the three.
Final thoughts
Technographic data has the capability and power to transform your business. We can’t stress the importance of customer engagement in today’s digital age enough, so finding a reputable component such as access to technographic data is paramount.
With technographic data by your side, you can rest assured your company will be well-equipped to improve its targeting, marketing, and sales efforts. Ultimately, not only will you grow your customer base but also open the doors to new business opportunities that will enable your company to grow.
