What is technographic data?

Data as a concept is incredibly broad, encompassing a wide variety of discrete definitions which are uniquely optimal for a multitude of different use case scenarios and applications. Even business data outlines a number of different sub categories and sources that each provide a particular benefit to the organization in question. 

Demographic data, for example, can help business to customer organizations understand, infer, and define their ideal customer profile based on client behavior and identity. Firmographic data provides a similar advantage for business to business organizations, giving companies insight into the spending habits of corporate-level clientele. 

Technographic data is an idea with special relevance to the digital era, and allows organizations operating within the tech industry to discern a client’s relationship to relevant products and solutions. This in turn enables the business to create a more successful marketing and sales strategy. 

What makes up technographic data

An organization’s technographics describe their specific use, integration, and purchase habits as they relate to technology. The word ‘technographic’ itself is an amalgamation of “technology” and “demographic,” defining the what, where, how, and why (or why not) of a company’s interaction with technological solutions. 

More specifically, technographic data includes information relating to:

• What tech products an organization uses the most.
• How quickly they adopt new solutions into their workflow. 
• If and why an organization decides to drop a previously engaged solution.
• Challenges experienced by the company which may be addressed using a tech solution.
• Where within a company the organization prefers to apply tech solutions. 
• And more.

What business problem does technographic data address?

Technographic data provides greater insight into a target’s buying potential. 

For B2B companies, firmographic data allows you to understand a company inside and out. But even if that company presents a bespoke fit against your ideal client profile, you won’t know how likely they are to purchase your product without understanding their buying habits and relationship to technology. 

For example, a new target may have all the cosmetic features you look for in a potential buyer. But without technographic data, you won’t know that the CEO insists on an analog solution to the product you offer. On the flip side, they may have just cancelled their subscription to a solution lacking the one critical feature that you have, giving you the key insight you need to make a successful conversion. 

Simply put, technographic data allows you to narrow your sales funnel at the lead end, while widening it near purchases. 

Why is technographic data important?

Let’s dive a little deeper into the value of technographic data. 

Just like firmographic and demographic data, technographic data can’t be effective if it exists within a vacuum. It has to be treated as an essential tool in a greater toolbox, combined with targeted marketing and in-depth sales research to better understand, reach, and convert your most valuable prospects. 

Used correctly and in context, technographic data offers 4 specific benefits to the leveraging business. 

Segmentation

Knowing how your targets use technologies internally will allow your team to create granular client categories according to current and ongoing buying potential. Knowing what your leads and clients need now, and what they are likely to need in the future, means you can allocate marketing and buying efforts with greater efficiency. 

Specificity

Firmographic data, as well as internal demographic data, lets you create a personalized pitch whereby you can make a case for your product. With technographic data, you can present an even more precise argument and demonstrate how your solution not only addresses a problem experienced by your target, but also fits into the greater technological culture within the organization.  

Prioritization

Technographic data helps you to further optimize your marketing and sales efforts by helping you to prioritize outreach and interaction based on which targets are more likely to make a conversion. This way you are only spending time working the leads with the best potential. 

Reduction of lead time

The less you know about a lead, the longer it will take to nurture that relationship and produce a conversion. Having your target’s technographic data gives you the information you need to make efficient and effective contact decisions that result in shorter conversion periods. 

How to collect technographic data

Here are a few methods you can use to gather informative and actionable technographic data. 

1. Surveys: This tactic can be tricky to execute as not everyone you reach out to – meaning team members at a target organization – will respond to an unprompted request for information. In addition, the data you collect may be more indicative of personal preference than a general organizational culture. However, going straight to the source can be an incredibly valuable way to learn more about ground-level tech usage in a prospective client.
   
   
2. Website scraping: Specific site-scraping implements exist which allow you to mine accurate data from organizational websites to learn more about what tech they use, how it’s applied, and where. Again, this method can be tricky, and some security features might make gathering data this way impossible. Or, you may find yourself with irrelevant or overwhelming information caches.
   
   
3. Third party applications: This is often the simplest and most straightforward – albeit not the cheapest – data gathering methodology that will provide you with the information you need to make a better sale. Although the information gathered from third party collectors may sometimes be limited, you can rest assured it is all accurate, actionable, and above-board. 

How Intricately can help

Intricately is one of these third-party data solutions that can give you the technographic data you need to make informed, efficient, and effective B2B marketing and sales efforts. Our cloud-based solution gives you a go-to-market competitive advantage with unparalleled insight into a target organization. Sign up for a free demo today to see what else Intricately has to offer. 

Want to hear our take on creating better B2B marketing strategies? Check out our other insight – Enterprise Marketing: How, What, When, and Why.