The best way to learn everything about your customers is to have constant access to top-class, most accurate, real-time data. It’s also the main requirement for successfully scaling your business.
Accurate data can tell you all about your prospects, including who they are, where they work, and what they expect from brands in your niche.
If your target customers are B2B businesses, data can help determine how they manage their operations and run their companies. The more accurate information you gather, the more profound your understanding of what makes up your ideal customer.
Technographic data allows companies to segment their audiences more effectively and create target lists to make better and more targeted marketing campaigns.
Types of B2B data
Getting the correct data helps a business identify the best target audiences. There are many types of B2B data but the two most important are contact and firmographic data.
The former provides information on the people in a target prospect, such as their contact details, email, location, job position, title, etc. Each of these details is valuable information that can help you create better, more targeted marketing campaigns.
The latter provides insights into a company’s industry, market position, physical location, number of employees, annual revenue, etc.
When running a technographic business, you’d want to know what kind of technology stack your target audienceuses. This type of information is technographic data, and it refers to the software solutions your prospects use.
Once you acquire this type of data, you can adjust your marketing and business strategies to the technology your prospects use and promote your services and products that are likely to complement their technology.
In other words, you can harness the power of technographic data to understand your ideal target audience betterand boost your conversions, lead generation, and prospect engagement.
How to use technographic data
Technographic businesses can benefit from gathering technographic data in various ways. The most crucial isdelivering personalized marketing campaigns to the right audiences. Here are several ways to do it.
Create an ideal prospect profile.
An ideal prospect profile should contain all the most relevant details about a customer. It’s a detailed description that should tell you how to approach your target audience in a way that would provide real customer value.
Such a profile should contain all you need to know about a customer:
- Their needs and wants;
- Pain points;
- Values and goals;
- Firmographic and contact
To create an ideal prospect profile, you’ll need to determine what kind of technology they’re using, the budget they spend on technology, their current investments, and the software tools they purchased in the past.
The main goal is to discover the target audience that can directly benefit from integrating their current tech stack with your services and products.
Once you have all the information about the prospects that best fit your profile, you can focus on customers with the highest potential for generating revenue.
Focus on prospect prioritization.
Creating a list of the ideal prospects takes you one step closer to achieving your goal. The next step should be prospect prioritization. It refers to ranking your prospective customers by ascertaining the type of product that suits them best.
The goal is to increase the number of prospects with technology stacks that match your products to eliminate thosewith incompatible technologies. Rank the best candidates to create a priority list for your marketing and sales teams.
Segment your prospects.
The first two steps should help you eliminate incompatible prospects and leave you with a list of those to target in your marketing campaigns.
You can start by segmenting your audiences to filter prospects according to specific software tools and apps they use and online activities, such as sales contacts and website visits.
Segmentation allows you to create more targeted marketing and sales campaigns for the most fitting customers with similar technologies. Use their contact data to refine your communications and ensure you reach them directly.
For instance, you may have a prospect who uses the same technology tool that can easily integrate with your solution. You can build a marketing campaign around the specific advantages of combining the two solutions.
Predict future demand.
Nothing can compare to the knowledge you obtain from gathering technographic data about the exact technologies a potential prospect wants to buy. It’s even better if you can provide the precise type of product they’re looking for at the right time.
However, that would require you to constantly keep an eye on the patterns of how your target audience buys technologies to start forecasting future demand.
Aside from providing the right products at the right time, that also means that you should be able to predict what particular solution a prospect will be interested in buying next.
Technographic businesses benefit the most from gathering technographic data. It helps them target the best prospects and filter out specific customer segments to tie them to a particular product niche.
The knowledge that this type of data provides allows such companies to direct their marketing and advertising campaigns to the highest-paying customers.
The best way to target ideal prospects is to combine technographic, contact, and firmographic data. That enables in-depth analysis and research of your target audiences and their specific needs.