Wouldn’t it be great if you could just get a list of the companies that already have the technology needed to use your product or service? If you sold Hubspot add-ons or Salesforce training, wouldn’t it be nice to have a list of only those companies that already use Hubspot or Salesforce already?
Then, you wouldn’t need to fight your way through a list of companies that only might have what you’re looking for, wasting marketing budget and hours on sales calls that go nowhere.
If you’re reading this article, then you probably already know that’s possible.
This technology data is known as technographics. Think of it as “demographics about technology.” It’s the insights into a company’s technology inventory, as well as their ability and interest in buying more technology.
Companies spend as much as $250 billion per year on software, so it’s important to keep track of what they’re using and how, so you can know which solutions you should pitch to them.
Get an understanding of companies technology budgets with technographics
Marketing and sales teams can also know how much their target companies are spending on their technology and how recently they adopted that new technology. This helps them understand when new prospects are ready to buy. For example, if you sell Salesforce add-ons, it would be very helpful to know when companies have recently added Salesforce to their technology stack.
Customize your content marketing with technographics
You can also use technographics to tailor your content to fit a company’s technology stack, making it more relevant to them. For example, your technographic research may tell you more about which channels they use, what technical issues they might be facing, and even which issues don’t affect them.
This can help you share further information about how to use their new sales tool with insider tricks and hacks, with insight into how to use the product to solve problems that you just happen to specialize in solving. For example, we could host a webinar on finding prospects based on their technographic data, narrowing down to the people who have shown a recent intent to buy.
Use technographics to identify gaps, challenges, and opportunities
Plus, you can analyze a target’s tech stack as a way of knowing their gaps, challenges, and opportunities. Let’s say your company makes a special mapping add-on for Salesforce, helping those companies’ salespeople map out sales routes and figure out the best way to cover specific territories. You would want to keep an eye out for new Salesforce customers with several salespeople covering a territory. (This is where understanding a company’s firmographics is also important.)
Speaking of using firmographic data, it’s important that you be able to layer both your firmographic and technographic data together so you can get an in-depth understanding of your prospects’ company makeup as well as their technological stack. It’s even better if you can get all of that data from a single source, so you’re not spending a lot of time managing the data, de-duping records, and trying to determine which records are the most up-to-date for each company. This saves you hours of time so you can focus more on selling and reaching those ideal customers.