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Technographics | 3 min read
Written by Paroma Sen
on July 24, 2018

Technographics can help B2B marketers determine which technologies are being used by their target customer base. This understanding of their technology adoption behavior can help identify patterns that in turn lead to more poignant ABM campaigns.

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Any successful ABM strategy is primarily based on knowing and understanding a target list of customers better. For an ABM strategy to be successful, having a target account list is crucial.

Yet, while the first step in ABM always involves creating a comprehensive target account list, without having a detailed target account profile, the process may not end up being optimized or successful.

To run a truly viable and effective ABM program, extensive knowledge about the customer base and each customer profile is important. Most ABM marketers use firmographic and demographic data to achieve this.

But here’s a little known fact, technographics can be more crucial in any B2B marketing strategy because it can help identify the hardware and software in use by your audience as well as their general technology use and technology buying behavior.

This can be especially beneficial to companies who sell technology or tech services.

Here’s how Technographics can help empower your B2B ABM campaigns:

1. ABM campaigns become more focused

One of the base requirements of any ABM strategy is data. But the difference between a successful campaign and non-performing one is – the RIGHT data. A deeper understanding of your company’s target list of accounts will in turn help you understand their business and identify the need that your technology product or solution can serve.

By adding a technographic data layer that helps you understand their technology buying and technology use environment, you can formulate better targeting practices thereby leading to more focused ABM campaigns.

2. Creates deeper impact

The digital adworld is changing, with there being more need for contextual targeting. In short, the audience wants more of what matters to them. Firmographic data can help customize campaigns and create a positive impact. But as a tech marketer, by using technographics to understand the target customer profile, it will be easier to create more impactful contextual engagement that in turn drives results.

3. Accelerates the buyer's journey

In B2B marketing, the buyer's journey is known to be far longer than B2C. The point is, every marketer wants to be able to move their prospect successfully along the typical buying stages and convert them.

By using technographics to specifically see what your target companies are using, whether they are using a competitor’s product, their level of comfort with particular technologies and more, it is easier to dovetail your ABM strategy accordingly and increase chances of a win.

4. Enables Quicker Close Rates

Since technographics allows marketing and sales teams to identify technology trends of their target customers, it gives them a ‘complete’ view of the various systems installed or technology services currently in use at their prospect’s location. By using technographic data, marketing and sales teams can be more focused on identifying the right opportunities. This allows them to accelerate their sales time and spend fewer resources on other time consuming tasks that do not generally yield positive results or contribute to ROI.

5. Improves Sales Pitches

Technographic data can help marketing and sales team to make their initial pitch more impactful, because they can clearly identify and then speak more authoritatively on a customer’s pain points and communicate better ways to show how their product or service will indeed be the best fit solution. These better quality conversations also play a role in helping you stand out from your competitors.

6. Creating a Seamless, Omnichannel Experience

Another basic feat of any ABM strategy is giving customers a seamless, omnichannel experience. Personalized messages and campaigns are known to attract more user attention and get responses. In turn, customers appreciate the time and effort taken by brands that do this across multiple channels and touchpoints. Knowing your audience’s technology behavior will make it easier to draft messaging that gives them exactly this.

The needs and challenges of every customer are different. This also means that marketers need to rely less on the typical spray and pray method in order to draw and retain the right kind of attention from their target audiences.

Technographics can help when you are ABM-ing your way to customer’s hearts. Besides telling you how many companies use a specific technology it helps you create a more ‘complete’ profile of your target audience. It can add more relevance and value to your marketing campaigns to improve the customer’s digital advertising and overall interaction with your brand too.

Besides contributing in various ways to help B2B marketing and sales teams plan more successful ABM campaigns, Technographic data can also help B2B companies improve their conversion rates.

Technographic data can power not only your ABM campaigns but also your other marketing strategies to lead to better ROI. Have a look here to know how.

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