DemandMatrix Blog

Technographics | 3 min read
Written by Paroma Sen
on September 10, 2019

B2B Marketing and Sales teams today abide by data-driven strategies. That’s not news. As a result of big data becoming more relevant in today's highly competitive environment, intent data and different types of customer behavioral insights have become a valuable tool that helps marketing and sales identify surge in demand or specific buying triggers within their target accounts.

Some of the world’s leading technology companies and their marketing and sales teams go a step further, and are known to use Technographics and the business intelligence derived from it to drive optimized results from their initiatives.

There are many advantages that Technographics and Technographics-backed Business Intelligence Solutions offer B2B marketing and Sales teams. A key benefit lies in how this combination helps shorten the typical (and usually long) B2B sales cycle.



Detailed business intelligence that not only tells you which account is in-market for your tech product but also helps you approach a prospect in a more meaningful and impactful manner helps drive faster closures.


Five Reasons your B2B Sales team needs Technographics to Shorten their B2B Sales Cycles

1.Precise Territory Planning

By incorporating behavioral/intent data of accounts, many marketers can support a more precise and dynamic territory planning and marketing management model based on an assessment of current and projected demand. This leads to a better and more strategic territory planning for delegation of marketing and sales initiatives. 

Some of the various ways in which Technographics help, besides breaking down the technology-buying intent patterns of target accounts is by narrowing down field segmentation based on:

  • regional interest in a particular tech product,
  • propensity to buy a particular tech product next,
  • projected (future) interest in a particular tech product

2.Enabling Account Based Marketing

Highly targeted B2B sales and marketing campaigns that are tailor-made to suit the technology buying needs of specific target accounts help drive the core foundation that ABM is based on. The more personalized and laser-focused an ABM outreach, the more the revenue it can reap.

When technographics support an ABM strategy and the understanding of a target account’s technology buying behavior, it allows marketing and sales to drive more successful messaging based on the past, current and projected technology-buying journey of customers.

3.Hyper-targeted Segmentation

A deeper understanding of specific audience segments is known to help B2B marketing and sales engage with their audience more successfully across all stages of the buying process. Technographics used with business insights can enable hyper-targeted segmentation by allowing teams to

  • Build a top-of-the-funnel target account list based on their projected interested in a   particular technology service or product,
  • Integrate remarketing and nurturing initiatives based on an account’s technology buying needs, product renewal date, technology adoption behavior and patterns, etc.

This helps appeal to each type of persona based on their interest in a particular technology or their propensity to buy a particular product

4.Future tech buying behavior to boost Sales conversations

When you know that your prospect is in-market for a particular technology, you know exactly what will help draw on those signals or triggers.

When you know your prospect’s intended or future technology-purchase behavior for a particular product or set of products, marketing and sales can work together to align pipeline, demand generation efforts, and overall outreach in order to ensure relevant sales conversations that lead to faster closures.

5.IT Category Spends

When you know how much a target account usually spends on a particular tech product category (E.g: ERP, CRM, Storage, SaaS) – it helps identify the future buying spend or budgeting for the category your product belongs to. Some of the world’s leading cloud providers use this intelligence to help B2B sales teams prioritize accounts on the basis of their potential to spend or invest (everyone wants the highest valued deal after all!)

When marketing and sales teams use purchase intent data to identify buying intent, well ahead of a buying decision – they can draw insights into various aspects of their prospect’s technology-buying journey. Leading teams use this intelligence to identify which companies are in-market to buy a product or solution like theirs, to improve their overall marketing and sales efficacy and operations, to qualify opportunities in their pipeline – all of which results in proven increased win-rates and a significant return on investment.

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