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Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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Technographics Enrichment in Inbound Lead Qualification
Table of Contents
Technographics Enrichment in Inbound Lead Qualification
Technographics data is essential to identify the right accounts for outreach and inbound lead enrichment. Some platforms have a good lead funnel, which is why they have significant inbound volume. However, this inbound volume can be either from small or large companies, students, or even researchers.
You must cleanse and qualify the data before giving it to sales. It is possible to identify the technologies being used or not used because of advancements in data intelligence. You can use this to qualify or prioritize your accounts because the bandwidth of your sales reps is limited, and you want to give them the right accounts. In fact, you want to provide them with the best accounts with higher chances of conversions or high ticket prices associated with them.
Therefore, using technographics data in inbound lead enrichment can be better. The inside sales folks deserve the best possible information and qualification from the data enrichment team.
What is technographics data, and how is it useful in marketing decisions?
Technographics data has become very useful in the last 15 years. It is as important and sought after as intent data. When it comes to lead generation and demand generation, some vendors and marketers wrongfully claim that intent data is more accurate and useful than technographics data for your marketing efforts. However, both technographics and Intent data have their separate uses and importance in marketing.
Technographics data is used:
• To identify the right clients.
• To position or to make the value proposition relevant in messaging.
Earlier, vendors like DemandMatrix and HGinsights, were leading vendors for this. However, over a period of time, other competent vendors have also pitched in.
Technographics data in SLG vs. PLG
Till now, we have been using firmographics such as employee count, revenue, headquarters, and company description, to know more about the clients. That’s also the information we have provided to the sales folks and used to qualify the accounts.
Product Led Growth
Many DevOps and software developer-driven platforms following product-led growth get significant signups from developers and managers. Qualifying them before calling them is crucial because you want to avoid calling developers who do it just for their interests and not to buy it. One way to do that is to do more and more qualifications by using filters.
Advance filters for PLG
a. Digital Maturity
One of the filters you can use here is how mature the customer is from a digital maturity perspective. You can use technographics to do that.
For example, a customer using AWS Lambda is digitally mature compared to a customer not using AWS Lambda but using AWS.
a. Products and Solutions
Knowing what products and solutions the company sell help you segment them into these buckets:
1. SaaS: Selling software products
2. IT Services: Providing manpower, and staff augmentation for IT services
3. Non-IT End Customer: Such as manufacturing or other industries
4. E-commerce platforms.
SaaS companies usually tend to spend more money on technology. You have a high chance of converting them if they have the scale and a significant amount of customers or data. SaaS companies also tend to make quick decisions. It would be best to chase eCommerce, SaaS, and internet companies to identify that.
You also want to identify enterprise companies with significant signups that are digitally mature. You will want to identify those enterprise accounts because they will get you a high ticket price.
Technographics in Inbound Qualification
Technographics are useful for some, but not everybody, in their qualification process. For example:
1. MoEngage (www.moengage.com) can use technographics because their platform serves only AWS customers, so they must qualify the customers before they call them. Their customers must be using AWS platforms before they talk to Monty Cloud and vice versa. Hence, wasting time on it will not be fruitful when the customer is not using AWS.
2. On the other hand, for a company like Lambdatest (www.lambdatest.com), it does not matter if someone is using a test automation platform or test tools like selenium. They can sell to both. However, there is a higher chance of selling when the customer uses selenium. They would prefer to call a customer who has used or is using selenium rather than someone who hasn’t used it. However, both of them can be sold the Lambdatest subscription!
On some occasions, you can use technographics as an inbound qualification. On other events, you can use it to prioritize the accounts!
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Technographics Data – A Guide Table of Contents Using Technographics Data In Marketing Technographics data has become very popular in the last 15 years. It is as important and sought after as intent data. When it comes to lead generation and demand generation, some vendors and marketers claim that technographics data is more accurate and […]
