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Are Intent and Technographics Data Complimentary?

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Intent data and technographics data are gaining acceptance and popularity amongst the marketing and sales community. Both are expensive and serve independent purposes, their sources and qualities can differ, so there seems to be an overlap. However, one must see the purpose of going for intent or technographics data. 

Brief Key Difference Between Technographics and Intent Data!

The uses and the sources of intent data and technographics data are very different from each other. On the one hand, the source of intent data is based on the search and download history of the audience. Therefore, when people do google searches, download whitepapers, and explore forums like Flipboard, to read anything related to B2B and B2C industries, all of that reading becomes intent for us. That’s a significant source in itself. Intent data is used to target the customers that can be converted because they are downloading many things; hence, it looks like they will be interested in it. On the other hand, the source of technographics data is based on job postings, and other practices, like knocking on firewalls or servers. 

Another one, known as signal data, comes from various sources such as new hires, job postings, LinkedIn (where people change their statuses), or from press releases for leadership change and tells about the company’s intent. We call it signal data instead of intent data.

How to Use Intent and Technographics Data Together?

Technographics data is used to filter, identify and position the right accounts. In comparison, intent data is used to identify hot accounts in the market. You can follow these steps to use intent and technographics data together:

1. The first step is determining the suitable accounts using technographics data. 

2. Secondly, identify the hot accounts among those suitable accounts using intent data. 

3. Finally, when you write to those accounts, you can mention that you observed their technology uses, and you will do the positioning according to technographics data.

Leveraging Intent and Technographics Data to Get Best-Fit Accounts!

All the chosen accounts are based on firmographics and technographics data, giving you the best fit accounts. Intent data helps you reach out to these best-fit accounts first because they show the search intent or other types of intent. Therefore, it’s preferable that you speak to them first. Hence, you can use intent data to prioritize accounts and people over other accounts. 

You cannot go after everyone in one quarter if you have a large volume of customers, such as a 20k audience or best-fit accounts. You can filter by using firmographics, such as industry or others. If that leaves you a good audience and you cannot manage them, you can further filter and slice to reach the right audience. However, use technographics data only if it is useful to you. Do not apply technographics data only if it gives you a good audience and segment to go after.

How Can OceanFrogs Help?

Technology platforms that are buying technographics and intent data must apply good technographics data to identify the right customer segments. If technographics data is not good, the intent cannot be of much help because you are reaching out to the wrong audience. 

It is essential to get the right firmographic and technographics data. That’s where OceanFrogs comes into the picture. Even after that, you should buy intent data only if your target market size is huge. If your technographics cut and slice your total addressable markets to a manageable number, you can save the cost on intent data. You can go for signals such as leadership movements and technology intent if your technographics give you a good customer segment and the size of the customers. OceanFrogs provides all of this. 

Is technographics data important for you to identify the right customers?

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Noopur Choubey

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