Technographics Segmentation for Marketing Initiatives: An Overview

Overview

Technographic data isn’t the end in itself but only a means. It is crucial as it helps in sales and marketing segmentation, and also in identifying the customer persona. Your team can master segmenting and selling in the B2B landscape if the buyer’s intent data supports technographic data. Copy/messaging will improve significantly, thereby increasing the overall return on marketing efforts. You can tailor the message to the point when the marketing and sales staff can access accurate B2B data. This won’t be possible otherwise.

Data is the key to any successful revenue teams. Knowing what software and technology your customers use gives you an advantage over your competitors. This helps you fetch greater user engagement, increase sales and generate more revenue for your business. Let’s look at technographics segmentation and its examples and find ways to leverage it to achieve business objectives.

We Need Technographics As:

By performing segmentation through technographic data, you can recognize organizations that align closely with your ideal customer profile.
You can prioritize and focus on high-potential accounts more accurately to purchase your solutions when you integrate them with firmographic data.
You can get more useful campaign conversion rates, accelerating your pipeline.
Comprehending a business's existing tech stack and using technographic segmentation presents the context required to personalize your campaign.
You can now leverage this wisdom to tailor your marketing messaging and content for each target segment in various campaigns. This is how you undertake account-based marketing campaigns at scale.
Technographics revolutionized B2B marketing. It continues making great strides in giving marketers valuable insights into the attitudes and behaviors of their targeted consumer base.
Simply having the data will not let your campaign reach its full potential. You should know how to use technographics to your marketing section's best advantage.

Performing Technographic Segmentation

Here are a few ways to segment your audience using technographic segmentation.

Knowing your audience:

When you recognize your customers, you can decide which category they can fit in.
Picking your segments:

You can group people based on their devices, the apps they prefer, the software they're working with, or how they utilize technology.
Collecting data:

Gather the data you need to segment customers. You can start this by scraping websites, mailing surveys, or buying data from the service providers.

Leveraging Technographic Segmentation For Your Business?

With each passing day, more and more businesses are incorporating technographics to meet their business goals. One of the best ways to use technographic segmentation is to combine it with intent data. Intent data helps you determine whether a prospect is in the buying stage or not. You can incorporate this information with technographics and directly apply the shared insights to your sales and marketing processes.

With technographic segmentation, you are categorizing your audience through different parameters. You can then use them to define your customers’ current and future needs. For instance, you can segment your audience based on the software’s expiration or activation date. Marketing and sales teams can utilize this data to move forward accordingly. OceanFrogs understands this intent and is positively inclined to help users make the right decision at reasonable prices.

Examples of Technographic Segmentation

Technographic segmentation fits into your organization in several ways.

An HR Tech platform selling talent management software identified mature and large enterprise prospects based on their usage of HRMS software such as SAP SuccessFactors/Oracle Recruitment Cloud.
An MDM platform identified their prospects based on usage of VMware Airwatch.
A cloud management platform identified prospects with large cloud spending by identifying users of AWS Lambda, AWS EC 2.
A video learning platform recognized prospects with large spending on learning by identifying users of Linkedin Learning.

Technographics For Channel Partners

Technographics for channel partners have recently gained traction. Enterprises in the OEM space have traditionally grown their market share via channel partners. WIth evolution of technology, eco-system, channel partners leg growth have become a feasible option for the SaaS industry as well.

Technographics data can be very helpful there. It is possible to identify who the AWS resellers are, Who are helping Oracle, IBM, Dell, and HP grow business in APAC, LATAM, and EMEA region.

For example, Whatfix.com is using product led growth, sales led growth so far. Now, it does want to grow via channel partners as well. Whatfix’s channel partners are the companies implementing Salesforce, Workday, and other complex software solutions.

Technographics data can identify who these vendors are, industries they serve, geographies they operate in.

Challenges of implementing technographic segmentation

Although technographic is a vital customer segmentation technique, there might be some difficulties you’ll face while implementing it.

Following are some of the challenges to overcome if you want to successfully implement this segmentation-

1. Rapid technological changes: Technology moves quickly, and it can be hard to keep up. This means that the groups based on technology details (technographic segments) may become outdated. Businesses have to regularly change their plans to keep up with these quick changes.

2. Choosing the right tech details: Figuring out the best details about technology for a certain industry can be hard and take a lot of time.

3. Collecting tech data takes time and money: Getting information about technology use involves doing research and surveys, which is a long and costly process.

4. Getting accurate tech data is tricky: It’s not easy to gather correct, trustworthy, and recent information about what technologies people are using. Some folks might not share accurate details about their tech setup.

5. Limited budgets for small businesses: If you’re running a small or medium-sized business with a tight budget, it can be tough to afford to buy tech data from another source because it can be expensive.

6. Combining tech info with other details is tough: Making technographic details work together with other segmentation info is a difficult job, especially for effective target marketing.

The reasons mentioned above indicate that implementing technographic isn’t a lightweight job, it’s actually a heavy load to carry!

How to use technographic segmentation for marketing & sales?

Technographic segmentation is a powerful tool for improving your marketing and sales efforts by segmenting your customers and prospects based on their technology preferences and behavior.

By incorporating technographics into your marketing strategy, you can tailor your approach to meet the needs of your target audience, which can lead to increased profits and a competitive edge within your niche.

However, since technographic is a complex field, the specific use cases and strategies may vary depending on the business and products in question. Therefore, we are sharing a generalized approach to using technographic data for B2B marketing and sales.

Detailed customer segments

After getting the technographic data of your target audience, it’s advisable to perform granular segmentation. This process will help you understand their technological preferences and challenges. By filtering the data, you can reach your prospects and customers more precisely and personally. Additionally, profiling your prospects based on their usage of cloud-based or in-house software can provide insights into their qualifications and pain points. This knowledge can be used to solve their current problems. Implementing these initiatives will enable your sales force to tailor their sales efforts to meet the expectations of your prospects and customers more effectively.

Personalized customer journey

Technographic data is a powerful tool that can be used to develop a lead generation funnel that designs a smooth customer journey and helps turn potential customers into paying ones.

Lead scoring and data enrichment are helpful tools that can be used to create a clear and detailed customer profile, which can shape the customer journey and nurture leads appropriately. Depending on the relationship stage, it is important to regularly create helpful content for your target audience that can solve their problems.

By understanding the technology stack of your potential customers, you can create content that resonates with them and is more likely to be helpful.

Lead prioritization

Once you have developed a more comprehensive technographic and firmographic profile of your target audience, you will be able to identify which target accounts should be prioritized and how to distribute leads among marketing and sales channels.

Prioritizing leads will help you distinguish between high-quality leads that are likely to convert and those with a low probability of conversion. It will enable you to focus on specific groups and interact with them on a larger scale.

Furthermore, the combination of technographic and data enrichment will automate the lead prioritization process, freeing up your sales team to take a break with sales automation.

Account-based marketing

Account-based marketing is a B2B sales and marketing strategy that focuses on targeting accounts that are the best match for a particular product or service. It requires collaboration between the marketing and sales teams.

Technographics can help build a bridge between your marketing and sales teams, enabling them to work together more efficiently. By using technographics, you can identify the right accounts to target, engage with, and offer your products or services to.

Account-based marketing has become a cornerstone for many B2B organizations because it benefits both parties. For you, it allows for a deeper understanding of the organizations you are targeting, and for your target accounts, it provides a tailored and personalized journey.

Account-based marketing is highly targeted and cost-effective due to the use of technographic data. This helps personalize your messages and build stronger connections with your target accounts.

It's almost 2024. Time to elevate your marketing efforts with technographic segmentation!

Technographic segmentation can be a useful tool in today’s digital era to gain a better understanding of your target audience based on their technology stack. By combining technographics with other market segmentation techniques, you can gain a more detailed understanding of your audience, build stronger relationships with your prospects and customers, gain a competitive advantage, and ultimately improve your conversion rates.

Why OceanFrogs?

Technographics allow you to hyper-personalize the customer’s buying process. It directs your sales and marketing efforts in the right direction and help you gain additional information regarding your prospects while saving time and effort. OceanFrogs can assist marketers in this quest, as we believe in delivering adequate solutions for our valued clients.

Author Details

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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