B2B Growth

11 Ways to Use Technographic Data

Post by
Edan Krolewicz
11 Ways to Use Technographic Data

What are technographics?

Technographics describe the different technologies & tools organizations use to run every part of their business. These can be the tools marketers use for advertising, the CRM that a sales team works out of, payment gateways platforms (Shopify, Magento), web frameworks (react, node.js) and more.

  1. Find target accounts that already use your competitor's products or solutions. For example, if you're selling a product that competes with Salesforce, it helps to know everyone who uses Salesforce, and may be coming up on their renewal date (aka time to introduce yourself!)
  2. Determine your prospect's purchasing budget for each department. Does the department at your target account currently expensive tools like Zoominfo (and therefore has a very large budget for data) or cheaper tools like Lusha? Does their engineering team mainly use free, or open-sourced software or do they opt for more expensive licensed applications?
  3. Identifying a marketing team's technological sophistication. Are they building their website with Wordpress, Webflow, or have they custom built their website with frameworks like React or Node.js?
  4. Are they in the market for your solution?: If a customer suddenly adds your competitor's solution, they may be well into the research phase, or possibly at the end of their buying cycle. And on the other hand...
  5. Did your target account just drop your competitor's solution? If they have, they may be in the market for a new solution. Get in the conversation before it's too late!
  6. Are my customer's going to churn?: If you sell a Live Chat product and suddenly you see one of your customers has removed your chat, they may be unsatisfied. Reach them quickly to deliver additional value and prevent churn.
  7. Determine your exact buyers: Is there a common tech stack shared between your best customers? Enrich your customer account data with technographics and see what common technologies jump out at you. Use your new findings to improve your Ideal Customer Profile definition or Lead Scoring methodology. You can even go one step further and identify unique keywords shared on the homepage of your existing customer. For example you might find that your best customers use Shopify that sell clothing.
  8. Build your Total Addressable Market: Are you building a Saleforce, Shopify, or Wordpress integration? Discover your entire universe of customers by building your audience with our Audience Builder. You can them keep it synced with Salesforce or Hubspot to build our very own outbound CRM.
  9. Land, Expand, and Educate: Segment your existing customer into distinct verticals based on their propensity to buy complementary or competitive solutions. By understanding the similarities for each vertical, you can create content for and educate a wider base of prospects.
  10. Inform your Product Roadmap: Your sales team is looking to upsell your largest accounts and your product team is deciding between a a Shopify or Magento integration. Knowing which technologies your current customers use can help you determine the right path forward. You can also identify gaps in the market or for your existing customer technology stack to see how you can offer even more value through your unique innovation.
  11. Improve your Lead & Account Scores: drastically improve your lead scoring capabilities & propensity models by adding over 3000+ technology data points.

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