So if there's a particular technology that integrates well with your solution, you can add that criteria to a Selector to generate a list of accounts that have that technology. Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. These characteristics can include the company size, the industry is operating in, and sometimes even the job titles of its employees and the company's location. Customer segmentation examples. To be more specific, technographic data allows insights into: What software and/or hardware does a company use? Technographic segmentation This might mean recognizing groups of early adopters when marketing new technologies. Some of these users work with the customer management platform HubSpot while another segment uses Salesforce. This includes sections based on their ownership, use patterns, and attitudes towards: . Digital usage habits refers to the utilization of digital platforms and technologies. . Source: Capa Aviation (2014) As the low-cost airlines increase in size, full legacy airlines have been struggling of balancing the expectation of loyal passengers with finding new ways of competing with these airlines and increase ancillary rate - finding a way to strategically segment . First, jewelry is a luxury item that readily appeals to individuals in the upper class who have high purchasing power; that is, persons whose social class and income levels can afford such luxury. Psychographic segmentation is the smartest way for companies to stand out and identify the critical needs of customers. Technographic Segmentation Market segmentation factors refer to the elements on which the market segmentation process depends when divided into groups of customers. It might also be as simple as recognizing which devices users access the site from . Though the most common types of market segmentation are demographic, psychographic, geographic, and behavioral, there are other types that are also worth considering and can offer excellent opportunities in the right context. Generally there is a health perception that fast food is not always good for you and that it should be consumed in moderation. Behavioral segmentation Technographic Segmentation. A person's lifestyle generally refers to their everyday activities. The usage of features or products, as well as habits, are all examples of tendencies and regular acts. 6 psychographics examples. This is the most common (and the most pain-free) way for a company to collect technographic data. Platform Mayple platform Platform Overview How Mayple works Data-Based Vetting How we vet our experts AI-Powered Matching 2. Technographic segmentation is a newer trend in dividing customer groups. Other types of market segmentation with examples. Sales and marketing teams can gather . If you can spots gaps in a company's technology stack, and your product or service is good fit for them, you can plan timely and targeted communications. Sales and marketing teams can gather . It is a class of market segmentation such as Demographics and Firmographics. mobile or desktop usage. Seasonal Products. Psychographic customer segmentation tends to involve softer measures such as attitudes, beliefs or even personality traits. An example of geographic segmentation (+demographic segmentation) An example of geographic segmentation would be - you want to segment your leads living in the US because they speak the same language and share the same time zone. For example, you can segment qualified vs. unqualified leads based on the sophistication of their marketing stack. Technographic segmentation of over 15,000 technologies. In this example we will explore how an ecommerce company might segment users into these four categories . Here are the main technographic examples your company should aim to collect. Technographic segmentation refers to the use of demographic variables such as age, gender, income, and ethnicity. Demographic Segments; Technographic Segments They are looking for voters whose age is more than 18 years. Technographic segmentation is a newer trend in dividing customer groups. Technographic segmentation is used to identify and profile the characteristics and behaviors of consumers through the types of technology they use, how they use it and how often. For example, imagine there's a SaaS company that wants to send personalized emails to new users. . Technographic Segmentation This is particularly helpful information for B2B businesses that sell tech—whether they operate in the SaaS space or manufacture industry-specific technology and machinery. The 4 basic types of market segmentation are: 1. Technographics are a type of firmographic data because these technological data points are attached to organizations. Let's take a look at a few technographic segmentation examples to understand how technographic data can be needed in different business scenarios you might encounter. 5 Types of market segmentation and examples. Demographic 2. readily available. Technographic. Technographics is a set of technology-based characteristics about a company and its processes. Value-based Segmentation. segmentation ; throughout the Demandbase platform. You can use this strategy to segment customers into groups based upon how they utilize or view technology. Demographic segmentation groups people based on population dynamics. It's the means of analysing statistical data, produced by a population or group, based on their ownership and usage of technology. Firmographic segmentation is the classification of business-to-business customers based on shared company or organization attributes. It all starts with the right segmentation, using lead scoring and data enrichment to build a bigger picture. Technographics are a type of firmographic data because these technological data points are attached to organizations. For example, if you're selling a product and want to segment customers who only use iPhones, then you'd be segmenting them using technographic segmentation. Geographic, e.g. In its broadest sense, 'technographics' is a shorthand term for 'technographic segmentation'. Technographic segmentation For example, say you're a clothing store that exclusively sells outdoor apparel to middle-aged women, and your market segmentation research uncovers that a large chunk of your current audience has kids. For example, marketers can craft surveys using questions designed to gauge how customers feel about qualities, attitudes, or perspectives important to their brand. 10 Reasons Why Every B2B Marketer Should Use Technographics for Account Segmentation . This can mean the area where they live, the people they associate themselves with, what their hobbies are and other . This can include social media platforms, engagement patterns and usage models that include time, location, duration, and demographics of users. In this article, we'll cover 1. An example of a business situation affecting an industry negatively is the COVID-19 pandemic, which greatly impacted travel, hotel, and tourism . In this approach towards market segmentation, B2B businesses define the market segment based on the characteristics of an organization or company. Technographic segmentation examples For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. Technographic segmentation is used to create the most in-depth technographic profile of a B2B prospect. Behavioral We'll go into there 4 types in a lot more detail below. Psychographic Segmentation. Psychographic Segmentation - This segmentation is based on the user's interests, personality, attitudes, and values. Let's say a company wants to launch an email campaign targeted at converting more prospects. Think smartphones, software, operating systems, desktops, and apps. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. Types of Segmentation. So, your campaign will be written in English and delivered according to their time zone. . Here are a few successful customer segmentation examples that enable valuable customer interactions. For example, when you view the map, you may find that a specific area that you wanted to target is already inundated with several dealerships. Market segmentation offers an opportunity to pinpoint exactly what messaging will drive your customers to make a purchase. Psychographic customer segmentation tends to involve softer measures such as attitudes, beliefs or even personality traits. Geographic Segmentation - based on country, state, or city of residence. Brands should use technographic segmentation to understand and optimize their consumers' experience across all platforms and devices. Demographic segmentation uses different variables, for example, social class, lifestyle, income, gender, life cycle stage, and age (Karppinen, 2011). Does a company have any distinguished tools or applications? Demographic Segmentation. Examples of Geographic Segmentation in Marketing. In this example of market segmentation for fast food benefit segmentation approach has been used. This can mean the area where they live, the people they associate themselves with, what their hobbies are and other . The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of VCR users. 1. . For example, marketers can craft surveys using questions designed to gauge how customers feel about qualities, attitudes, or perspectives important to their brand. Certain products are peculiar to specific seasons - for example, winter coats and other heat-generating clothing are best for the winter. 6 psychographics examples. Get directly in touch with the decision-makers. Psychographic 3. This . Geographic 4. Other types of market segmentation with examples. For example, they might discover that a number of users are dropping out before the purchase stage of their buyer journey because of a checkout issue on their website. gender - female/mal e men and women generally have different likes, dislikes, needs, and … Technographic data can help marketers reach out to accounts with personalized messaging that conveys just how valuable they. So far, so good. Technographic Segmentation - It is based on preferred . Take these ads, for example: Behavioral Segmentation - It is based on the activity and inactivity of the user, their usage time, session frequency, browsing history, average order value, etc. Hilton Hotels and Resorts can use this segment to represent both middle-aged and senior professionals with augmented income from the upper social class (Adcock, Halborg and Ross, 2001). Buying data from third-party providers - companies can purchase technographic data from data providers like Cognism. Send premium offers to customers with a higher potential lifetime value. For example, scripts in the source code of a company's website could indicate specific software solutions. Needs-based segmentation helps guide the way to unlock growth opportunities. Technographic segmentation allows you to group customers based on mobile or desktop-use, apps, or certain software. Technographic segmentation is segmentation according to a consumer's preferred choice of technology. Segmentation based on technographic data Personality, attitude, values, and hobbies are all factors to consider. When Launching an Email Campaign. Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. examples: age generally,teenagers might be more inclined towards the latest, good-looking cars, but working professionals would require a vehicle that caters to his /her family. Improved Segmentation With accurate data about the use and deployment of technologies within potential customer organizations, companies can better define granular customer segments based on current needs and ongoing priorities to ensure sales resources are used effectively. The four main ways to segment your userbase are: Demographic, e.g. It may sound complicated, but with the segmentation examples above, you'll have a better understanding of how and why customers use this type of segmentation every single day. Below, let's check out 8 different types of market segmentation. Send special offers to people who buy the most or spend the most on your products. Demographic segmentation is the easiest and the most popular applied type of market segmentation. Let's take a look at a few technographic segmentation examples to understand how technographic data can be needed in different business scenarios you might encounter. Let's say a SaaS company just launched a valuable cross-compatible integration with another app. Lifestyle. Let's say a company wants to launch an email campaign targeted at converting more prospects. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. Behavioural, e.g. Most of the marketing campaigns that surround this product are "girly and pink". Local businesses may even segment by specific towns or counties. Technographic segmentation identifies what applications and devices are part of the purchasing decision. For example, businesses are able to utilize technographic data to learn more about the technology usage of competitors, potential clients, and startups. life cycle toddlerdesire certain meals and how adultswear certain clothing. Technographic segmentation is a group of people who share similar behavior and interests. Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors such as age, gender, ethnicity, education, religion, economic status, and group membership. Don Marler's Food Cart. When Launching an Email Campaign. Firmographic Segmentation Examples. Demographic segmentation 2. Though the most common types of market segmentation are demographic, psychographic, geographic, and behavioral, there are other types that are also worth considering and can offer excellent opportunities in the right context. You might be missing out on some significant profits by not offering apparel for their children (or not marketing kids' wear effectively). Technographic data are insights on specific technologies that a company purchases, adds and drops. Technology Being Used Technology is a broad scope; IT, IoT, Software, Artificial Intelligence, Machine Learning, Blockchain, etc. You can use this strategy to segment customers into groups based upon how they utilize or view technology. Send information about discounted products to people who only buy discounted products. There are many different ways to segment your audience, but here are the three primary categories. Technographic segmentation examples A company that develops WordPress plugins would have no business targeting companies that use a different CMS, like Wix. Technographic , e.g. Four actionable benefits of technographic data include: 1. This information can then help you match deliver supply where there's demand. A construction company bidding on an office development zoned region set out to firmographically segment all the business categories that would likely see relocation advantages. country or city of residence. On the flip side, beach wears are specific to the summer season and to locations that have beaches. Technographic. Example of customer segmentation, Jet Blue Segmentation. This practice can help guide marketing, advertising, and sales by providing deeper business insights and ultimately lead to more focused and effective campaign strategies. Cart abandonment, demographics, loyalty programs and omnichannel strategies. Based on these factors, information is gathered to be studied and analyzed. Examples of Psychographic Segmentation in Marketing Let's consider a jewelry brand that deals with customized accessories. A person's lifestyle generally refers to their everyday activities. For example, a political organization is dividing people based on age. This . Technographic segmentation is a type of B2B audience segmentation that categorizes companies based on the type of technology they use. With technographic segmentation, you can learn the technology that influences your audience, so you can tailor your marketing strategies for maximum impact. Technographic Segmentation Technographic Segmentation — based on preferred technologies, software, and mobile devices. For example, an e-commerce business that sells recycled iPhone cases should segment its audience based on how environmentally conscious they are. Behavioral Segmentation. For example, you can set up Selectors using technographic filter criteria to create an Account List. In this blog, we will explore an example of a struggling B2B company that utilized a needs-based segmentation approach to better identify its customer segments and deploy effective defensive and offensive strategies. age, gender, income. These values will greatly affect the type of audience targeting they do and the type of content they display. Segmentation is a critical component of marketing, and it's essential to have a clear understanding of consumer behavior to market effectively. Just like demographics reveal the habits of a prospect, technographic data shows the technology stack used by a prospect - which makes it easier to identify whether they'd be willing to invest in any new technological solution in the future. On the business, the economic importance of specific client groups. After all, learning the platforms your audience frequents or the technology they use can contribute to better understanding their present mindset. Technographic: Relates to the type of online activities that each person is involved in (Bernoff & Li, 2009, P. 41) During chapter three, Bernoff (2011) introduces a new segmentation tool called the Technographic Profile. For example, are they using multiple free or low-cost options vs. a complete marketing automation solution such as Marketo. Technographic Segmentation "what technology do your users use." Segmenting based on how users are using your product based on the technology they use: model, manufacturer, the size of the screen, cellular carrier and connectivity, etc. 19 Customer Segmentation Examples to Grow Your eCommerce Revenue | Mayple Learn all the best ways to segment your customers to maximize your revenue. While market researchers have long focused on demographic, geographic and psychographic factors technographic segmentation has emerged as a means to segment based on . Demographic Segmentation This is the most common type of segmentation, and is what comes to mind when most people hear the term market segmentation. Examples of these factors are Age, Gender, Religion, Income, Social class, lifestyle, social status, opinions, and activities. Technographic segmentation is used to identify and profile the characteristics and behaviors of consumers through the types of technology they use, how they use it and how often. While market researchers have long focused on demographic, geographic and psychographic factors technographic segmentation has emerged as a means to segment based on . In this blog post, we'll discuss segmentation in depth and give you concrete examples of how you can segment your tester pool to make the most of it during your user tests. Technographic segmentation has become more popular in recent years, and it refers to dividing your audience based on the technology they use. Psychographic segmentation: Beliefs, desires, challenges, and interests: Technographic segmentation: Use of mobile and desktop devices, apps, and programs: Behavioral segmentation: Purchase decisions, product use, and engagement with a brand: Needs-based segmentation: Product requirements of customer segments: Value-based segmentation Create more targeted campaigns and discover important insights by following our guide to segmentation analysis. However, despite this perception, fast food outlets are quite popular and dominate a large share of the eat-out-of-home . Technographic Segmentation Psychographic Segmentation — based on personal attitudes, values, interests, or personality traits. Psychographic segmentation: Bottom line. They found that IT and . Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Technographic Segmentation For B2C customer segmentation, marketers must consider what apps and devices people use to purchase products and incorporate those technologies into the sale. Lifestyle. As technology becomes increasingly prevalent in the lives of consumers, technographic segmentation has never been more important to marketing departments. 1. Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. Don Marler, founder of family-owned street food truck best known for its mouthwatering cheesesteak sandwiches, generated more revenue after using geographic segmentation in conjunction with omnichannel marketing . 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