technographics examples

Technographics is the profiling of target accounts based on their technology stacks. Enhance your brand equity. 18M Companies. By noticing that you will be able to identify what they are willing to spend money on, their experience in tech, and several other factors unrelated to the technology itself. . Create data-driven customer profiles. For example, you can identify the channels your prospects use, the tech-challenges they might be facing, and even the things that don't really affect them. The more obvious benefits of technographic data - for example, a SaaS marketing content provider knowing that a prospect has a particular marketing automation solution - don't need spelling out. Request Free Data Sample. Trying to sell a hamburger to vegetarians will only lead to wastage of time, effort, and money and a poor brand image. The report also lays out how companies can create strategies using Social Technographics. If you provide services for Salesforce, Marketo or Oracle Eloqua - Here is how to Find Software Product Companies in California which use either of these platforms. In the context of customer testing, this type of segmentation lets you select testers based on the details of their unique tech ecosystems. In addition, 93 percent of the males in . Technographics are the technologies within a company's tech stack like sales and marketing automation, CRM, content management systems, ad networks, analytics tools, and many more that B2B marketers use to segment their audience and find new potential target accounts. Psychographic Marketing: An E-Commerce Example. 3. - Keeping up friendships. Technographics are data-driven insights that help businesses identify which accounts are most likely to convert based on the knowledge of their current technology stack. In 2016, VentureBeat rightly proclaimed, "'Technographics' is the new demographics". Sociographics are the characteristics that influence the way people receive and perceive . It is still to this day the perfect example of combining two sets of strength and expertise, to build something greater. . Creators are the individuals that make social content 'go'. Four actionable benefits of technographic data include: 1. "Technographics" is a mash-up of "technology" and "demographics" — together, it describes your customers' tech stacks. Social Technographics. Psychographics is often more helpful to marketers but more difficult to target. Like demographics and firmographics, technographics are ways to categorize companies and better understand their likelihood of buying your product. Specifically, technographics are the technologies that a person or company uses—or doesn't use. 10 Reasons Why Every . For example, consider a great number of your prospects using two automation tools: say 'A', and 'B'. While there are certain restrictions to this data gathering — for example, personal data must be anonymized to comply . . Technographics data help to bridge the gap between sales and marketing as well. The social technographic profile includes the following groups: creators, conversationalists, critics, collectors, joiners, spectators, and inactives. How to Gather Psychographic Data. For example, companies that have expertise in scraping this data like Datanyze and StackShare offer this data to customers. On its own, technographic data offers a window into company technology use. An example of technographic data would be a report showing you that a company runs Salesforce as their CRM, SalesLoft for sales enablement and Cognism as their data platform (very smart! . . Ultimately, the essence of social technographics is the process . Technographics are mainly identified by the code in the header of a website, but they could also be elements placed anywhere on the page. While Snapchat and TikTok are completely video-based, Facebook, Twitter, and . With regard to for-profit companies, data such as this could be used in various ways such as profiling customers based on there social activity, or . ABM . . Firstly, technographic data helps improve the segmentation of potential customers. Much like demographics and psychographics, technographic profiling is a criteria built upon the technology they use. Common firmographic data examples include: Help you become more relevant in the market. So let us try to give this a shot: We want to target companies in the Netherlands with up to 500 employees and mainly in the B2B space. Content . Technographics client profiling acquired from global data providers enables teams to find the right companies to target. Below is an example of Finding Hyper-Focused Technographics Information by running a customized query. Technographics (use of certain hardware or software in companies) as a source of inspiration for a promising approach in marketing and sales. Leveraging psychographics will: Mature your current offering. The value of Social Technographics comes when it's used by companies to create their social strategies. Using technographics, you can identify customers of a complementary or competing product and try to convert them. In an age where everyone around you is screaming "customer-centricity" and "personalization", psychographic segmentation will help you become more relevant as a brand. I personally believe that every businesses or self-employed people who have customers/clients, should have an understanding to the Social Technographics infrastructure. For example, if a company is currently using a sales automation tool . For example, the United Nations recent campaign on 'World Environment Day' encouraging the billions of people across the world to "make one change towards a more responsible consumption of resources"( United Nations, n.d.) Blogs, videos (ads), podcasts, and forums can help increase conversions and this would drive more people to their . Customize content marketing with technographics. . Technographics helps us find companies in our target region - South and North Holland. Technographics is a combination of the terms "technology" and "demographics," and it refers to data that depicts the usage of technological solutions, their adoption rates, and the solutions they may provide to businesses. Technographics I never knew there was a tool that organized social media users like this! . 7500 Technographics covering 18 Million Companies. Technographics are the technologies within a company's tech stack like sales and marketing automation, CRM, content management systems, ad networks, analytics tools, and many more that B2B marketers use to segment their audience and find new potential target accounts. With the help of technographic data, the following information about the prospects can be obtained. . In addition, creating the respective segments for your potential clientele helps you identify priorities and effective ways to reach different types of business. . Technographic data refers to analyzing ownership and usage of technology by a particular company. Using technographics, you can identify customers of a complementary or competing product and try to convert them. For example, if employees are researching topics about Excel, they are . On the other side of the spectrum, a product design team can analyze user interaction to . Example. The work of Li and Bernoff created new terminologies such as groundswell energy and Social Technographics. . Below is an example input on the selected filters. Firmographic data shifts the focus to organizations — or firms — to collect and analyze key information about the operation of enterprises themselves. About Ultimate TechnoGraphics Inc. www.imposition.com Technographics examples. Think of it like the technology profile of an entity. Related resources. The Social Technographics Profile classifies people according to how they use social technologies.It includes the following groups: Creators- They make social content go. . It includes sections for demographic, psychographic, geographic, and behavioral data. Technographics covers the entirety of a company's tech stack, from the hardware and infrastructure to SaaS solutions such as a CRM or data platform. Groundswell, for example, refers to people or customers and employees. Technographics data is primarily focused on applications and IT in both digital and non digital environments. With the help of technographic data, the following information about the prospects can be obtained. Example 1: Fine-tuning. For example, Li and Bernoff (2011), explain how health care companies and individuals could use Social Technographic Profiles to identify health problems, share information, or copy strategies etc. It also has technographic and firmographic sections for B2B sellers, which B2C sellers can remove or leave blank. . Why Technographic Data is Important. Customize content marketing with technographics. This perfectly went on targeting accounts. This would make it more relevant to them. This chapter explains the purpose of the Social Technographics Profile, how people are classified into 7 groups according to their level of participation in the groundswell, gives examples to see how profiles work in practice, how Forrester Tool can be used to profile your own customers, and answers the fundamental question: why do people… . Similar to firmographics (such as industry, revenue, employee count), technographics help provide a more complete understanding of the characteristics of target accounts. Technographic segmentation for marketing management is a market research analysis tool used to identify and profile the characteristics and behaviors of consumers through the process of market segmentation.Traditionally market researchers focused on various demographic, psychographic, and lifestyle schemes to categorize and describe homogeneous clusters of consumers that comprise possible . For example, technographics providers can look at on-premise (digital and SaaS technologies) as well as premium off-premise technologies such as servers, CRMs, ERPs and other technology. . Technographics helped to bridge the gap between sales and marketing as well. The industry giants dominate the market because they succeed in serving the right product and service to the right person. Data such as contact names and customer purchase preferences are examples of demographic assets that can be used to drive targeted marketing campaigns. There are a number of reasons why people participate in social media. For example, in 2009, companies paid more than $4 billion to obtain this information from Nielsen, a marketing research company (Li & Bernoff 2011, p. 80). Back on track, the Social Technographics was presented into groups of people based on the Groundswell activities in which many individuals participate (Li & Bernoff, 2011). How to Use Psychographics in Your Marketing. They are the ones that write blogs or upload . Similar to firmographics (such as industry, revenue, employee count), technographics help provide a more complete understanding of the characteristics of target accounts. Sociographics take the target market down to the level of the individual, where they determine the specific values, attitudes, friends, hobbies, passions, and influences. Technographics is the next step in the development of market analysis after Demographics, Firmographics and Psychographics. For example, you can identify the channels your prospects use, the tech-challenges they might be facing, and even the things that don't really affect them. Example; If you are trying to target Oracle, You definitely don't want to talk to all of 135,000 employees of Oracle. For example, a payment processor or shipping company might want to find eCommerce companies that use Shopify or Magento. This is where technographics comes in. The data gives insight into how the company uses technology. These groups are divided into what is called a, Social Technographic Ladder. Tool A is robust and expensive, while tool B is light-weight and relatively cheaper. Technographics is a set of technology-based characteristics about a company and its processes. Use technographics to tailor your content to fit the technology stack of your prospects. This blog post will discuss what Technographics are, why they work so well for b2b lead generation and sales conversion, and give examples of how other businesses successfully implemented this strategy for their own organizations! Maybe you want to talk to VPs of engineering who holds the budget for whatever it is you're trying to sell. Technographics are a type of firmographic data because these technological data points are attached to organizations. Social technology is a way to classify people based on how they use social media. Technographic segmentation examples. Example 1: Fine-tuning. For example, a shampoo product might target customers who want to minimize their impact on the environment. The hardware and software used by the prospects, their marketing stack. Developed by Charlene Li and Josh Bernoff, the social media profile uses demographics like age, location, and gender to group social media users in to personas based on their amount of activity. . For example, an online education company might use site demographics and traffic of a famous blogger with a reader demographic of 80% women to justify paying her to promote an online campaign. Technographics are data-driven insights that help businesses identify which accounts are most likely to convert based on the knowledge of their current technology stack. The technographics profile will allow the user to better understand their target markets activities with social technologies, but does not create an understanding of who the target market is. . What are technographics and why they matter. To understand it better, let us take a look at its definition. Social Technographics are valuable because they can be used by companies to create their social strategies, according to Li. The report also provides guidance on how companies can create strategies using Social . The report considers, for example, how Social Technographics differ by primary motivation of online use, site usage, and PC ownership. In the context of customer testing, this type of segmentation lets you select testers based on the details of their unique tech ecosystems. Lets use Sun Life Financial as an example. H&M . With technographics, you can also gain additional information about your prospects that may aid in your B2B sales and marketing endeavors. The example of Salesforce is the best when it comes to ABM strategy. Best Free Customer Profile Template. . If, for example, you offer business software, it is logically a strategic advantage for you to know which other systems are already in use in this company. Examples of Social Technographics Profile: STP of young men and women; 2007 STP of Alpha Moms; STP of Asian and European consumers; This concept is important to businesses because it focuses on relationships rather than technologies, and it looks at the ways people participate in groundswell activities and our understanding of how social . The "social" aspect refers to the people-to-people activities in the groundswell whereas the "technographics" aspect refers to Forrester Research's methodology for surveying consumers (Li & Bernoff, 2011). For example, if a target account has secured a new round of funding but is using an inferior . . They are online consumers who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube. Technographics is a new approach to developing market research that gives businesses a detailed understanding of the technologies used by their prospects. Looking for a solution that can scale based on your needs is also a key criterion to selecting a PDF imposition software program. 249 countries covered. For example, knowing which CRM a company uses, or even whether they have adopted a CRM . Here are the core data attributes for technographic data: The technologies being used (such as accounting software, web design software, hardware like monitors and laptops) How the organization is using these technologies; When the organization acquired these technologies; With the help of technographics, marketers can identify and score accounts. Similar to firmographic data, data representing the demographics of people and company information, technographics aims to represent the demographics data of companies' technological stacks. The tech stack of every company will be different. Blog. For example, if a company is currently using a sales automation tool . . The Social Technographic Profile is t he most influential methodology for creating social media persona. For example, when equipped with the knowledge that a target account is heavily invested in Marketo, a potential CRM salesperson can customize an outreach strategy to . Use technographics to tailor your content to fit the technology stack of your prospects. For example, in the report we look at how Social Technographics profiles differ by primary life motivation, site usage, and even PC ownership. Overall, segmented marketing improves . For example, a payment processor or shipping company might want to find eCommerce companies that use Shopify or Magento. As a SaaS company, using technographics helps us find companies that are in the correct ICP, but also use CRM that we provide integrations for Hubspot and Zoho CRM. For example, young women (ages 18-27) are more conversationalists. Whereas demographic details typically encompass publicly available company details (such as industry, employee count, and annual revenue, for example), technographic details . . Technographics is a portmanteau of the words "technology" and "demographics". A hot arcade might look at the student demographics of a particular area when deciding to open a new store in an area or where to market their hottest game. Technographics can help you fill market gaps, develop new products, and . A web design agency could benefit from knowing who's using WordPress or Squarespace. Created by Forrester in 2007, the ladder places every social consumer into seven distinct niches that are as follows: Creators. Simply put, technographic data is defined as data-driven insights that help businesses identify which accounts are most likely to convert based on the knowledge of their current technology stack. Some examples would be the make of their security systems, which . What are its use cases? Women tend to be known for communicating more . Technographics is the profiling of target accounts based on their technology stacks. For example, technographics can help HR teams find the right candidate for a job based on their interactions with technology — those that are proficient using a certain tool/skill or someone with the right experience that's looking to shift jobs. Ultimate TechnoGraphics for example offers the imposition tools to support almost all forms of print imposition with 6 upgradable versions . 4 years of historical data. The groundswell is "a social trend in which people use technologies to get the things they need from each other, rather than from traditional . Let's say an eco-friendly clothing company is looking to create a basic customer persona to encapsulate their collective audience as a whole. Technographics is the next step in the development of market analysis after Demographics, Firmographics and Psychographics. Combined with targeted marketing and sales efforts, meanwhile, this information provides a way to significantly improve conversion outcomes. The Social Technographics Profile In Charlene Li and Josh Bernoff's 2011 book Groundswell: Winning in a world transformed by social technologies, they introduce the concept of the groundswell. 1. For example, when equipped with the knowledge that a target account is heavily invested in Marketo, a potential CRM salesperson can customize an outreach strategy to . 2. For example, knowing which CRM a company uses, or even whether they have adopted a CRM . "Technographics" is a mash-up of "technology" and "demographics" — together, it describes your customers' tech stacks. (Sun Life Financial, 2014) For this the user can use Alexa Technographics tells a lot more than just about prospects working with which product or competitor. . . . It was easier to understand the tech stack of the targeted audience for better engagement and conversions. Device types -- For example, desktops, notebooks . The TikTok audience, for example, really values authenticity and seeing familiar faces. Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. . Specifying a target market for your business is an essential step to remain viable. Content creators can utilize the concept of social technographics to create content that is most likely to be shared by their demographic group. Marketing The hardware and software used by the prospects, their marketing stack. The Role of Technographics in Account-Based Marketing. Essentially, they allow you to discover what really pushes your customers buttons. Technographics is the profiling of target accounts based on their technology stack. ). For example, Facebook is all about connecting people. Sales and marketing teams can gather . We know that people use it in different ways and through this it is possible to divide them into seven separate categories, with the possibility of overlapping. Its team along with an account-based partner built an Account-Based Marketing program. The flexibility and scalability of the solution will make it future proof. Intent and technographics vendor Aberdeen announced Aberdeen Behavioral Technographics, their next-generation installed technology dataset. Enfocus and Ultimate TechnoGraphics' partnership made waves in the printing business during its inception, setting an example to other companies to do the same. Some examples would be the make of their security systems, which . Technographics is a way to segment your leads based on the technological platforms they use. The goal of technographics is to help marketers understand a customer's needs by analyzing the technology they are using. Each platform has its own style of content, accounts created specifically for businesses, and built-in, self-serve advertising options. A web design agency could benefit from knowing who's using WordPress or Squarespace. The example of Salesforce is the best when it comes to ABM strategy.Salesforce Account Based Marketing for B2B Companies has built an ABM program that perfectly did its job of targeting accounts. While we utilize a breadth of firmographic data, leveraging technographics from Demandbase to gain insight into the technology profile of our customers and the respective potential use cases for those companies is an added advantage for us." Stephen Catalano Sr. Director GTM Intelligence, DocuSign. Demographics is the practice of identifying groups of people based on information about their identity. The Social Technographics ladder classifies individuals according to how they use social media platforms. For example, in the 18-24 female group in the US, 86 and 85 percent are joiners and spectators, respectively, while 48 percent in this group are creators. We created a free customer profile template that any salesperson can use as the foundation of their profile. They are 7 types of participates involved in groundswell activities: creators, conversationalist, critics, collectors, joiners, spectators and inactive. For example, businesses are able to utilize . Target Market Examples. . $0.50 $0.45 / purchase. Social technographics can be defined by splitting the term in two. Social Technographics Ladder. The more obvious benefits of technographic data - for example, a SaaS marketing content provider knowing that a prospect has a particular marketing automation solution - don't need spelling out. Creators are at the top of the Social Technographics ladder because they participate in the groundswell activities at least once a month (Li, C. & Bernoff, J., p. 43, 2011). How Do I Use Technographic Data? Technographics helps us find companies in our target region - South and North Holland. Technographics targeting, is a business-to-business (B2B) marketing strategy that focuses attention on potential customers who use a specific hardware or software stack. Aberdeen is the successor to the pioneering Ziff Davis and Harte-Hanks Access CI dataset that was developed over two decades ago. Technographics is a new approach to developing market research that gives businesses a detailed understanding of the technologies used by their prospects. Account-Based Marketing (ABM) Technographic data is a key driver of the account-based marketing approach. This would make it more relevant to them. Over the past few years, several companies have been eager to adopt technographics to inform their sales and marketing operations. On Facebook, you can get really specific and granular when picking who will be targeted by ads. This chapter really described how using this program lets you know how a certain target market gets looked at through social media. It was easier to understand the tech stack of the prospects. As a SaaS company, using technographics helps us find companies that are in the correct ICP, but also use CRM that we provide integrations for Hubspot and Zoho CRM. For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. Starts at. Regarding your client relationships, technographics can be extremely valuable for effective account-based marketing. See the picture below for descriptions of each. . Data because these technological data points are attached to organizations but more difficult to target 1: Fine-tuning whether have..., really values authenticity and seeing familiar faces the practice of identifying groups people... Use, site usage, and Why Do you Need Them understanding to the Ziff. 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