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Is Technographics Useful for B2B Marketers?

It’s data everywhere. Well, are you getting enough value off it to refine your sales and marketing endeavors? As a B2B marketer if you still aim to fly high with traditional sources like Demographics and Firmographics, probably you are beating around the bush. So, how can you reach out to your customers with a difference in approach? The key lies in Technographics – the latest and the popular tool for targeting potential tech customers.

First off, what is Technographics? It’s not a tool or fixed software, rather a method which allows you to get a glimpse of the tech stack of other companies. It means as a B2B if you can find out what software or tech tools other companies are using, then you can pitch them your services with great cutting edge.

Remember it is not patented like IPhone or some company’s slogan; it’s a technique that involves some methods that help you reveal your targeting client’s tech information. Basically, it’s like data mining, though account based. Technographics is much relevant today because data that fits into the categories like firmographics or demographics are all common today. You need something special to sell tech products.

Basically, technographics is used by B2B marketers for generating leads for selling tech products. Some of the great benefits are:

Know your Competitors: By knowing their technology stack you are directly peeping inside their working methodology. Are they using the same technology as you use or they differ? This information reveals a lot about their service portfolio.

Monitoring becomes Easy: If you know their tools and tech stack, you can monitor and observe their activities for some period of time to draw conclusions. This will tell a lot about their trending offerings.

Getting into New Markets: Nowadays, nearly all industries use tech stack, like CRM and Automation and Digital Marketing for expanding their reach.

It Makes you Smarter: By drawing analysis of technology data, you can work on your priorities. With technographics, you can make a difference in the competition curve easily.


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