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. An example of a Creator would be The Disney Moms blog ran by Disney fans. The authors provide a few examples throughout the chapter . Demographic segmentation groups people based on population dynamics. However, when used right, technographic examples can contribute immensely to your company's growth and increased market share. Technographic. Below is an example of Finding Hyper-Focused Technographics Information by running a customized query. Example 1: If you are a web services account representative who wants to run a campaign, you can use technographic data to identify the duration of a customer's license or the version of cloud software they use. The online travel agency used technographic targeting to display ads with higher hotel prices to Mac users because their internal research showed that "people who use Apple Inc.'s Mac computers spend as much as 30% more a night on hotels." While somewhat . Use the technology data to drive sales, fuel business evolution, and engage in ROI generating initiatives. Implementing a Technographic score in this analysis . Social technology is a way to classify people based on how they use social media. This variable refers to the ways the market segment uses technology and can be crucial when coming up with a marketing strategy. For example, you can target potential customers who align with luxury lifestyle interests and have strong purchasing behavior with high ticket brands in the last 30, 60, 90 days . Technographics are a type of firmographic data because these technological data points are attached to organizations. The enterprises that use Marketo and Eloqua are usually large, with tens or . Examples include the automated identification of stroke . Technographic Segmentation - based on preferred technologies, software, and mobile devices. . 5 million in 2009, compared to $622. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Send premium offers to customers with a higher potential lifetime value. We conclude that technography, which is basically a methodology, needs to be . Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. 1. We'll explain how you can use them to create customer segmentation models below. These groups are divided into what is called a, Social Technographic Ladder. While there are certain restrictions to this data gathering — for example, personal data must be anonymized to comply with both local and worldwide privacy regulations . Technographic data is especially effective for those offering a SaaS product, as you can easily identify the customers of your biggest competitors. A person's lifestyle generally refers to their everyday activities. . 6 psychographics examples. The following are the main categories that marketers will use: Geographic. As you can see in figure 2, spectators and joiners are the two highest categories, with collectors and creators having only a 1% difference at the bottom. Technographic data gives a bedrock of information on the client, which you can leverage in future dealings if you get to work with them. . your target audience is a company that needs software solutions. The number of segments you can create is only limited by the types of data that you collect. Psychographic Segmentation - based on personal attitudes, values, interests, or personality traits. A great example of technographic data is the infrastructure and network tools they're using to the applications they prefer and the adoption rate of these applications at scale. "Deep and verified firmographic, technographic and intent data is how I was able to build over $1 billion in qualified sales pipeline over the . For instance, data you get from . One of the more classic examples of technographic targeting was that of Orbitz.com. CONCLUSION. 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. These pieces of software indicate more than just the fact that a company is using marketing automation. 9) Profitability segmentation Overall the past two years (App. For example, you can identify the channels your prospects use, the tech-challenges . The groups are often organized in the style of a ladder, known as the Social Technographics Ladder (Li & Bernoff, 2011, pg. This is the most common type of segmentation, and is what comes to mind when most people hear the term market segmentation. The majority of B2B companies use, . . The hardware and software used by the prospects, their marketing stack. Technographic data can help agencies find and convert new clients. Combined with targeted marketing and sales efforts, meanwhile, this information provides a way to significantly improve conversion outcomes. . Lifestyle. 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. The age range for this profile ranges from 18 to 45. Technographic data is only just becoming popular. You've already determined through . 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, Mailchimp found that segmentation led to 14.31% higher email opens and 100.95% more clicks than non-segmented campaigns. The key characteristics of the technographic approach are discussed, using examples drawn from agricultural production. Technographic understands an organization's tech behavior. UK English definition of TECHNOGRAPHIC along with additional meanings, example sentences, and ways to say. Sales and marketing teams can gather . . You can pass the survey through emails. The concept of performance helps to distinguish technography from some common agronomic as well as social science approaches to technological change. Technographics is a new approach to developing market research that gives businesses a detailed understanding of the technologies used by their prospects. A Simple Example of Technographic Data. According to the mapping software company ESRI, most of the people in the 70117 zip code fit in a lifestyle group they call Modest Income Homes. For example, as a marketer in the photograph industry, it requires to build a groundswell strategy for special occasions. Speaking your prospects' language and . As an example, "growth-minded marketing leaders at e-commerce companies." The only problem is that this does not provide a deeper picture with specific data points and insights. If, for example, you offer a B2B software, it is essentially an awesome head start for you to know which other systems are already in use in this company. August 16, 2021. Buy Technographic Data. For example, the Spotify app triggers this pop up when free users try to skip too many songs: 5. Technographic Segmentation. Wood outlines a variety of variables that marketers can segment their markets with. The term 'Social Technographic Segmentation' was first used by Dr. Edward Forrest in 1985. . . This can mean the area where they live, the people they associate themselves with, what their hobbies are and other . Wood outlines a variety of variables that marketers can segment their markets with. For example. The authors provide a few examples throughout the chapter . Example of using demographics and psychographics in marketing. The Social Technographic Profile includes the following groups: creators, conversationalists, critics, collectors, joiners, spectators, and in-actives. This work describes a systematic technographic review of the functionalities and potential impact of AI applications and the characteristics of the vendors. Technographic data helps SaaS companies think like their prospects and truly assess the sales opportunity at hand. 43). This is the easiest way to procure usable and relevant technographic data. English dictionary definition of TECHNOGRAPHIC along with additional meanings, example sentences, and different ways to say. With the help of technographics, marketers can identify and score accounts. The Social Technographic Profile includes the following groups: creators, conversationalists, critics, collectors, joiners, spectators, and in-actives. Use technographics as a filter when building market segments and account lists For example, you can identify the channels your prospects use, the tech-challenges . Timely, accurate and actionable "graphic" data — demographic, technographic, and firmographic — can help B2B organizations create custom-built sales and marketing strategies and improve . Here are the most commonly used segment types by email marketers: Demographic. Technographic data from providers also ensure legal compliance with data collection, which may be a downside to you as the business owner. ABM success relies on effective targeting and prioritising the highest quality leads (for example on sales call lists). . Technographic data, when handled correctly, may assist organizations in aligning their product offerings with digital transformation demands and capturing client attention. Similar to firmographic data, data representing the demographics of people and company information, technographics aims to represent the demographics data of companies' technological stacks. There are many reliable vendors in this space, like SMARTe. For example, cloud-based learning platform Mindflash recognized potential demand for a Salesforce training program and, once it was ready, used technographic signals to easily identify which . Demographic Segmentation. The goal of technographics is to help marketers understand a customer's needs by analyzing the technology they are using. RampedUp Global Data Solutions offers a 10% discount when you buy data from them through Datarade. 43). . For example, a payment processor or shipping company might want to find eCommerce companies that use . What are its use cases? 6 psychographics examples. The groups are often organized in the style of a ladder, known as the Social Technographics Ladder (Li & Bernoff, 2011, pg. 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. For example, companies that have expertise in scraping this data like Datanyze and StackShare offer this data to customers. The following are the main categories that marketers will use: Pricing for 7500 Technographics covering 18 Million Companies starts at USD0.50 per purchase. Send information about discounted products to people who only buy discounted products. technographic targeting (technographics) Technographics targeting, is a business-to-business (B2B) marketing strategy that focuses attention on potential customers who use a specific hardware or software stack. For example, businesses are able to utilize . For example, an account may be adopting an open source tech stack after earlier indicating a shift away from proprietary stacks; or an account may have started moving its . 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. For example, a shampoo product might target customers who want to minimize their impact on the environment. 8 million in 2008. With the help of technographic data, the following information about the prospects can be obtained. Gain competitive advantage through a comprehensive analysis of technology. You, as a provider of software solutions, would want to approach this audience, address their pain points, and offer your solutions. To obtain a better understanding of each category within the . By knowing how prospective clients are using technology for their own businesses, agencies can begin to connect with them right when and where they are looking for help. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. For example, an account may be adopting an open source tech stack after earlier indicating a shift away from proprietary stacks; or an account may have started moving its . For example, when you're targeting a prospective customer, one way to get data is to put the company's staff through a survey. The concept includes two words 'Social' and 'Technographic'. In this blog I would be exhibiting an example of how growing charitable & humane organizations of Edmonton, such as HART, can use these social technographic profiles for their institutional . The groups are often organized in the style of a ladder, known as the Social technographics ladder (as pictured to the right). Here 'Social' means people-to-people activities in the groundswell, whereas 'Technographic' refers to surveying customers based on technology used by consumers. . Technographic data is a way of understanding a company's technology stack such as knowing what hardware and software they're using, which tools and applications they frequently use, and how they implement and utilize their varying systems and platforms. Let's say, for example, that you sell a quilting goods box that ships out monthly. Technographic data, when handled correctly, may assist organizations in aligning their product offerings with digital transformation demands and capturing client attention. An infographic resume helps job candidates in getting noticed during the recruitment process by turning their text-based resumes into stunning infographics. Want to narrow a list, expand your market, or deeply understand a specific account? Go a step further and know the purchase intent of your audience. Making the Business Case for Technographics. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. According to Wood (2014, P 65), market segmentation "is the process of grouping customers within a market according to similar needs, habits, or attitudes that can be addressed through marketing". . Lifestyle. Entries with "technographic". Good technographic data also tells you . The Social Technographic Profile includes the following groups: creators, conversationalists, critics, collectors, joiners, spectators, and in-actives. . Customer segments can be broken down is several ways . This is the most common (and the most pain-free) way for a company to collect technographic data. Psychographics is often more helpful to marketers but more difficult to target. For example, scripts in the source code of a company's website could indicate specific software solutions. So, in addition to writing a perfect pitch, nailing a . Data such as contact names and customer purchase preferences are examples of demographic assets that can be used to drive targeted marketing campaigns. The MarTech landscape alone is exploding at a rapid rate. 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. . An example of technographics for effective sales processes is that it provides a complete 360 . Consider an example - Suppose you're a provider of professional services. On the other hand, if your use case is time-critical, you can buy real-time Technographic Data APIs, feeds and streams to download the most up-to-date intelligence. Good technographic data also tells you . . 8. Some vendors have more than one application, each for a specific task, while others have one application that can perform several . Technographic segmentation examples. Here's how technographic insights can help you decide how close your audience is to buy your products or services - Timing prospect needs; You can sell to the right businesses at the right time. Account-Based Marketing (ABM) Technographic data is a key driver of the account-based marketing approach. This age group can be further divided into gender: male or female. School's In: Back-to-school shopping is an American tradition. The availability of technographic data is increasingly being considered as "table stakes" for an account-based marketing platform. . 8) Accessibility Nike has been accessibility in any market segmentation through advertisement. Then would be the Critics. Using both demographic data and psychographic data can make your marketing campaign more effective and ultimately lead to an increase in sales or proficiency. The availability of technographic data is increasingly being considered as "table stakes" for an account-based marketing platform. Technographic data refers to analyzing ownership and usage of technology by a particular company. Technographic segmentation Depending on the product or service you provide, you may choose to segment customers based on the type of device they use. Technographic segmentation has become more popular in recent years, and it refers to dividing your audience based on the technology they use. Related words & phrases technographic technographical. A person's lifestyle generally refers to their everyday activities. Turn Loyal Users into Advocates Auto Market Segmentation Method #3: Technographic Segmentation. . Technographic segmentation is used to identify and profile the characteristics and behaviors of consumers through the types of . The online travel agency used technographic targeting to display ads with higher hotel prices to Mac users because their internal research showed that "people who use Apple Inc.'s Mac computers spend as much as 30% more a night on hotels." While somewhat . While there are certain restrictions to this data gathering — for example, personal data must be anonymized to comply with both local and worldwide privacy regulations . 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. Whereas demographic details typically encompass publicly available company details (such as industry, employee count, and annual revenue, for example), technographic details . Customer segmentation examples. For a retailer skilled at effective segmentation, it can also be a highly profitable time of year. Connect with RampedUp Global Data Solutions to get a quote and arrange custom pricing models based on your data requirements. Buying data from third-party providers - companies can purchase technographic data from data providers like Cognism. Send special offers to people who buy the most or spend the most on your products. This can mean the area where they live, the people they associate themselves with, what their hobbies are and other . According to Wood (2014, P 65), market segmentation "is the process of grouping customers within a market according to similar needs, habits, or attitudes that can be addressed through marketing". A word to the wise: It is highly advisable to purchase from reliable technographic data providers like Clodura to achieve Hyper-Targeted Sales Prospecting, High-Quality Sales Conversations & Higher Sales Productivity. Social Technographics. One of the more classic examples of technographic targeting was that of Orbitz.com. Here are some examples of segmentation in action. Technographic data is a way of understanding a company's technology stack such as knowing what hardware and software they're using, which tools and applications they frequently use, and how they implement and utilize their varying systems and platforms. Technographics is a set of technology-based characteristics about a company and its processes. 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. Last but not least, there's technographic segmentation which aims to target users based on the role technology plays in their life. . Over the past few years, several companies have been eager to adopt technographics to inform their sales and marketing operations. In 2016, VentureBeat rightly proclaimed, "'Technographics' is the new demographics". 81% of those who have access to technographic data make them more prepared to talk to sales professionals. Within this Technographic segment, 31% of them are Creators that at least once a month publish a blog post, upload content to a site such as YouTube or maintain a page on the Web (Li & Bernoff, 2011). . technography: technography (English) Noun technography (uncountable) The description of the arts and crafts of tribes and peoples. In essence, technographic data allows you to understand the technology and tools used by your target accounts. 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 . Psychographic. 5) Sales Group sales decreased by 8% and amounted to $572. Below, let's check out 8 different types of market segmentation. Technographic data provides information about the hardware or software used by a specific person or company, their usage patterns or their attitudes to specific technologies. . Technographic data adds a layer of intelligence on top of a brand's demographic and firmographic data. ABM Scoring: this Technographic B2B Use Case was already mentioned in conjunction with Demographics and Firmographics but it's also significantly relevant individually. Four actionable benefits of technographic data include: 1. Demographics is the practice of identifying groups of people based on information about their identity. Why Technographic Data is Important. An example of a social technographic profile: Photography Industry . When to Use: Stand out in industries that are the most open to non-traditional resumes such as graphic design, marketing, and tech startups. . Technographic profile is mostly a comparison of two or more . Because it's part of our Account Intelligence™, you can access our technographic data when and where you need it, across the entire Demandbase One Suite. On its own, technographic data offers a window into company technology use. For example, historical Technographic Data is usually available to download in bulk and delivered using an S3 bucket. In essence, technographic data allows you to understand the technology and tools used by your target accounts. . Behavioral. App. . Visual resume. . Well, take for example the growing number of solutions within every business category. The Social Technographic Profile is a great tool for structuring growth strategies, establishing brand recognition, and in creating customer retention. For example, imagine there's a SaaS company that wants to send . For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. The majority of B2B companies use, . Segmentation based on technographic data As a restaurants target market age range and gender are not always specific, here is an example of where Canadians fall on the social technographic ladder (with age and gender not specified). 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They are using marketing automation software like Marketo or Eloqua 6 psychographics examples technographic can.
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