technographics examples

Whereas demographic details typically encompass publicly available company details (such as industry, employee count, and annual revenue, for example), technographic details . The Social Technographics Profile classifies people according to how they use social technologies.It includes the following groups: Creators- They make social content go. Technographics examples. For example, businesses are able to utilize . It also has technographic and firmographic sections for B2B sellers, which B2C sellers can remove or leave blank. Technographics is a portmanteau of the words "technology" and "demographics". Sales and marketing teams can gather . . 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. Leveraging psychographics will: Mature your current offering. 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 is the next step in the development of market analysis after Demographics, Firmographics and Psychographics. We created a free customer profile template that any salesperson can use as the foundation of their profile. Technographics helps us find companies in our target region - South and North Holland. Enfocus and Ultimate TechnoGraphics' partnership made waves in the printing business during its inception, setting an example to other companies to do the same. Example. Technographics data is primarily focused on applications and IT in both digital and non digital environments. . 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 there are certain restrictions to this data gathering — for example, personal data must be anonymized to comply . 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. Example 1: Fine-tuning. . 1. They are 7 types of participates involved in groundswell activities: creators, conversationalist, critics, collectors, joiners, spectators and inactive. Social technographics can be defined by splitting the term in two. Below is an example input on the selected filters. Common firmographic data examples include: "Technographics" is a mash-up of "technology" and "demographics" — together, it describes your customers' tech stacks. Think of it like the technology profile of an entity. Firmographic data shifts the focus to organizations — or firms — to collect and analyze key information about the operation of enterprises themselves. I personally believe that every businesses or self-employed people who have customers/clients, should have an understanding to the Social Technographics infrastructure. Blog. Psychographic Marketing: An E-Commerce Example. Technographics are a type of firmographic data because these technological data points are attached to organizations. Regarding your client relationships, technographics can be extremely valuable for effective account-based marketing. Customize content marketing with technographics. Similar to firmographics (such as industry, revenue, employee count), technographics help provide a more complete understanding of the characteristics of target accounts. Technographics tells a lot more than just about prospects working with which product or competitor. 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). In the context of customer testing, this type of segmentation lets you select testers based on the details of their unique tech ecosystems. This would make it more relevant to them. For example, knowing which CRM a company uses, or even whether they have adopted a CRM . 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. Psychographics is often more helpful to marketers but more difficult to target. The data gives insight into how the company uses technology. In an age where everyone around you is screaming "customer-centricity" and "personalization", psychographic segmentation will help you become more relevant as a brand. "Technographics" is a mash-up of "technology" and "demographics" — together, it describes your customers' tech stacks. Ultimate TechnoGraphics for example offers the imposition tools to support almost all forms of print imposition with 6 upgradable versions . 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. 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. The value of Social Technographics comes when it's used by companies to create their social strategies. Let's say an eco-friendly clothing company is looking to create a basic customer persona to encapsulate their collective audience as a whole. What are its use cases? . Groundswell, for example, refers to people or customers and employees. The Social Technographics ladder classifies individuals according to how they use social media platforms. Demographics is the practice of identifying groups of people based on information about their identity. For example, if a target account has secured a new round of funding but is using an inferior . Intent and technographics vendor Aberdeen announced Aberdeen Behavioral Technographics, their next-generation installed technology dataset. With the help of technographic data, the following information about the prospects can be obtained. The Social Technographic Profile is t he most influential methodology for creating social media persona. 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. On its own, technographic data offers a window into company technology use. Technographics is a way to segment your leads based on the technological platforms they use. For example, if a company is currently using a sales automation tool . Over the past few years, several companies have been eager to adopt technographics to inform their sales and marketing operations. This would make it more relevant to them. Technographics is a new approach to developing market research that gives businesses a detailed understanding of the technologies used by their prospects. In addition, creating the respective segments for your potential clientele helps you identify priorities and effective ways to reach different types of business. 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. Social technology is a way to classify people based on how they use social media. . . The TikTok audience, for example, really values authenticity and seeing familiar faces. It was easier to understand the tech stack of the targeted audience for better engagement and conversions. Technographic segmentation examples. 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. $0.50 $0.45 / purchase. In addition, 93 percent of the males in . Tool A is robust and expensive, while tool B is light-weight and relatively cheaper. 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. Use technographics to tailor your content to fit the technology stack of your prospects. Create data-driven customer profiles. Marketing A web design agency could benefit from knowing who's using WordPress or Squarespace. Similar to firmographic data, data representing the demographics of people and company information, technographics aims to represent the demographics data of companies' technological stacks. 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 . How Do I Use Technographic Data? Much like demographics and psychographics, technographic profiling is a criteria built upon the technology they use. Customize content marketing with technographics. Help you become more relevant in the market. . For example, a payment processor or shipping company might want to find eCommerce companies that use Shopify or Magento. Social Technographics are valuable because they can be used by companies to create their social strategies, according to Li. It was easier to understand the tech stack of the prospects. 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). 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 . Technographic data refers to analyzing ownership and usage of technology by a particular company. On the other side of the spectrum, a product design team can analyze user interaction to . 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. . . 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). 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. The hardware and software used by the prospects, their marketing stack. 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. Why Technographic Data is Important. To understand it better, let us take a look at its definition. 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. Technographics (use of certain hardware or software in companies) as a source of inspiration for a promising approach in marketing and sales. Using technographics, you can identify customers of a complementary or competing product and try to convert them. Four actionable benefits of technographic data include: 1. Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. Technographics is the profiling of target accounts based on their technology stacks. With the help of technographics, marketers can identify and score accounts. The Role of Technographics in Account-Based Marketing. Maybe you want to talk to VPs of engineering who holds the budget for whatever it is you're trying to sell. Aberdeen is the successor to the pioneering Ziff Davis and Harte-Hanks Access CI dataset that was developed over two decades ago. How to Use Psychographics in Your Marketing. Content creators can utilize the concept of social technographics to create content that is most likely to be shared by their demographic group. Trying to sell a hamburger to vegetarians will only lead to wastage of time, effort, and money and a poor brand image. 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 helps us find companies in our target region - South and North Holland. The report also lays out how companies can create strategies using Social Technographics. 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; . Enhance your brand equity. The groundswell is "a social trend in which people use technologies to get the things they need from each other, rather than from traditional . 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! 4 years of historical data. Content . Target Market Examples. Its team along with an account-based partner built an Account-Based Marketing program. Technographics client profiling acquired from global data providers enables teams to find the right companies to target. This chapter really described how using this program lets you know how a certain target market gets looked at through social media. . For example, young women (ages 18-27) are more conversationalists. . . . H&M . Women tend to be known for communicating more . 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. Combined with targeted marketing and sales efforts, meanwhile, this information provides a way to significantly improve conversion outcomes. - Keeping up friendships. 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. 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. Ultimately, the essence of social technographics is the process . 10 Reasons Why Every . 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. Social Technographics Ladder. . For example, companies that have expertise in scraping this data like Datanyze and StackShare offer this data to customers. See the picture below for descriptions of each. For example, in the report we look at how Social Technographics profiles differ by primary life motivation, site usage, and even PC ownership. Related resources. For example, consider a great number of your prospects using two automation tools: say 'A', and 'B'. For example, if employees are researching topics about Excel, they are . 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. These groups are divided into what is called a, Social Technographic Ladder. . Account-Based Marketing (ABM) Technographic data is a key driver of the account-based marketing approach. . 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). 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. . Creators are the individuals that make social content 'go'. Technographics is the profiling of target accounts based on their technology stacks. 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. Data such as contact names and customer purchase preferences are examples of demographic assets that can be used to drive targeted marketing campaigns. Technographics is a new approach to developing market research that gives businesses a detailed understanding of the technologies used by their prospects. With the help of technographic data, the following information about the prospects can be obtained. It includes sections for demographic, psychographic, geographic, and behavioral data. . Each platform has its own style of content, accounts created specifically for businesses, and built-in, self-serve advertising options. This perfectly went on targeting accounts. Technographics is the next step in the development of market analysis after Demographics, Firmographics and Psychographics. 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. The goal of technographics is to help marketers understand a customer's needs by analyzing the technology they are using. Below is an example of Finding Hyper-Focused Technographics Information by running a customized query. Specifying a target market for your business is an essential step to remain viable. 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. . Best Free Customer Profile Template. It is still to this day the perfect example of combining two sets of strength and expertise, to build something greater. . The flexibility and scalability of the solution will make it future proof. 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. . Lets use Sun Life Financial as an example. ). The work of Li and Bernoff created new terminologies such as groundswell energy and Social Technographics. For example, a payment processor or shipping company might want to find eCommerce companies that use Shopify or Magento. 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. Technographics can help you fill market gaps, develop new products, and . For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. In 2016, VentureBeat rightly proclaimed, "'Technographics' is the new demographics". The tech stack of every company will be different. Use technographics to tailor your content to fit the technology stack of your prospects. Example 1: Fine-tuning. . There are a number of reasons why people participate in social media. Sociographics are the characteristics that influence the way people receive and perceive . ABM . 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. Starts at. 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… Audience for better engagement and conversions with technographics customers and employees ages 18-27 ) are more.. 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