There is always pressure on marketing operations to stop being just another cost center and being a core performance-driven function. Hence intelligent data sets with custom Marketing and Sales intelligence are the new need of the hour.
Better data intelligence that offers a strategic advantage and enables the goals of sales & marketing operations teams within an organization can pave the way for smarter, quicker decisions that generate higher returns.
The right data teamed with deep-dive technographic intelligence and insights are crucial to achieving centralized sales and outreach goals.
Sales operations and Marketing operations teams can empower their efforts with technographic install base to engage with their target prospects and customers successfully amid growing competition.
By combining different data sets and different data points with relevant tech install base within existing Martech systems like CRM, marketing efficiencies and sales win rates increases significantly.
How does data intelligence backed by technographic enable marketing and sales teams?
Total Addressable Market
More accurate identification of total addressable market (TAM) based on technology categories you sell and actual technology consumption patterns of your target contacts and target accounts
Whitespace Analysis
Whitespace analysis backed by technology intelligence -buying behaviors of your prospects can contribute to a more successful identification of relevant sales and marketing opportunities based on the audience’s technology consumption patterns
ICP and Customer lookalikes
Identifying accounts that can possibly use your solution based on the technographic intelligence they currently use help marketing operations & sales ops teams define a more focused approach to acquiring them
Technology-use based Audience Segmentation
Segmentation of target lists based on the technology products they currently use or will most likely use can form a stronger foundation for overall campaigns. Marketing and tech install base derived from technographics help marketing teams know which technologies are currently trending or will the most likely trend in the future. This allows them to position their product to capitalize on market behaviors.
Appropriate Marketing and Sales Messaging
Insights based on technology buying behaviors and tech spends can improve relevancy in marketing and sales messaging, sales pitches and other outreaches
Account Qualification
Intelligence backed by technographics helps Marketing and Sales Qualify accounts based on IT spend capacity and technology preferences
Identification of in-market accounts
Knowing which target companies are currently in-market for a tech product like yours reduces prospecting time and effort by up to 13%. The intelligence backed by technographics offers details on those who have a higher propensity to buy your product too leading to significantly reduced sales cycles. A combination of all of this leads to increased win rates.
Sales Territory Prioritization
Defining Sales territories based on revenue potential to align efforts of Field Sales teams saves resources and reduces the sales cycle and prospecting efforts of teams
Focused and timely Targeting
With the extent of noise and competition in the marketplace today, identifying the right target audience and creating data-backed personas is an important stage in the process. A better understanding of who you are talking to base on their technology-buying journey can reveal so many more pain points or behavioral patterns that seasoned marketers can dip into to tighten their targeting messages and overall efforts.
Improved Competitor Intelligence
Using technographic-backed business intelligence to identify your competitor’s customers, find the industries your competition is targeting next and identify whitespace gives you the edge you need to beat the competition at its own game.
B2B marketing teams in some of the world’s leading technology companies find their competitors customers who are most likely to switch to their product based on this. Others use it to track the technologies powering their competitor’s marketing and sales efforts in an effort to up their own game.
Focusing on quality data and intelligent insights lead to better quality leads and overall business growth
This starts by having clarity on market opportunities and a better understanding of the target audiences to drive effective sales outreach
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I love the piece about ICP and Lookalikes! This is one of the most underutilized pieces of research that has a massive impact on your acquisition efforts…why wouldn’t you seek our other like customers? Seems crazy not to. This is a sure-fire way to scale your acquisition efforts without too much additional effort! Win-Win.