What are the different types of Technographic Data?
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In the world of business sales, technographic data is like a special map that shows us what tools and technologies other companies are using. Imagine it as a way to peek into the digital toolbox of businesses. This information helps sellers understand what kind of gadgets and software a company uses to get their job done.
Now, why is this important? Well, it’s a bit like knowing what ingredients a chef uses in their kitchen. If you’re selling something to a business, knowing the tools they already have helps you offer something that fits right in or solves a problem they might be facing.
For example, if a company is already using a certain type of software, you can always say, “Hey, our product works really well with what you already have!” It’s a bit like recommending a new app to a friend because you know they love a similar one.
This technographic data isn’t just about being nosy; it’s about being smart in how we approach selling. It helps businesses personalize their pitches, know what problems to solve, and even predict what might be needed in the future. So, think of technographic data as a guide that helps businesses sell their products or services in a way that makes sense for the other businesses they’re talking to. It’s like having a cheat code for better, more effective sales!
What are technographics data types?
Technographics data is the data we provide when a company is using a particular software like X, Y, or Z and
1. They started using it at a specific date.
2. They have been using it for the last 3 years.
3. The amount of money they are spending on that technographics data or technology.
4. The estimated date of contract expiration.
Another way of defining technographics data is by seeing what all technologies are being used by a company, how long have they been using it and what is their technology percent.
Is technographics data useful for all?
Technographics data is not necessarily for everyone. Similarly, every marketer does not need to qualify their customers based on the technologies they are using. For instance, if you are going to target Human Resources or Talent Acquisition folks, you do need highly intense data but not necessarily technographics.
1. You must target them based on the number of hirings that they are doing.
2. You do not need to know the software they are using.
3. You should know the software they are using, only when you are selling the technology that is sitting on another technology they are using.
4. The technology that they have, indicates their purchasing power or digital maturity.
What are the various types of technographic data that provide a roadmap for businesses aiming to understand their competitors, improve marketing strategies, and make informed decisions?
Here are different types of technographics data:
1. Hardware technographics: At the core of every technological infrastructure is hardware. So hardware technographics focus on the physical components that keep the digital world running. This contains servers, storage devices, and network equipment. By analyzing hardware technographic data, businesses can gain valuable insights into a company’s IT infrastructure, helping them tailor their products or services to meet typical technological requirements.
2. Software technographics: Software technographics are about applications and programs that organizations use to streamline their operations. This type of data reveals the software stack a company relies on, from customer relationship management (CRM) systems to enterprise resource planning (ERP) solutions. By gaining an understanding of a company’s software preferences, businesses can gain valuable insights that can help them create products that complement the existing software or even integrate seamlessly with the tools already in use. This way, they can ensure that their products are designed according to the specific needs of their customers, thereby enhancing the overall customer experience and satisfaction.
3. Cloud technographics: With cloud computing becoming increasingly prevalent, cloud technographics have appeared as a critical component of technographic data. This type of information focuses on a company’s utilization of cloud services, such as infrastructure as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS). Understanding a company’s cloud technographics is essential for businesses aiming to offer cloud-compatible products or services.
4. Networking technographics: Networking technographics focus on a company’s communication infrastructure. This includes details about the type of networking equipment, communication protocols, and security measures in place. This technographics can be a goldmine of information, guiding businesses, operating in the telecommunications or cybersecurity sectors in customizing their offerings to address specific connectivity and security needs.
5. Cybersecurity technographics: Since data breaches and cyber threats are dominant, cybersecurity technographics provide insights into a company’s security measures. This includes information about firewalls, antivirus software, and other security protocols in use. Businesses specializing in cybersecurity solutions can leverage this data to tailor their offerings to address specific vulnerabilities or enhance an organization’s existing security infrastructure.
How to judge the data quality?
Here’s how you can judge the quality of data:
1. Presence of recruiters in technographics data indicates bad data.
2. Presence of IT outsourcing companies indicates that data requires cleansing.
3. Missing or mismatched date columns/date spread indicates bad data.
Still confused?
Read more about technographics data here- https://www.oceanfrogs.com/technographics/types-of-data-in-technographics/
Conclusion
Technographic data is a powerful tool for businesses seeking to understand the technological footprint of their competitors and customers. By exploring hardware, software, cloud, networking, and cybersecurity technographics, organizations can gain a comprehensive view of the digital landscape. Armed with these insights, businesses can make informed decisions, develop targeted marketing strategies, and stay ahead in the ever-evolving world of technology. Embrace the power of technographic data, and unlock the potential for innovation and growth in the digital age.
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