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What Is Technographics?

Technographics is the analysis or the technology a company uses. This not only refers to hardware, software, and applications but also to information about when the company purchased the technology.

Technographic segmentation is another common term for this data category.

Where Does Technographic Data Come From?

The two main sources of technographics data are surveys and web scraping or web crawling. However, as web-based methods become more sophisticated, surveys continue to fall out of favor. In fact, in addition to simple web crawling, more data providers use NLP and other semantic programs to identify technographic information.

What Types of Columns/Attributes Should I Expect When Working with This Data?

Generally, data providers organize technographics data into tables listing technology by type, such as CRM programs, data management tools, domain names, and web analytics tools.

Additional technographics information includes the amount the company spends on tech, their NAICS code, their amount of funding, and—of course—any changes to any of the above.

What Is Technographics Used For?

The primary purpose of technographic data is B2B sales and marketing. The knowledge of what products your leads use helps you personalize your sales and marketing strategy.

Other uses of this data include competitor analysis and product development as well as increasing customer satisfaction rates.

How Should I Test the Quality of Technographic Data?

Whether creating your own technographics dataset or looking to purchase data from one of the providers for review on our site, it is better to opt for data collected via web scraping or web crawling as opposed to surveys.

Beyond that, simply make sure the data is complete and accurate, with no delays in updates; your business strategy must be highly responsive to change in order to be successful.

Interesting Case Studies and Blogs to Look Into

Datanyze: The Data Powering Engagio’s Account-Based Everything Approach
Leadiro: Technographic Data: What is it, and why should you be using it?

Tangible Examples of Impact

Businesses need the ability to cleanse and enrich the stale and incomplete data in their customer relationship management and marketing automation systems. Enterprises also need to streamline their data acquisition and integration strategies, evolving from stitching together multiple types of data—such as account, intent, and technographic—from disparate, untrustworthy sources to rooting them in a single source of truth.

Martech Cube: Business Intelligence Leader ZoomInfo Acquires EverString

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