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For those who aren’t familiar with the concept of technographics, allow us to explain. The term technographic data, or technographics, refers to the essential technologies and tools a business uses to function. Beyond that basic definition, more robust technographic data contains insight into purchase behavior, renewal dates, historical purchases and more.

In the B2B world, technographic data points often serve as critical buying signals. Consider how helpful it would be to have access to a list of companies that recently ended contracts with your biggest competitor. Most importantly, you’d have a list of highly-qualified, sales-ready prospects to reach out to.

Here at ZoomInfo, we’re big proponents of using technographics as part of the sales process. But, we’ve struggled to find any outside research regarding the use of technographics by B2B sales professionals. So as any great marketers would do, we decided to do a little digging and conduct our own investigation. Thus, The 2019 Technographic Data Report for B2B Sales Organizations was born.

The 2019 Technographic Data Report for B2B Sales Organizations.

In today’s blog post we investigate the findings of our research and review three important takeaways. But first, let’s cover some important background information.

To create the 2019 Technographic Data Report, we surveyed approximately 250 B2B sales professionals about technographics.

The majority of respondents (219) reported working in small to mid-size businesses (1-1000 employees). The remainder of respondents reported working in larger organizations. Respondents reported a wide range of job experience with 23.68% in entry-level jobs, 34.47% in management-level jobs, 22.35% in mid-management-level jobs, 14.02% in director-level roles, and 5.30% in C-Level positions.

Now, without further ado, here’s what we uncovered about technographic data in the B2B sales world:

1. Access to technographics leads to a dramatically better sales process.

Perhaps the most critical finding of our research, is how impactful technographic data is when incorporated into the sales process.

Although sales reps at ZoomInfo had figured out how to successfully leverage technographic data, we were curious to see if other organizations were using this type of B2B data effectively. Consider these statistics (source):

  • 81.10% of those with access to technographic data say it helps them feel more prepared to talk to sales prospects.
  • 80.52% of those with access to technographic data say it’s given them more insight into prospects and customers.
  • 79.84% of those who have access to technographic data say it’s had a positive impact on their company’s bottom line.

One respondent summed up our findings best, “As an SDR, knowing which technologies we integrate with and which competitive technologies my prospect is using has been immensely helpful for both identifying if they are a fit and tailoring my outreach.”

2. Technographic data is a critical advantage in a highly competitive marketplace.

The second lesson we learned is this: If leveraged correctly, technographics can be a critical advantage over competitors. In fact, of the respondents with access to technographic data during the sales process, 67% say technographic data has allowed them to successfully win over a prospect from a competitor (source).  Here’s how:

  • Target the competition’s customers: With technographics, businesses can quickly identify prospects and customers working with competitors.
  • Prevent customer churn: With technographics, companies can monitor customer purchase behavior to identify at-risk accounts.
  • Penetrate new markets: As growing companies look to expand, understanding the technological landscape can reveal opportunities to reach new markets.

For an in-depth look at how to execute these different tasks, check out the following article: 6 Reasons to Target Prospects Using Technographics.

3. There are still significant roadblocks preventing organizations from purchasing technographic data.

At this point, we can all agree, technographic insight is a helpful resource for sales organizations. In fact, a staggering 72.3% of those surveyed report that technographic data is either somewhat important or very important to their company (source). Yet, despite understanding the value of technographics, 52.45% of those surveyed also say their company does not have access to technographic data during the sales process (source).

So, where’s the disconnect? Why aren’t more companies investing in technographics? Here’s what we found:

  • Lack of familiarity: More than 47% of respondents reported that they were unfamiliar with the term “technographic data” (source). And, this was to be expected. Although the concept of targeting prospects based on their technology choices has long been part of the B2B sales process, the term “technographics” is relatively new.
  • Limited availability: Up until recently, businesses couldn’t purchase technographics in large quantities. Instead, sales reps had to speak directly with prospects and customers to gather this information.
  • Fragmented buying committees:  More than 80% of those surveyed aren’t in roles typically responsible for signing off on major purchases (source). So, although sales reps understand the value of technographics, in organizations where there is limited communication with sales leadership, those in charge of making purchases might not be.

As more organizations begin to use technographics, these three roadblocks will likely become less of an issue.

Key Considerations and Final Thoughts

There’s no way around it—modern buyers are more educated than ever before. In fact, it’s estimated that 50-90% of the buyer’s journey is complete before a prospect even speaks to a sales rep (source). Yet, in order to be successful, modern sales teams must be one step ahead of prospects at all times. That’s where technographics come in.

Technographics, when combined with demographic and firmographic data, provides a 360-degree view of B2B sales prospects and customers. With technographic data, it no longer takes three or four conversations to understand where a prospect might be in the buying journey. Instead, sales reps can access this data long before speaking to a prospect or customer. This ultimately allows for more customized solutions and more productive conversations.

Technographic data adds necessary context to important selling activities—enabling sales organizations to close more deals, faster.

Contact our sales team today to start your free trial of ZoomInfo, the leading business information company. We offer technographic insights and solutions that integrate seamlessly into your current workflows.

About the author

Molly Clarke

Molly Clarke was the Director of Digital Marketing at ZoomInfo, the leading data intelligence platform for sales and go-to-market organizations.

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