13 Compelling Statistics About Technographic Data and B2B Sales

technographic data statistics

Technographic data is having its moment in the B2B sales world. But unlike other passing sales trends, it looks like technographic data is here to stay. For those who may be unfamiliar with the term, technographic data refers to the data points surrounding the core tools and technologies a company uses to conduct day-to-day business.

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

Plus, understanding the tools and technologies your prospects use is a great way to pinpoint buying signals, get to know your target audience, and better prepare for tough sales calls. If you’re not familiar with technographic data, get caught up by reading one or more of the following articles:

About This Research

Early last year our own sales reps were starting to see the value in technographic data. But, because it was still a relatively new concept, we struggled to find any research about the various ways to use technographic data and its growing role in the B2B sales process. As a result, ZoomInfo’s 2019 Technographic Data Report for B2B Sales Organizations was born.

Before we get into the statistics, allow us to provide some important background information about our research into technographic data. 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.

Today, we’re sharing the most compelling statistics from the report about the use of technographic data in B2B sales. Let’s jump right into it!

Prior to completing this survey, 17.74% of respondents reported being very familiar with technographics, 33.58% reported being somewhat familiar with the concept, and finally, 48.68% reported being unfamiliar with the concept.

statistics about technographics

A little more than half (52.45%) of surveyed sales professionals report that they use technographic data to target sales prospects. The remaining 47.55% of surveyed sales professionals do not use technographics to target sales prospects.

34.72% of responding sales professionals say technographic data is very important to their company. 38.11% say technographic data is somewhat important to their company. And, the remaining 27.17% say technographic data is not important to their company.

technographics statistics

Of those with insight into purchase decisions, 60.18% of sales professionals plan to invest in technographics in the upcoming year while 39.82% say they don’t plan to invest in technographics next year.

77.22% of surveyed sales professionals say technographic data is an effective way to target sales prospects.

statistics about technographic data

80.52% of those who have access to technographic data say it’s given them a more complete view of their customers and prospects.

technographic data statistics

74.38% of those who have access to technographics report that it’s helped them to have more informed sales calls.

statistic on technographics

79.84% of those who have access to technographic data say it’s had a positive impact on their company’s bottom line.

technographic data statistics

81.10% of those who have access to technographic data say it helps them feel more prepared to talk to sales prospects.

statistics about technographics

71.83% of sales professionals who have access to technographic data say it’s helped them close more deals.

technographic data statistics

Of those who don’t have access to technographic data during the sales process, 70% say that having access would help them to close more deals.

statistics technographic data

Of sales professionals who have access to technographic data during the sales process, 67.97% say technographics helped them to successfully win over a prospect from a competitor.

technographics statistics

Although a combined 72.3% of respondents say technographic data is either somewhat or very important to their company, more than half of all respondents say their company does not provide access to technographic data during the sales process.

statistics about technographic data

Key Considerations About These Technographic Data Statistics

There’s no doubt these statistics paint a very telling picture about the current state of technographic data in B2B sales. But for an even deeper look, we encourage you to check out the complete report. Other concepts we explore in the 2019 Technographic Data Report for B2B Sales Organizations include:

  • The role of technographic data as a competitive differentiator in the current market.
  • Critical roadblocks that stand in the way of purchase decisions and technology planning.
  • How technographic data ignites sales productivity, execution, and effectiveness.
  • How organizations leverage technographic data to achieve better sales outcomes.
  • The current state of technographic data in the B2B sales landscape.
  • And, key considerations to make before investing in technographic data this year.

Contact ZoomInfo, the leading B2B data provider, today to learn how our data solutions can drastically improve your sales process.