What are technographics in marketing?

What are technographics in marketing?

Technographics is a market research methodology used to profile target accounts based on their technology stack. For many companies, especially those offering a SaaS product, the technology a prospect uses can be a strong qualifying factor.

What is the meaning of technographics?

Technographics is the profiling of target accounts based on their technology stack. Much like demographics and psychographics, technographic profiling is a criteria built upon the technology they use.

What is technical segment?

Technology segmentation is the process of dividing a tech domain into small segments based on the various application areas or problem/solution areas. These small segments can then be further divided into even smaller ones for deeper analysis. Each level has many segments, which are called tech nodes.

When was the concept of Technographic segmentation created?

Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of VCR users.

How are technographics used in marketing and sales?

Technographics are not just for salespeople. With this data, you can optimize the entire inbound marketing funnel and customer journey to better nurture leads and turn more trial users into customers. It all starts with the right segmentation, using lead scoring and data enrichment to build a bigger picture.

Which is the best definition of a Technographic?

Technographics is all about better understanding a customer through analysis of their technology stack. The definition is easiest to understand if you think of technographic data along the same lines of demographics and firmographics.

What can Technographic data be used to identify?

Using technographic data, you can identify organizations using this kind of software and build a bigger picture. In turn, you end up assessing the market and uncovering a completely new addressable market that you weren’t targeting previously.