Behavioral Technographics is the Future of Consumer Data

Targeting customers based on their technology stack is valuable. It helps you identify customers who are your exact target audience based on the software they have installed.

That’s what technographics data is all about; it reveals the tools that companies have downloaded and how long they’ve had them for.

With technographics, you can identify best-selling opportunities based on whether you have a compatible integration or a competitive solution. And because you know what software the company already uses, your messages will be more on point and results-oriented.

There’s just one problem: Traditional technographics data is limited.

The Problem with Traditional/Legacy Technographics

The main source of data for traditional technographics is static. It’s based on company job postings, which request familiarity or skills in a number of technologies. If a technology is listed, it’s assumed to be in use. However, you get no more information.

A job description can’t tell you how often the technology is used or exactly how it is used. You won’t know the last date that the technology was used or if the company is already trying to look for another provider and has started to decrease current usage.

Traditional technographics requires a lot of assumptions, including the assumption that job posts are being completely updated every time they’re posted. If that’s not the case, the source of your information is completely unreliable.

The Future of Consumer Technology Data: Behavioral Technographics

On the other hand, behavioral technographics takes a dynamic and quantitative approach to getting better technographic data. It focuses on the usage of technology, not just what technology has been installed. This delivers up to 55% greater accuracy when determining technology in use, even drilled down to company locations.

With behavioral technographics, you gain much richer insights into what’s actually happening in concerns to technology use within a given company. That’s because instead of gathering data based on job descriptions, behavioral technographics sources data from user communities. It’s an entirely new and fundamentally different approach.

Aberdeen’s behavioral technographic data focuses on usage signals from individuals directly using the technology. When implemented correctly, one client was able to successfully detect 70.8% of visible accounts (not ISP or EDU), and 44.5% of these accounts were identified with ten or more historical users.

Information Available via Behavioral Technographics

The type of information available through behavioral technographics is much deeper. You can really delve into a company’s breadth of usage—their pains, priorities, and location. This extensive list of variables allows for much more effective modeling of technology usage.

Some of the insights available include:

• Number of active users
• Number of pages viewed
• Number of days active
• Duration of user activity

Best Uses for Behavioral Technographics

Behavioral technographics help you to complete the picture of your potential customers by providing critical insight into “how” the company operates, their purchase decisions, and what they lack in the technology department. Combined with firmographics and demographics, you’re able to build a proactive approach to marketing and sales based on understanding your customers’ real needs.

It will change your business for the better by getting rid of your old “hit or miss” messaging and replacing it with informed decision making. Specifically, here’s how behavioral technographics can impact your business.

1.     Account Prioritization

On average, at least 50% of your prospects are not a good fit for what you sell, according to Marc Wayshak. With Aberdeen’s behavioral technographics, you can base your account prioritization on 60% more accurate technology data, which helps you increase your pipeline and win-rates.

2.     Ad Targeting

As we explained above, behavioral technographics reveals user pain points with technology. Based on this information you can target ads to your competitors’ users based on those exact pain points. This will significantly increase consideration rates and conversions.

3.     Engagement

How do you get more customers to open your emails, attend webinars, and accept sales meetings? It’s about demonstrating that you know what your customer needs.

The reality is that only 24% of sales emails are opened, but you can increase your chances by using behavioral technographics. With the insight you gain from data referencing specific technology pains and priorities, you can significantly improve customer engagement.

4.     More Informed Sales Prospecting

More than 40% of salespeople feel that sales prospecting is the “most challenging part of the sales process.” The problem is that most sales teams have to reach out blindly, hoping they’re connecting with the right person, company, or user.

With behavioral technographics, you have a world of insight into prospective customers. Using this information, you can tailor your sales pitches based on informed data for more successful conversations.

5.     Improve Customer Retention

Behavioral technographics isn’t just valuable for sales; it can also be a solution for identifying at-risk accounts. You’ll gain insights into overall pains and priorities within your technology industry, so your development team can create plans for customer success. The data can also help you encourage customers to leverage all features within your technology for optimal success.

Behavioral Technographics is the Wave of the Future

For Open Source Service Providers (OSSP), software vendors, personal profiling, and educational institutions, behavioral technographics are invaluable. With Aberdeen, you can successfully analyze Postgresql, AWS, SAS, TalendReact.js / React Native, Microsoft Excel, and Autocad to see what companies are using and how they’re using it.