Account selection is the most critical component to ABM success. That’s why 66% of marketers surveyed by Demand Gen Report indicated that they are using or plan to use tech intelligence (technographics) to select the right accounts for their ABM programs.
Technographics Help You Target the Right Accounts from The Start
- ICP Definition: use technographics to see which accounts have technology products that are competitive or complementary to yours so you can target them with highly relevant offers
- Look Alikes: having tech install data on all your accounts allows you to identify accounts that resemble your best customers so you can focus your outreach on the right accounts
- 360 Degree View: do your accounts use old or legacy products? Do they invest in SaaS? Technographic data provides the answers, allowing you to select accounts that are ready to upgrade or consider an alternative solution
How Alfresco Used Technographics to Drive ABM Results
Alfresco had a rudimentary way of selecting accounts for its sales and marketing teams. In summary, they selected accounts using general firmographic criteria and revenue data. This meant marketing targeted their outbound toward accounts with large revenue sizes, while sales used time-intensive phone or desk research to qualify them. Alfresco needed a way to prioritize accounts more efficiently to align the efforts of sales and marketing, and achieve results for their demand gen and ABM programs.
- Read Alfresco Case Study to see how they increased engagement rates by 75%
To learn more about how HG Insights Business Intelligence can help your business grow, contact Sales@hginsights.com
