A Technographics-Driven Approach to Account-Based Selling
7 out of 10 corporate leaders are quick to reveal their shift towards account-based selling (ABS)—a hyper-personalized customer engagement approach that:
- Focuses on a select list of highly-valued accounts
- Treats each account as an independent revenue stream
Technographics are aiding this targeted effort to hem in top-value accounts with better precision.
Why Sellers Are Targeting Multiple Contacts Within an Account
Rather than reaching out to a single contact at a prospective enterprise, sellers are now targeting multiple contacts within an account.
The reasoning behind this is simple. “There’s been a shift from a single decision-maker to a group of people within an organization who collectively make the business decision to purchase a product, service, or software,” Brandon Redlinger, Director of Growth at Engagio, outlines.
Kai Larson, Account Executive at Salesforce CPQ & Billing, strengthens this claim by noting that “[sales] reps need to go wide and deep when working an ABS model—engaging with multiple contacts fitting your buyer persona at every prospect company. This can mean that they need to engage with 10 people in a single account.”
To identify the key decision-makers within the account, sellers rely on data—typically, firmographics (i.e., industry, company size, or location) and demographics (i.e., contact title, work history, or social handles). However, demographics and firmographics only “give a baseline to your customer profile,” industry experts say. Technographics will help you draw a complete picture of your ideal customer.
The Role of Technographics in Account-Based Selling
The modern business world runs on technology. Having real-time insights into the current technology choices of an enterprise enables sellers to qualify an account before they even make a single phone call.
Technographics will readily provide information on your account’s technology usage to help you:
- Detect potential buying signals
- Identify a missing tool from their business-critical technology stack
- Customize offers based on each account’s technology-buying interests
“Once you are armed with good data, you can ‘earn’ the right to speak with your real target by sending a message that shows the legwork that you have done and calls out the specific value you have uncovered that matches with the executive goals.”
—Kai Larson, Account Executive at Salesforce CPQ & Billing
Combine technographic data with high-quality, timely, and accurate contact information to connect with the right targets, increase account engagement, and enrich SDR efficiency.
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