The Top 3 Buyer Persona Myths, and How They Hurt Your Marketing Efforts
Meet Elizabeth: a 27-year-old nurse who drives a Honda Civic, enjoys making TikToks, and spends most of her time with her beautiful 9-month-old baby.
Elizabeth desperately wants to make more time for herself, but struggles to find the balance between work and home responsibilities. She tries to give herself moments of self-care, but these moments are few and far between. Elizabeth needs a way to recharge, relax, and care for herself.
By this description, you know Elizabeth s age, profession, gender, desires, struggles, and pain points. All of this information helps you place her in a category in your mind but none of that information tells you
What is Technographic Data? (And Why It Matters)
Digital transformation is more than just a buzzword as noted by Forbes, 70% of companies have already deployed a strategy to improve digital service and solution uptake or are actively working on one.
And, in 2019 alone, enterprises spent more than 2 trillion dollars worldwide to help drive digital adoption and improve overall organizational performance.
For product and service providers in the technology industry, this presents an opportunity: If B2B sales teams can determine where enterprises are struggling with digital transformation initiatives, they can improve targeted marketing efforts and boost total sales.
But how do they bridge the gap between potential conversions and practical insight? Technographic data. In this piece, we ll break down what technographic is (and isn t), how companies can collect this data at scale, and why this data is important to help enhance B2B sales efforts.
The Complete Guide to Firmographic Data
Companies are still struggling to improve the reach and reliability of personalized data about potential clients and customers.
Part of the problem is supply bigger data volumes offer greater insight around B2B and B2C buying preferences both immediately and over time.
But variety also plays a role. While information about individuals at a company (demographics) and the technology they use (technographics) can help enhance marketing and sales outcomes, there s also a place for
firmographics, which are datasets that help businesses effectively segment organizations into meaningful categories.
The challenge? Although this is a great high-level definition, it doesn t offer much in the way of specifics or actionable strategies.