What are Mobile Technographics and Why do they Matter?
In the world of technology and rapid information flow, businesses also have to look at potential clients through the technological lens. There are many lead sourcing tools available to help firms achieve their lead generation goals. Technographic segmentation has been around for some time now. However, nowadays it is especially important to pay attention to one particular type of technographic data – mobile technographics. Let us go over what it is and why its role in digital marketing and other business spheres keeps growing.
What is technographic segmentation?
Market segmentation is what helps businesses not to get lost in the large population of their potential clientele. Markets can be segmented according to various criteria. Where B2C firms would use demographic data to categorize their customer base, B2B companies would do the same with firmographic data.
Technographic data can be understood as a specific kind of firmographics when talking about B2B firms. Technographics describe how companies interact with technology. They include data about hardware and software tools that they use, technological innovations they implement, and similar technology-related information.
Such data allows grouping the companies into different fields in order to analyze them as potential customers more conveniently. Technographic segmentation is precisely this categorization of firms based on their technological stack.
Mobile technographics have an important part to play in technographic segmentation and other procedures that help to generate leads. As part of technographic data, they describe how companies utilize mobile technology. Let us look closer at what this means.
Understanding mobile technographics
Mobile technographics are the technographical data on mobile usage tendencies and habits. It includes such information as the type of mobile device and operating system the users in a particular company prefer. Additionally, this group of technographics contains data on app usage and what kind of things
users tend to focus on during their screen time.
Knowing how we use our phones is very helpful in determining who we are as people and how we are likely to behave as consumers. This goes for the key decision-makers in various companies. If we have data on their mobile preferences, we can tell a lot about whether and how our products can help them.
Any kind of population can be analyzed this way to find out what attracts their attention and what they positively or negatively respond to. Thus, such data adds to other firmographics and demographics by further establishing tendencies in particular groups of people.
For example, we can add to the technographic segmentation of a firm whether iPhones or Android phones are generally used as work mobile devices. Furthermore, we could even add to what extent such devices are used for professional purposes. All this helps to separate some firms from others and put them into different technologically based segments. Then we are better able to decide which segments and what sort of potential value can bring to our company.
Mobile technographics on the general population also helps firms decide on key strategy points. With knowledge of mobile usage tendencies, businesses can improve their digital marketing. Furthermore, they can make the right choices as to their own future mobile device employment so that they can keep up with the trends and useful developments.
Data on how consumers tend to use their devices is vital not only to B2C companies but to B2B firms as well. Such information can be used as part of the argumentation when offering a firm your product or service. By backing up your proposal with statistical data on consumer behavior you immediately reveal its merits. This is especially forceful when offering technological solutions that can help firms improve their procedures or attract new customers.
Improving lead generation with mobile data
Sourcing leads is all about getting as much and as varied data as possible. This goes for all types of businesses that seek to constantly find the best fitting clients for their products and services.
Leads start with accurate contact information, but one has to know a whole lot more about the prospect in order to turn them into a customer. Here is where technographic segmentation comes as well as where mobile usage data can help. Mobile technographics is a crucial piece of additional information about a lead that can reveal its true potential.
Firstly, such information helps with figuring out whether what seemed like a lead at first is really a potential buyer. Sometimes only when we know how the prospect interacts with mobile technology does it turn out that they are unlikely to want what we offer.
Secondly, mobile technographics go on to assist with lead scoring and lead ranking. In order to properly divide our attention among leads, we need to know which of them can bring the most value to us and which are only minimally interesting.
Finally, if we want our sales team to have a good chance of making the deal, we have to provide them with all the technographic information. Our mobile devices are just too big a part of our lives to overlook them when we are hoping to do business with someone. Mobile technographics can be a huge help for salespeople in preparing the right approach to the prospected buyer.
All this makes the data on mobile device usage a relatively young but already strong part of marketing and lead sourcing. Those hoping for business success in this technological era are well-advised not to overlook such data.
