Technographic data : What tools are currently being used?
Posted: Mon Dec 23, 2024 8:35 am
1. Map out what data you need
The data you need as a company for successful sales and marketing can vary. So ask yourself: does the data I collect meet my needs? If so, what do you not need? If not, what is missing? Knowing this will help you work efficiently. You will no longer feel like you are missing data and will no longer chase every lead for information about their favorite cat food or what color eyes their pet has. The data that is relevant can vary from company to company, but there are some data points that are valuable to companies in a broader sense.
Demographic data : things like age, gender, position, experience level, how he or she contributes to a decision and of course contact information.
Firmographic data : data about the company. What is their turnover or budget? How many people work there? What industry are they in? Where are they active? Etc.
2. Standardize data policy
Now that you know what data you want to collect, it is important to ensure that the data quality is guaranteed. Many companies have not made a clear policy on this, which makes proliferation hotel mailing lists inevitable. In order to take all interests into account, multiple stakeholders must be involved in developing and implementing this policy. It is essential that (particularly) sales and marketing clearly define what a 'lead' is. Such agreements must be recorded with internal SLAs to create clarity and optimize the collaboration between all parties involved.
I've written more details about this including underlying principles (including the Sirius Decisions demand waterfall ) in this article on LinkedIn . In any case, make sure everyone is speaking the same language!
Responsibility for the implementation of the policy
In addition to clear agreements, a few people from different disciplines (for example sales, marketing and legal ) must also be given (and feel) responsibility for the implementation of the policy. It is also necessary to think carefully about who is given rights to adjust data and how this is controlled.
Also read: International SEO: a good technical basis in 5 steps
When looking at data design, marketing data (in general) should be housed in a Marketing Automation Platform (MAP) and sales data in a CRM, which should be integrated with each other. In addition to these two systems, there is often a multitude of other systems that collect and store data. Think of Facebook, Google, CMS, e-learning platforms, video marketing platforms (Vidyard), and so on.
The data you need as a company for successful sales and marketing can vary. So ask yourself: does the data I collect meet my needs? If so, what do you not need? If not, what is missing? Knowing this will help you work efficiently. You will no longer feel like you are missing data and will no longer chase every lead for information about their favorite cat food or what color eyes their pet has. The data that is relevant can vary from company to company, but there are some data points that are valuable to companies in a broader sense.
Demographic data : things like age, gender, position, experience level, how he or she contributes to a decision and of course contact information.
Firmographic data : data about the company. What is their turnover or budget? How many people work there? What industry are they in? Where are they active? Etc.
2. Standardize data policy
Now that you know what data you want to collect, it is important to ensure that the data quality is guaranteed. Many companies have not made a clear policy on this, which makes proliferation hotel mailing lists inevitable. In order to take all interests into account, multiple stakeholders must be involved in developing and implementing this policy. It is essential that (particularly) sales and marketing clearly define what a 'lead' is. Such agreements must be recorded with internal SLAs to create clarity and optimize the collaboration between all parties involved.
I've written more details about this including underlying principles (including the Sirius Decisions demand waterfall ) in this article on LinkedIn . In any case, make sure everyone is speaking the same language!
Responsibility for the implementation of the policy
In addition to clear agreements, a few people from different disciplines (for example sales, marketing and legal ) must also be given (and feel) responsibility for the implementation of the policy. It is also necessary to think carefully about who is given rights to adjust data and how this is controlled.
Also read: International SEO: a good technical basis in 5 steps
When looking at data design, marketing data (in general) should be housed in a Marketing Automation Platform (MAP) and sales data in a CRM, which should be integrated with each other. In addition to these two systems, there is often a multitude of other systems that collect and store data. Think of Facebook, Google, CMS, e-learning platforms, video marketing platforms (Vidyard), and so on.