Using Technographic Data to Target ABM Campaigns

We all know segmentation is key, but it's often limited to company firmographics. So when Clay announced their integration with HG Insights today, I have been geeking out layering in new insights to our ABM list. Instead of rattling off a bunch of features or "what this means," I'm going to explain exactly how I plan on using this to paint the picture: 1) We know which accounts we want to go after, but that's often based on things like their location, size, industry, etc. What we *don't* know is if they currently have a solution in place to solve for what we want to help them with, or if we do, it's either sketchily acquired or probably out of date 2) To create a truly relevant message, knowing what an organization does isn't enough. We need to go beyond that by understanding how they're approaching what they do today, and that execution is often a function of the tech they use 3) Enter Clay x HG Insights. I can now further prioritize our target account list by going beyond firmographics and layering in technographics. What are our prospects currently using? Which competitors are low-hanging fruit that we can beat? Which competitors are going to be uphill battles because they've got a great product? This is a huge help in resourcing our overall GTM efforts. 4) Enrich the rest of the account data appropriately. Find the relevant contacts + engage them in a HIGHLY relevant way based on all of the above. 5) Sit back and watch your win rates increase, sales cycles decrease, and your GTM team (AEs, BDRs, Marketing, etc.) breathe a HUGE sigh of relief as acquisition has just become a lot easier. HG Insights has historically only been used by companies with big budgets because it's not a cheap product. That all changes today.

Most people think LinkedIn is the end-all-be-all for ABM. It’s not. Not even close. Sure, LinkedIn’s targeting is solid. You can filter by title, company size, seniority, etc. But if you're only using what LinkedIn gives you 𝘯𝘢𝘵𝘪𝘷𝘦𝘭𝘺, you're leaving opportunity on the table. Here's what we do differently at Impactable 👇 We’ve got a full license to 𝗕𝘂𝗶𝗹𝘁𝗪𝗶𝘁𝗵, which lets us see what technology a company is using on their site. HubSpot, Shopify, Salesforce, etc. That’s called 𝘁𝗲𝗰𝗵𝗻𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗱𝗮𝘁𝗮 and it’s a game-changer when you combine it with LinkedIn's filters. So instead of just targeting “Marketing Managers at SaaS companies,” we’re targeting decision makers at companies that already use HubSpot because we know that’s who our clients convert best. Then we take it a step further: We enrich those account lists to find the actual humans inside those companies. Now we’re not just guessing. We 𝘰𝘸𝘯 the data. And once you own the audience? You can advertise to them across LinkedIn, Facebook, programmatic, whatever. You’re not limited to just one platform. This is how we run cold ABM like retargeting. Hyper-focused, high-frequency, and everywhere they scroll. If you’ve got a list of 500 dream accounts… this is how you stay in front of them until they convert. #ABMstrategy #LinkedInAds #B2BMarketing #DemandGen

Recently, we discussed the impact of data-driven personas in GTM and received a fantastic response. Some of you DM’d me to create a video on leveraging technographics, so here's a guide to enhancing your GTM strategy with technographics infrastructure. Step-by-Step on GTM Technographics Infra: - Understand technographics: recognize that technographics is about understanding all the products your prospects use, not just one-off searches, and leveraging this at scale. - Identify competitors: focus on the 'compete tech' used by target companies, particularly those competing with your products (e.g., for Workday, know a prospect's HCM, Payroll software, etc.). - Gather integration insights: identify tech that integrate with your product. The extent of 'integration tech' per account is highly valuable. - Assess adoption levels / category counts: evaluate the count and types of competitor / integration tech used by each company, indicating their likelihood to purchase tech in your category. Enrich your accounts with this count / density as a proxy for fit and build into account scoring and more. - Enrich CRM with custom tech insights: Add the above as custom attributes in your CRM. This unlocks tailored account-based insights for your sales team and creates new audiences for marketing. - Identify proxy tech: Look for non-competitive but relevant tech (e.g., Azure, AWS, GCP, Snowflake, Databricks, OpenAI, etc.), offering a wider view of their tech ecosystem. Map all of your tech, not just one piece of tech at a time. - Use these insights for technographic profiling, understanding the nature and modernity of a prospect's tech stack. This informs targeting, segmentation, content strategy, and personalization for any GTM play. 💡 Want a tailored version of this for your GTM org? If your company is a ZoomInfo customer, comment below. We'll help a bunch of you with a custom tech analysis for your target accounts.