technographic segmentation examples

Technographic Segmentation is based on various hardware and software technologies used by the customers. It might also be as simple as recognizing which devices users access the site from . For example, when you view the map, you may find that a specific area that you wanted to target is already inundated with several dealerships. They found that IT and . Sales and marketing teams can gather . Needs-based segmentation helps guide the way to unlock growth opportunities. Local businesses may even segment by specific towns or counties. Psychographic Segmentation — based on personal attitudes, values, interests, or personality traits. Though the most common types of market segmentation are demographic, psychographic, geographic, and behavioral, there are other types that are also worth considering and can offer excellent opportunities in the right context. 1. Technographics is a set of technology-based characteristics about a company and its processes. Technographic segmentation is a group of people who share similar behavior and interests. . Demographic Segmentation - based on gender, age, occupation, marital status, income, etc. Segmentation based on technographic data Behavioral segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based on actual consumer buying behavior. Technographic segmentation is used to identify and profile the characteristics and behaviors of consumers through the types of technology they use, how they use it and how often. Let's say a company wants to launch an email campaign targeted at converting more prospects. . Value-based Segmentation. Technographic segmentation has become more popular in recent years, and it refers to dividing your audience based on the technology they use. Customer segmentation examples. Technographic segmentation In this example we will explore how an ecommerce company might segment users into these four categories . For example, scripts in the source code of a company's website could indicate specific software solutions. This is the most common (and the most pain-free) way for a company to collect technographic data. Technographics are a type of firmographic data because these technological data points are attached to organizations. 1. Four actionable benefits of technographic data include: 1. Technographic segmentation is a newer trend in dividing customer groups. While market researchers have long focused on demographic, geographic and psychographic factors technographic segmentation has emerged as a means to segment based on . Generally there is a health perception that fast food is not always good for you and that it should be consumed in moderation. Improved Segmentation With accurate data about the use and deployment of technologies within potential customer organizations, companies can better define granular customer segments based on current needs and ongoing priorities to ensure sales resources are used effectively. These characteristics can include the company size, the industry is operating in, and sometimes even the job titles of its employees and the company's location. Technographic Segmentation - It is based on preferred . Psychographic Segmentation. segmentation ; throughout the Demandbase platform. Technology Being Used Technology is a broad scope; IT, IoT, Software, Artificial Intelligence, Machine Learning, Blockchain, etc. Psychographic segmentation is the smartest way for companies to stand out and identify the critical needs of customers. This includes sections based on their ownership, use patterns, and attitudes towards: . Buying data from third-party providers - companies can purchase technographic data from data providers like Cognism. For example, you can segment qualified vs. unqualified leads based on the sophistication of their marketing stack. Technographic segmentation allows you to group customers based on mobile or desktop-use, apps, or certain software. Hilton Hotels and Resorts can use this segment to represent both middle-aged and senior professionals with augmented income from the upper social class (Adcock, Halborg and Ross, 2001). Organizations utilize it to form broad segments of the population in terms of age, gender, location, religion, family size and so on. Demographic Segmentation This is the most common type of segmentation, and is what comes to mind when most people hear the term market segmentation. It may sound complicated, but with the segmentation examples above, you'll have a better understanding of how and why customers use this type of segmentation every single day. Technographic Segmentation With technographic segmentation, you can learn the technology that influences your audience, so you can tailor your marketing strategies for maximum impact. Behavioral segmentation Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors such as age, gender, ethnicity, education, religion, economic status, and group membership. Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. Geographic Segmentation - based on country, state, or city of residence. So far, so good. Don Marler's Food Cart. For example: Historically, sanitary napkins were always branded as female-specific products since the major demographic that purchased them were women. For example, a political organization is dividing people based on age. Demographic segmentation uses different variables, for example, social class, lifestyle, income, gender, life cycle stage, and age (Karppinen, 2011). Send premium offers to customers with a higher potential lifetime value. An example of a business situation affecting an industry negatively is the COVID-19 pandemic, which greatly impacted travel, hotel, and tourism . Technographic segmentation refers to the use of demographic variables such as age, gender, income, and ethnicity. Behavioral Segmentation. Technographic Segmentation As technology becomes increasingly prevalent in the lives of consumers, technographic segmentation has never been more important to marketing departments. Most of the marketing campaigns that surround this product are "girly and pink". Technographic segmentation examples For instance, your business might find that your biggest clients are using marketing automation software like Marketo or Eloqua. The concept and technique was first introduced in 1985 by Dr. Edward Forrest in a study of VCR users. For example, marketers can craft surveys using questions designed to gauge how customers feel about qualities, attitudes, or perspectives important to their brand. These values will greatly affect the type of audience targeting they do and the type of content they display. While market researchers have long focused on demographic, geographic and psychographic factors technographic segmentation has emerged as a means to segment based on . Other types of market segmentation with examples. Certain products are peculiar to specific seasons - for example, winter coats and other heat-generating clothing are best for the winter. Technographic Segmentation Lifestyle. So if there's a particular technology that integrates well with your solution, you can add that criteria to a Selector to generate a list of accounts that have that technology. Examples of Geographic Segmentation in Marketing. frequency of use, average order value. Seasonal Products. There are many different ways to segment your audience, but here are the three primary categories. This practice can help guide marketing, advertising, and sales by providing deeper business insights and ultimately lead to more focused and effective campaign strategies. Send special offers to people who buy the most or spend the most on your products. Vital technographic data allows you to customize sales pitches and run hyper-targeted campaigns. Technographic segmentation identifies what applications and devices are part of the purchasing decision. Psychographic segmentation: Beliefs, desires, challenges, and interests: Technographic segmentation: Use of mobile and desktop devices, apps, and programs: Behavioral segmentation: Purchase decisions, product use, and engagement with a brand: Needs-based segmentation: Product requirements of customer segments: Value-based segmentation The 4 basic types of market segmentation are: 1. In this blog, we will explore an example of a struggling B2B company that utilized a needs-based segmentation approach to better identify its customer segments and deploy effective defensive and offensive strategies. After all, learning the platforms your audience frequents or the technology they use can contribute to better understanding their present mindset. In its broadest sense, 'technographics' is a shorthand term for 'technographic segmentation'. Psychographic 3. The usage of features or products, as well as habits, are all examples of tendencies and regular acts. When Launching an Email Campaign. For B2C customer segmentation, marketers must consider what apps and devices people use to purchase products and incorporate those technologies into the sale. Let's say a SaaS company just launched a valuable cross-compatible integration with another app. Demographic 2. In this approach towards market segmentation, B2B businesses define the market segment based on the characteristics of an organization or company. It's the means of analysing statistical data, produced by a population or group, based on their ownership and usage of technology. A person's lifestyle generally refers to their everyday activities. Technographic segmentation: Based on use of technology (mobiles, laptops, apps, software) Behavioural segmentation: An individual's natural tendencies or habits; Psychographic segmentation: An individual's personality, attitude, interests etc; Needs-based segmentation: The needs, requirements and must-haves of the individual Examples of technographic data includes website technology such as CMS, digital analytics, CRM software, marketing automation tools, etc. In this example of market segmentation for fast food benefit segmentation approach has been used. The following are realistic examples but not necessarily recollections of actual situations: Example 1. For example, you can set up Selectors using technographic filter criteria to create an Account List. For example, say you're a clothing store that exclusively sells outdoor apparel to middle-aged women, and your market segmentation research uncovers that a large chunk of your current audience has kids. You might be missing out on some significant profits by not offering apparel for their children (or not marketing kids' wear effectively). Technographic segmentation examples A company that develops WordPress plugins would have no business targeting companies that use a different CMS, like Wix. In this blog post, we'll discuss segmentation in depth and give you concrete examples of how you can segment your tester pool to make the most of it during your user tests. Technographic. Consider these six examples of psychographic characteristics that can be assessed and used in marketing campaigns: 1. The four main ways to segment your userbase are: Demographic, e.g. For example, imagine there's a SaaS company that wants to send personalized emails to new users. Technographic data can help marketers reach out to accounts with personalized messaging that conveys just how valuable they. It is a class of market segmentation such as Demographics and Firmographics. Technographic. Technographic segmentation is used to identify and profile the characteristics and behaviors of consumers through the types of technology they use, how they use it and how often. So, your campaign will be written in English and delivered according to their time zone. For example, they might discover that a number of users are dropping out before the purchase stage of their buyer journey because of a checkout issue on their website. Demographic Segments; Technographic Segments Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Source: Capa Aviation (2014) As the low-cost airlines increase in size, full legacy airlines have been struggling of balancing the expectation of loyal passengers with finding new ways of competing with these airlines and increase ancillary rate - finding a way to strategically segment . mobile or desktop usage. Sales and marketing teams can gather . When Launching an Email Campaign. Here are the main technographic examples your company should aim to collect. This . For example, if you're selling a product and want to segment customers who only use iPhones, then you'd be segmenting them using technographic segmentation. Technographic , e.g. On the flip side, beach wears are specific to the summer season and to locations that have beaches. Psychographic customer segmentation tends to involve softer measures such as attitudes, beliefs or even personality traits. Brands should use technographic segmentation to understand and optimize their consumers' experience across all platforms and devices. Technographic Segmentation - based on preferred technologies, software, and mobile devices. For example, are they using multiple free or low-cost options vs. a complete marketing automation solution such as Marketo. These pieces of software indicate more than just the fact that a company is using marketing automation. Technographic segmentation Technographic segmentation is a type of B2B audience segmentation that categorizes companies based on the type of technology they use. Create more targeted campaigns and discover important insights by following our guide to segmentation analysis. 10 Reasons Why Every B2B Marketer Should Use Technographics for Account Segmentation . You can use this strategy to segment customers into groups based upon how they utilize or view technology. Some of these users work with the customer management platform HubSpot while another segment uses Salesforce. readily available. This information can then help you match deliver supply where there's demand. Think smartphones, software, operating systems, desktops, and apps. Technographic data are insights on specific technologies that a company purchases, adds and drops. age, gender, income. Platform Mayple platform Platform Overview How Mayple works Data-Based Vetting How we vet our experts AI-Powered Matching . Firmographic Segmentation Examples. Demographic segmentation groups people based on population dynamics. Technographic segmentation This might mean recognizing groups of early adopters when marketing new technologies. This can include social media platforms, engagement patterns and usage models that include time, location, duration, and demographics of users.
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