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6 customer data types needed for B2B marketing

July 31, 2020

Modern marketing tech can give you access to an almost endless number of B2B data points. Without a laser-focused marketing strategy, it can be easy to fall down the rabbit hole and lose sight of what’s important. Do you really need to know each lead’s favourite football team and meal deal combo? 😂

As the providers of an award-winning B2B lead generation and marketing automation platform, we know a thing or two about data. So we’ve put together an infographic telling you which data types you need for B2B marketing, and which specific data points you should be collecting.

Segmentation precedes efficiency, so breaking up your database helps you to focus on the stuff that counts. Once you’ve done this, you’ll be able to create a masterful data driven marketing plan.

To find out how, scroll down! 👇

The 6 customer data types

We’ve identified 6 B2B data types which B2B marketers should be collecting. The nature of your own business might cause you to lean into some of these more than others, but to some extent, these should all be covered.

1 - Demographic data

Demographic data is the ‘who’ - and we don’t mean Pete Townshend’s rock band! Who specifically is this person? For B2B marketers, this means collecting the following data points:

  • Name
  • Age
  • Email address
  • Telephone Number
  • Location
  • Employment history
  • Skills

This is fundamental information that every marketer needs. It’s not going to give you too much information about the lead’s buying habits or interests, but it can give insight into whether they fit your ICP (ideal customer profile).

2 - Firmographic data

Firmographic data is the ‘who for’. Which company is this person working for? What does the company do? For B2B marketers, measuring this means collecting data on:

  • Company name
  • Company location
  • Industry
  • Number of employees
  • Company revenue

Many marketers will stop here. A combination of demographic and firmographic data points will provide enough information to implement a relatively targeted, growth marketing plan. But you can go a lot further if you gather even more useful data.

3 - Technographic data

Technographic data is the technologies that the employee or company is using. There are two reasons marketers should be collecting this information:

  1. Understanding this can give the marketer some insights into the contact’s workflows, how they could be improved, and the pain points they might face day-to-day. This is particularly useful if you’re providing a particular solution that other technologies don’t have.
  2. Evolve or die. Understanding which technologies are being used by other companies can help you to define your own workflow. Look into what can be offered by these technologies and decide whether you should be using them yourself.

4 - Chronographic data

Chronographic data points change over time. Much like technographic data, these data points can refer to either the company or the employee. Chronographic data is made up of the following:

  • Location move
  • Job join/leave
  • Company funding
  • Company IPO
  • Company acquisition
  • Company event appearance
  • Company hiring

Without regular updates, chronographic data sets can stagnate very quickly. Cognism Refresh keeps your data up to date by running searches to see how leads or companies have progressed over time. Cognism’s accurate, globally-compliant data can then be used to update your stale database.

5 - Quantitative data

Quantitative data is the ‘how much’ - nothing less than cold, hard stats for marketers to interpret. This data type is collected during the marketing process, through the use of marketing tools. Quantitative data points include:

  • Website clicks
  • Form completions
  • Event appearances
  • Email open rates
  • Click through rates
  • Current customer information

The amount of quantitative data that you can collect is enormous, so we have only listed a few important ones. The main benefit of using quantitative data is its impartiality; you know where you stand.

6 - Qualitative data

Qualitative data is the ‘how was’. It’s concerned with quality rather than numbers. This can often give you insight into the type of person the prospect is. It’s hard to collect at scale, but is always worth recording when you do speak to a contact.

Collect this information throughout the customer journey. Examples of these data points are:

  • Social media activity
  • Notes from previous conversations
  • Questionnaire completions
  • Product feedback

The importance of qualitative data is often overlooked. It’s additional useful information that doesn’t fit into the data categories marketers often focus on. Used right, it can give you a very competitive edge.

Download our quick customer data guide

Here is a quick guide to the customer data types for you to keep! Just right-click, hit save, and count on this whenever you need a quick reminder.


Better data = better marketing

Cognism Prospector can give you access to all of the demographic, firmographic, technographic and chronographic data you need. With 16 data points on over 400 million contacts worldwide, Cognism can be your 1-stop marketing shop.

Talk to one of our experts today to see whether our solution could be the final piece of your inbound puzzle.

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