Qualify audience based on technographic information and sync to ad platforms
Find technographic data and use it to power your ad targeting.
Knowing an account’s technology stack allows you to qualify their suitability as a customer, and serve ads which communicate ways your company can improve upon or supplement existing tools. HockeyStack’s Workflows not only automate this research, they can also use this research to sync the audience to your ad platforms.
Step 1: Create an account ICP segment
Under Account Intelligence, select Workflows.
You’ll want to first identify your ideal customer profile, such as B2B software companies with over 500 employees that are located in the U.S. and Canada.
Step 2: Identify contacts at account
HockeyStack will automate filtering for contacts meeting your buyer persona within each account. Select the appropriate person filters, such as director or above seniority and sales or business development function. This will provide you with an audience meeting your buyer persona which you wish to target with ads.
Step 3: Scrape account website metadata
HockeyStack can also automate scraping account websites’ metadata for valuable information, like whether they use a competitor CMS, analytics tool, or marketing automation software using our AI Agent, Nova. Create a filter to identify accounts that use a competitor tool or technology that suggests the account would be suitable for use of your product.
Step 4: Build workflow
Based on the software and tools your audience already uses, you can target this audience with relevant ads. You might, for example, serve the audience ads which compare your product’s advantages over those of an existing solution, or highlight strengths you know a competitor lacks.
With this Workflow, you can boost the effectiveness of your paid campaigns by reaching accounts that are qualified from a technographic standpoint and serving them ads with targeted messaging.
