Understanding Your Client’s Technology Stack 

B2B sales is often reliant on your ability to recognize what’s going to influence the person you’re selling to and adjusting your proposal to emphasize those influences. Some people call this being a chameleon. What it really boils down to, though, is applying your discovery skills to each interaction to better understand what your client’s needs are. The technology stack, in software sales, is probably the biggest driver of their specific needs. It determines what other software they can use, the types of integrations they value, and the struggles that will inevitably come up. So, how can you get to know your client’s tech stack?  

Client Discovery Calls 

You can’t know what you don’t know. That’s why the most important first step you can take in understanding more about your clients is to just ask. If you’d like to learn more about their technology stack or any specific needs they might have, a discovery call is probably in order. These interactions create an inquisitive environment for both you and the prospect, as you both try to uncover more about each other. And it’s mutually beneficial—in the salesperson’s case, you now have a larger pool of information to pull from as you attempt to sell your product.  

Understanding the prospect’s tech stack should be top priority within your client discovery.
Understanding the prospect’s tech stack should be top priority within your client discovery.

Competitive Research 

A huge part of a successful sales strategy is to understand if, and how, your ideal customers are using your direct competitors. Competitive research, a model of information gathering that loops both business intelligence and intent data together, suggests that you pull this information on a regular basis. A great way to do that is through tech-install data. This can be acquired from vendors who focus on data intelligence solutions (like DemandScience!). The major value with tech-install data is that you can customize what you’re looking for. For example, you can find out if your target accounts have your biggest competitor’s software installed on their computer and run campaigns directly addressing your advantages versus the competition. 

Customer Experience  

As you build an engaged customer base, your customer experience (CX) team will become a crucial player in understanding more about your client’s needs and capabilities. Through regular interactions with their CX rep, a customer will reveal more about the technology and software they enjoy using. This information is extremely valuable when creating new campaigns or initiatives as it directly references what your buyers care about most. Try and coach your CX reps on products that directly tap into your buyers’ needs, enabling reps to create conversations about what that product does in reference to their current software usage.  

The technology stack is crucial to your client’s success.
The technology stack is crucial to your client’s success.

DemandScience Buyer Data  

As this post emphasizes, an important part of analyzing your buyer’s technology stack is to acquire new data points centered around the technology your buyers are using, and what’s important to them. DemandScience takes a data-first approach to all our lead generation campaigns, which results in our clients enriching their data with valuable insights like software installs.  

If you’re interested in learning more about how DemandScience works and how it effects your database, take a look at our approach to predictive intent and full-funnel demand generation and reach out to us today!