Qualify audience based on technographic information and sync to ad platforms

Overview

Sona transforms technographic intelligence into high-converting advertising campaigns by identifying accounts currently using competitor solutions, qualifying them against your ICP, and delivering targeted ads that showcase your product's specific advantages. This workflow ensures your advertising spend focuses on prospects already proven to need solutions in your category while positioning you as the superior alternative.

How it works:

Step 1: Create ICP segment definition

Under Workflows, configure Technographic Ad Targeting. Define your target account parameters including company size and revenue criteria (e.g., 500+ employees), industry vertical focus (e.g., B2B SaaS, fintech), geographic targeting (e.g., US/Canada markets), and business model alignment. Sona uses these criteria to identify qualified prospect accounts for technographic analysis.

Step 2: Identify buyer persona contacts

For accounts within your ICP segment, Sona automatically identifies and enriches contacts in key buyer personas including directors and VPs in sales and business development, marketing leaders and revenue operations managers, IT decision-makers and technical evaluators, and C-level executives with purchasing authority. Contact data is gathered from CRM systems, enrichment vendors, and professional networks.

Step 3: Scrape technographic metadata

Sona's Nova technology analyzes target accounts' digital footprints to detect current technology usage including competitor platforms and tools, complementary software integrations, marketing and sales technology stacks, and implementation patterns. This technographic intelligence reveals specific opportunities for competitive positioning and messaging.

Step 4: Build targeted advertising workflows

Based on detected competitor usage, Sona automatically creates and launches advertising campaigns featuring messaging that highlights specific advantages over identified competitor solutions, ROI comparisons and feature differentiation, case studies from successful competitive displacements, and clear calls-to-action for product evaluations. Campaigns are delivered through LinkedIn, Google, and other connected advertising platforms.

What you'll get:

• Up to 2.5× better ad performance & 220% higher CTR

  Intent-based audiences deliver 220% higher click-through rates and nearly 60% lower cost-per-click compared to broad targeting. (Foundry, 2023 – B2B Intent Data Report)
• Sharper bottom-of-funnel targeting

  Technographic and competitor usage signals focus campaigns on buyers already problem-aware, improving conversion. (Gartner, 2023 – Technographic Targeting Insights)
• More efficient ad spend

  Intent-driven targeting lowers cost-per-lead and improves ROI by concentrating spend on accounts with verified intent. (Demand Gen Report, 2023 – ABM & Intent Benchmark Study)