Technographics
Data about the technologies and tools that companies use in their operations.
Technographics is data that describes the technology stack and tools used by organizations.
**Types of Technographic Data:**
• **Web Technologies**: CMS, analytics, A/B testing, chat • **Marketing Stack**: MAP, CRM, advertising tools • **Sales Stack**: Sales engagement, enablement, intelligence • **IT Infrastructure**: Cloud providers, hosting, security • **Business Applications**: ERP, HR, finance systems • **Development Tools**: Languages, frameworks, DevOps
**Technographic Data Sources:**
• BuiltWith, Wappalyzer (web tech detection) • G2, TrustRadius (review site install data) • HG Insights, SimilarTech (technology intelligence) • LinkedIn data (through ads platform) • Job postings (tech requirements mentioned)
**Using Technographics:**
• **Targeting**: Reach companies using complementary tech • **Competitive**: Identify users of competitor products • **Personalization**: Customize messaging by stack • **Qualification**: Score leads by technology fit • **Product Development**: Prioritize integrations
**Technographic Signals:**
• **Installed Technology**: What they're currently using • **Technology Spend**: Investment in specific categories • **Technology Adoption**: Early adopter vs. laggard patterns • **Technology Changes**: Adding or removing tools
Combining technographics with firmographics and intent data creates powerful targeting capabilities.
Related Terms
Firmographics
Descriptive attributes of organizations used to segment and target B2B audiences.
Intent Data
Behavioral signals that indicate a prospect's interest in or research activity around specific topics or solutions.
Ideal Customer Profile (ICP)
A detailed description of the type of company that would benefit most from your product or service.