Technographics
Technographics are data about the technologies a company uses, such as its CRM, cloud provider, analytics tools or programming frameworks, used to segment and prioritize accounts in B2B sales and marketing.
Also called: technographic data, tech stack data
Why it matters
Technographics show whether a company can use a product and how to position it. A tool that integrates with Salesforce targets Salesforce users, and a product that replaces a competitor targets that competitor's customers. The data comes from scanning website code, DNS records, job postings that name tools, public case studies and integration directories.
Technographics sit next to firmographics, which describe the company itself, and intent data, which describes what it is researching. A change in the tech stack, such as adopting a new tool or removing an old one, can act as a buying signal. Website scans only detect tools that leave a trace in public code, so internal systems are often inferred from job descriptions.
Example
A company that sells a data sync connector between HubSpot and Snowflake filters its account list to companies whose websites load HubSpot tracking code and whose job postings mention Snowflake. That technographic filter narrows thousands of accounts to a few hundred that use both tools. Outreach then opens with the specific problem of keeping data in sync between those two systems.
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