Glossary
Technographics
Technographics is data about which technologies a company uses, such as its CRM, email provider, cloud platform or analytics tools. Sales and marketing teams use it to find accounts that run a product they integrate with, replace or depend on.
What Is Technographics?
In short Technographic data describes a company's tech stack: its software, hardware and infrastructure.
The word blends technology and demographics. Salesforce describes it as a prospect's current software, hardware and processes.
Most of it comes from public traces: scripts and tags on a company's website, DNS records such as an MX record pointing to Google or Microsoft, and job posts that name tools. HubSpot warns that this information can be out of date, and scanning misses back-office software that leaves no public trace.
Technographics Example
Example: a company sells a deliverability add-on for Microsoft 365. It filters 5,000 US firms with 50 to 500 employees down to 1,900 whose MX records point to Microsoft, and opens every email with a line about Outlook spam filtering instead of email in general.
Technographics in Practice
Technographics sit next to firmographics (industry, size, location) as a fit filter. If your product plugs into HubSpot, a list of companies that run HubSpot is a better start than every SaaS company of the same size. Competitive campaigns work the same way: find users of a rival tool and lead with a reason to switch.
FAQ
What is technographic data?
Data about the technologies a company uses. Salesforce describes it as a prospect's tech stack, including their current software, hardware and processes.
What is the difference between technographics and firmographics?
Firmographics describe the company itself: industry, size, location, revenue and growth stage. Technographics describe the tools it runs. HubSpot notes that firmographic data does not include technology measures.
How is technographic data collected?
Mostly by scanning public sources: website code and tags, DNS records and job posts. Companies also use their own CRM, billing and product usage records. Scanned data can be stale, so confirm the stack in the first conversation.
How do sales teams use technographics?
To build lists of companies running a tool they integrate with or replace, and to write outreach that names that tool. Competitive campaigns target users of a rival product with a specific reason to switch.
Do This in Ken
Do This in Ken
Ken Search has no tech-stack filter today. Build the list on company fit, which is free to search, and check the tools a company uses before you write the opening line.
- Module
- Ken Search
- Open in Ken
- /features
The new Ken opens to the waiting list in batches.
Related
- GTM Glossary
Every GTM term, grouped by topic.
- Firmographics
- Intent data
- Ideal customer profile (ICP)
- Data enrichment
- MX record
- Ken
Sources
| Source | Checked |
|---|---|
| HubSpot: What is technographic data? | |
| Salesforce: What is sales intelligence? |
Changelog
- Page published.