What are technographics?

“Technographics” are technology-based characteristics of a company and its processes. 

Examples of technographic data include website technology such as CMS, digital analytics, CRM software, and marketing automation tools.

Technographics are a type of firmographic data because these technological data points are attached to organizations. 

Sales and marketing teams can use technographics to gather insight into their prospect’s technology stacks and operational strategies. 

Technographic data can help sales and marketing teams with sales prospecting segmentation, marketing segmentation and personalization, and detecting indications of buying signals.

How to define target marketing segments based on technographic data

Sales and marketing teams can build segments within their target market based on technographic data to identify opportunities and build personalized marketing strategies for each segment. 

For example, marketing teams can create a target market segment for companies with a particular technology provider on their website and develop a personalized and optimized marketing campaign for this target market segment.

How to use technographic data to assist with B2B sales prospecting

Technographic data provides sales and marketing teams insights into prospects’ technology usage. Sales and marketing teams can use technographic data to: 

• Analyze a prospect’s technology stack and identify opportunities or gaps in a prospect's workflow or strategy. 
• Gather insight into prospects’ buying habits by monitoring changes in technology investment. 
• Craft personalized messages for advertising and sales pitches. 
• Create valuable content to support an effective content marketing strategy. 
• Identify new market opportunities by assessing the technology stacks of potential buyers within specific industries.

How to access technographic data

Certain companies like Datanyze and Builtwith help sales and marketing teams access technographic data. These companies provide insights into the technology stacks on websites. 

For example, sales and marketing teams can use either company mentioned earlier to look up what analytics tools are on a particular site or check the usage of a specific marketing automation tool throughout the most popular websites.