What is Technographic Data?
Information about what technology products and platforms a company uses.
Definition
Technographic data reveals a company's technology stack: what CRM they run, which marketing automation platform they use, their cloud provider, analytics tools, and more. This data is collected through web scraping (detecting JavaScript tags, DNS records, job postings), surveys, and partnership data from technology platforms.
Why It Matters
Knowing a prospect's tech stack tells you whether your product integrates with their existing tools, whether they're using a competitor, and what their technical maturity level is. A company running Salesforce Enterprise is a different buyer than one using a spreadsheet for CRM.
Example
You sell a Salesforce integration. Technographic data reveals that 800 companies in your target market run Salesforce Enterprise. That's your addressable market. The 200 running HubSpot might be a secondary target if you build that integration.