Just as firmographics describe the characteristics of a company (like industry, size, and revenue), technographics reveal the digital infrastructure and tools that power that company’s operations. This information is especially valuable for SaaS businesses, technology vendors, and agencies looking to align their offerings with a prospect’s current environment.
Common technographic data includes:
- CRM & Marketing Tools (e.g., Salesforce, HubSpot, Marketo)
- E-commerce Platforms (e.g., Shopify, Magento, WooCommerce)
- Analytics & Tagging (e.g., GA4, Segment, Hotjar)
- Hosting & Infrastructure (e.g., AWS, Azure, Cloudflare)
- Advertising & Personalization Tools (e.g., Meta Pixel, Optimizely)
- Payments & Subscriptions (e.g., Stripe, Recurly, Chargebee)
- Productivity & Collaboration Tools (e.g., Slack, Notion, Asana)
Example: A SaaS company that integrates with Shopify and Klaviyo uses technographic data to identify mid-sized eCommerce businesses already using these platforms. Their marketing team builds LinkedIn and email campaigns that emphasize easy integrations and time savings, while sales teams prioritize outreach to prospects with this tech stack. This targeted approach leads to higher response rates and shorter sales cycles compared to generic outreach.
Technographic data can be collected through:
- Website scanning technologies that detect scripts, tags, and tools in use.
- Third-party data providers like BuiltWith, Clearbit, or Slintel.
- Surveys and onboarding forms completed by prospects.
- CRM enrichment tools that automatically append tech data.
When combined with firmographics, intent signals, and behavioral data, technographics enable highly focused account-based marketing (ABM), smarter product positioning, and more relevant personalization at scale.