Technographic data identifies the software and hardware technologies that companies use. Along with firmographic attributes such as industry, revenue, and employee count, technographics provide a more complete view of an account's characteristics and technology environment.
Use technographic data to identify better-fit accounts, understand technology adoption, and create more targeted sales and marketing campaigns.
Benefits of Technographic Data
Technographic data helps sales and marketing teams to identify opportunities and personalize their go-to-market strategies.
Use technographic data to:
- Identify and prioritize accounts: Find accounts using technologies compatible with your solutions, identify potential customers, and evaluate account fit.
- Identify competitive opportunities: Find accounts using competing technologies to develop displacement strategies.
- Discover cross-sell and upsell opportunities: Identify accounts that may benefit from complementary products or services.
- Personalize sales outreach: Tailor messaging and sales conversations based on an account's technology stack.
- Create targeted marketing campaigns: Segment accounts by installed technologies to deliver relevant advertising, nurture programs, webinars, and other content.
- Identify changes in technology adoption: Monitor technology trends to uncover potential buying signals and shifts in account priorities.
View the Complete List of Supported Technologies
Demandbase tracks more than 48,000 technologies across a broad range of software and hardware categories.
See the List of Technographics for all tracked technologies.
Understanding Location-Based Technographics
Important: This product or feature is in Beta.
Location-Based Technographics provides technographic data for specific company branch locations. Branches may use different technologies based on their functions, regional preferences, or regulatory requirements.
For example, a company's New York research and development branch may use statistical software that its Florida sales branch does not. Understanding technology usage by location helps sellers tailor their messaging and offerings to the needs of each branch.
Location-Based Technographics is part of Demandbase Data. Demandbase delivers this data as a flat file to customers who purchase the feature.
To learn more, contact your Demandbase Account Team.
Understanding Trending Skills in Technographics
Trending Skills identifies changes in an account's technology stack.
While technographics show the technologies an account currently uses, Trending Skills analyzes signals from sources such as project descriptions, career pages, and front-end technology signatures.
Demandbase maps these signals to technologies, measures usage strength, and calculates changes quarterly. The resulting analysis can reveal changes in an account's technology strategy and potential future investments.
For example, an account may transition from proprietary to open-source solutions or migrate its big data infrastructure from on-premises systems to the cloud. These changes can indicate shifts in resource allocation and technology priorities.
Trending Skills is part of Demandbase Data. Demandbase delivers this data as a flat file to customers who purchase the feature.
To learn more, contact your Demandbase Account Team.
Request Missing Technologies
If a technology you want to track is not available in Technographics, you can request that Demandbase add it to the available technologies.
Contact your Demandbase Account Team with the product and vendor name. They can review your request and initiate the process to add the missing technology.
FAQs About Technographic Data
Why does the consolidated technographics field use pipe (|) separators?
Pipe separators make it easier to use the Contains operator to find a particular technology.
For example, Contains |SAP| returns SAP but not EPIC ASAP.
Some technology names include commas, so commas are not suitable separators.
How often is technographic data updated?
Technographic data in Demandbase is updated monthly.
How much historical technographic data is available?
Demandbase provides up to two years of historical technographic data to help you analyze technology adoption and changes over time.