Technographics profiles target accounts based on their technology stacks. Similar to firmographics (industry, revenue, employee count etc.), technographics provide a more comprehensive view of target accounts.
There are over 37,000 technologies that are tracked, covering a wide range of software and hardware categories. See Manage Technographics.
Important: See the bottom of this article for a complete list of technographics.
Problem
For B2B companies, knowing which technologies potential customers use is crucial for assessing their compatibility and tailoring communication strategies. Understanding if they use similar or rival products helps predict their likelihood of becoming customers. Technographic data is now considered essential for account-based marketing platforms with the majority of B2B companies using, or are planning to use, technographic data.
Solution
Technographics are available to use for filtering, reporting, sorting, and segmentation throughout the Demandbase platform. For example, you can use Selectors using technographic filter criteria to create an Account List. If there’s a particular technology that integrates well with your solution, you can create a list of accounts that have that technology.
Full technographic data for each account is available as a single consolidated field for all adopted technologies.
Use Cases
Use cases for technographics include:
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Discover and prioritize accounts.
- Find accounts that are currently using compatible technologies.
- Find existing customers that may have upgrade or cross-sell opportunities.
- Assess accounts by researching if they specifically seek out best in class software vs smaller 'budget' offerings.
- Stop chasing dead-end leads.
- Drive sales efficiency with tech profiles inside CRM.
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Find opportunities to displace competitors.
- Find accounts who use your competitor’s technology and target them with key messages.
- Work with Demand Gen to create nurture series for these accounts.
- Provide value added content like ebooks, webinars, or Marketer to Marketer conversations to help them see the value of your solution.
- Segment accounts with precision for sales outreach.
- Deliver tightly personalized marketing messages.
- Target your advertising.
- Create customized landing pages.
Location Based Technographics
Important: This product or feature is in beta. See the Demandbase Beta Release Process for more information.
Location Based Technographics provides technographic data specific to the locations of a company’s branches. Branches in different locations may use different technologies based on various factors such as function, regional preferences, or regulatory requirements. For example, if a company has a research and development branch in New York and a sales branch in Florida, the branch in New York may be the only one using statistical software.
By knowing the technologies used based on location, sellers can tailor their offerings and strategies accordingly. This level of personalization can enhance the effectiveness of sales and marketing efforts, as it shows a deeper understanding of the buyer’s unique requirements.
Location Based Technographics is part of Demandbase Data. Demandbase delivers it as a flat file to customers who purchase it. If you’re interested, contact your Demandbase Account Team.
Trending Skills
Trending Skills provides insights into changes in an account’s tech stack. While technographics focuses on the current technology in use, Trending Skills tracks shifts by analyzing data from sources like projects, career pages, and front-end signatures. These signals are mapped to technologies, with usage strength measured and changes computed quarterly.
This analysis reveals an account's evolving tech architecture and potential future investments. For instance, an account may transition from proprietary to open-source solutions or migrate big data infrastructure from on-premise to cloud. Such trends highlight shifts in resource allocation and signal changes in overall tech strategy.
Trending Skills is part of Demandbase Data. Demandbase delivers it as a flat file to customers who purchase the feature. If interested, contact your Demandbase Account Team.
FAQs
Why does the consolidated technographics field use pipe (|) separators?
This makes it easier to use the Contains operator to find a particular technology. For example, “Contains |SAP|” will return SAP but not EPIC ASAP. Some of the technology names include commas, so comma would not be a suitable separator character.
How often are the technologies updated?
The data is updated monthly.