Technographics profile target accounts based on the software and hardware technologies in their technology stacks. 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.
Demandbase tracks more than 42,000 technologies across a broad range of software and hardware categories. See this spreadsheet for a complete list of technographics.
How Technographic Data Supports Account-Based Marketing
For B2B companies, knowing which technologies potential customers use helps determine product compatibility and inform communication strategies. Technology usage can also indicate whether an account uses a complementary or competing product, helping teams assess its likelihood of becoming a customer.
Technographic data is widely considered an essential component of account-based marketing. Many B2B companies already use, or plan to use, technographic data.
How to Use Technographic Data in Demandbase
Technographic data is available throughout the Demandbase platform for filtering, reporting, sorting, and segmentation.
For example, use selectors with technographic filter criteria to create an Account List. You can create a list of accounts that use a specific technology, such as a technology that integrates with your solution.
Demandbase provides each account’s complete technographic data in one consolidated field containing all adopted technologies.
Technographic Use Cases for Sales and Marketing
Use technographic data to:
- Discover and prioritize accounts that:
- Use technologies compatible with your solution.
- May have upgrade or cross-sell opportunities.
- Prefer best-in-class software or lower-cost alternatives.
- Are unlikely to become viable opportunities.
- Can be evaluated using technology profiles in your CRM.
- Identify accounts that use competitors’ technologies and create displacement opportunities.
- Develop targeted nurture programs for accounts using competitor products.
- Deliver relevant content, including eBooks, webinars, and peer conversations.
- Segment accounts for precise sales outreach.
- Personalize marketing messages.
- Target advertising campaigns.
- Create customized landing pages.
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 it. To learn more, contact your Demandbase Account Team.
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.
FAQs for Technographics
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|” returns 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?
Technographic data is updated monthly.