Understanding Technographic Data

  • Updated

Technographics profiles target accounts based on their technology stacks. Similar to firmographics (industry, revenue, employee count), technographics provide a more comprehensive view of target accounts. 

See Manage 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

Demandbase provides insights about which technologies have been adopted by your target accounts. Demandbase has data on over 25,000 technologies.

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. 

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Use Cases

Use cases for technographics include:

  • Score and prioritizing accounts.
  • Refine your Ideal Customer Profile (ICP).
  • Segment accounts with precision for sales and marketing outreach.
  • Deliver tightly personalized marketing messages.

Location Based Technographics

Important: This product or feature is in beta. See 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

While technographics provides an understanding of the tech stacks installed and used in an account, Trending Skills aims at understanding the changes in the tech stack in an account in the recent and previous quarters. Trending Skills signals are extracted from raw data points like projects, career pages, and front end signatures available for an account. The signals are mapped to technology stacks and usage strength is measured for each technology. The changes to usage are computed on a quarter-on-quarter basis to understand the trends in tech stacks in an account.

It gives organizations insight into an account’s overall approach to tech architecture, with insight into potential future investments in technology or movements away from technology. 

By understanding the dynamics of changing tech stacks in an account over time you can understand how the distribution of tech stack and tech resources evolve. It allows us to understand a movement towards or away from a particular genre of tech. For example, an account may be adopting an open source tech stack after earlier indicating a shift away from proprietary stacks; or an account may have started moving its big data infrastructure from on-premise to on-cloud solutions. These trends can be correlated to investments in new technologies and software solutions and signal a change in an accounts overall approach to tech architectures.

Trending Skills 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.

FAQs

For which technologies do we have adoption data available?

There are over 25,000 technologies that are tracked, covering a wide range of software and hardware categories. See the complete list of technographics here

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.

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