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Technographics icon | technology stacks

Introduction to Technographics

New to using technographics? Get up to speed on how B2B companies are applying technographic data to their sales and marketing efforts. To see how companies win with technographic data, see a demo of Datanyze.

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icon for technology stack

Every business runs on technology.

The tools and applications companies use provides insight into their tech buying habits, how they work, the challenges they face and what tech they’ll buy next. For technology providers, technographics is your lens into this world. This data provides a competitive advantage for your business.

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Technographics: Insights on a company’s current technology choices combined with buying signals that indicate future technology needs.

user confused without context of technographics

Many technology companies still rely on firmographics data (company size, vertical, location) and demographics data (contact title, work history, social handles) to identify sales targets, to identify ideal customer profiles, total addressable markets and craft marketing messaging. But these data sets don’t tell much about how your prospects work, what tech they use and buy, or what keeps them up at night. Without this context, you’re forced to operate blindly. Companies don’t want to target and sell solutions to prospects who won’t buy. Technographics data solves these business problems.

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Technographics helps a user understand context and content

What can we infer about a marketing team that recently ditched their marketing automation platform? Or a sales team that just invested in a CRM? Or a startup that just announced a $10M funding round and recently visited our website? These buying signals are central to the power of technographics and are reshaping the way technology companies sell, market and support. Technographics customer profiling helps teams identify the right companies to target.

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Frequently Asked Questions About Technographics

Technographics is a unique and powerful data set that consists of real-time insights based on a company's technology choices and buying signals. Technographics help you find great accounts, engage them in timely, value-driven conversations, and convert them into customers.

Marketing
Inbound Marketing and Technographics: Add technographic data to any marketing automation platform to enrich inbound leads as soon as they submit a form. Once enriched, you can segment and nurture leads based on the technologies they use and trigger sales notifications when a technology is added or dropped.

Account Based Marketing (ABM) and Technographics: Combine technographics with predictive analytics to find new and existing accounts that look like your ideal customer profile (ICP). Technographics customer profiling helps your marketing and sales teams work in a data-driven manner. Identify which accounts are most likely to buy by responding to buying signals like technology changes, funding rounds and company news.

Technographics and Total Addressable Market (TAM): Use technographics data to better identify your total addressable market. Tech usage data can identify what companies use specific technologies and provide a profile of those organizations. You can then identify all other companies that meet the same criteria and combine it with firmographic data as well (size, revenue, location, etc.). Your total addressable market is more accurate and extensive when combined with data models that contain technographic data.

Sales
Technographics and Sales Teams: Find and engage accounts that use competitive or complementary technologies. Want to destroy your competition? Find out who uses your competitor’s products and target them. Receive alerts and find out when someone adds or drops your competitors technology. Use data enrichment with CRM records so you can craft pitches that fit with every prospect and the solutions they use. Get notified when one of your accounts changes technology providers or exhibits other buying signals like raising a funding round or opening a new office. Combine technographic data with high-quality contact data to improve sales development efficiency.

Customer Success
Spot churn risks ahead of time by identifying customers that are testing out a technology provider you compete with. Understand which customers are strong candidates for upsell based on buying signals like technology changes, funding rounds and company news. Combine technographics with predictive analytics to identify customers with the highest lifetime value.

Business Intelligence
Technographic data is highly valuable for business intelligence teams. BI teams can mitigate risks and help their business make smart decisions by gathering insights on technology deployments around the world or across verticals. With tech usage data, BI teams can identify the growth or reduction between different customer profiles and their tech purchasing behavior. This data can provide data-driven insights on whether a product or R&D team should invest in one innovation or pivot to a new direction. Adding this data to other data models allows their organization to have a better understanding of competition, customers, and market opportunities.

As the leading technographic data company, Datanyze analyzes over 35M domains every single day. The Datanyze technographic SaaS platform uses several data collection tactics, some listed here. The primary methods for collecting technographic data are scanning the web using a combination of web crawling, third party providers and natural language processing.

Domain Analysis & Web Crawling
Most technologies leave behind a footprint or “signature” that helps the crawler identify it from other elements of a website or mobile app. Here are a few examples:

TechnologySignature
WordPress< meta name='generator' content='WordPress...' />
Google Analytics'.google-analytics.com/ga.js';
Marketosrc='//munchkin.marketo.net/147'


By finding and cataloging these signatures across millions of sites, you can see which companies are using a given technology. And better yet -- if the crawler checks each site daily, you can take note of when certain technologies appear or disappear. These technology “adds” and “drops” are important buying signals because they often indicate an immediate or upcoming technology change. Imagine knowing exactly when one of your target accounts drops a competitor. You now know the right time to reach out, and the necessary context to have a meaningful conversation.

Natural Language Processing (NLP) is an additional method for collecting technographic data.

Natural Language Processing (NLP)
For technologies that leave no footprint (think databases, CRMs and other solutions), natural language processing provides an alternative method for identifying deployment. This involves scanning and digesting the world of unstructured data -- text from job postings, social media, press releases and more -- to infer a relationship between a company and particular technology.

For example, a job posting for “Salesforce Admin” that appears on a company’s careers page indicates that this company is using Salesforce for its CRM. The world of unstructured data is vast, so this method calls for complex keyword targeting and an eye for detail.

Other collection methods like customer surveys and crowdsourcing can also produce results. These methods are typically used to supplement crawling and NLP because they are often challenging to keep updated.

Datanyze is the leading technographics company, analyzing over 35M companies daily and delivering technographic, firmographic and demographic data to over 45,000 top sales, marketing and business intelligence team members around the world. Datanyze was named Cool Vendor by Gartner in 2016. Headquartered in Silicon Valley, Datanyze analyzes more digital usage habits and technologies than any company in the industry. In addition, our technographic SaaS software is fully integrated with CRM and marketing automation platforms.

Technographic data are insights on specific technologies that a company purchases, adds and drops. Digital usage habits refers to the utilization of digital platforms and technologies. This can include social media platforms, engagement patterns and usage models that include time, location, duration, and demographics of users. Technographics data is primarily focused on applications and IT in both digital and non digital environments. For example, Datanyze can look at on-premise (digital and SaaS technologies) as well as premium off-premise technologies such as servers, CRMs, ERPs and other technology.

At Datanyze, over 45,000 marketing, sales and BI team members from top brands use technographic data each day. These include companies like Marketo, Salesforce, Hubspot, Outreach, Kissmetrics, Zendesk, Uberflip, Dyn and thousands of other notable brands. For details on how they use technographics, visit our technographics case studies.

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