What is Technographics?
Technographics are data points describing the technologies, software, and tools a company uses—its tech stack. In B2B sales development, technographic data powers smarter list-building and prospecting by showing which accounts run specific CRMs, marketing automation, cloud platforms, or competitors, so SDRs can target the right companies with highly relevant outbound messaging and offers.
Understanding Technographics in B2B Sales
In practical terms, technographic data lets you answer questions like: "Which mid-market SaaS companies use Salesforce and HubSpot?" or "Which manufacturers still run legacy ERP systems we can replace?" Instead of building lists only by industry and headcount, SDRs and list-building teams can filter companies by the tools they already use, their technical maturity, and even signs of expansion or consolidation in their stack. This dramatically tightens your Ideal Customer Profile (ICP) and reduces time wasted on poor-fit accounts.
The importance of technographics has grown with the explosion of SaaS and complex tech stacks. Recent research shows the technographic data market grew from about $367 million in 2020 to roughly $1.17 billion by 2025, a 26.1% CAGR, as companies seek technology intelligence to power go-to-market strategies.landbase.com At the same time, the average company now runs over 100 different software applications, making stack visibility critical for vendors selling into this complexity.landbase.com
Modern sales organizations use technographics in several ways. For list-building, data providers like ZoomInfo, HG Insights, BuiltWith, and others can surface accounts running a competitor or a complementary product. For outbound, SDRs can personalize cold calls and emails around the tools a prospect already uses ("We integrate natively with your Salesforce and HubSpot setup"), which helps drive relevance and response rates. For account-based motions, technographics help prioritize accounts where there is clear pain (e.g., outdated systems) or strong fit (e.g., compatible infrastructure) and inform multi-threaded outreach with tailored value propositions.
Over the last decade, technographics have evolved from static snapshots of web technology (e.g., simple website tech stack lookups) into continuously updated, AI-enhanced signals that merge web crawling, job postings, digital footprints, and customer disclosures. Today they’re increasingly combined with firmographic and intent data in revenue platforms so RevOps, marketing, and sales development can build dynamic segments and routing rules. As adoption has gone mainstream-over 80% of businesses now incorporate technographic data into their decision-making and 75% of B2B marketers rely on it for personalizationlandbase.com-technographics have become a core input to high-performing outbound and ABM programs, not a nice-to-have add-on.
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Related Tools & Resources
ZoomInfo
B2B data platform that provides extensive technographic, firmographic, and contact data, enabling sales teams to filter accounts by installed technologies and trigger targeted outreach.
HG Insights
Technographic intelligence provider offering detailed views of installed technologies, IT spend estimates, and technology adoption patterns for advanced account selection.
BuiltWith
Web technology profiler that identifies the tools and platforms running on company websites, useful for basic technographic segmentation and outbound prospecting.
Bombora
Data platform that combines technographics with B2B intent signals, helping teams find accounts researching specific technology topics and vendors.
Leadsforge
AI-driven technographic and enrichment platform that builds segments and refreshes technology stack data in real time for outbound and ABM use cases.
Demandbase
ABM and revenue platform that layers technographic, firmographic, and intent data to power account selection, advertising, and sales activation.
Partner with SalesHive for Technographics
Once those lists are built, SalesHive’s US- and Philippines-based SDR teams weave technographic insights into cold calling and email outreach. Their AI-powered email personalization engine, eMod, tailors messaging around each prospect’s stack and likely pain points (such as integrations, duplicate tools, or legacy systems), which helps drive higher reply and meeting rates. With more than 100,000 meetings booked for 1,500+ clients, SalesHive has repeatedly proven that technographic-driven targeting outperforms generic industry lists in real-world outbound programs.
Because SalesHive offers flexible SDR outsourcing and list-building without annual contracts, companies can quickly test technographic-based campaigns in a low-risk way. Whether you need net-new lists, a specialized technographic segment for ABM, or a full SDR pod to run multi-channel outreach against a competitor’s install base, SalesHive operationalizes technographics into daily sales motions instead of letting the data sit idle in your CRM.
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Frequently Asked Questions
What are technographics in B2B sales development?
Technographics are data describing the technologies, software, and tools a company uses-its tech stack. In B2B sales development, SDRs and list-builders use technographic data to identify accounts running specific CRMs, marketing automation tools, cloud platforms, or competitors so they can prioritize the right companies and tailor outreach accordingly.
How are technographics different from firmographics and intent data?
Firmographics describe who a company is (industry, size, location), while technographics describe what it runs (CRM, ERP, infrastructure, SaaS tools). Intent data indicates how a company is behaving or what it's researching right now. The most effective outbound programs combine all three to find accounts that are a fit, run compatible stacks, and are actively in market.
Where do technographic data providers get their information?
Providers typically combine website crawling, DNS and script analysis, job postings, public documentation, customer references, and sometimes partner or customer-contributed data. AI models infer technologies from these signals, then providers validate and refresh the data regularly so B2B sales teams can rely on reasonably current stack profiles.
How can SDR teams practically use technographics day-to-day?
SDRs can filter prospecting lists by specific tools, see key technologies on contact or account records, and use that context in cold call openers, emails, and discovery questions. For example, they might prioritize accounts using a competitor and open with a proven migration story, or highlight native integrations to tools the prospect already uses.
Do smaller B2B companies really need technographic data?
For smaller teams, technographics may not justify a large stand-alone subscription, but it's increasingly bundled into affordable data platforms. Even light technographic use-such as knowing which CRM and key systems target accounts use-can significantly improve list quality and outbound relevance, especially when paired with an outsourced SDR partner like SalesHive.
What should we measure to prove technographics are working?
Track conversion at each stage-reply rate, meeting rate, SQL rate, and win rate-for campaigns that use technographic-based segments versus control groups. If technographics are being applied well in list-building and outreach, you should see higher conversion through the funnel and better pipeline-to-revenue ratios for those segments.
