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Best In Class Technographics

What Are Technographics?

Technographics is strategic data that shows you the hardware and software technologies companies use to run their business. By knowing the technology platforms installed at your accounts, you can quickly uncover the companies using products that complement or compete with your solutions. This allows you to:

  • Target with precision at scale (marketing)
  • Have more informed and relevant conversations (sales)
  • Develop better sales models and forecasts (business intelligence)

Customers use technographics to out-market, out-sell and outgrow their competition. Learn how you can do the same below.


We build our business intelligence using advanced data science

Use Cases for Marketing, Sales and Business Intelligence
How Customers Use Technographics
How You Can Integrate Technographics into Your Workflows

SALES & MARKETING
Get access to premium technographics for powerful, actionable insights directly in your Salesforce CRM. The HG Data for Salesforce app enriches customer data with valuable tech install information, allowing you to quickly identify, segment, and target new opportunities with precision and scale, so you can execute more effective campaigns.

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Articles About Technographics
eBooks About Technographics
How Channel Partners Use Technographics
Why We’re The Trusted Leader in Technographics

The Most Comprehensive Collection of Technographics in the World
Every day, HG Data indexes more than two billion unstructured documents from offline and online resources. We go well beyond the digital signature information commonly found on public websites, processing content such as B2B social media posts, case studies, press releases, news articles, blog articles, government filings, technical support forums, job listings and more, to produce a detailed census of the technologies companies use to run their business.

Advanced Data Science Provides Accurate Data You Can Trust
Our proprietary Data Integrity Platform parses and cleans our large datasets, and curates them through machine learning, pattern matching, sophisticated analytics, and other methods. In addition, our platform and data refinement process are constantly fine-tuned by our world class team of in-house data scientists and engineers, who comprise more than 50% of our company.

OVER 83,000,000  TECHNOLOGY INSTALLATIONS

USED AT 12,400,000 COMPANIES GLOBALLY

OF 8,000+ TECHNOLOGY PRODUCTS

MANUFACTURED BY 4,000+ TECHNOLOGY VENDORS

VERIFIED BY 369,000,000 DISTINCT DATE STAMPS

Technographics FAQs

What are technographics?

Technographics is strategic data that shows you what hardware and software technology products are installed at your accounts. Knowing this information allows you to target the right accounts with a relevant message so you can convert and close opportunities faster.

How do sales and marketing teams use technographics?

Better sales and marketing begins with having the right data. Here are a few examples of how technographic data can help in your outreach:

ABM/Demand Generation: ABM and demand generation success are highly dependent on targeting the right accounts with the right message. Technographics help your marketing team find the right accounts so they can launch more effective campaigns.

Prioritizing sales call lists: Technographics give your sales teams the ability to focus on the right accounts and prospects so they spend less time prospecting and more time closing sales.

Finding new customers: one of the biggest discoveries companies make when they start using technographics is that their total available market might be 3-5x bigger than they had estimated. Technographics help you find new customers so you can grow your business.

News-driven campaigns: a merger/acquisition announcement, a bad review on a competitor or a recent end of life notice are great opportunities to get your product in front of companies who may currently be considering a new solution. Having technographics in your CRM or MAP allow you to seize the moment.

Revenue expansion: Technographics help marketing teams understand the technology landscape of their prospects and accounts, allowing them to implement relevant competitive displacement campaigns as well as engaging cross-sell and up-sell promotions that drive more revenue from existing accounts.

Online advertising: a recent study revealed that B2B marketers can double the results of their demand gen programs by complementing those programs with online advertising. With technographics-based HG Data Audience segments, you can reach the right audience with your ads.

For more details on the above visit our Top 6 Technographics Use Cases in B2B Sales and Marketing blog post.

What makes your technographic data unique?

Traditional sales and market intelligence providers use different methods for collecting their information, including phone surveys, digital scraping, and data modeling, each with its own limitations. Phone surveys are time consuming and don’t scale well. Scraping code off a website is easy, but also picks up legacy information that is no longer accurate, and it doesn’t give you information on technology that doesn’t leave a digital footprint. Modeling is fast, but because it doesn’t use complete data sets, it tends to produce inconsistent results.

At HG Data, we take a different approach to gathering, processing and curating business intelligence. We use advanced data science and our own proprietary IP to process billions of structured and unstructured documents scale. We then use automated and human validation to constantly refine and ensure the accuracy of our data sets.

How do you use data science to curate your data?

We process billions of unstructured and structured documents each month. To do this effectively, and at scale, we use advanced machine learning and natural language processing (NLP) techniques as part of our data curation process. This means that every time we learn something new, whether we get something wrong and want to correct it, or we get something right and want to repeat it, we have a very sophisticated environment and platform that allow us to do that.

For example, when you are processing a data set that consists of billions of documents, you need to have a system that can quickly tell the difference between words that mean different things, such as:

– Cisco, Texas vs. a Cisco router

– Salesforce CRM vs. a global salesforce

These are very simple examples, but there are literally hundreds of thousands of instances just like this that any solution parsing big data needs to consider in order to scale and derive value. At HG Data, we’ve had more than seven years of practice developing and refining our algorithms and training sets to extract the right insights for our customers. That’s how we achieve accuracy at scale.

How easy is your technographic data to use?

We have a few different ways to make our data accessible and usable for your sales and marketing outreach:

HG Data for Salesforce: the easiest way to get started with technographics is by adding our HG Data for Salesforce app, which embeds technographics directly into Salesforce so that sales and marketing groups can easily sort, filter and use the data to create campaign segments, score and rank accounts, generate reports, and implement workflows and triggers to build more intelligent business processes.

And if you want to try before you buy, we offer a free Chrome extension (HG Data for Salesforce Lite) that allows you to see the software and hardware installed at any of your accounts while in Salesforce.

HG Data Enterprise: if you don’t have Salesforce, you can use our HG Data Enterprise solution to generate campaign segments for your CRM or MAP, or choose to receive a structured and comprehensive flat file for modeling, trending and forecasting.

HG Data Audience: with HG Data Audience segments you can hyper-target prospective customers or entire market categories with online advertising based on technographics and other business needs and conditions tracked by HG Data. And, using our ecosystem of digital partners, you can easily create and send your custom segments directly into leading Data Management Platforms (DMPs) and Demand Side Platforms (DSPs).

Where can I get more information on technographics?

The Right Technographics for B2B Marketers

Technographics Software Reviews

Technographics Case Studies

VIDEO: Process of Curating Technographics

VIDEO: Using Technographics to Score Accounts

VIDEO: Using Technographics to Identity Competitive or Complementary Products