What Is Technographic Data?
Technographic data is information about the technology a company uses. This means you can see what CRM system they run, which marketing tools they've bought, what cloud platform hosts their infrastructure, and which security products protect their network.
Unlike firmographic data that tells you company size or revenue, technographics show you the actual software and hardware running the business. When you know a prospect uses Salesforce but lacks intent data tools, you can position your solution around that gap. When you see a company just adopted HubSpot, you know they're investing in their GTM stack and might need complementary products.
Technographic providers track:
CRM platforms: Salesforce, HubSpot, Microsoft Dynamics, Pipedrive
Marketing automation: Marketo, Pardot, Eloqua, ActiveCampaign
Cloud infrastructure: AWS, Azure, Google Cloud Platform
Security tools: Okta, CrowdStrike, Palo Alto Networks
Collaboration software: Slack, Microsoft Teams, Zoom
Analytics platforms: Google Analytics, Adobe Analytics, Mixpanel
This data turns generic outreach into targeted conversations. You reference tools prospects already use, prove your product integrates with their stack, and time outreach around technology buying cycles.
Why Technographic Data Matters for B2B Sales and Marketing
Technology signals tell you when accounts are ready to buy. A company migrating to AWS needs cloud security. A business adopting Marketo likely needs data enrichment. These moments create pipeline if you catch them early.
You use technographics to build better target lists, personalize outreach, and prioritize accounts showing buying behavior. Sales teams identify companies using competitor products and build displacement campaigns. Marketing teams segment audiences by tech stack and personalize content around existing tools. RevOps teams score accounts based on technology combinations that correlate with closed deals.
Four ways teams apply technographic data:
Competitive displacement: Find accounts using competitor technology and target them with migration messaging around contract renewals, feature gaps, or integration limitations.
Tech-based segmentation: Build lists of companies using specific tool combinations that indicate budget, buying authority, and solution fit.
Integration positioning: Lead with proof your product works with their existing stack, reducing perceived risk and shortening sales cycles.
TAM modeling: Calculate addressable market by counting companies using technologies that signal they need what you sell.
The difference between generic cold email and relevant outreach is knowing what tools your prospect already trusts. Technographics give you that edge.
Top B2B Technographic Data Providers Compared
Provider | Technology Coverage | Key Strength | Best For |
|---|---|---|---|
ZoomInfo | 30,000+ technologies across 100M+ companies | AI-powered insights combining technographics with intent and contact data | Mid-market to enterprise teams needing unified GTM intelligence |
Cognism | GDPR-compliant technology tracking | European market coverage and compliance-first approach | EMEA-focused sales teams requiring compliant data |
Bombora | Technology data layered with Company Surge intent signals | Intent data combined with tech stack intelligence | Marketing teams running ABM programs |
HG Insights | Deep IT spend and contract intelligence | Technology spend forecasting and renewal timing | Enterprise sales targeting Fortune 5000 accounts |
BuiltWith | Web technology detection and tracking | Historical technology adoption and trend analysis | Market research and competitive intelligence teams |
Clearbit | Technology attributes with real-time enrichment | API-driven automated enrichment | Product-led growth teams needing instant data |
6sense | Predictive scoring combining technographics and intent | AI-driven account prioritization | Revenue teams focused on predictive pipeline |
Demandbase | Technology insights within ABM platform | Advertising and engagement workflows | Marketing teams running display ABM |
Apollo | Technology filters in prospecting platform | All-in-one prospecting and engagement | SMB to mid-market sales teams |
Dun & Bradstreet | Global technology data with credit intelligence | Firmographic depth and financial data | Enterprise procurement and strategic accounts |
Best B2B Technographic Data Providers
1. ZoomInfo
ZoomInfo tracks 30,000+ technologies across more than 100 million companies, combining tech stack data with contact information, firmographic details, and buyer intent signals in one platform. You see which software a company runs, when they adopted it, and whether they're showing buying signals for complementary or replacement products.
GTM Workspace pushes technographic insights directly into Salesforce, HubSpot, Microsoft Dynamics, Outreach, and Salesloft without manual exports. Copilot surfaces accounts using specific technologies, flags companies showing technology buying signals, and recommends outreach timing based on contract renewals. You build account lists filtered by technology combinations, prioritize prospects using competitor products, and personalize messaging around tools they already trust.
ZoomInfo serves more than 35,000 customers and maintains GDPR, CCPA, and SOC 2 Type II compliance. The platform appears in Gartner and Forrester evaluations of sales intelligence providers. Marketing teams layer technographics into ABM campaigns, segment audiences by tech stack, and trigger workflows when target accounts adopt relevant technologies.
Key Features:
Technology tracking across 30,000+ software applications, cloud platforms, and IT systems with continuous updates
Real-time technographic data integrated with 500 million contacts and 100 million company profiles
AI-powered account prioritization based on technology buying signals and adoption patterns
Native CRM synchronization pushing technographic attributes into Salesforce, HubSpot, and Microsoft Dynamics
Custom technology alerts notifying your team when target accounts adopt or change technologies
Historical technology data showing adoption timelines and replacement patterns
API access for automated technographic enrichment and custom integrations
2. Cognism
Cognism provides technographic data with GDPR-compliant data collection focused on European markets. The platform tracks software installations, cloud infrastructure, and business applications, combining technographic intelligence with contact data and firmographic details.
The system integrates with Salesforce, HubSpot, and Outreach, syncing technographic attributes into CRM records. You filter prospects by technology stack, identify accounts using competitor products, and build campaigns around technology migration opportunities. Cognism offers browser extensions for on-demand technographic lookups and bulk enrichment for existing account databases.
Cognism maintains ISO 27001 certification and follows GDPR requirements through consent-based data collection. The platform focuses on mid-market and enterprise accounts in Europe, with expanding coverage in North America and APAC.
Key Features:
GDPR-compliant technographic data collection and storage
Technology tracking across business applications and platforms
European market coverage with verified contact and company data
CRM integrations syncing technographic attributes into Salesforce and HubSpot
Browser extension for real-time technology lookups during prospecting
Bulk enrichment capabilities for existing account databases
ISO 27001 and GDPR compliance certifications
3. Bombora
Bombora combines technographic data with Company Surge intent signals that track content consumption patterns indicating active research and buying behavior. The platform operates a B2B data cooperative where publishers share anonymous browsing data, creating intent signals across thousands of business topics including specific technologies.
You build ABM audiences filtered by technology and intent, targeting accounts using competitor products while researching alternatives. The platform integrates with advertising platforms, marketing automation systems, and ABM tools, enabling technology-based audience segmentation. Sales teams access combined technographic and intent data through CRM integrations, prioritizing accounts showing both technology fit and buying signals.
Bombora provides data through direct platform access, API connections, and partnerships with ABM platforms like Demandbase and 6sense. The cooperative model creates intent coverage across millions of business domains.
Key Features:
Company Surge intent data combined with technology stack intelligence
B2B data cooperative providing intent signals across thousands of topics
Technology tracking integrated with content consumption patterns
Advertising platform integrations for technology-based audience targeting
ABM platform partnerships with Demandbase, 6sense, and others
API access for custom intent and technographic applications
Account-level intent scoring combining technology fit with buying signals
4. HG Insights
HG Insights specializes in technology intelligence for enterprise accounts, tracking IT spend, contract details, and technology adoption across Fortune 5000 companies and mid-market businesses. The platform provides data on software installations, cloud infrastructure, and business applications, including contract values, renewal dates, and technology spend forecasts.
You identify accounts with expiring contracts, forecast technology budgets, and prioritize prospects based on IT spend patterns. The platform tracks technology adoption at the department level, showing which business units use specific tools. HG Insights integrates with Salesforce, pushing contract intelligence and spend data into account records.
The platform focuses on enterprise technology markets with TAM analysis tools that calculate addressable market based on technology install base and spend patterns.
Key Features:
IT spend data and technology budget forecasts for enterprise accounts
Contract intelligence including renewal dates and agreement values
Department-level technology tracking showing business unit adoption
Technology vendor relationship data and partnership intelligence
TAM analysis tools calculating market size based on install base
Salesforce integration syncing contract and spend data into CRM
Technology adoption trends and replacement pattern analysis
5. BuiltWith
BuiltWith tracks web technologies across millions of websites, providing historical technology data, adoption trends, and market share analysis. The platform detects technologies through automated web crawling, identifying content management systems, analytics tools, advertising platforms, and infrastructure components.
You analyze technology adoption patterns, calculate market share for software categories, and identify emerging tools. Sales teams build prospect lists filtered by website technology, targeting companies using specific platforms. The platform offers lead generation tools that identify companies adopting new technologies.
BuiltWith provides data through web-based search tools, API access, and bulk data exports. The platform focuses on web-facing technologies with less coverage of internal enterprise software.
Key Features:
Technology detection across web technologies and platforms
Historical technology data showing adoption and removal timelines
Market share analysis and technology trend reporting
Lead generation tools identifying companies adopting new technologies
API access for automated technology lookups and enrichment
Bulk data exports for market research and analysis
Technology relationship mapping showing common tool combinations
6. Clearbit
Clearbit provides technographic data through real-time enrichment, now owned by HubSpot. The system detects technologies through web scraping and verified partnerships, tracking software installations, cloud platforms, and business applications. Clearbit enriches contact and company records with technographic attributes via API.
Product-led growth teams enrich user signups with technology data, routing leads based on tech stack fit. Marketing teams apply technographic enrichment to form submissions, segmenting leads by technology. The platform integrates natively with HubSpot and connects to other systems through API.
Clearbit focuses on real-time enrichment rather than bulk data access, providing technographic attributes alongside firmographic and contact data.
Key Features:
Real-time technographic enrichment via API
Technology detection integrated with firmographic and contact data
Native HubSpot integration for automated data enrichment
Form enrichment adding technographic attributes to lead captures
CRM integrations syncing technology data into Salesforce and other systems
Bulk enrichment capabilities for existing contact databases
Technology attributes covering software, cloud, and business applications
7. 6sense
6sense combines technographic data with predictive account scoring and intent signals, using AI to identify accounts showing buying behavior and technology fit. The platform tracks technology installations alongside website visits, content engagement, and third-party intent data, creating scores that prioritize accounts based on likelihood to buy.
Marketing teams build target account lists filtered by technology and intent, running display advertising and email campaigns. Sales teams access predictive account scores combining technology fit with buying signals. The platform integrates with advertising networks, marketing automation systems, and CRM platforms.
6sense operates as an ABM platform with technographic data as one component of account intelligence. The system emphasizes predictive analytics and AI-driven prioritization.
Key Features:
Predictive account scoring combining technographics with intent signals
AI-powered account prioritization based on buying behavior patterns
Technology-based audience segmentation for ABM campaigns
Display advertising integration targeting accounts by tech stack
Intent data from web visits, content engagement, and third-party sources
CRM and marketing automation integrations syncing account scores
Account journey mapping showing technology adoption and buying stage
8. Demandbase
Demandbase provides technographic insights within its ABM platform, combining technology data with account intelligence, advertising capabilities, and engagement orchestration. The platform tracks software installations, cloud infrastructure, and business applications, layering technographic attributes onto account profiles.
Marketing teams build ABM audiences filtered by technology stack, running personalized advertising campaigns. The platform offers account-based website experiences that adapt content based on visitor technology profiles. Sales teams access technographic data through CRM integrations, viewing technology attributes alongside engagement history.
Demandbase acquired InsideView, expanding data capabilities and technology coverage. The platform focuses on ABM orchestration with technographics as one element of account intelligence.
Key Features:
Technographic data integrated with ABM orchestration workflows
Account-based advertising targeting by technology stack
Website personalization adapting content based on visitor technology
CRM integrations syncing technographic attributes into Salesforce
Technology-based audience segmentation for display and programmatic ads
Account intelligence combining technographics with firmographic data
Engagement tracking showing technology-based campaign performance
9. Apollo
Apollo includes technographic filters within its sales intelligence and engagement platform, enabling technology-based prospecting alongside contact data and outreach workflows. The system tracks software installations and business applications, allowing you to build prospect lists filtered by technology stack.
Sales development teams identify prospects using specific technologies, build outreach campaigns referencing existing tools, and track engagement across email and phone. The platform offers browser extensions for on-demand technology lookups and integrates with Salesforce. Apollo positions technographics as one filter within broader prospecting capabilities.
The platform targets SMB and mid-market sales teams. Apollo emphasizes all-in-one prospecting and engagement over deep technographic coverage.
Key Features:
Technology filters integrated with contact database and prospecting tools
Email sequencing and phone dialing combined with technographic targeting
Browser extension for real-time technology lookups during prospecting
Salesforce integration syncing technographic data into CRM records
Engagement tracking showing email opens, clicks, and replies
Bulk enrichment adding technology attributes to existing contact lists
API access for custom integrations and automated data enrichment
10. Dun & Bradstreet
Dun & Bradstreet provides technographic data as part of its enterprise business intelligence platform, combining technology tracking with firmographic depth, credit data, and risk intelligence. The platform tracks software installations, cloud infrastructure, and IT systems across global companies, linking technology data to D-U-N-S Numbers.
Enterprise sales teams identify technology adoption patterns within large account hierarchies, tracking which subsidiaries use specific tools. The platform combines technographic intelligence with credit scores, payment histories, and financial health indicators. Dun & Bradstreet maintains global coverage with verified data collection processes.
The platform serves enterprise procurement, strategic accounts teams, and organizations requiring business intelligence beyond technology data alone.
Key Features:
Global technographic coverage linked to D-U-N-S Numbers
Technology data combined with credit, risk, and financial intelligence
Hierarchical technology tracking across corporate families and subsidiaries
CRM integrations syncing technographic attributes into enterprise systems
API access for automated data enrichment and custom applications
SOC 2 and international privacy framework compliance certifications
Verified data collection processes and quality assurance protocols
Learn More About Dun & Bradstreet
How to Evaluate B2B Technographic Data Providers
Start by defining which technologies matter to your go-to-market strategy. CRM systems matter if you sell sales tools. Marketing automation matters if you target demand gen teams. Cloud infrastructure matters if you sell DevOps or security products.
Test accuracy by sampling records for accounts you know. Check whether detected technologies match reality. Compare coverage across providers, looking at total technology count and depth within categories relevant to your market.
Data Accuracy and Verification Methods
Accuracy determines whether your targeting hits the right accounts or wastes budget on bad data. Providers use different collection methods with different accuracy tradeoffs.
Web scraping detects publicly visible technologies but misses internal systems. Job postings reveal technology needs but don't confirm installations. Verified partnerships provide high accuracy but limited coverage.
What to check:
Request sample data for accounts you know and verify detected technologies against reality
Ask about data collection methods and verification processes
Check refresh frequency since monthly updates miss changes happening weekly
Test accuracy across different company sizes and industries relevant to your market
Evaluate historical data quality if you need technology adoption timelines
Technology Coverage and Depth
Coverage determines whether a provider tracks the technologies that matter to your business. Some platforms monitor 80,000+ web technologies but offer shallow data on enterprise software. Others focus on 15,000 technologies with deep intelligence on contracts, spend, and implementation details.
Match coverage to your use case. Market research needs breadth. Enterprise sales requires depth.
Evaluate these factors:
Total technology count and breakdown by category like CRM, marketing, cloud, security
Depth of data including version numbers, contract dates, and spend versus simple presence detection
Industry-specific coverage for vertical markets like healthcare, financial services, or manufacturing
Department-level tracking showing which business units use specific technologies
Historical data showing technology adoption timelines and replacement patterns
Integration With Existing Tech Stack
Technographic data only creates value when it reaches the teams who need it. Native CRM integrations push technology attributes into Salesforce, HubSpot, or Microsoft Dynamics. API access allows custom integrations with proprietary systems.
Evaluate integration depth. Some providers sync basic technology flags while others push detailed attributes including versions, contract dates, and spend data.
Check for:
Native CRM integrations with Salesforce, HubSpot, Microsoft Dynamics, and Pipedrive
Marketing automation connections to Marketo, Pardot, Eloqua, and ActiveCampaign
Sales engagement platform integrations with Outreach, Salesloft, and similar tools
API documentation, rate limits, and data delivery formats for custom integrations
Real-time versus batch data synchronization and update frequency
Data mapping capabilities aligning provider fields with your CRM schema
Compliance and Data Privacy
Technographic data collection raises privacy questions, particularly in Europe where GDPR restricts data processing without consent. Providers use different collection methods with varying compliance implications.
Web scraping publicly available data generally complies with regulations. Tracking internal systems requires consent or legitimate interest justifications. Verify provider compliance certifications, data sourcing transparency, and consent management processes.
Compliance factors:
GDPR compliance for European data collection and processing
CCPA compliance for California consumer data and opt-out mechanisms
SOC 2 Type II certification demonstrating security and privacy controls
Data sourcing transparency explaining collection methods and verification processes
Consent management capabilities for handling opt-out requests
Data retention policies and deletion procedures for outdated records
Frequently Asked Questions
How does technographic data differ from firmographic data in B2B targeting?
Firmographic data describes company characteristics like size, revenue, industry, and location. Technographic data reveals the specific technologies a company uses. Firmographics tell you who a company is while technographics show you what tools they've bought and deployed.
How frequently do technographic data providers update their technology information?
Technology environments change constantly as companies adopt new tools and retire old systems. Monthly updates represent the minimum refresh frequency, with weekly or real-time updates providing better accuracy for time-sensitive campaigns like competitive displacement or contract renewal targeting.
Can you use technographic data to identify companies using competitor products?
Yes. Technographic data identifies accounts using competitor products, enabling targeted outreach around migration pain points, feature gaps, and contract renewal timing. You build lists of companies using specific competitor technologies and personalize messaging around switching costs and integration capabilities.
What categories of technology do most technographic providers track?
Most providers track CRM systems, marketing automation platforms, cloud infrastructure, security tools, collaboration software, analytics platforms, and e-commerce systems. Enterprise-focused providers add IT spend data, contract intelligence, and department-level adoption tracking.
How do technographic data providers collect information about company technology stacks?
Providers use web scraping to detect publicly visible technologies, analyze job postings mentioning specific tools, partner with technology vendors for verified install data, and survey companies directly. Each method offers different accuracy and coverage tradeoffs.
Do marketing teams benefit from using technographic data for campaign targeting?
Marketing teams apply technographics to ABM targeting, audience segmentation, content personalization, and advertising campaigns. Technology data enables precise targeting of accounts using specific tools, personalized messaging referencing existing systems, and campaign measurement based on technology adoption patterns.
Choosing the Right Technographic Data Provider
The right technographic provider depends on your GTM motion, target market, and existing tech stack. Enterprise sales teams targeting Fortune 5000 accounts need deep contract intelligence and IT spend data. Mid-market teams running ABM programs require technology data integrated with intent signals and advertising platforms.
Match provider capabilities to your requirements:
Data accuracy and verification methods meeting your quality standards
Technology coverage depth in categories relevant to your market
Integration capabilities with your CRM, marketing automation, and sales engagement platforms
Compliance certifications meeting your regulatory requirements
ZoomInfo combines technographic intelligence with contact data, firmographic details, and buyer intent signals in GTM Workspace. You get technology-based targeting without switching between multiple platforms. The system tracks 30,000+ technologies across 100 million companies, updating records continuously and pushing insights directly into Salesforce, HubSpot, and other GTM tools.
Copilot surfaces accounts using specific technologies, flags buying signals, and recommends outreach timing based on contract renewals and adoption patterns. You build lists, personalize outreach, and track results in the tools you already use.
Talk to someone to learn how ZoomInfo can help you identify and target accounts based on their technology stack.
