Technographics

Technographics tell you what a company already runs. They matter when your product replaces, extends or integrates with another tool: a HubSpot add-on is only relevant to companies on HubSpot, and a migration service needs companies on the system being migrated from. They also hint at budget and maturity.

Most technographic data is inferred from the outside: scripts and tags on a company's website, DNS records such as the MX record that shows which email provider it uses, job posts that name the tools a new hire will work with, and public case studies. Each method sees only part of the stack, so a technographic fact is stronger when it names where it was seen and when. A change, such as a company removing one tool's script and adding a competitor's, is often a buying signal in its own right.