What is technographic data?

Technographic, firmographic and intent data

Firmographic data describes the company, such as its industry, size and location. Technographic data describes its software and infrastructure. Intent data tries to show what a company is researching right now. Most account lists combine the first two, then add contacts.

The word technographics is also used for consumer research about how people adopt technology. In B2B sales it almost always means a company's stack.

Where technographic data comes from

Most providers combine several of the sources below. What a source can show decides how much you can trust a record built from it.

What a technographic record looks like

A useful record names the company, the technology, the signal that matched, the host it was found on and the check date. These four rows come from the public previews of WhosBuilt's company lists.

The Workday and CrowdStrike rows show why the signal matters. Both count as Marketo accounts, but only Workday's homepage loads Marketo. CrowdStrike's match comes from DNS alone, which can outlive a cancelled subscription.

How to find companies by the technology they use

1. 1.Pick the signal that proves use. Each tool leaves a different trace. Shopify shows in headers and DNS, Marketo in form scripts or landing-page DNS, AEM in two asset paths. Decide what counts before you collect anything.
2. 2.Collect candidate domains. Use directories, vendor customer stories, partner pages, search operators and lists you already have. Treat all of them as leads to check.
3. 3.Check each company's own host. Run the check on a host the company controls. The same script on an agency demo, an event platform or a reseller's site doesn't count.
4. 4.Record the host, the signal and the date. Write down which host you checked, which signal matched and when. Without those three fields nobody can repeat the check later.
5. 5.Count companies once and keep weaker matches apart. Merge regional sites and subsidiaries under one company. Put DNS-only or single-marker matches in their own group instead of mixing them with page matches.

For a worked version of these steps on one platform, see how to find Shopify stores. To check what a single site runs, use the website tech stack checker.

Technographic segmentation

Technographic segmentation groups accounts by the tools they run, then by how sure you are. A vendor selling a HubSpot migration can start with Marketo accounts. Inside that group, accounts with Marketo code on the homepage are a different pitch from accounts that only have an old landing-page record.

The Marketo list on WhosBuilt, checked 11 October 2026, groups its 99 accounts that way. Of the 99, 33 had Marketo code in homepage HTML, 59 had a Marketo landing-page host that answered HTTPS, and 7 had a Marketo DNS record but no HTTPS response.

What technographic data can't tell you

A website signal shows that a host used a tool on the check date. It doesn't show a paid contract, the plan, company-wide use or who owns the account. Internal software such as an ERP or a data warehouse rarely shows on a public website at all.

Records also go stale. Companies switch tools, close regional sites and leave old DNS records behind, so a record without a check date can't be trusted.