What Are Technographics?

Technographics, short for “technology demographics,” refer to the detailed information about the software, hardware, tools, and platforms a company is currently using. This includes CRMs, marketing automation platforms, cloud services, security software, development tools, and more.

Instead of guessing or making assumptions about a prospect’s pain points, technographic data allows you to see inside their tech ecosystem. This intelligence provides valuable context, enabling highly targeted and personalized sales and marketing outreach.

Why Technographics Matter for Your GTM Strategy

A strong GTM strategy requires deep knowledge of your target audience beyond just firmographics like industry or company size. Technographics add a critical layer of insight that helps you:

1. Identify High-Fit Accounts
   Know which companies are using complementary or competing solutions, and prioritize those with the highest likelihood to convert.

2. Tailor Your Messaging
   Speak directly to the prospect’s current technology environment. This enables reps and marketers to position your solution as a better fit or upgrade.

3. Time Your Outreach Strategically
   Spot buying signals based on recent tech adoption or discontinuation, and engage leads at the right moment in their decision cycle.

4. Segment More Intelligently
   Group leads based on their tech stack to create more precise, relevant marketing campaigns and product positioning.

How Bravus Data Powers Technographic Intelligence

At Bravus Data, we offer comprehensive technographic appending and enrichment services that allow your team to understand what technologies your prospects are currently using. Whether you’re targeting Salesforce users, companies that recently adopted cybersecurity solutions, or businesses running outdated infrastructure, we help you build lists and strategies that are rooted in real, actionable data.

Our technographic datasets can be integrated into your CRM or sales systems, making them instantly useful for both outbound and account-based marketing efforts. From SaaS firms to IT solution providers, our clients leverage this data to:

• Launch hyper-personalized email and ad campaigns

• Train SDRs on competitive positioning

• Improve demo conversions and shorten sales cycles

• Increase ROI by focusing only on high-propensity leads

Technographics in Action: GTM Use Cases

• Example 1: A cloud security provider used Bravus Data to target companies using outdated antivirus software. With tailored messaging, they achieved a 2x increase in meetings booked.

• Example 2: A SaaS vendor wanted to replace Salesforce in mid-market companies. Using our technographics, they built a list of Salesforce users and ran a competitive displacement campaign that led to a 30% increase in pipeline.

The Bravus Data Advantage

What sets us apart is not just the depth of our data, but the strategic insight we bring to the table. We help you align technographic intelligence with your GTM goals from segmentation and targeting to outreach and conversion. Whether you’re launching in a new market or optimizing an existing campaign, Bravus Data equips you with the information you need to win faster.

Success Stories

SaaS Startup Targets Salesforce Users and Closes 3X More Deals

Client: Mid-size SaaS company offering a CRM alternative
Challenge: They wanted to win over companies currently using Salesforce but seeking more affordable or customizable options.
Solution: Bravus Data provided a custom technographic list of mid-market businesses using Salesforce, enriched with decision-maker contacts and firmographic filters.
Result: With highly tailored messaging focused on Salesforce pain points, the startup increased email response rates by 40% and closed 3X more deals within one quarter. The GTM team reported a 35% decrease in sales cycle time due to better-qualified leads.

Cybersecurity Firm Launches GTM Campaign Based on Legacy Tech Insights

Client: Enterprise-grade cybersecurity vendor
Challenge: They needed to identify companies still using outdated endpoint protection solutions to promote their next-gen cybersecurity platform.
Solution: Bravus Data delivered a segmented list of companies using legacy antivirus software, including McAfee and Symantec, along with technographic intelligence on other security tools in use.
Result: The firm launched a targeted campaign offering a “switch discount” to these accounts and saw a 2.5x increase in demo bookings, along with a 22% increase in conversion compared to their previous broad campaigns.

Marketing Automation Provider Refines ICP Using Technographic Filters

Client: MarTech provider focusing on marketing automation tools
Challenge: Their ICP was too broad, and they struggled with low engagement from irrelevant leads.
Solution: Bravus Data helped them narrow down their audience to companies not currently using any automation tools or using outdated platforms.
Result: With a sharper GTM focus, the company restructured its campaign and achieved a 50% lift in qualified leads and a reduction in customer acquisition cost (CAC) by 28%. Their sales team reported that prospects were “more ready to engage” and aligned with their offering.