What Is Technographic Data and Why MSPs Need It
What Is Technographic Data—and Why MSPs Need It
Understanding technographic data—and why MSPs (Managed Service Providers) need it—can transform how you approach lead generation, MSP sales strategy, and account-based marketing.
Step 1: What Is Technographic Data?
Technographic data (or technographics) refers to insights about a company’s technology stack—including:
Software tools
Hardware infrastructure
Cloud platforms
Usage patterns
This differs from firmographic data (which includes company size, industry, location) by providing what tools a company actively uses—like their CRM, cloud provider, or security software.
For example, platforms like Demandbase help identify if a company uses Salesforce, Azure, or legacy systems.
Step 2: Technographic vs. Firmographic Data
| Feature | Firmographics | Technographics |
|---|---|---|
| Focus | Company profile | Technology in use |
| Includes | Industry, size, location | SaaS tools, hardware, cloud platforms |
| Purpose | Basic segmentation | Deep sales targeting, personalization |
Pro tip: Combine both for rich customer profiles and targeted B2B marketing.
Step 3: Why MSPs Need Technographic Data
1. Sharpen Lead Generation & Targeting
Understand what tools a lead is using—like outdated servers, Azure, or Slack—and send messaging that resonates directly with their environment.
“Relevance wins: if they use legacy tools, pitch modern migration.”
2. Enable Technographic Segmentation
Segment leads based on tech stacks (e.g., GCP users vs AWS users). This improves content targeting and personalization, increasing engagement and conversions.
3. Power ABM & Sales Intelligence
In Account-Based Marketing (ABM), knowing a company’s tools helps align offers (e.g., recommend replacements for outdated software or help with cloud migration).
4. Support Competitive Analysis
If your competitor’s tool is already in use, use technographic data to:
- Compare features
- Highlight pricing advantages
- Offer direct replacements
Tools like Enlyft and Canalys help identify such opportunities.
5. Inform Digital Transformation Planning
Track adoption trends (e.g., server-to-cloud transitions). This helps MSPs upsell:
- Infrastructure upgrades
- New SaaS rollouts
- Digital modernization services
Step 4: Examples of Technographic Data MSPs Should Track
MSPs should look for the following:
- CRM platforms: Salesforce, HubSpot
- Cloud providers: AWS, Azure, Google Cloud
- Collaboration tools: Slack, Microsoft Teams
- Cybersecurity software: CrowdStrike, Norton
- Infrastructure type: On-prem vs Cloud hosting
- Device management / IT ops tools
Sources: Demandbase, Enlyft, Martal Group, IInfotanks
Step 5: How MSPs Acquire Technographic Data
MSPs don’t gather all this manually—they rely on data providers that use:
- Web scraping
- AI/ML models
- Industry surveys
- Verification processes
- Regular updates every 45–60 days
Popular providers include: Demandbase, HG Insights, Infotanks, Enlyft
Step 6: Best Practices for Using Technographics
- Combine technographics + firmographics for precise targeting
- Use tech-fit scoring in your CRM for lead qualification
- Integrate buyer intent signals with tech usage data
- Align campaigns to timing and tool adoption stages
- Feed insights into ABM and prospect scoring systems
Step 7: Frequently Asked Questions
1. What is technographic data?
It shows what technology stack (tools/platforms/infra) a company uses.
2. How does it differ from firmographics?
Firmographics = company attributes. Technographics = tech tools in use.
3. What are technographic examples?
CRMs, cloud platforms, security software, collaboration tools, server types.
4. Where do MSPs get this data?
Through vendors like Demandbase, Infotanks, Enlyft who use AI + scraping + verification.
5. Why is digital transformation planning tied to technographics?
- Tracking tech adoption trends helps MSPs position services around infrastructure upgrades, SaaS migration, or full-stack modernization.
- Final Thoughts
- Technographic data helps MSPs go beyond surface-level targeting. When combined with firmographics and buyer intent, it becomes a powerful B2B sales intelligence asset that improves:
- Prospect quality
- Campaign personalization
- ABM success
- Competitive differentiation
- Long-term account planning