Technographic criteria capture what tools an account uses — which often predicts buying readiness, sophistication, and adjacent need better than firmographics alone.
Why technographics matter
Two same-sized companies in the same industry can differ enormously in buying readiness based on their stack. A company using Salesforce + HubSpot + Snowflake is operationally mature and likely buying related tools; a company using spreadsheets and shared inboxes is not.
Common technographic criteria
- Uses competitor X (often a disqualifier or strong signal).
- Uses adjacent tool Y (signals readiness for your category).
- Stack maturity (using 5+ modern SaaS tools vs not).
- Tech category presence (has data warehouse, has CRM, has marketing automation).
- Custom tools or specific platforms relevant to your motion.
Where the data comes from
Technographic providers (BuiltWith, Datanyze, HG Insights, Stackshare) detect tools from website signals, job posts, and other sources. Coverage varies: some tools detect cleanly (Salesforce, HubSpot, Marketo), some don't (internal tools, on-prem deployments). Treat technographic data as a strong-but-imperfect signal.
How to add
ICP → [rubric] → Add Criterion → Technographic → pick tool or category → set match type (uses, doesn't use, recently added, recently removed) → set weight. The "recently added" type is particularly powerful — captures the buying-window signal of a new tool installation.
Combining with firmographics
Technographics complement firmographics. "Company size 100–500" + "uses Salesforce" is more predictive than either alone. Most strong ICPs combine 3–5 firmographic criteria with 2–3 technographic.
