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ZoomInfo Technographic Data: How It Works & Why It Matters

February 27, 2024 zoominfo
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ZoomInfo technographic data

Did you know ZoomInfo’s technographic data covers the technology tools and platforms used by over 30 million companies? The wide database is excellent for businesses looking to target their sales and marketing efforts more effectively.

Well, technographic data shows you the technology stack of potential customers. It tells you what software and hardware they use. This makes it easier to understand their needs and how your products or services can help. Using the data, you can create messages that speak directly to their tech challenges.

Hold on! There are more things to know. That’s why, here, we’ll show you what technographic data actually is and how to use it to sharpen your business strategies. We’ll also guide you on how to use the info to find and connect with the right prospects.

Let’s start!

What is ZoomInfo?

What is ZoomInfo

ZoomInfo is a top platform formerly known as DiscoverOrg. It was co-founded in 2007 by our CEO, Henry Schuck, offering detailed info on companies and professionals. It uses amazing tech and a huge database to provide insights. These insights help businesses speed up their sales and marketing activities. 

With ZoomInfo, companies can get a clear market picture, understand their competition, and find new opportunities. It’s designed to make reaching out to potential customers smoother and more straightforward.

By giving businesses access to a wealth of information, ZoomInfo supports them in making informed decisions. It improves their outreach strategies and achieves better results in their marketing and sales campaigns. 

Therefore, the platform is a great resource for anyone looking to grow their business and connect with the right people.

Technographics Definition: What is it?

Technographics is about the technology tools and services companies use. It covers everything from their computers and devices to the software programs and online services they rely on to run their business. 

This data shows us what technology a company chooses, likes, and spends money on. By looking at technographic data, we can get a good idea of how advanced a company is with technology, what tech products they prefer, and how much they invest in their tech setup. 

The information is useful because it helps us understand a company’s tech habits and needs. So, technographics means seeing what tech tools are popular and how different businesses use technology in their daily work.

Importance of Technographic Data

Technographics are important for businesses today. Here’s why they make a big difference:

Importance of Technographic Data

Better Market Understanding

Technographics help businesses see which technologies their potential customers use. This makes it easier to know who might be interested in their products, leading to more focused marketing efforts.

Customized Outreach

With technographic data, companies can change their messages to fit what different groups of customers need. They can reach more directly to people’s specific tech situations, making their marketing feel more personal.

Predicting Tech Trends

The data also helps businesses guess which technologies will become popular in the future. Knowing what tech people might start using lets companies plan and stay ahead of the time.

Personalized Marketing

By knowing the tech tools that potential customers use, businesses can create marketing that speaks right to them. It helps messages stand out and be more effective.

Standing Out from Competitors

Understanding the tech outlook helps businesses see how they differ from their competitors. They can use this information to show why their products are a better choice. Plus, it helps them win over more customers.

How Technographic Data Helps B2B Sales

Technographic data is like a special code that shows what technology a company uses. This information is very important for businesses that sell to other businesses (B2B). 

The report from ZoomInfo we found tells us that knowing this code can make selling easier and better. It’s like knowing what a company needs before you talk to them. This makes it easier to sell things because you can show them products that fit what they use and need.

The report also says that more than 77% of people who sell things think this data helps them find new customers. And, when they use this data, they can make more money and win more deals.

In simple words, technographic data helps salespeople understand their customers better. The tool can offer exactly what the customer needs, making it more likely for the customer to buy. This is very helpful in selling more and beating competitors.

5 Ways ZoomInfo Technographics Improves Sales Prospecting

ZoomInfo Technographics helps sales teams find and connect with the right customers. Let’s see how it improves prospecting:

5 Ways ZoomInfo Technographics Improves Sales Prospecting

Better Targeting

Knowing what tech potential customers use helps businesses focus on the right people. It makes their marketing efforts more likely to succeed because they’re reaching out to those who need their products.

Understanding Competitors

Technographics show what technology competitors use. It leads companies by knowing where they can be better and how they can offer something different.

Customized Pitches

Sales teams can change their approach for each prospect. When they know the technology their prospects use, they can suggest exactly what will help them the most.

Faster Sales Cycles

With technographic data, identifying prospects ready to buy is quicker. Sales teams can prioritize leads that are a good match, speeding up the sales process.

Market Trend Insights

Technographics reveal trends in technology adoption. It helps businesses predict what products or services will be in demand, allowing them to adjust their strategies and stay ahead.

Examples of ZoomInfo Technographic

ZoomInfo technographics provide detailed insights into the technology field of potential customers. Here are some examples:

Examples of ZoomInfo Technographic

CRM Systems

ZoomInfo identifies which Customer Relationship Management (CRM) systems companies use, such as Salesforce, HubSpot, or Zoho. 

This information helps businesses understand how prospects manage customer interactions, sales pipelines, and marketing efforts.

Thus, it helps modify solutions that integrate smoothly with these systems.

Marketing Automation Tools

It reveals the use of marketing automation platforms like Marketo, Mailchimp, or Eloqua. 

The data is needed to understand how a company automates its marketing campaigns, lead generation, and email marketing strategies. 

Businesses can offer great services or insights to optimize these processes.

Cloud Services and Infrastructure

ZoomInfo provides data on a company’s adoption of cloud services like AWS, Google Cloud, or Microsoft Azure. 

This information helps assess a prospect’s cloud infrastructure, versatility, and security preferences. Also, it offers opportunities for services that enhance their cloud capabilities.

Business Intelligence and Analytics Tools

Business intelligence and analytics tools like Tableau, Power BI, or Google Analytics are key for data analysis and decision-making in companies. 

Understanding the tools a company uses can help businesses offer services or insights that complement the prospect’s approach to using data for strategic decisions. The knowledge allows for better alignment with the prospect’s data-driven methods.

Who Uses ZoomInfo Technographic Data and How Do They Use It?

Now it’s time to see who uses ZooInfo Technographic and how they use it:

  • Sales Teams: Sales professionals use technographic data to identify prospects using specific ZoomInfo technologies. It helps them adjust their sales approach and offer solutions that fit the prospect’s existing tech stack.
  • Marketing Teams: Marketers use technographics to segment their audience based on technology use. This enables more targeted and relevant marketing campaigns that speak directly to the audience’s needs and interests.
  • Product Managers: They use technographic insights to understand the technology view of their target market. It helps in improving products that meet the technological needs of potential customers.
  • Customer Success Managers: These professionals use technographics to anticipate the needs and challenges of their clients. Understanding the client’s technology stack helps in giving better support and suggesting integrations that enhance product value.
  • Market Researchers: Researchers analyze technographic data to identify trends in technology adoption. This information is valuable for strategic planning and forecasting market shifts.

How They Use It

The steps of using these techniques are interesting. Let’s see:

  • Identifying Prospects

Teams start by using technographic data to select companies that use certain technologies. It helps in creating a focused list of prospects that are more likely to need their products or services.

  • Segmentation and Targeting 

Next, they section the market based on technographic profiles. It allows for targeted communication that addresses the specific technology interests and needs of each segment.

  • Modifying Sales and Marketing Messages

With a clear understanding of a prospect’s technology stack, sales and marketing messages can be customized. It helps to highlight how their solutions can integrate with or improve the prospect’s current technology.

  • Competitive Analysis

Technographic data provides insights into the technologies used by competitors. Companies use this information to position their offerings more competitively.

  • Product Development and Innovation

Finally, product teams use technographic insights to guide the development of new products or features. 

By understanding the technology trends and needs of their target market, they can innovate solutions that meet these improving demands.

How to Create a Targeted Segment Using ZoomInfo Technographics

Creating a targeted segment with ZoomInfo Technographics involves understanding and applying technology usage data effectively. Here’s how to do it:

How to Create a Targeted Segment Using ZoomInfo Technographic

Pick Important Tech

Start by figuring out which technologies matter most for what you’re offering. The step helps you focus on businesses that use tech compatible with your products or services. Plus, it makes your efforts more relevant.

Divide Your Market

Next, use technographic data to split your market into smaller groups based on their tech use. It’s easier to see who might be most interested in your products. Also, it’s like sorting people into groups based on the tech tools they use at work.

Customize Your Messages

Then, write emails that resonate directly with the tech needs and problems of these groups. If you know the tech they use, you can explain how your product makes things better or solves a problem they have.

Analyze Engagement

Look at how these groups respond to your messages. See which ones are most interesting and why. This step helps you understand if you’re talking about the right tech in the right way.

Adjust and Repeat

Finally, use what you learn from their responses to make your targeting even sharper. 

Maybe you find out that a certain tech isn’t as important as you thought, or there’s a new tech trend you missed. 

Keep refining your approach based on what works.

How to Identify and Reach Your Potential Customers Using ZoomInfo Technographic Data

Identifying and reaching potential customers with ZoomInfo Technographic Data can be optimized into a few key steps:

How to Identify and Reach Your Potential Customers Using ZoomInfo Technographic Data

Use Data for Insights

Always use technographic data to understand the tech tools and solutions your target market employs. The knowledge helps adjust your approach to meet their specific tech-related needs and preferences.

Plan Targeted Outreach

Develop outreach strategies that speak directly to the tech preferences and challenges identified through technographic data. It ensures your messaging is relevant and engaging to your prospects.

Repeat and Learn

Keep refining your outreach and product offerings based on feedback and new technographic insights. The continuous improvement cycle confirms your strategies remain effective over time.

Identify Decision Makers

Use technographic data to pinpoint the key decision-makers within organizations that use specific technologies. Knowing who to DM saves time and increases the effectiveness of your sales efforts.

Measure and Analyze Success

Track the success of your outreach efforts to understand which technographic section responds best. The analysis helps focus your resources on the most promising prospects.

Enrich Product Alignment

Adjust your product or service offerings based on the prevalent technologies within your target segments. This makes sure that your solutions are perfectly suited to the needs of your potential customers.

How to Get ZoomInfo Technographic Data

Accessing ZoomInfo technographic data is a strategic move for businesses aiming to improve their targeting and outreach efforts. Let’s find out how to access technographic data from ZoomInfo:

How to Get ZoomInfo Technographic Data

  • Sign Up for ZoomInfo: Start by creating an account with ZoomInfo. The platform has various subscription plans that include access to their technographic data, among other features.
  • Use ZoomInfo’s Search Feature: Once you have an account, use ZoomInfo’s search and filter options to identify companies by their technology stack. You can search for specific technologies or categories relevant to your needs.
  • Integrate ZoomInfo with Your CRM: ZoomInfo can integrate with many CRM systems. It allows you to enrich your existing customer data with technographic information directly within your CRM. This way, it’s easier to segment and target your outreach.
  • Use ZoomInfo’s Technographic Insights: Utilize the insights provided by ZoomInfo to understand the technology outlook of your target market. It includes details on software and hardware used by companies.
  • Stay Updated with Alerts: Set up alerts in ZoomInfo for when companies update their technology stack. This keeps you informed about potential leads or opportunities to revisit prospects with new proposals based on their updated tech profiles.

How Do You Measure the Quality of ZoomInfo Technographic Data?

Evaluating the quality of ZoomInfo’s technographic data is necessary for using it effectively in your business strategies. Here’s how you can ensure the data meets your needs:

How Do You Measure the Quality of ZoomInfo Technographic Data


Check if the technographic data matches the companies’ current technology. You can do it by comparing the data against publicly available information or through direct verification with the companies.


Ensure the data is up-to-date. Technological fields change rapidly, so the information must reflect the most recent technology adoptions and changes within companies.


Make sure the data covers all relevant aspects of a company’s technology stack, including software, hardware, and services. The more complete the data, the more valuable it is.


Look for consistency in how technographic data is collected and presented across different companies. Consistent data allows for more reliable comparisons and analyses. 


Assess whether the technographic data includes technologies that are important for your specific business needs and objectives. Relevant data helps in making informed decisions and forming targeted strategies.

Note: You can check the ZoomInfo reviews for more information.

The Bottom Line

That’s all. We’re sure you learned that ZoomInfo technographic data is a powerful tool for you if you’re looking to understand the technology market better and reach the right customers. With the data, you can see what technology their prospects use.

Well, this will make it easier to shape messages and offers that truly resonate. 

Whether you’re in sales, marketing, or product development, ZoomInfo technographic data helps you make informed decisions, saving time and increasing the chances of success in your outreach efforts. 

And if ZoomInfo breaks the bank and you’re looking for an affordable alternative, try out Swordfish AI. Swordfish AI offers a massive database of 3.5 billion contact data profiles and 33% more accurate cell phone numbers, including emails. 

What are you waiting for?


What kind of technologies does ZoomInfo track?

ZoomInfo tracks a wide range of technologies, including CRM systems, marketing automation tools, cloud services, and more. These give a complete view of a company’s tech area.

Does ZoomInfo technographic data cover small businesses?

Yes, ZoomInfo’s database includes companies of all sizes, from small businesses to large enterprises. This is why it covers a large range of industries.

How can I use ZoomInfo technographic data for marketing?

Use it to segment your audience based on their technology use. After this, you have to create personalized marketing campaigns, and target messages that resonate with their specific tech challenges and needs.

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