Glossary
Technographics
Data about the technology stack a company uses — the software, tools, and platforms behind its website. Marketers use it to find and qualify prospects.
Technographics is information about which technologies a business runs — its CMS, analytics, ecommerce platform, payment processor, marketing tools, hosting, and more. Just as demographics describe people and firmographics describe companies, technographics describe the tools a company has adopted. This matters for outreach and link building because it lets you find prospects that fit your product or content. If you sell a Shopify app, you can target sites known to run Shopify; if you publish a guide about a specific analytics tool, you can prioritise outreach to sites already using it, making your pitch far more relevant. Technographic data is usually gathered by scanning a site's code for tell-tale scripts, tags, and headers, and tools like BuiltWith and Wappalyzer surface it automatically. Used well, technographics help you personalise outreach, segment link prospects by relevance, and avoid wasting effort on sites that will never care about your topic — which lifts reply rates and the quality of the links you earn.