What Are Technographics?

Technographics are data about the software, hardware and web tools a company uses, such as its CRM, analytics, hosting or payment processor. Sellers use them to find companies that already run a tool they integrate with, replace or sit next to.

Key takeaways

• Technographics describe a company's tool stack. Firmographics describe the company itself (size, industry, location).
• Most technographic data is detected from public signals on a company's website. It shows what a site loads, not what the whole business uses.
• A tech filter is a targeting filter, not a buying signal. Pair it with title, size and region.
• On LeadOcean the filters are technologyCategories and technologies. Sizing a list with them is free.

What it is

Technographics are structured data on the technologies a company uses, collected so you can segment and target companies by their tool stack.

The name follows demographics and firmographics. Demographics describe people. Firmographics describe companies. Technographics describe what those companies run.

A record usually holds a technology name and a category. For example, a company might show a CRM, a tag manager, a CDN and a payment processor. The category tells you what the tool is for. The name tells you which product it is.

How it works

Most providers detect technology from outside the company. They crawl a website, read what loads, and match it against a library of known fingerprints.

1. A crawler fetches a company's public pages and records the scripts, headers, cookies and tags that load.
2. Each signal is matched to a known product, such as a script URL that belongs to a specific analytics tool.
3. The product is mapped to a category (CRM, Analytics, CDN, Payment processors).
4. The result is stored on the company record with a crawl date.
5. You filter companies by category or by product name, then pull the people who work there.

A worked example, with placeholders. Acme (acme.com) loads a chat widget script and a tag manager on its homepage. The crawler records a "Live chat" tool and a "Tag managers" tool for acme.com. You sell to teams that run live chat, so Acme enters your list. You then search for the Head of Support at acme.com.

The limit is visible in that example. Detection only sees what a public page exposes. Back-office tools, such as an internal billing system, rarely show up.

Technographics vs firmographics

Firmographics and technographics answer different questions, and the best lists use both.

Firmographics narrow the market. Technographics tell you whether your product fits the stack. Neither tells you the company is ready to buy.

When it matters

Integration selling

If your product plugs into a specific tool, filter for companies that run it. A reporting tool that connects to a CRM has a short list of fits. A technographic filter finds them without guessing from job titles.

Displacement selling

If you replace a tool, the companies running it are your pool. Filter by the product name, then target the owner of that function. Expect false positives: a site can load a tool the business stopped paying for.

Qualifying inbound and sizing a market

Tech filters also cut waste. A company with no payment processor on its site is a poor fit for a payments add-on. Count the pool first, so you know the size of the market before you write copy.

Personalising outreach

A tool name gives you a concrete opener. "You run a tag manager on acme.com" is more specific than a job title. Use it as context, not as a claim about their budget.

How LeadOcean handles it

LeadOcean exposes technographics as two filters on people and company search. technologyCategories takes a category such as CRM or Analytics (105 categories). technologies takes a detected product name. Both are LeadOcean data only (LeadOcean OpenAPI, September 2026).

Coverage is narrower than the rest of the database. Detection runs on the websites we crawled, about 7.8M companies, so a tech filter searches that slice rather than all 63M companies (LeadOcean tech categories, September 2026). Web enrichment has not run since the 2026-09-07 crawl, so treat the data as a recent snapshot. Each company record also carries a company_detected_technologies object.

On 2026-10-01, leadocean_count_leads returned 1,963 mailable people (verified, catch all valid or catch all emails) for technologyCategories CRM, jobLevel C-Team or VP, and jobFunction Sales & Business Development. Counting is free.

The call below sizes that list without spending records. Use count=true as a query parameter with limit=1.

curl -X POST "https://api.leadocean.io/v1/people/search?count=true&limit=1" \
  -H "x-api-key: $LEADOCEAN_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"technologyCategories": ["CRM"], "jobLevel": ["C-Team", "VP"], "jobFunction": ["Sales & Business Development"]}'

Drop count=true and set limit up to 100 to pull rows. Each person returned counts one record. Resolve exact category names with leadocean_list_enum_values and name: "tech_category". The same filters work in the MCP server and in the Exports page of the app (app.leadocean.io), which shows the record price before you start.

Pricing is two plans: Free (1,000 records, one-off, no card) and Pro at $499 a month. See pricing.

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