Glossary · Data and enrichment

What is technographic data?

The short answer

Technographic data is information about the technology a company uses: its CRM, marketing automation, data warehouse, cloud provider and support tools. Sales and marketing teams use it to find companies that run a tool they integrate with, replace or complement, and to time outreach when a company adopts or drops a technology.

Updated
Read
3 min
Written by
Antoine Blitz
On this page8 sections
  1. Real data
  2. What does technographic data include?
  3. Where does technographic data come from?
  4. Why are job postings a technographic signal?
  5. How do sales and marketing teams use technographic data?
  6. How do you get technographic data from job postings?
  7. Related terms
  8. Questions people ask

Real data

What job postings reveal about technology use

Job postings name the tools a new hire will work with. We counted the US job postings from the last 30 days whose description names each of five GTM and data tools.

Returned by the BlitzAPI API on

POST/v2/jobs/search

US job postings from the last 30 days that name the tool

Salesforce
64,848
Snowflake
15,836
HubSpot
12,105
Zendesk
2,879
Marketo
2,426

One request per tool, read from total_results. A posting counts when its description names the tool, including the job postings of the vendors themselves.

What does technographic data include?

Technographic data lists the technologies a company uses, one row per tool. A useful row holds four things: the technology (Salesforce), its category (CRM), when it was seen, and where it was seen, because each source sees a different part of the stack.

The categories that matter most to B2B sellers are the ones a buyer has to work around:

  • CRM and sales tools: where accounts, contacts and deals live.
  • Marketing automation: email, forms, scoring and nurture programs.
  • Data and cloud: the data warehouse, the cloud provider, the analytics stack.
  • Support and success: help desk, chat and customer success platforms.
  • Developer tools: languages, frameworks and infrastructure, for vendors who sell to engineering teams.

Where does technographic data come from?

Technographic data comes from three sources: the code of a company’s public website, the integrations and reviews it publishes, and the job postings that name the tools a new hire will use. Each one sees a different part of the stack, and misses another.

Source What it sees What it misses
Website code Tools that load on public pages: analytics, chat, tag managers, a CRM’s tracking code Back-office tools, such as a data warehouse or an ERP
Integration and review data Tools a company has connected or reviewed Companies that never publish or review anything
Job postings Tools named in a role’s requirements, including back-office ones Teams that are not hiring

Why are job postings a technographic signal?

Job postings are a technographic signal because a company writes its stack into its hiring. A posting for a revenue operations manager asks for Salesforce or HubSpot experience; a posting for an analytics engineer names the data warehouse. And every posting is dated, so it also shows adoption: a company hiring three Snowflake engineers this month is building on it now.

The counts above show the scale of the signal. In the 30 days through October 28, 2026, more than 12,000 US job postings named HubSpot in their description. Read them as postings, not companies: one company can post many roles, and a vendor’s own job postings name its product.

Check yourselfYou want companies that are moving onto a data warehouse right now. Which source shows it?
Show the answer key
  1. The code of their public websiteA data warehouse never loads on a public page, and website code shows what is installed, not what is being adopted.
  2. Their job postings from the last 30 daysA dated posting that asks for warehouse experience shows the team being built on it now, back-office tools included.
  3. Their reviews on software review sitesOnly companies that publish reviews show up, and a review tells you about a tool already in use.
  4. Their industry and number of employeesThat is firmographic data: it says what the company is, not which tools it uses.

How do sales and marketing teams use technographic data?

Sales and marketing teams use technographic data in four ways:

  1. Find the users of a tool you integrate with: an app built on Salesforce targets Salesforce customers first.
  2. Find the users of a tool you replace: a migration offer works best on companies running the tool you replace.
  3. Time outreach: a company that starts hiring for a new platform is choosing the tools around it.
  4. Personalize: open with the tools the prospect already runs, not a generic pitch.

Technographic data works on top of firmographic data: firmographics define the market, technographics pick the accounts inside it.

How do you get technographic data from job postings?

You get technographic data from job postings with two calls. Jobs Search returns the postings that name a tool, filtered by location, date, seniority and company traits, with a total count, as in the request below.

TAM by Jobs takes the same filters and returns the companies behind those postings, each one once, with the number of postings that matched: a list of accounts adopting the tool, ready to enrich. The TAM guide shows the method end to end.

  • Full definitionFirmographic data

    The basic facts about a company that let you sort it into a market: what it does, how big it is, where it is based and how old it is.

  • Full definitionIntent data

    Clues that a company is looking into a kind of product, taken from what its people read and search for online.

  • Full definitionBuying signals

    Events at a company that suggest it may need what you sell soon: a new hire, a new office, a funding round, a new tool.

  • APIHiring signal

    A change in how a company hires that says something about its plans: a new team, a first hire in a function, a wave of openings in one region.

  • Full definitionData enrichment

    Filling in what your records are missing. You start from what you have, such as a company website or a person's profile link, and get back the facts around it: industry, size, location, role, work email.

All terms in the glossary

Sources and method

Written by
Antoine Blitz, Founder, BlitzAPI
Published
API calls run on

The counts ran on October 28, 2026 through the BlitzAPI MCP server, which calls the same endpoint; the request is shown here in its REST form.

The counts are job postings, not companies: one company can post many roles that name the same tool.

Questions people ask

How is technographic data collected?

Three ways. Reading the public code of a company's websites for the scripts and tags of known tools; gathering integration, partner and review data; and reading the job postings that name the tools a new hire will use. Website code shows the tools visible from outside; job postings also reveal back-office tools, such as a data warehouse.

What are examples of technographic data?

A company runs Salesforce as its CRM, Marketo for marketing automation, Snowflake as its data warehouse and Zendesk for support; it is hiring an analytics engineer who knows dbt; its website loads a chat widget. Each item is a technology, its category and, ideally, the date it was seen.

What is technographic segmentation?

Grouping target companies by the technology they use, for example every company on HubSpot that is hiring for Snowflake skills. A vendor uses it to find the users of a tool it integrates with or replaces, and to adapt the message: a migration offer for one segment, an integration for another.

How fresh is technographic data from job postings?

As fresh as the postings: each one is dated, so a count over the last 30 days describes hiring today, not a snapshot from last year. The limit is coverage: a company that is not hiring for a team says nothing about the tools that team uses.

With BlitzAPI

Put it to work

ProductJobs Search APIPOST /v2/jobs/searchProductTAM by Jobs APIPOST /v2/company/tam-by-jobsGuideHow to build a total addressable market from job postingsTAM by Jobs · build your market from evidence, not labelsRead the guide

For your team

For builders

The calls behind the real data on this page, as REST requests. Send them with your API key, from any language or workflow tool.

Count the US job postings that name HubSpot (the same request runs for each tool)

curl -X POST https://api.blitz-api.ai/v2/jobs/search \
  -H "x-api-key: YOUR_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "job": {
      "description": {"include": ["HubSpot"]},
      "location": {"country_code": {"include": ["US"]}},
      "date_posted": {"last_days": 30}
    },
    "max_results": 1
  }'

API reference

Data shouldn't be
the problem

Grab. Connect. Build.