Technographics
Verified technology installations at the product and location level
What is it
Technographics reveal WHICH TECHNOLOGY PRODUCTS a company has deployed — not at the vendor level, but at the specific product level. HG tracks over 26,000 products with verified install data across categories like CRM, ERP, cloud infrastructure, cybersecurity, marketing automation, and more.
Each install includes an INTENSITY SCORE (count of positive detections — not a percentage), the locations where the product is deployed, and the date of last verification.
What problem it solves
Knowing what technology a company uses is the unlock for relevant selling. Without technographics, you're guessing whether a prospect uses a competitor, has a complementary tool you integrate with, or has budget allocated to your category. Technographics turn cold outreach into informed conversations.
What you can do with it
- Competitive displacement: Find companies using a competitor and target them for switch campaigns
- Complementary selling: Target companies using products you integrate with
- Whitespace analysis: Identify accounts without any solution in your category
- Personalized outreach: Reference specific products in prospecting
- Market share analysis: Understand competitive landscape by product adoption
Real-world example
Competitive Displacement Campaign
A cybersecurity vendor wants to target companies using an older endpoint protection product. Using technographics, they build a segment of 2,000 companies with verified McAfee EPO installs, filter to those with >5,000 employees (indicating budget), and launch a displacement campaign with messaging specific to McAfee limitations. Conversion rate: 3x higher than generic outreach.
What the data looks like
Walmart Inc. — Top 5 Database Management System Installs
| Rank | Product | Vendor | Intensity | Locations | Last Verified |
|---|---|---|---|---|---|
| 1 | MySQL | Oracle Corporation | 4,576 | 121 | Jul 2026 |
| 2 | Microsoft SQL Server | Microsoft Corporation | 4,538 | 124 | Jul 2026 |
| 3 | Apache Cassandra | Apache Software Foundation | 4,263 | 101 | Jul 2026 |
| 4 | IBM Db2 | IBM Corporation | 4,219 | 45 | Jul 2026 |
| 5 | Oracle Database | Oracle Corporation | 4,194 | 93 | Jul 2026 |
- Intensity = count of detections; higher means deeper deployment.
- Locations = distinct sites where the product was detected.
Key fields you get
- Product identifiers: Product ID, product name, vendor name
- Product metadata: Attributes/categories, description
- Deployment metrics: Intensity score (detection count), number of locations with install
- Geographic data: Country/state/city breakdown of deployment
- Verification dates: First verified (how long they've had it), last verified (how recent the signal)
- Company context: Linked to firmographic data
How to read it
Open source is king
MySQL and Cassandra — both open source — rank #1 and #3. Walmart values cost efficiency and engineering control over vendor lock-in, and isn't afraid to run OSS at scale.
NoSQL has a seat at the table
Cassandra's presence indicates distributed, high-write workloads — likely real-time inventory, e-commerce transactions, or IoT from stores and warehouses.
The legacy footprint is real
IBM Db2 and Oracle Database are still in play, verified as recently as July 2026. These are probably core financials, supply chain, or SAP integrations that are expensive and risky to migrate.
Microsoft is strong but not dominant
SQL Server shows solid intensity but doesn't dwarf the others. Walmart isn't a “Microsoft shop” for databases.
So what? The sales angle
If you're the incumbent
Oracle, Microsoft, IBM — you're in, but you're not safe.
- Embedded, not irreplaceable. Walmart clearly shops around. Five platforms at comparable intensity means every workload was a decision, and can be re-decided.
- Expansion is real but contested. Growth opportunities exist — you're competing for that budget against OSS alternatives that cost nothing in license.
- Watch the modernization risk. Any modernization initiative could prioritize cloud-native or OSS replacements over renewing you.
If you're the challenger
Snowflake, Databricks, MongoDB, CockroachDB — this data is your opening.
- Target the legacy systems. Db2 and Oracle are verified but likely technical debt. Lead with a migration story: move off legacy RDBMS to cloud-native without rewriting apps.
- Complement, don't replace — yet. They already run Cassandra, so they're OSS-friendly. Pitch “add this for this specific workload” rather than rip-and-replace.
- Follow the Cassandra signal. Cassandra means teams comfortable with distributed systems. That's the entry point for NoSQL and NewSQL plays.
- Use the fragmentation. Five database platforms across 100+ locations is operational overhead. Consolidation is a CFO-friendly story.
Business impact
Increases: Higher conversion on displacement campaigns vs. generic outreach
Decreases: Shorter sales cycles when reps already know the stack
Increases: More relevant marketing campaigns
Decreases: Less rep time spent on discovery
Directional outcomes HG customers commonly report. Actual results vary by program and data application.
Under the hood
How it's unique to the market
HG's technographics are VERIFIED, NOT INFERRED. While competitors scrape websites or model installs from IP data, HG detects product usage from multiple evidence sources and validates with intensity scoring. We resolve to the PRODUCT level (not just vendor) and show LOCATION-LEVEL deployment, which is critical for global enterprises.
How it's derived
HG's tech detection engine processes billions of documents from job postings, resumes, web crawling, and third-party feeds. A token matching system (positive and negative tokens) identifies product mentions. Each mention is resolved to a company location via CID matching. Intensity = the count of positive detections for a product at a company, giving a signal of deployment depth.