How to Use Hubspot With Technographics for Smarter B2B Marketing
Hubspot users who sell to other businesses can get far better results by combining their CRM and marketing tools with technographics data that reveals which technologies prospects already use.
Technographics go beyond simple firmographic details like company size and industry. They tell you exactly which software, platforms, and tools a company relies on, so your sales and marketing teams can prioritize accounts that actually fit your product.
What Are Technographics and Why They Matter in Hubspot
Technographics are data points that describe a company’s technology stack. This can include:
- CRM, marketing, and sales tools in use
- Analytics, advertising, and automation platforms
- Content management systems and hosting providers
- Security, data, and infrastructure technologies
When you bring this data into Hubspot, you can make smarter decisions about who to target, what to say, and when to reach out. Instead of treating all accounts the same, you can align your messaging to the tech they already use.
Key Benefits of Using Technographics in Hubspot
Integrating technographics with Hubspot helps you improve multiple go-to-market motions at once.
1. Better Ideal Customer Profile and Targeting in Hubspot
Most B2B teams define an ideal customer profile (ICP) using basics like company size and industry. With technographics layered into Hubspot, you can define an ICP that also includes:
- Specific tools that your product integrates with
- Competing platforms you can replace
- Technology maturity or complexity thresholds
This lets you rank accounts more intelligently and prioritize those that look most like your best customers.
2. Stronger Segmentation and Personalization With Hubspot Lists
Once technographics are in Hubspot, you can build segmented lists based on technology usage. For example, you might create lists for:
- Accounts using a direct competitor
- Companies using a complementary integration partner
- Prospects still on legacy or outdated tools
Each segment can receive messaging that speaks directly to its current tools, pain points, and migration path.
3. Higher Lead Quality and Faster Qualification in Hubspot
When a new contact or account enters Hubspot, technographics help your team quickly decide whether it is worth pursuing. You can:
- Filter out accounts with clear misfit technologies
- Flag ideal accounts that match your tech criteria
- Route high-value leads to the right reps faster
With technographics in your lead qualification process, your sales team spends more time on accounts that can realistically become customers.
4. More Effective Prospecting, Sales Plays, and Ads
Sales and marketing teams can use technographics in Hubspot to design more relevant outreach. Examples include:
- Email sequences tailored to users of a specific competing platform
- Ads that highlight integrations with tools prospects already use
- Discovery questions mapped to known technology gaps
Because the messaging is anchored to a real technology context, prospects are more likely to engage.
How to Bring Technographics Into Hubspot Step by Step
The exact steps depend on your technographics provider, but the overall process usually follows a similar pattern.
Step 1: Choose a Technographics Provider
Start by selecting a provider that offers the coverage, accuracy, and integrations you need. Compare:
- Number of companies tracked and depth of tech coverage
- Update frequency of the data
- Native or API-based integration options for Hubspot
Confirm that you can map fields from the provider into custom properties inside Hubspot companies and contacts.
Step 2: Map Technographic Fields Into Hubspot Properties
Next, create or confirm properties in Hubspot that will store technographic data. Common fields include:
- Primary CRM or marketing platform in use
- Key integrations or infrastructure tools
- Presence of a competitor or alternative solution
Align these properties with your provider’s data structure so the sync is clean and easy to manage.
Step 3: Sync Data Into Hubspot
Use your provider’s native integration, an iPaaS tool, or a custom API script to import technographics into Hubspot. Best practices include:
- Starting with a pilot segment or a subset of accounts
- Running initial tests to confirm mapping accuracy
- Scheduling regular syncs so data stays current
Ensure that companies, contacts, and any account-based records are all linked correctly inside Hubspot.
Step 4: Build Hubspot Segments and Views Based on Tech
Once data is flowing, create saved views and lists that surface priority accounts.
For example, build:
- A view of all accounts using a top competitor and fitting your firmographic ICP
- A list of accounts using tools you integrate with for cross-sell or upsell campaigns
- A list of companies using older systems that are ripe for replacement
These segments then drive campaigns, outbound programs, and account assignments in Hubspot.
Use Cases: How Revenue Teams Apply Technographics in Hubspot
Different teams can use the same technographics data in Hubspot in different ways.
Marketing Campaigns and Nurture Programs
Marketing teams can design nurture programs that align with the specific technologies prospects already use. Examples include:
- Switch campaigns targeting customers of a certain legacy platform
- Educational content on how to integrate your product with their current stack
- Webinar series that highlight best practices with relevant tools
These campaigns live in Hubspot and use technographic-based lists for enrollment criteria.
Sales Outbound and Account Prioritization
Sales teams can prioritize accounts in Hubspot based on the technologies they use. Reps can:
- Filter their territories by technology fit
- Design talk tracks that reference known tools in the prospect’s stack
- Time outreach around signals like recent tech stack changes
This makes conversations more relevant from the first touch.
Customer Success and Expansion
Customer success teams using Hubspot can rely on technographics to identify expansion or cross-sell opportunities.
- Spot customers who add new tools you integrate with
- Identify accounts at risk due to new competitive tools adopted
- Plan proactive check-ins when key stack changes appear
This keeps your product aligned with the evolving tech environment of each customer.
Best Practices for Managing Technographics in Hubspot
To keep technographics reliable and useful inside Hubspot, focus on a few operational basics.
Maintain Data Quality and Governance
Assign ownership for technographics data and decide:
- How often records should be refreshed
- Which properties are synced or can be edited manually
- How to handle conflicts between user edits and provider data
Clear rules keep your Hubspot database consistent and trustworthy.
Align on Shared Definitions and Playbooks
Make sure marketing, sales, and operations teams agree on:
- Which technologies define your core ICP
- Which combinations of tools signal high, medium, or low fit
- What actions to take when certain tech patterns appear
Document these decisions in playbooks and embed them into Hubspot workflows and sequences.
Learn More About Technographics and Hubspot
You can explore a deeper breakdown of technographics concepts and examples in this detailed guide from Hubspot: technographics overview.
For additional help integrating technographics with your CRM and marketing stack, consider working with specialists who understand both B2B data and Hubspot implementation. A consulting partner such as Consultevo can help design processes, mappings, and playbooks tailored to your growth strategy.
By combining accurate technographics with the automation and reporting power of Hubspot, your team can focus on the accounts that truly match your product and convert more of them into long-term customers.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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