How to Target Companies by the Technology They Use

Technographic targeting lets you filter companies by the software they actually use — so every account on your list is already a fit before you write the first email. Here are three strategies to do it.

1. Must-have technologies

Find accounts using a technology your product requires or complements. These prospects already have the infrastructure your product plugs into, which shortens the sales cycle and increases conversion.

Examples:

• A company using Prometheus is a natural fit for Grafana
• A company using ClickHouse is a candidate for ClickHouse Cloud
• A company using Kubernetes likely needs observability, security, or cost-optimization tooling

How to do it: Search for companies with active job postings mentioning the target technology. Job postings reveal backend and internal tools that website crawlers miss — if a company is hiring someone with Prometheus experience, they're actively investing in it.

2. Competitor customers

Identify companies using a competitor's product to build displacement lists. These accounts are already paying for a similar solution, which means:

• They have allocated budget for this category
• They understand the problem your product solves
• You can tailor positioning around specific switching benefits (cost, features, migration ease)

How to do it: Filter by the competitor's technology name. Combine with company size and geography to focus on segments where you win most often. Prioritize companies with multiple job postings mentioning the competitor — that signals deep adoption and a bigger contract opportunity.

3. Partners or integrations

Target accounts using tools your product integrates with. A clear "works with your stack" message removes friction and increases conversion because the prospect can see immediate value.

Examples:

• If your product integrates with QuickBooks, target companies using QuickBooks
• If you offer a Slack integration, find companies standardized on Slack
• If you connect to Stripe, target e-commerce companies using Stripe for payments

How to do it: Build a list of partner or integration technologies your product supports. Search for companies using any of those tools, then segment by industry or company size to match your ICP.

Getting started

All three strategies follow the same workflow:

For a full walkthrough on building the list, see our guide on how to build lead lists with technographic data.