What is Technographic Data? (And Why It Matters) Digital transformation is more than just a buzzword — as noted by Forbes, 70% of companies have already deployed a strategy to improve digital service and solution uptake or are actively working on one. And, in 2019 alone, enterprises spent more than 2 trillion dollars worldwide to help drive digital adoption and improve overall organizational performance. For product and service providers in the technology industry, this presents an opportunity: If B2B sales teams can determine where enterprises are struggling with digital transformation initiatives, they can improve targeted marketing efforts and boost total sales. But how do they bridge the gap between potential conversions and practical insight? Technographic data. In this piece, we'll break down what technographic is (and isn't), how companies can collect this data at scale, and why this data is important to help enhance B2B sales efforts.