Why is knowing software stack of a company interesting?

Understanding what software stack a company uses can provide valuable insights, often referred to as technographic data.

For software buyers

This information is particularly beneficial for software buyers, who can use it to gain a competitive edge. It allows you to see what technologies your competitors are leveraging, identify trending products in your industry, and determine which options are being adopted by similar companies.

For software sellers

Sellers have long used this data to target users of competing products, refine their Ideal Customer Profiles (ICPs), and conduct market analysis. Buyers, on the other hand, can leverage this data to make more informed purchasing decisions and stay ahead of industry trends.

1. Technologies derived from the public website

One of the most common and effective methods for gathering technographic data is analyzing public websites. Tools like BuiltWith and Wappalyzer excel at identifying the technologies used on a website. They can accurately detect front-end technologies such as frameworks, libraries, and CMS platforms by analyzing the website's code. This method is highly popular because it provides precise information quickly. However, it is limited to technologies that are visible on the front-end, meaning that backend technologies and other non-web-based software might remain undiscovered.

‍

‍

Pros: Accurate and complete

Cons: Only website-related technologies

‍

2. Stack sharing websites

Another valuable resource for discovering a company's software stack is stack sharing websites. These platforms encourage users to share the technologies they use, offering a wealth of information.

Stackshare, for instance, is a prominent site where developers and companies alike share their stacks. It provides detailed insights but tends to focus more on developer-centric technologies.

‍

‍

TrustRadius offers a slightly different angle, skewing towards enterprise-level professionals who share their experiences and preferences.

‍

ProductHunt is another useful source, particularly for discovering what tech enthusiasts and early adopters are using.

Lastly, review sites like Capterra and G2 aggregate reviews from various users, giving a broad overview of software use in different industries. While these platforms provide valuable data, it often requires additional effort to piece together a complete picture about the buyer’s company. In addition, these sites tend to attract lower-level users due to nominally-low review incentives (typically around $10).

‍

Pros: A wide variety of software covered

Cons: Often no detailed information about the reviewer’s company; coverage gaps; sometimes skews towards non decision makers

‍

3. Social media

Social media platforms can also be treasure troves of technographic data, though extracting this information can be challenging. LinkedIn and X (formerly Twitter) are popular places where professionals share insights about their technology stacks. However, finding this information can be like searching for a needle in a haystack due to the sheer volume of content. It’s still worth to try, as information can be shared by senior decision makers and it can lead to lively discussions.

Reddit, on the other hand, offers more focused discussions, where users often candidly discuss their software choices and experiences. By following relevant threads and communities, you can gather honest and detailed information about the technologies companies are using.

‍

Pros: Real, non-incentivised insights, lively discussions

Cons: Difficult to search for exact information

4. Spend Management Platforms

Spend management platforms such as SaaStrify provide another avenue for discovering a company's software stack. These platforms help businesses manage their software expenditures, and in doing so, they accumulate detailed data on the software being used.

However, this information is typically accessible only to the platform's clients. If you are a client, you can gain valuable insights into the software choices of other companies within the platform’s ecosystem, offering a more direct and reliable source of data.

‍

Pros: Real and accurate data; good visibility per company

Cons: Need to be a customer to access the data; small coverage

5. Alternative Sources

In addition to the primary sources mentioned, there are several alternative methods for uncovering technographic data.

Job postings, for example, often list the technologies a company is looking for, which can give you clues about their existing stack.

Developer blogs and forums are also useful, as they often discuss the technologies being implemented within companies.

While surveys are becoming less common, they can still provide snapshots of technology usage across different sectors.

‍

Pros: Can capture otherwise unavailable data

Cons: Unreliable and patchy data coverage

6. Communities

Private communities can be extremely valuable for gathering technographic data. Trusted Slack groups, industry-specific forums, and professional communities often share detailed and peer-validated information about the technologies they use. For instance, groups dedicated to marketers or Y Combinator founders can offer insider insights that are both trusted and highly relevant. Being a part of these communities allows you to access shared experiences and recommendations from peers who are navigating similar challenges and opportunities.

Pros: Can often get honest advice from trusted peers

Cons: Sample sizes can be small, making the advice variable; coverage can be patchy

A Note About Data Aggregators

Several companies specialize in aggregating technographic data from various sources for Account-Based Marketing (ABM).

Firms like 6sense and Cognism compile data from multiple channels to create comprehensive technographic profiles. While these aggregators can save you time and effort, it’s crucial to understand where they source their data - some have proprietary sources while others just rely on the sources listed above.