HG Insights Data Fabric
An overview of the datasets that power GTM strategy, planning, operations, and execution.
Technographics
A detailed view of the technology landscape, from a market level down to individual account level.
What is it?
HG Insights Technographics provides a detailed view into the technology footprint of more than 20,000 products across hardware, software, communications, and services. It identifies which products appear within an organization by analyzing signals from a wide range of documents, giving teams an evidence-based picture of the tools present across the business.
What's unique about it?
What’s unique about HG Insights’ Technographics is its detail, and its ability to reveal behind-the-firewall technology usage that conventional web-scraping or digital-signature methods cannot detect.
Beyond identifying what is installed, HG provides contextual detail that other technographics providers lack:
- how long a product has been in place
- how heavily it’s being used
- how usage is shifting over time
- where adoption sits across subsidiaries, locations, and departments
- where decision-makers related to that technology are located
How it's used
Tech companies use our Technographics data to run more effective competitive, targeting, and planning motions. It helps teams:
- Competitive Attack: Identify accounts using competitor products and build targeted campaigns based on verifiable install evidence.
- Account Enrichment: Give sales teams deeper context about an account’s technology environment to improve discovery and conversations.
- Account Prioritization & Scoring: Prioritize accounts based on the presence or absence of specific products, vendors, or categories.
- Whitespace Identification: Find accounts with outdated, missing, or replaceable products to support whitespace and upgrade motions.
- Market Intelligence: Analyze vendor share, adoption trends, and category penetration across industries, markets, and company sizes.
This helps GTM teams focus on accounts where they have the highest likelihood of success and avoid spending time on low-probability opportunities.
Firmographics
Core company attributes including revenue, size, industry, locations, and corporate hierarchy structure.
What is it?
HG Insights Firmographics provides foundational company attributes such as revenue, employee count, industry classification, headquarters and location details, and corporate hierarchy linkages.
The dataset includes domain mapping to help align the entities HG tracks with a customer’s internal account records.
Firmographic attributes are maintained and refreshed using company financial statements, public disclosures, surveys, government filings, and other external data sources.
What's unique about it?
HG’s firmographics combine standard company attributes with precise parent–child hierarchy mapping, making it easier to understand how organizations are structured for territory planning and account management.
The dataset is actively maintained by a dedicated research team, ensuring details like revenue, ownership, and employee count remain current.
For customers who need additional linkage identifiers, DUNS can be included to support matching and normalization workflows.
How it's used
Tech companies use our Firmographics data to:
- Map territories and segment markets using accurate revenue and employee bands
- Align internal account lists by matching domains, subsidiaries, and corporate hierarchies
- Support ICP design by filtering companies based on size, industry, or geographic footprint
- Improve lead routing with reliable parent–child relationships
- Enrich CRM and marketing systems with current, structured company attributes
Corporate Hierarchies
A structured view of how related companies connect, so GTM teams can understand parent–subsidiary relationships and sell into the right entities.
What is it?
HG Insights Corporate Hierarchies is a dataset that maps how companies are related to one another through parent companies, subsidiaries, and other organizational structures. It gives clarity into which entities roll up under a larger organization, how they are connected, and what parts of the business operate independently. This helps teams avoid treating related companies as separate, unrelated accounts.
What's unique about it?
What’s unique about HG Insights Corporate Hierarchies data is that it organizes company relationships in a way that reflects real-world structures, not just legal registrations. The hierarchy model is built to support go-to-market workflows, helping teams understand which entities matter for targeting, which are buying centers, and where technology decisions are made. It allows customers to work from a clean, unified view of large organizations instead of fragmented account lists.
How it's used
Tech companies use our Corporate Hierarchies data to understand how large organizations are structured so GTM teams can target the correct entities. It helps sales avoid duplicative outreach to subsidiaries, supports territory planning by grouping related companies under a single parent, and provides clarity on where key technology and budget decisions sit. It also improves account scoring and routing by ensuring the right records are treated as part of the same organization.
Buying Centers
A view into which departments and locations are using specific technologies inside a company.
What is it?
HG Insights Buying Centers is a dataset that identifies where technology usage sits inside an organization, down to the department and location level. It uses signals from documents such as job postings, resumes, and press releases to understand which functional areas are associated with specific technologies. This provides a clearer picture of how technology is distributed within large companies, rather than assuming usage is uniform across the entire organization.
What's unique about it?
What’s unique about HG Insights Buying Centers data is that it connects technology usage to specific teams and locations, rather than only showing company-level installs. The dataset reflects how large organizations actually operate, with different departments making independent technology decisions. By mapping usage to functional areas, it helps teams understand which groups are adopting new tools, maintaining existing systems, or evaluating alternatives.
How it's used
Tech companies use our Buying Centers data to identify which departments use specific technologies so they can engage the right teams with the right message. It helps clarify where technology decisions are made within a company, supports territory planning by highlighting active locations, and shows which functional areas may be evaluating competitors or expanding their stack. It also helps with prioritization by revealing where adoption is growing or declining.
Cloud Maturity
A measurement of how much of a company’s tech stack is cloud-based versus on-prem.
What is it?
HG Insights Cloud Maturity provides a measurement of the share of cloud-based versus on-prem technologies in a company’s tech stack. It looks at all technologies used in the last two years and the products newly added in the same period. The dataset shows both the company’s current state and its recent progression toward or away from cloud adoption.
What's unique about it?
What’s unique about HG Insights’ Cloud Maturity is that it captures both cloud and on-prem technologies using evidence sources that competitors typically do not have. Most vendors only detect cloud-facing products, which means they cannot see the hardware, legacy systems, or on-prem software required to calculate a meaningful maturity ratio. HG combines cloud signals, digital signatures, document evidence, and hardware visibility to build a full-stack view. The maturity score is generated from all 20,000+ products HG tracks — not just the subset a customer licenses — so the model reflects the company’s complete technology footprint.
How it's used
Tech companies use our Cloud Maturity data to:
- Identify companies migrating from on-prem to cloud and engage during the transition.
- Spot digital-native companies that have operated in the cloud from day one.
- Prioritize accounts with little cloud adoption and tailor messaging to help them start their cloud journey.
- Segment opportunities based on cloud readiness and recent adoption trends.
- Shape sales conversations around the customer’s position in their cloud adoption lifecycle.
AI Maturity
A score that reflects how prepared a company is to build, adopt, and operate AI-driven technologies.
What is it?
HG Insights AI Maturity provides a score that summarizes how equipped a company is to use or develop AI. It combines evidence from the company’s technology stack, the presence of AI-focused roles and departments, and recent changes in those signals. The score also shows how the company’s AI posture has shifted over the last six months.
What's unique about it?
What’s unique about HG Insights’ AI Maturity is that it connects technology signals with the specific people and teams who use them. Vendors like ZoomInfo and 6sense may detect certain AI-specific technologies and they may have contact data, but they cannot tie those two signals together. They cannot show which roles, departments, or locations are actually using the AI technologies they detect. HG can — because our FAI data links people, teams, technologies, and locations into a single model. By combining this with AI intent activity and cloud-provider context, AI Maturity provides a clearer view of how prepared a company is to build or adopt AI than technology-only or contact-only datasets can offer.
How it's used
Tech companies use our AI Maturity data to:
- Prioritize accounts that are more likely to adopt AI infrastructure or services.
- Identify companies operating with significant AI teams or AI-oriented technology stacks.
- Engage mid-maturity accounts early, before they commit to other vendors.
- Combine maturity and intent signals to separate active AI builders from early explorers.
- Track changes in AI posture over time to adjust targeting and coverage models.
Time Series
A historical view of how a company’s technology usage and intensity signals change over time.
What is it?
HG Insights Time Series is a dataset that shows how a company’s technology usage and signal intensity have changed over time. Each record represents a validated observation of a product install at a specific point in time, with a date stamp and weighted score. The dataset can be joined to the main technographic file and provides a historical view of trends going back roughly a decade.
What's unique about it?
What’s unique about HG Insights Time Series data is that it gives a chronological view of install activity rather than a single snapshot. It captures when products first appeared, how intensity has shifted year-over-year, and when companies changed vendors. Because the data reflects individual validation events, it allows users to see real movement—such as upgrades, replacements, or recent investments—instead of relying on static install assumptions.
How it's used
Tech companies use our Time Series data to understand year-over-year market shifts, compare vendor share within a segment, or see which products are gaining or losing traction. At the account level, the data helps teams detect when a company has switched from one product to another, identify churn or competitive risk, and highlight accounts with recent intensity spikes. It can also improve predictive models by incorporating historical usage patterns.
Contracts
A view of outsourced IT contracts that shows who organizations work with, what services are covered, and when those agreements change.
What is it?
HG Insights Contracts is a dataset that captures publicly available information about outsourced IT contracts, typically fulfilled by global system integrators (GSIs). Each contract record includes details such as the vendor involved, the customer organization, the services provided, the contract value, the location, and the duration of the agreement. The dataset focuses on contracts associated with companies in the IT Spend dataset and provides a representative—but not exhaustive—view of market activity.
What's unique about it?
What’s unique about HG Insights Contracts data is that it provides structured visibility into outsourced IT agreements, including service lines, duration, geography, and vendor relationships. The dataset is built to align with broader HG datasets, allowing contract information to be viewed in the context of IT Spend and technographics without duplicating what those datasets already show.
How it's used
Tech companies use our Contracts data to understand which GSIs an organization works with, identify contracts approaching renewal, and see what types of services are being outsourced. It helps sales and partner teams evaluate where GSIs have strong relationships, spot potential competitive openings, and understand the type of work being fulfilled across different regions and service lines.
Mentions
Signals from job postings and resumes that reveal the initiatives, priorities, and capabilities a company is actively investing in.
What is it?
HG Insights Mentions identifies the topics and skills companies reference in their job postings and resumes. It highlights the work a company is preparing to do — such as machine learning, LLM development, cloud modernization, workflow automation, edge computing, or other emerging areas. These topic-level signals offer insight into a company’s priorities and direction that product data alone cannot provide.
What's unique about it?
Mentions is unique because it surfaces initiative-level signals that reveal what companies are preparing to build next. These signals point to upcoming work — including machine learning development, AI model deployment, modernization projects, automation, robotics, or security transformation. This gives teams a clearer understanding of which accounts are actively investing in the kinds of initiatives their solutions support, and adds meaningful context beyond what can be seen from product usage alone.
How it's used
Tech companies use our Mentions data to:
- Identify accounts that are prioritizing specific initiatives such as ML, LLMs, RAG, automation, modernization, or cloud transformation
- Build more precise target lists by filtering for the work companies say they’re planning or resourcing
- Combine initiative signals with other datasets for stronger account selection
- Prioritize accounts whose hiring language indicates active or upcoming projects
- Tailor outreach using the topics and capabilities companies highlight in job postings
- Strengthen scoring, segmentation, and opportunity identification with fresh, initiative-driven context
TrustRadius Intent
First-party buyer activity showing which companies are actively researching your product, your competitors, or your category on TrustRadius.
What is it?
HG Insights TrustRadius Intent provides 1st-party behavioral data from real buyers researching products, competitors, and categories on TrustRadius.
Using reverse IP, it ties activity to verified companies and captures actions such as comparison views, pricing page visits, product listing engagement, and review exploration.
These signals reflect mid- to bottom-funnel behavior, helping teams see which companies are actively evaluating vendors rather than simply consuming topic-level content.
What's unique about it?
TrustRadius Intent is unique because it captures actual evaluation behavior, not probabilistic or keyword-based interest.
The signals come directly from buyers comparing vendors, reviewing features and pricing, and researching categories — making it one of the closest indicators of real purchase consideration.
It identifies which companies are researching your product and your competitors, providing insight into in-market activity that upstream or third-party intent cannot distinguish.
The dataset uses verified buyer actions from a unique TrustRadius audience and offers full transparency into category-level activity without vendor opt-outs or hidden exclusions.
How it's used
Tech companies use TrustRadius Intent data to:
- Identify accounts actively researching their product, competitors, or category
- Detect bottom-funnel behavior such as pricing and comparison page engagement
- Prioritize true in-market buyers and reduce time spent on low-intent accounts
- Trigger sales outreach based on verified evaluation activity
- Build ABM and retargeting segments using real buyer behavior
- Improve conversion by engaging accounts that are already shortlisting vendors
- Align marketing and sales around who is closest to a purchasing decision
Contextual Intent
The industry’s first solution that contextualizes buyer intent based on a company’s tech stack.
What is it?
HG Insights Contextual Intent links buyer research activity to the technologies a company already has in place. Instead of showing only that an account is surging on a topic, HG interprets the signal based on what the company is currently running in its tech stack. If the product being researched is already installed, the signal is classified as Expansion. If the company uses a competing product, it is labeled Displacement. If the company has no product installed in that category, the signal becomes Whitespace.
Contextual Intent also identifies the buyer’s journey stage. Topic-level interest is classified as Research, while views of product, demo, or pricing pages are tagged as Evaluation.
What's unique about it?
Most intent tools show only that an account is surging on a topic, leaving teams unsure what the signal actually means. HG makes these signals useful by layering them on top of a company’s verified tech stack. Because we already know which products the company has installed — and which competitor products they run — we can interpret each intent signal with real context. This tells you immediately whether the activity represents expansion, competitive displacement, or true whitespace, instead of handing you an unclassified signal with no explanation.
How it's used
Tech companies use our Contextual Intent data to:
- Prioritize accounts based on whether a signal represents expansion, displacement, or whitespace
- Match outreach to buyer journey stage by distinguishing between Research and Evaluation activity
- Focus on accounts with realistic buying scenarios rather than noise
- Identify opportunities where buyers are researching alternatives to their current vendor
- Discover companies showing intent in categories where they have no installations
- Time outreach based on when accounts shift from high-level research to product evaluation
AI Spend
A modeled 12-month forecast estimating how much companies will spend on AI-related hardware, software, and services.
What is it?
HG Insights AI Spend provides a forward-looking view of how much a company is expected to invest in AI over the next 12 months. The dataset breaks spend into clear categories—AI servers, storage, chips, AI-enabled software tools, software infrastructure, AI cloud services, and other AI services. It applies the same bottom-up modeling approach as HG’s IT Spend, with adjustments specific to AI’s rapidly shifting market.
What's unique about it?
What’s unique about AI Spend is that HG builds it from the ground up, tying real technographic evidence of AI deployments to external market signals and specialized AI cohorts.
The model incorporates:
- Actual AI product usage from HG’s technographics
- AI-focused hardware and chip activity (where spend is concentrated)
- External AI market research and vendor financials
- Specialized cohorts for companies with outsized AI infrastructure footprints (e.g., NVIDIA, AWS, Google)
Unlike top-down analyst estimates, AI Spend reflects how AI is deployed at the company level, not just what the broader market is expected to do. And because AI categories evolve quickly, the model is continuously recalibrated as new AI architectures, patterns, and spending behaviors emerge.
How it's used
Tech companies use our AI Spend data to:
- Size AI-related revenue opportunities at target accounts
- Compare AI spend potential across industries, regions, or segments
- Understand where chip, server, or infrastructure spending is accelerating
- Identify where AI-enabled software adoption is creating new market demand
- Prioritize accounts investing heavily in AI infrastructure
- Support product and GTM planning with realistic AI market sizing
IT Spend
A bottom-up, forward-looking model estimating how much companies will spend on IT across 140 categories spanning hardware, software, services, and telecom.
What is it?
HG Insights IT Spend provides a 12-month projection of company-level spend across 140 IT categories, including hardware, software, services, and telecom.
The model is built from the bottom up using key proprietary HG signals — including technographics (100M+ verified technology installs), contract intelligence (35,000+ IT service contracts), and deployment trends (year-over-year changes in technology adoption).
These signals are combined with macroeconomic data, vendor financials, industry research, and consensus-based forecasting, then applied through a cohort engine with more than 100,000 unique combinations across geography, industry, revenue, and employee size.
This produces modeled spend estimates grounded in how similar companies typically allocate budgets, rather than broad, undifferentiated market averages.
What's unique about it?
What’s unique about HG Insights’ IT Spend is that it delivers company-level spend estimates built from the bottom up, not top-down market abstractions.
Analyst firms publish broad TAM numbers (e.g., “storage in Europe will grow 12%”), but those figures cannot be easily segmented by country, industry, revenue band, or technology footprint — and they provide no visibility into the actual companies that make up the market.
HG’s model works in the opposite direction. By starting with individual companies and their actual technology environments, IT Spend can represent highly specific segments, such as a particular industry in a specific country with a defined infrastructure profile. Users can then drill directly from a market view into the exact companies that comprise it, enabling both strategy and execution to operate from the same data.
Competitors like ZoomInfo and 6sense do not provide market-level spend models or account-level forecasts, so teams must rely on analyst data for strategy and separate datasets for execution. This creates misalignment. HG resolves that gap by providing a single dataset used by strategy, operations, and execution teams — ensuring a shared view of markets and the accounts within them.
How it's used
Tech companies use our IT Spend data to:
- Build precise market definitions and quantify the true addressable opportunity
- Segment markets by country, industry, technographic profile, revenue, or employee band
- Prioritize accounts based on expected spend in specific categories
- Support product strategy, territory design, and coverage modeling with defensible data
- Assess wallet share at existing accounts to understand penetration and growth potential
- Align strategy, operations, and execution teams around a shared market and account view