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HG Data Unveils New Salesforce App, Brings Technographic Data Into CRM

HG Data, a competitive intelligence solution on installed technologies, announced it has launched a new app on the Salesforce AppExchange. The app, now available and built on Salesforce’s Lightning Data service, is designed to bring technographic data — insight into what technology is used by prospective customers — into the Salesforce platform to help fuel marketing initiatives with deeper insights.

With this new technographic data available in account, contact and opportunity page layouts in Salesforce, users are positioned to create campaign segments, score and rank accounts, generate reports and implement workflows and triggers to build more intelligent business processes.

“One of the most frequent requests we get from our customers is the ability to see our data directly in Salesforce,” said Barbara Winters, VP of Marketing at HG Data, in an interview with Demand Gen Report. “Marketing teams can create highly targeted campaigns and messages based on competitive or complementary technology usage. Sales teams can score accounts and view relevant technographic insights at their fingertips for more informed and relevant conversations. It's a great way to drive sales and marketing alignment, especially for targeted ABM campaigns.”