Vendorgraphics
Firmographics describe what a company is. Technographics describe what’s installed. Vendorgraphics describe the commercial relationships: which companies buy which products, from which vendors — and which people are connected to those decisions.
Two lenses#
| Lens | Question it answers | Endpoints |
|---|---|---|
| Company vendorgraphics | What does this company use? Who are its customers and vendors? Which companies buy products in a category? | Company vendorgraphics, Company relationships, Category/Product customer search |
| Person role vendorgraphics | Based on this person’s role, which products are they a likely decision-maker for? | Person role vendorgraphics |
The product catalog#
Vendorgraphic data is keyed to a shared product catalog — a hierarchy of categories and products. Use the Product Catalog endpoints (Fetch categories, Fetch products) to look up the IDs you’ll pass as filters. Treat catalog IDs as stable references and store them alongside your own taxonomy.
What people use this for#
- Competitive displacement — Product customer search for a competitor’s product gives you an account list; Discover finds the right people at those accounts.
- Partner ecosystems — Company relationships maps who resells, integrates with, or buys from whom.
- Buyer targeting — Person role vendorgraphics surfaces the products a person is a likely decision-maker for, based on their role, so you can focus outreach on the people who actually drive the purchase.
Vendorgraphic signals are inferred from many sources and carry confidence levels — treat them as strong indicators, not contracts.