If you’re running Account-Based Marketing (ABM) campaigns and want to stop wasting time on dead-end leads, you need to know what tech your target companies actually use. It’s not about chasing shiny logos—it’s about finding the right companies, with the right stack, that actually need what you’re selling. This guide is for marketers, sales ops folks, and anyone tired of guessing.
We’re diving into practical steps for analyzing website technology trends—using Whatcms—to make your ABM campaigns smarter and more targeted. No fluff, just a real-world approach that works (and a reality check on what doesn’t).
Step 1: Why Website Technology Data Actually Matters for ABM
Let’s be honest: Most ABM campaigns fail because you’re targeting companies that will never buy. Maybe they use a competitor’s platform, or their tech stack makes your product a bad fit.
Here’s what knowing your targets’ website tech helps you do: - Build smarter lists. No more cold pitching companies on Shopify if you only integrate with Magento. - Personalize outreach. Reference the tools they already use—skip the generic pitches. - Spot trends. See what technologies are gaining ground in your market (and who’s falling behind).
But don’t get lost in the weeds. This isn’t about stalking every script on a homepage—it’s about picking out the signals that matter for your sales motion.
Step 2: Whatcms—What It Does (and Doesn’t)
Whatcms is a web tool that tells you what technology a website runs on. It started with CMS detection (WordPress, Drupal, etc.) but now covers e-commerce, web frameworks, analytics, and a few other categories.
Pros: - Easy to use—just plug in a domain. - Covers the big stuff (CMS, e-commerce, common plugins). - Free tier is enough for basic research.
Cons: - Not perfect—misses some custom stacks or less-common tools. - Not a full “tech stack discovery” platform (doesn’t pull backend code, user databases, etc.). - Bulk lookup features are limited unless you pay.
If you need deep, verified tech stack data at scale, you’ll need a pricier tool (BuiltWith, SimilarTech, etc.)—but for focused ABM work, Whatcms is enough.
Step 3: Identify Your ABM Target List
Before you dive into tech data, get clear on who you want to target. Don’t just pull a list of 1,000 companies and hope for the best.
Tips for a solid ABM list: - Start small. 50-200 accounts you actually want to win. - Filter by industry, company size, and geography—whatever matches your ideal customer profile. - Get the right URLs. Whatcms works on domains, so don’t get stuck with just company names.
Pro tip: If you’re using LinkedIn or Crunchbase for research, export company names and then match to their main website URLs before moving on.
Step 4: Use Whatcms to Scan Target Websites
Now for the hands-on part. Here’s how to use Whatcms for real ABM research:
- Manual lookups:
- Go to Whatcms.
- Enter a domain (e.g., www.acme.com).
- Note the detected CMS, e-commerce platform, analytics tools, or plugins.
This is slow, but works for up to a few dozen accounts.
- Bulk lookups (for bigger lists):
- Whatcms has a bulk lookup feature, but it’s limited and may require an account or payment.
- For a lightweight workaround, you can automate lookups with their API (requires some scripting knowledge and a paid plan).
Reality check: If you’re dealing with 1,000+ domains, consider a tool built for bulk research. For targeted ABM lists, manual or semi-manual works fine.
- What data to record:
- CMS (WordPress, Drupal, Sitecore, etc.)
- E-commerce platform (Shopify, Magento, WooCommerce, etc.)
- Key plugins or add-ons (e.g., Salesforce widget)
- Analytics tools (Google Analytics, Tag Manager)
- Hosting details (sometimes useful, but don’t overthink it)
Don’t get bogged down in minor plugins or JavaScript libraries—stick to the tech that actually relates to your product or pitch.
Step 5: Analyze the Trends—What’s Actually Useful?
Here’s where most people mess up: They collect a bunch of data, then stare at a spreadsheet for hours, hoping for a magic insight. Don’t do that.
Instead:
- Sort and group by technology.
See which CMS or e-commerce platform dominates your list. Are there clusters you didn’t expect?
- Look for patterns tied to company size or industry.
Do SaaS companies on your list lean toward Webflow? Are retailers mostly on Shopify?
- Find gaps and opportunities.
Are there companies still on “legacy” platforms? This could signal openness to change—or resistance.
Ignore: - Random plugins or trackers that have nothing to do with your product. - Overanalyzing the latest tech fads—just because someone installed a chatbot doesn’t mean they’re ready to buy yours.
Pro tip: Use color-coding or simple pivot tables in Excel or Google Sheets to visualize the trends. Don’t overcomplicate it.
Step 6: Apply Your Insights for Better ABM Outreach
Now, actually use the data. Here’s how to turn your research into action:
- Personalize your messaging.
Reference the target’s current tech stack in your emails or calls. It shows you’ve done your homework, and you’re not just blasting templates.
Example: “I noticed you’re running WooCommerce—are you looking for better order management integrations?”
- Segment your campaigns.
Group targets by tech stack. Tailor your offers, case studies, and sales pitches to what fits their world.
- Qualify out bad fits.
If a company uses a stack you don’t support, move on. No hard feelings—just more time for the right leads.
- Spot market shifts.
If you see a sudden uptick in a certain CMS or platform among your targets, ask why. It could signal a move in your market (or a gap your competitors are missing).
What not to do: - Don’t fake expertise about their stack. If you’re not sure what something is, look it up or just ask. - Don’t assume tech choices are set in stone—companies change platforms all the time.
Step 7: Keep It Tight—Avoid Analysis Paralysis
There’s a temptation to spend weeks “analyzing” instead of acting. Here’s how to avoid spinning your wheels:
- Limit your data collection. Track only what matters for your campaign.
- Don’t obsess over 100% accuracy. Whatcms is good, not perfect. Use the data as a guide, not gospel.
- Review your list every few months—tech stacks change quickly. Don’t rely on last year’s research.
If you find yourself building a 20-tab spreadsheet, you’re trying too hard. Simpler is better.
Summary: Start Small, Iterate, and Stay Grounded
Website technology data can make your ABM campaigns a lot smarter—if you keep it practical. Use Whatcms to quickly check what matters, sort your targets, and personalize your outreach. Don’t get dazzled by hype or buried in data for its own sake. Start with a focused list, look for trends that actually matter, and tweak your process as you go.
Less guesswork, more real conversations—that’s what wins deals.