How to automate lead enrichment by integrating Wappalyzer with your CRM

If you’re tired of copying tech stack info into your CRM by hand, you’re not alone. Most sales teams want richer lead profiles—without burning hours on research and data entry. This guide is for anyone who wants to feed their CRM with useful website technology data, without turning it into another “project that never launches.”

Here’s how to use Wappalyzer—the tool that tells you what tech runs behind a website—to automatically enrich leads in your CRM. No magic, no sales pitches, just a clear path from idea to working automation (and a few “watch out for this” warnings along the way).

Why bother with lead enrichment?

Before you jump in, a reality check: lead enrichment isn’t a silver bullet. But knowing what CMS, e-commerce platform, or marketing tools your prospects use can help your sales and marketing team:

  • Prioritize leads (e.g., target Shopify users if that’s your niche)
  • Personalize outreach (“I see you’re using HubSpot…”)
  • Avoid wasting time on leads that aren’t a fit

Of course, more data can also mean more noise—especially if you dump it blindly into your CRM. So, automate what matters and keep it simple.

What is Wappalyzer (and do you really need it)?

Wappalyzer is a service that scans websites and tells you what tech they’re running—think WordPress, Google Analytics, Salesforce, and a bunch more. It’s great for getting a quick feel for a company’s digital maturity, what tools they use, or if they’re running tech that plays well with your product.

  • Good for: Enriching B2B leads, competitive research, prospecting
  • Not good for: Tracking user-level data, anything privacy-sensitive

If you just need company size or contact info, stick with tools like Clearbit or Apollo. But if you care about what’s under the hood on a website, this is your tool.

What you’ll need

You don’t need to be a developer, but you should be comfortable with:

  • Setting up API keys
  • Using automation tools (like Zapier, Make, or n8n)
  • Tweaking your CRM fields

You’ll need:

  • A Wappalyzer account (with API access)
  • Access to your CRM (HubSpot, Salesforce, Pipedrive, or whatever you use)
  • An automation tool (Zapier is easiest for most folks, but use what you know)
  • A list of website URLs you want to enrich (usually from form fills, lead lists, etc.)

Step 1: Get Wappalyzer API access

  1. Sign up for Wappalyzer: Create an account and pick a plan with API access. If you’re just testing, their lowest paid tier usually covers enough requests.
  2. Find your API key: After logging in, look for “API” or “Integrations” in your dashboard. Copy your API key—treat it like a password.
  3. Read the docs: Wappalyzer’s API docs are straightforward. Bookmark them in case you need to troubleshoot.

Pro tip: Don’t use your API key in public scripts or browser code. Keep it server-side or inside your automation tool.

Step 2: Map fields in your CRM

Don’t just shove every Wappalyzer datapoint into your CRM. Decide what’s actually useful:

  • CMS (WordPress, Drupal, etc.)
  • E-commerce platform (Shopify, Magento, etc.)
  • Analytics tools (Google Analytics, Mixpanel, etc.)
  • Marketing automation (HubSpot, Marketo, etc.)
  • Frameworks (React, Angular, etc.)

Create new custom fields for each, or use a single “Tech Stack” field if you want to keep it simple. Don’t overbuild—start with the 2-3 fields your team will actually use.

What to skip: Most teams don’t need 20 fields about obscure JavaScript libraries. More isn’t better.

Step 3: Set up your automation workflow

Here’s where the magic happens. You want something like this:

  1. Trigger: New lead (or company) is added to your CRM—or a new row in a Google Sheet, or a form submission, etc.
  2. Action: Grab the website URL from the lead.
  3. Call the Wappalyzer API: Send the URL, get back a list of detected technologies.
  4. Parse the data: Pick out the tech you care about.
  5. Update the CRM record: Write the tech info into your custom fields.

Option A: Using Zapier (most common)

  1. Create a new Zap:
  2. Trigger: Pick your CRM’s “New Lead” or “Updated Lead” event.
  3. Action: Use the “Webhooks by Zapier” app to call Wappalyzer’s API.
  4. Set up the request:
    • Method: POST
    • URL: https://api.wappalyzer.com/v2/lookup/
    • Headers: Include your API key (x-api-key: YOUR_API_KEY)
    • Body: A JSON array with the website URL(s)
  5. Parse the response: Use Zapier’s built-in tools to extract the fields you care about.

  6. Update your CRM: Map the parsed data back into your CRM custom fields.

  7. Test with real data: Try a few websites to make sure the tech gets mapped correctly.

Gotchas: - Zapier’s free plan has limits—you’ll burn through tasks if you bulk upload. - Wappalyzer API has rate limits. Don’t process huge lists all at once. - Parsing JSON in Zapier can be clunky. If you’re comfortable with code, use a Code step (JavaScript) to clean up the data.

Option B: Using Make, n8n, or custom scripts

If you’re technical (or cheap), you can use Make (formerly Integromat), n8n, or a simple Python script on a schedule.

  • The logic is the same: trigger → call Wappalyzer → parse → update CRM.
  • These tools give more control and save money at scale, but require more setup.
  • If you’re handling sensitive data, self-hosted options (like n8n) are safer.

Example n8n workflow: - Trigger: New row in Google Sheet - HTTP Node: Call Wappalyzer API - Function Node: Parse response - CRM Node: Update record

Step 4: Clean and filter the data

Wappalyzer returns a lot. Don’t dump it all into your CRM. Instead:

  • Only keep the tech categories your team cares about.
  • If no tech is detected (or the site is down), leave the CRM fields blank or flag for review.
  • Set up filters to avoid overwriting good data with blanks.

Reality check: The data isn’t always perfect. Wappalyzer can miss tech behind logins or on custom domains. Treat it as “nice to have,” not gospel.

Step 5: Roll out and test with your team

  • Run a pilot with 20–50 leads. Don’t automate your whole database on day one.
  • Ask your sales/marketing folks: Is this data actually helping? Or is it just clutter?
  • Adjust the fields, filters, and workflow as you go.

What to watch for: - API costs—Wappalyzer charges per lookup. Monitor your usage. - CRM API limits—especially with Salesforce and HubSpot. - Data quality—sometimes the tech stack is blank, wrong, or not useful.

Pro tips and honest warnings

  • Don’t overcomplicate it. Most teams get overwhelmed trying to map every possible tech. Start with what actually drives sales decisions.
  • Don’t violate privacy. Wappalyzer’s data is public, but don’t mix it with personal info or try to “fingerprint” users.
  • Automation is fragile. APIs change, CRMs update their fields, and Zapier Zaps break. Check your workflow every few months.
  • Manual review is your friend. For high-value leads, sanity check the enrichment before acting on it.
  • Not a silver bullet. Enriched data helps, but won’t fix a broken sales process or bad targeting.

Keep it simple, and iterate

Automating lead enrichment with Wappalyzer can save you hours and give your team a sharper edge—but only if you keep things practical. Start small, focus on the fields that matter, and don’t be afraid to tweak or even turn things off if they’re not adding value. The best automations are the ones you barely notice—because they just work.