How to create targeted outbound campaigns using Whatcms account data

If you’re sick of your outbound campaigns going straight to trash, you’re not alone. Most cold outreach is ignored because it’s generic and lazy. If you want replies (not just opens), you need to get specific about who you’re talking to and why. This guide is for marketers, sales pros, and founders who want to use real data—specifically, info from Whatcms—to send targeted messages that actually land.

Let’s cut through the fluff and get to work.


1. Why Use Whatcms Data for Outbound?

First, a quick reality check. Whatcms gives you data on what content management system (CMS) a website is running—think WordPress, Shopify, Wix, and so on. On its own, this info isn’t magic. But when you combine it with smart targeting, it’s a goldmine for segmentation. Here’s why:

  • Relevance: If you sell a Shopify plugin, you don’t want to waste time emailing people on WordPress.
  • Personalization: Mentioning a company’s tech stack makes you look like you’ve done your homework.
  • Timing: Tech stack changes can signal churn risks, funding, or growth—good times to reach out.

But don’t expect miracles. If your product isn’t a good fit, no amount of “targeting” will save a weak pitch. So, use Whatcms data to focus your efforts, not as a crutch for bad messaging.


2. Step-by-Step: Building a Targeted Outbound Campaign with Whatcms Data

Step 1: Define Your Ideal Customer Profile (ICP) — For Real

Before you touch any data, get crystal clear about who you want to reach.

  • Be ruthless: If you’re selling to SaaS startups, don’t waste energy on e-commerce stores.
  • Look for signals: What CMSes do your best customers use? Are they mostly on WordPress, or do you keep closing deals with Shopify stores?
  • Niche down: The tighter your audience, the easier it is to personalize.

Pro tip: If you’re not sure who your ICP is, ask your current customers about their stack and why they chose it. Real answers beat “gut feeling” every time.


Step 2: Pull Whatcms Data

Now, get your hands dirty. Whatcms offers different ways to get data:

  • Manual lookups: Fine if you only need a handful of results.
  • Bulk searches: Useful for bigger lists, but you’ll need a paid plan.
  • API access: For larger-scale prospecting, you can automate checks and integrate with your CRM or enrichment tools.

Decide what works for your workflow and budget. If you’re not technical, stick to their CSV exports; if you have dev resources, the API’s way faster.

What to collect: - Domain - CMS detected (e.g., “Shopify,” “Drupal”) - Other tech detected (sometimes Whatcms shows more) - Last detected date (helps spot recent changes)


Step 3: Clean and Enrich Your Data

Raw data is messy. Clean it up before you start blasting emails.

  • Remove bad fits: Filter out domains that don’t match your ICP.
  • Check for recent changes: If a website just switched CMS, it might mean a new project or a vendor shakeup—both good triggers for outreach.
  • Enrich contacts: Use tools like Hunter, Apollo, or LinkedIn to find actual decision-makers. Just having a company and a CMS isn’t enough.

Skip this? Only if you like getting ignored. Dirty data = wasted effort.


Step 4: Segment Your List

This is where Whatcms shines. Break your list into logical buckets. For example:

  • Shopify stores using outdated plugins
  • WordPress agencies who build on Elementor
  • Magento sites in the US over $1M revenue

The point isn’t to create 47 micro-segments. 2–5 focused groups is plenty to start. Segmenting lets you tailor your pitch so it doesn’t sound like it came from a robot.


Step 5: Write (Actually) Personalized Messaging

Here’s where most campaigns fall apart. Don’t just mail-merge “Hi [First Name], I see you use [CMS]…” That’s table stakes now. Instead:

  • Reference why their tech stack makes them a fit (“Your WooCommerce site could boost speed with X…”)
  • Show you understand their challenges (“We help Shopify stores like yours cut cart abandonment…”)
  • Keep it short. Nobody reads walls of text.

What doesn’t work: Overly clever tricks (“I noticed you’re using Drupal—are you dripping in leads?”) or obvious templates. People can smell phony “personalization” a mile away.


Step 6: Choose Your Channels (Don’t Just Spray and Pray)

Email’s the default, but not always the best. Use Whatcms data to inform where you reach out.

  • Email: Best for direct, B2B approaches.
  • LinkedIn: Works well if you can reference their site or recent tech changes.
  • Phone: Only if you have a real reason to call—don’t be “that guy.”

Combine channels, but don’t be a pest. Two or three well-timed touches beat a week of relentless follow-ups.


Step 7: Launch, Track, and Tweak

Don’t overthink it. Start small, measure everything, and adjust as you go.

  • Track opens and replies: Use tools like Mailshake, Lemlist, or even Gmail plugins.
  • Monitor bounce rates: High bounces = bad data. Go back to Step 3 and clean up.
  • Refine segments and messaging: If one group’s not biting, try another angle—or drop them.

What to ignore: Vanity metrics like “open rate” if you’re not getting replies. Replies and conversions are the only numbers that matter.


Real-World Tips and Pitfalls

  • What works: Reaching out when a company switches CMS, not just because they use one. Timing matters.
  • What doesn’t: Mass-blasting “I see you use X” emails. It’s been done to death.
  • Ignore: Overly complex scoring models. Simple segments and clear messaging beat fancy math.
  • Common trap: Thinking Whatcms data replaces all other research. It doesn’t. It’s a starting point, not a cheat code.

Wrapping Up

The best outbound campaigns are simple, clear, and ruthlessly targeted. Whatcms data helps you get there, but only if you’re thoughtful about how you use it. Start small, focus on real needs, and don’t let “perfect” get in the way of “done.” Iterate, learn, and keep your outreach human.

If you want replies, not just opens, keep it relevant—and keep it real.