If you’re running account based marketing (ABM) and feel like your campaigns are too generic, you’re not alone. Most B2B teams are stuck using the same tired company lists and broad “industry” filters. If you want to actually stand out (and maybe get your sales team to stop complaining), you need to know more about the companies you’re targeting—what they do, what they use, and what they care about. That’s where firmographic insights come in, and why tools like Similartech matter.
This guide will show you, step-by-step, how to use Similartech’s web technology data to give your ABM campaigns some real teeth. We’ll cover what to grab, what to skip, and how to actually put this data to work—without wasting half your quarter chasing vaporware leads.
Why Bother With Firmographics in ABM?
Let’s get real: most ABM lists are just spreadsheets with logos and LinkedIn URLs. But you need more than that. Firmographics—think company size, industry, location, and especially what tech they use—help you figure out who’s actually a good fit for your product.
Here’s what firmographic data lets you do:
- Prioritize your targets. Don’t waste time pitching to companies that can’t buy from you, or already use a competitor.
- Personalize your outreach. You can mention the tools they’re running—way more relevant than “saw you’re hiring on LinkedIn.”
- Spot timing triggers. If you see a company just added or dropped a key technology, that’s your opening.
In short, firmographics help you avoid the “spray and pray” approach that gives ABM a bad name.
Step 1: Figure Out What Firmographics Actually Matter
Before you even open Similartech, get specific about what you’re trying to find. Not all data is useful. Here’s how to focus:
- Start with your ICP. Ideal Customer Profile isn’t just a buzzword—write down the real traits of your best customers. What tech do they use? How big are they? What’s their industry?
- Get clear on your “deal breakers.” If you sell Shopify plug-ins, don’t target companies running Magento or WooCommerce. If your tool only works with Salesforce, skip companies on HubSpot.
- Pick a shortlist of signals. Too many filters, and you’ll end up with three companies. Too few, and you’re back to square one.
Pro tip: Ask your sales team for the top five “must-have” traits of their best accounts. This keeps you honest.
Step 2: Use Similartech to Find and Qualify Accounts
Similartech tracks the web technologies companies use—everything from CRMs to chat widgets. Here’s how to actually use it for ABM:
1. Search by Technology
- Plug in the core technologies your ideal accounts use (or avoid).
- For example: filter for companies using Marketo, but not Pardot, if your product is a Marketo add-on.
- You’ll get a list of companies, often with domains, estimated size, traffic, and other firmographics.
2. Layer on Additional Filters
- Filter by company size, geography, or industry if you need to narrow things down.
- Don’t go overboard. You want a list big enough to test, but tight enough to be relevant.
3. Export or Sync With Your CRM
- Most teams just download a CSV and upload it into HubSpot, Salesforce, or wherever you keep your targets.
- If you’re feeling fancy, use the API or Zapier to automate this. But don’t let “integration” hold you up—manual works fine to start.
What not to do: Don’t just grab a giant list of everyone using a technology. That’s not ABM—that’s just cold emailing with extra steps.
Step 3: Enrich and Clean Your Target Account List
Now you’ve got a list, but don’t trust it blindly. Here’s how to make it usable:
- De-dupe and cross-check. Remove duplicates and check for companies that are already in your CRM (no one likes getting pitched twice).
- Spot-check quality. Pick 10–20 accounts at random and look them up. Do they fit your ICP? If not, tweak your filters.
- Enrich with contact data. Similartech usually gives you the company domain, but you’ll need to find the right people to contact (use LinkedIn, Clearbit, or whatever tool you prefer).
Pro tip: If you have a data person, get them to pull in revenue, headcount, or funding round data for extra context. But don’t let perfect be the enemy of done.
Step 4: Build Campaigns Around Real Firmographic Insights
Here’s where the magic happens—actually using the data in your campaigns:
1. Personalize Messaging
- Reference the tech stack you know they use. For example, “I saw you’re running Intercom—curious how you’re handling support workflows?” is way better than “Can I have 15 minutes of your time?”
- If you see they just added a competitor, mention it (gently). “Saw you recently started using Drift—if you ever want to compare notes, let me know.”
2. Segment Campaigns by Tech Stack
- Break your list into cohorts—one for companies on Salesforce, one on HubSpot, etc.
- Tailor your emails, ads, or LinkedIn messages to speak their language.
3. Use Tech Changes as Triggers
- Some tools let you track when a company adds or drops a technology.
- If you see a company recently removed a competitor, that’s a hot lead. Don’t overthink the timing—just reach out.
4. Align With Sales (So You Don’t Look Silly)
- Make sure your BDRs or AEs know where the data came from, and how to use it. The worst thing is to send “personalized” emails that don’t match the reality.
- Share your target list and the data points with sales before launching campaigns. Fix any obvious mismatches.
What doesn’t work: Don’t just mail-merge “I saw you use X” into every email. If it’s not relevant to your pitch, it’s just lazy. Use firmographic data to start a conversation, not to show off your data skills.
Step 5: Measure, Learn, and Tune
No data source is perfect—not even Similartech. Here’s how to avoid wasting time on bad leads:
- Track response and conversion rates by cohort. Are Salesforce users replying more than HubSpot users? Double down on what’s working.
- Ask sales for feedback. Are these leads any good? Are you missing something obvious?
- Refresh your list quarterly. Companies change tech stacks all the time. Outdated data = wasted effort.
Ignore: Vanity metrics like “number of accounts enriched.” Focus on meetings booked, deals advanced, and real pipeline.
What Similartech Gets Right (and What It Doesn’t)
What works:
- Solid coverage of web-based tech stacks, especially for SaaS, ecommerce, and companies that live online.
- Lets you spot current and recent tech usage—great for timing.
What to watch out for:
- Doesn’t always catch every technology, especially stuff behind login screens or custom-built stacks.
- Company size and industry data can be hit-or-miss; always double-check if it matters for your campaign.
- Not a replacement for talking to your sales team—they’ll know things no tool can surface.
Ignore the hype: No tool is a magic bullet. Treat Similartech as one part of your data stack, not the whole solution.
Keep It Simple (and Keep Iterating)
Don’t overcomplicate this. Enriching your ABM campaigns with firmographic insights from Similartech is about making your outreach a little smarter and your targeting a lot sharper. Start small, test what works, and keep tuning your filters. If you’re stuck, ask your sales team what they actually need—and cut the fluff.
Most importantly: don’t let “data enrichment” become a project that drags on for months. Pull a list, test a campaign, and adjust as you go. That’s how you actually make ABM work.