How to filter and segment target accounts in Wappalyzer for effective outreach

If you’re tired of blasting out cold emails to random companies, you’re not alone. The truth is, effective outreach starts with a good list—and a good list starts with filtering and segmenting your target accounts the right way. If you’re using Wappalyzer to find companies based on the tech they use, but you’re not sure how to zero in on the right leads, this guide’s for you.

Here’s how to actually use Wappalyzer’s filters and segmentation tools to find accounts worth your time—without drowning in noise or hype.

Step 1: Nail Down Who You’re After (Don’t Skip This)

Before you even open Wappalyzer, get clear about who you want to reach. “Anyone using Shopify” isn’t a target—it's a mess. Take 5 minutes to ask:

  • What industry are you focusing on?
  • What company size makes sense for your product?
  • Which technologies matter, and which don’t?
  • Are you looking for companies in specific regions?
  • Do you have a sweet spot (e.g. companies using both Salesforce and HubSpot)?

Write down your must-haves and nice-to-haves. This list is your guardrail against getting buried in irrelevant data.

Step 2: Get to Know Wappalyzer’s Data and Its Limits

Wappalyzer can tell you which technologies a website is using. That’s its main trick. You can see things like:

  • E-commerce platforms (Shopify, Magento, WooCommerce)
  • Web frameworks (React, Angular)
  • Analytics tools (Google Analytics, Mixpanel)
  • CRM systems (Salesforce, HubSpot)

But here’s the real talk: Wappalyzer works by scanning websites, not by talking to the companies themselves. If a company’s tech stack isn’t visible on their site, you won’t see it. It’s great for a first pass, but don’t treat it like gospel.

What works:
- Narrowing down by specific tools (e.g. “show me companies using Zendesk”) - Spotting companies who have recently added or dropped a technology - Exporting lists for further filtering

What to ignore:
- Assuming the data is 100% up-to-date (it’s not) - Relying on Wappalyzer alone for company size or revenue (it’s not built for that)

Step 3: Build and Refine Your Search with Filters

Now, actually get your hands dirty in Wappalyzer. Here’s how to filter accounts so you don’t waste your time:

3.1. Start with Technologies

  • Use the “Technologies” filter to include must-have tools (e.g. “Only show companies using Marketo”)
  • Exclude irrelevant tech (e.g. “Exclude companies using WordPress if you sell to enterprise”)
  • Combine filters to get specific (e.g. “Show companies using both Shopify and Klaviyo”)

Pro tip:
Don’t get too narrow, or you’ll end up with a list of ten companies. Start broad, then tighten as you see what comes back.

3.2. Filter by Industry and Category

  • Use industry or vertical filters if your product is niche (e.g. “Healthcare” or “Financial Services”)
  • Be aware: Wappalyzer’s industry data is sometimes fuzzy. Double-check before you get too excited.

3.3. Location Filters

  • Filter by country, region, or city if you care about geography
  • Wappalyzer’s location data comes from public records and IP addresses—good for trends, but not always perfect

3.4. Website Traffic (If Available)

  • Some Wappalyzer plans let you filter by estimated website traffic
  • Use this to weed out tiny sites (if you’re after larger customers) or focus on smaller ones (if that’s your lane)
  • Don’t obsess over the numbers—they’re estimates, not audited stats

Step 4: Segment Your List for Smarter Outreach

Filtering gives you a master list. Segmentation breaks that list into smaller, more relevant groups so your outreach doesn’t sound like spam.

4.1. Segment by Tech Combinations

  • Group companies by technology stacks (e.g. “Shopify + Klaviyo” vs. “Magento + Mailchimp”)
  • Tailor your pitch to each segment (“I see you’re using Klaviyo for email…”)

4.2. Segment by Company Size (Roughly)

  • While Wappalyzer doesn’t hand you employee counts, you can use technology choices and traffic as rough proxies
  • E.g., “Companies using Salesforce and Marketo probably aren’t mom-and-pop shops”

4.3. Segment by Region

  • If you have a regional sales team or compliance requirements, split your lists by geography
  • Use this to time your outreach (no one wants a sales call at 3am)

4.4. Segment by Recent Tech Changes

  • Wappalyzer can sometimes show when a company has added or dropped a tool
  • Target companies who just added a competing tool—they might be open to switching again, or need help integrating

Step 5: Export and Clean Your Data (Don’t Skip This One Either)

Wappalyzer lets you export your filtered and segmented lists, usually as CSV files. Before you start firing off emails, do a quick cleanup:

  • Remove obvious junk (spammy domains, personal blogs, dead links)
  • Check for duplicates
  • Spot-check a handful of companies to make sure they fit your criteria
  • Add missing info if you need it (e.g. LinkedIn URLs, company size from another source)

This step is boring, but it saves you from embarrassing mistakes later.

Step 6: Plug Your Segments into Your Outreach Workflow

Don’t just dump your list into your CRM and call it a day. Use your segments to:

  • Personalize your messaging (“Saw you’re using [Tech]. Here’s how we help companies like yours.”)
  • Prioritize outreach (start with the best-fit companies first)
  • Track which segments convert best (so you can double down next time)

What works:
- Short, relevant emails referencing their actual tech - Following up with context (“Noticed you recently added Zendesk…”) - Staying organized (use tags or lists in your CRM)

What doesn’t:
- Mass-blasting generic messages (everyone can spot these a mile away) - Overcomplicating your segments—keep it simple until you see what works

Step 7: Rinse, Repeat, and Don’t Get Fancy

Filtering and segmenting in Wappalyzer isn’t rocket science, but it’s easy to overthink. Here’s the bottom line:

  • Start with clear criteria, not vibes
  • Use filters to weed out the noise, but don’t trust the data blindly
  • Segment for real reasons—don’t make up groups just to feel “data-driven”
  • Clean your lists before you send anything
  • Iterate as you learn what works (and what’s a waste of time)

Effective outreach isn’t about who sends the most emails—it’s about sending the right message to the right person. Keep it simple, refine as you go, and don’t get sucked into shiny tools or overblown “AI” promises. Good lists and clear thinking still win.