Looking for sales leads who’ll actually care about what you sell—not just “anyone with a website”? You’re in the right place. This guide is for folks in B2B sales, SaaS, or agencies who want to find real prospects, not just pad a spreadsheet. We’ll walk through how to use Builtwith to find high intent leads—people who might actually buy from you.
I’ll show you what works, what’s a waste of time, and how to avoid common mistakes. No fluff, no magic bullets—just a straightforward process and some hard-won tips.
Why Builtwith? (And Why Not Just Buy a List)
If you’re tired of chasing dead-end leads, Builtwith can help—but it’s not a silver bullet. Builtwith is a tool that scans websites and tells you what technologies they use: e-commerce platforms, analytics, CRMs, chat widgets, and a lot more. This info is gold if you sell a product or service that plugs into, competes with, or improves on those tools.
But—and it’s a big but—Builtwith doesn’t magically hand you people ready to buy. It gives you data. Your job is to turn that data into a targeted lead list and, eventually, real conversations.
When Builtwith shines: - You sell a SaaS tool that integrates with or competes against specific tech (e.g., Shopify plugins, HubSpot alternatives). - You want to upsell services to users of a certain CMS, e-commerce platform, or plugin. - You need to spot when a company has just installed (or dropped) a tool—signaling a possible need.
When Builtwith isn’t worth it: - You’re selling something everyone needs, regardless of tech stack (e.g., generic office supplies). - Your buyer is a person, not a website (think: local plumbers, freelancers, etc.). - You want “leads” with zero effort—sorry, that’s not how it works.
Step 1: Get Clear on Who You Actually Want
Before you even open Builtwith, get specific about your ideal lead. Skip this and you’ll end up with a massive, useless list.
Ask yourself: - What tech are my best customers already using? - What tech signals a good fit (or a bad one)? - Are you targeting companies using a competitor? Or those who aren’t using your category yet?
Pro tip: If you’re not sure, pull up your current customers’ sites in Builtwith to spot patterns. Look for the tech they have in common.
Step 2: Build a Smart Search in Builtwith
Now, head into Builtwith and start building your search. Here’s how to do it without getting overwhelmed:
2.1. Choose the Tech Stack Filters
- Search for the exact technology you care about (“Shopify”, “Magento”, “HubSpot”, “Intercom”, etc.).
- You can filter for sites that use, used to use, or recently dropped a tool. Each tells you something different:
- Current users = possible integration/upsell.
- Former users = pain point? Maybe your tool fixes it.
- Recent adopters = probably shopping around.
2.2. Layer on Location, Traffic, or Category
- Narrow by country, traffic rank, or industry. This keeps you from chasing tiny blogs in random countries (unless that’s your market).
- Builtwith’s “Top Sites” or “Industry” tags can help, but don’t go overboard. The more filters, the smaller your pool.
2.3. Use “Advanced” Filters—But Don’t Get Lost
- You can get super granular: “Sites using Shopify and Klaviyo, but not Yotpo.”
- This is powerful, but it’s easy to overthink it. Start broad, then tighten your filters as you go.
What to ignore: Don’t bother with vague categories like “Marketing” or “Business”—they’re too broad. Stick to tech that matters to your pitch.
Step 3: Export and Clean Up Your Lead List
Builtwith lets you export lists (CSV, Excel, etc.), but raw exports are messy. Here’s how to make your list actually usable:
- Delete junk: Ditch tiny sites, parked domains, or anything obviously irrelevant.
- Scan for duplicates: Some companies have multiple domains; merge or remove as needed.
- Find real people: Builtwith gives you domains, not contacts. Use LinkedIn, Hunter.io, or Apollo to find the right decision makers at each company.
Pro tip: Prioritize companies where you can actually see the tech in use (visit their site, look for the plugin/widget, etc.). Don’t assume the export is always up to date.
Step 4: Spot High Intent Signals
Now, the real magic: finding who’s likely to be in-market.
Look for signals like: - Recent changes: Companies who just installed (or uninstalled) a tool. They might be evaluating options—or looking for new solutions. - Stack complexity: Big, complex stacks = more budget, more problems you can solve. - Frequent switchers: If a company keeps changing tools, they may not be happy with what they’ve got.
Don’t overthink “intent.” You’re looking for clues, not guarantees. If you see a Shopify store that just added Klaviyo, and you sell an integration for both, that’s your sweet spot.
Step 5: Research, Prioritize, and Personalize
This is where most folks get lazy—and why their cold outreach fails.
- Google the company: Are they growing? Hiring? Launched a new product? These are good signs.
- LinkedIn snoop: Who’s the likely decision maker? Don’t just guess—look for titles like “Head of eCommerce,” “Marketing Director,” etc.
- Prioritize: Tackle leads where you see multiple signals: right tech, right size, right timing.
Pro tip: Keep your initial list short. It’s better to send 20 personalized emails than blast 200 people with a generic pitch.
Step 6: Reach Out—But Don’t Be Weird
Nobody likes spam. Use what you’ve learned to send something relevant, not robotic.
- Mention the tech: “I noticed you’re using Shopify and Klaviyo—are you looking for ways to [do X]?”
- Make it about them, not you: Focus on solving a problem or helping them, not just pushing your product.
- Keep it short: Respect their time. If you can’t explain your value in a few sentences, rethink your pitch.
What not to do: - Don’t pretend you’re a “big fan of their work” unless you actually are. - Don’t list every tech you saw on their site. That’s creepy. - Don’t send a calendar invite in the first email. That’s assuming way too much.
What Builtwith Gets Right (And Where It Falls Short)
The Good:
- Accurate tech data: For most mainstream tools, Builtwith is pretty reliable.
- Historical data: See when tech was added or dropped—not just what’s there now.
- Export options: Easy to get lists into your CRM or outreach tool.
The Not-So-Good:
- Contact info is weak: It’s not a contact database. You’ll need to find people yourself.
- Not 100% up to date: Sometimes, tech tags linger after a company stops using them.
- Pricey for casual users: The good stuff is paywalled, and plans can get expensive.
Bottom line: Builtwith is a tool, not a magic wand. It’s great for finding possible leads, not closing deals for you.
Keep It Simple, Iterate, and Don’t Overthink It
Here’s the real secret: Don’t try to build the “perfect” list on your first go. Start with a focused search, send a few tailored emails, and see what lands. Tweak your filters, refine your pitch, and repeat. The goal isn’t to automate everything—it’s to talk to the right people, at the right time, about something they actually care about.
Stay skeptical of any tool that promises shortcuts. Builtwith can save you time and help you find high intent leads, but it’s only as useful as the effort you put in. Keep it simple, test your approach, and don’t be afraid to get your hands dirty. That’s how you turn data into actual sales.