How to find out what tools your competitors use
You are losing deals and you don't even know why. The secret is often hidden in the tools your competitors use to find leads, close sales, and grow their pipeline. If you can uncover their tech stack, you can outmaneuver them at every stage—from prospecting to closing.
Why Spy On Competitor Tools
Every tool a competitor uses—from CRM to email automation to lead generation platforms—sends a signal about how they operate. A competitor using an advanced prospecting tool likely has a well-oiled outbound sales machine. One using a specific analytics platform might be obsessed with conversion optimization. Knowing their stack helps you anticipate their moves, identify gaps in your own process, and even find opportunities to reach out to their customers with a better offer.
But this isn't about copying them. It's about understanding the battlefield. If they're using a tool you've never heard of, it might be a competitive edge you're missing. If they're using an expensive enterprise solution, maybe they're burning cash and vulnerable. The more you know, the smarter your sales and marketing decisions become.
- Identify strengths and weaknesses in their sales process
- Discover new lead generation and prospecting tools
- Benchmark your own tech stack against theirs
- Find opportunities to differentiate your outreach
Use BuiltWith To Detect Website Technologies
BuiltWith is one of the most popular tools for uncovering the technologies behind any website. Simply enter a competitor's domain and it will show you everything from their CMS and analytics to marketing automation, CRM, and even payment processors. The free version gives you a solid overview; the paid version dives deeper into historical data and contact information.
For B2B sales teams, BuiltWith is a goldmine for prospecting. If you see a competitor using a specific email marketing tool, you can infer their outreach volume and strategy. If they're using a chat widget, they might be focused on inbound lead capture. Use this intel to tailor your own pitch—or to reach out to their customers with a contrasting approach.
- Enter competitor domain to see full tech stack
- Check for CRM, email, analytics, and advertising tools
- Use historical data to spot recent changes
- Export lists of companies using specific tools for targeted prospecting
Leverage Job Postings And LinkedIn
Job postings are a treasure trove of information about a competitor's tools and priorities. When a company hires a 'Salesforce Administrator' or a 'HubSpot Specialist,' they're telling the world what they use. Scan their careers page and LinkedIn jobs for mentions of specific software, certifications, or platform experience. Even better, look at the tools listed in the job description—those are the ones they rely on daily.
LinkedIn can also reveal tools through employee profiles. Sales reps often list proficiencies like 'Outreach.io' or 'ZoomInfo' in their skills section. You can also follow competitor employees and see what they post about—webinars, product launches, or case studies often name-drop the tools behind their success. This passive reconnaissance can feed directly into your lead generation and prospecting efforts.
- Search job boards for competitor name + 'Salesforce' or 'HubSpot'
- Check LinkedIn profiles of their sales and marketing teams
- Look for certifications and tool-specific skills
- Monitor posts for mentions of new tools or integrations
Analyze Email Headers And Marketing Campaigns
Every marketing email you receive from a competitor contains hidden clues. By viewing the raw email headers, you can often see which email service provider (ESP) they use—Mailchimp, SendGrid, HubSpot, etc. This tells you how they manage their outreach and can hint at their level of automation. If you're on their list, sign up for their newsletter and pay attention to frequency, personalization, and call-to-actions.
You can also use tools like Mailtest or MXToolbox to analyze email headers. For a deeper dive, check if they use tracking pixels or UTM parameters that reveal other tools. For example, a UTM parameter might show they're using a specific landing page builder or analytics platform. This intel helps you understand their funnel and where you might intercept their prospects.
- Sign up for competitor newsletters to study their cadence
- View raw email headers to identify ESP
- Check UTM parameters for marketing tools
- Use email analysis tools to uncover automation platforms
Tap Into Sales Intelligence Platforms
Sales intelligence platforms like Datanyze, HG Insights, and ZoomInfo offer detailed technographic data. These tools can show you exactly which technologies a company uses, from CRM and marketing automation to cloud infrastructure and BI tools. They're built for B2B sales and marketing teams, so they often include contact information and intent data, helping you reach out at the right time.
While these platforms can be pricey, many offer free trials or limited free versions. If you're targeting enterprise clients, the investment can pay off quickly. You can filter companies by tech stack, location, revenue, and more—then build a targeted prospecting list. For example, if you sell a HubSpot alternative, you can find companies using HubSpot and pitch your differentiator.
- Use Datanyze free extension for quick tech lookups
- Filter prospects by technologies they use
- Combine technographics with intent data for better timing
- Build lists of competitors' customers for conquesting
Monitor Social Media And Review Sites
Competitors often reveal their tools on social media—whether it's a tweet thanking a vendor, a LinkedIn post about a new integration, or a Facebook ad with recognizable tracking. Follow their official accounts and key employees. Engage with their content to see what tools they promote. Also, check review sites like G2, Capterra, and TrustRadius. Companies often leave reviews of tools they use, and you can search by competitor name to see what they've reviewed.
Additionally, look at their ads. Use Facebook Ad Library to see if they're running ads and what tools they might use for tracking (e.g., Facebook Pixel). LinkedIn Ads can also reveal targeting criteria. This passive monitoring can give you a steady stream of intel without direct contact.
- Follow competitor social accounts and employees
- Search review sites for competitor tool reviews
- Use Facebook Ad Library to see active ads
- Check for tracking pixels and ad platforms
Uncovering your competitors' tools isn't about espionage—it's about smart, ethical reconnaissance. Use these methods to sharpen your sales strategy, refine your prospecting, and build a pipeline that outperforms. Start with one tool today and see what you discover.
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FAQ
Is it legal to find out what tools my competitors use?
Yes, as long as you use publicly available information and don't engage in hacking, deception, or violation of terms of service. Tools like BuiltWith and job postings are fair game.
What's the fastest way to get a competitor's tech stack?
Use a free tool like BuiltWith or Wappalyzer. Enter their domain and you'll get an instant list of technologies. For deeper insights, combine with LinkedIn job postings.
How can I use this information for lead generation?
You can identify companies using a specific tool and target them with a complementary or competing solution. You can also reach out to competitors' customers with a better offer, using technographic data to personalize your pitch.
What if my competitor uses custom-built tools?
Custom tools won't show up in standard detectors, but you can still infer from job postings, patents, and engineering blogs. Look for mentions of frameworks and languages they use.