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Play 29Outbound

Tech Stack Signal Detection

Tech Stack Signal Detection is a five-step outbound play for email and LinkedIn, from “Detect the stack” to “Run the displacement sequence”. It uses BuiltWith, TheirStack, Apollo, Findymail, Clay and three more tools.

Portrait of Kenny Damian

Kenny Damian, Co-founder & Head of GTM

Motion
Outbound
Channel
Email, LinkedIn
Steps
5
Tools
8

The workflow

Workflow diagram of the Tech Stack Signal Detection play in five numbered stages: detect the stack; split added vs removed; score and prioritise; source the tool owner; and run the displacement sequence.
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The diagram as text

  1. 1Detect the stack

    • BuiltWith (site tech): Scans the target list for the tools each site runs. Tool: BuiltWith.
    • TheirStack (stack data): A second read on what each company uses. Tool: TheirStack.
    • Diff against the previous snapshot. Tool: Clay.
    • The change is the signal, not the state

  2. 2Split added vs removed

    • Competitor added (they just bought): Tool and First seen. You are early for the renewal.
    • Competitor removed (they just churned): Tool and Last seen. They are actively looking right now.

  3. 3Score and prioritise

    • Priority 2: By contract length.
    • Priority 1: Open window.
    • Removal outranks addition every time. Tool: ChatGPT.

  4. 4Source the tool owner

    • Whoever owns the category (not the CEO): The function that runs this kind of tool, with a verified email. Find: Apollo. Email: Findymail.

  5. 5Run the displacement sequence

    • Added: renewal track. Same shape: where the tool usually breaks, then a CTA. Lands ahead of the renewal. Send: Instantly. DM: lemlist.
    • Removed: switch track: Noticed the switch, Where it breaks at your stage and Direct CTA. Send: Instantly. DM: lemlist.
    • Never knock the competitor. Describe the failure mode
    • Outcome: Displacement conversation opened

The stack: BuiltWith, TheirStack, Clay, ChatGPT, Apollo, Findymail, Instantly, lemlist.

The play in five steps

  1. Step 1: Detect the stack

    What a company runs, and what it just stopped running, is public.

    • BuiltWith and TheirStack scan the target list.
    • Diff each scan against the previous snapshot: the change is the signal, not the state.

  2. Step 2: Split added vs removed

    These are two different conversations and should never share a sequence.

    • Competitor added: they just bought, so you are early for the renewal.
    • Competitor removed: they just churned and are actively looking.

  3. Step 3: Score and prioritise

    Removal outranks addition every time.

    • Weight removals highest: that is an open window.
    • Weight additions by contract length in the category.

  4. Step 4: Source contacts

    Reach the owner of the tool, not the CEO.

    • Identify the function that owns the category via Apollo.
    • Verified email via Findymail.

  5. Step 5: Run the displacement sequence

    You know what they use, so be specific about where it breaks.

    • Noticed the switch → where that tool usually breaks at their stage → direct CTA.
    • LinkedIn DM in parallel.
    • Never name the competitor disparagingly: describe the failure mode.

Tools used

The eight tools this play names. Each links to the other plays that use it.

Related plays

All GTM plays

Have us run this play

Tell us what you're trying to hit this quarter, and we'll suggest where to start.

Play 29 · Tech Stack Signal Detection