Tech Stack Signal Detection

The workflow

Play 06

Tech Stack Signal Detection

1Scan the stack

Site tech

Scans the target list for the tools each website runs.

Stack data

A second read on what each company uses, from job posts and more.

Compared with the previous snapshotChange, not state

2Split added from removed

Competitor addedThey just bought

ToolFirst seen

You are early for the renewal.

Competitor removedThey just left

ToolLast seen

They are looking for a replacement right now.

3Score and prioritize

Priority 1Removals: the window is open

Priority 2Additions: timed to the contract

A removal outranks an addition every time

4Find whoever owns the category

The tool ownerNot the CEO

The function that runs this kind of tool, with a checked email.

Find

Apollo

Email

Findymail

Job change

LinkedIn

Verify

BounceBan

5Run the displacement sequence

Removed: switch trackNow

Noticed the switchWhere it breaks at your stageDirect ask

Send

Smartlead

DM

HeyReach

Added: renewal trackLater

Same shape, timed to land ahead of the renewal date.

Send

Smartlead

DM

HeyReach

Never knock the competitor. Describe the failure mode

A displacement conversation, opened on time

The stackClaudeBuiltWithTheirStackClayApolloFindymailLinkedInBounceBanSmartleadHeyReachHubSpot

Oriel · GTM plays library

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The diagram as text

1. 1

   Scan the stack

   Site tech: Scans the target list for the tools each website runs. Tool: BuiltWith.

   Stack data: A second read on what each company uses, from job posts and more. Tool: TheirStack.

   Compared with the previous snapshot (change, not state): Tool: Clay.

2. 2

   Split added from removed

   Competitor added (they just bought): Tool and First seen. You are early for the renewal..

   Competitor removed (they just left): Tool and Last seen. They are looking for a replacement right now..

3. 3

   Score and prioritize

   Priority 1: Removals: the window is open

   Priority 2: Additions: timed to the contract

   A removal outranks an addition every time

4. 4

   Find whoever owns the category

   The tool owner (not the ceo): The function that runs this kind of tool, with a checked email. Find: Apollo. Email: Findymail. Job change: LinkedIn. Verify: BounceBan.

5. 5

   Run the displacement sequence

   Removed: switch track (now): Noticed the switch, Where it breaks at your stage and Direct ask. Send: Smartlead. Dm: HeyReach. Tool: Smartlead.

   Added: renewal track (later): Same shape, timed to land ahead of the renewal date. Send: Smartlead. Dm: HeyReach. Tool: Smartlead.

   Never knock the competitor. Describe the failure mode

   Outcome: A displacement conversation, opened on time. Tools: HubSpot.

The stack: Claude, BuiltWith, TheirStack, Clay, Apollo, Findymail, LinkedIn, BounceBan, Smartlead, HeyReach and HubSpot.

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The play in five steps

1. 01

   Step 1: Scan the stack

   What a company runs, and what it just stopped running, is public. Most teams only ever look at the first half.

   • Scan the target list with BuiltWith and TheirStack.
   • Store each scan in Clay and compare it with the previous snapshot. The change is the signal, not the current state.
   • Rescan monthly. A quarterly scan finds removals after the replacement is already signed.
2. 02

   Step 2: Split added from removed

   A company that just bought a competitor and one that just dropped it are two different conversations and must never share a sequence.

   • Competitor added: they just bought, so you are early for the renewal.
   • Competitor removed: they just left, so they are actively choosing a replacement.
   • Record the first-seen or last-seen date on every change.
3. 03

   Step 3: Score and prioritize

   Removal outranks addition every time. One is an open window, the other is a reminder for later.

   • Weight removals highest and work them this week.
   • Weight additions by typical contract length in the category, then schedule the touch about 90 days before the likely renewal.
   • Claude can read the job posts and site copy to confirm the change is real and not a scanner glitch.
4. 04

   Step 4: Find whoever owns the category

   The person who runs the tool every day feels where it breaks. The CEO usually does not.

   • Identify the function that owns the category with Apollo.
   • Get a work email with Findymail.
   • Check on LinkedIn that they still hold the role, and re-verify the email with BounceBan on the send day.
5. 05

   Step 5: Run the displacement sequence

   You know exactly what they use, so you can be specific about where it tends to break at their stage.

   • Switch track through Smartlead: noticed the change, where that tool usually breaks at their stage, a direct ask.
   • Renewal track: the same shape, timed to arrive before the renewal window.
   • A LinkedIn DM through HeyReach in parallel on both tracks.
   • Never criticize the competitor by name. Describe the failure mode and let them recognize it.

Tools used

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

ClaudeBuiltWithTheirStackClayApolloFindymailLinkedInBounceBanSmartleadHeyReachHubSpot

Related plays

Play 04

Hiring Signal Monitoring

1Watch the job boards

Job postingsFeed one

Role titlePost date

New postings across the companies you track.

Hiring eventsFeed two

Open rolesPost count

A second feed, so fewer posts slip through.

Compared with the last snapshot: net-new posts only

2Pick the roles that admit a gap

Roles on the watch list

SDR or BDRAccount ExecutiveHead of GrowthRevOpsDemand GenSales Manager

Volume counts: three SDR openings say more than one.

One record per company per hiring event

3Match to ICP, then score

Gate1

Firmographic fit

The company was a fit before it posted the job.

× Not ICP

Gate2

Inside your band

Size and stage sit in the band you sell to.

× Outside band

Signal strength

Weighted by how directly the role maps to what you sell.

Volume

Open roles in the function

Level

Seniority of the role

Age

How recently posted

4Find the hiring manager

The person who owns the problemNot HR

The manager the role reports into, with a checked email.

Find

Apollo

Email

Findymail

Job change

LinkedIn

Verify

BounceBan

5Run the sequence

EmailDay 1

Saw the openingWhat it means at your stageDirect ask

Send

Smartlead

LinkedIn DMDay 1

Runs alongside the email.

Send

HeyReach

Rep alert

Strongest signals only, so a rep can step in.

Notify

Slack

A conversation with the hiring manager

The stackTheirStackPredictLeadsClayClaudeApolloFindymailLinkedInBounceBanSmartleadHeyReachSlackHubSpot

Oriel · GTM plays library

Play 04Outbound

Hiring Signal Monitoring

7 steps · Email, LinkedIn

+6 more

Play 03

Funding Signal Scraping

1Sweep the funding sources weekly

Rounds

Announced rounds with the amount and the investors.

Events

Funding events picked up from company news.

Web sweep

Finds announcements the databases miss.

Also

Explorium

Every Friday morning, the trailing seven days only

2Keep the rounds that matter

RoundDecision

Seed→Skip: rarely budget for a paid stack

Series A and B→Track

Series C and D→Track

Older than seven days→Skip: already worked

3Resolve the domain and firmographics

The announcementRaw

Company nameAmountLead investors

Names a company, not a domain. Amount and investors become personalization.

The resolved company

DomainHeadcountIndustryLocation

With

ClayApollo

Own pass

4Score fit, then map the committee

Money alone is not a reason

Round size against headcount predicts what they will spend on.

Fit

Scoring model match

Ratio

Round size vs headcount

Economic buyerOwns the budget

Find

Apollo

Email

Findymail

Likely championOwns the work

Find

Apollo

Email

Findymail

Freshness checkTeams change after a raise

New money brings new hires and departures. Confirm both people are still in seat and re-verify each email on send day.

Job change

LinkedIn

Verify

BounceBan

5Run the congrats sequence

Congrats emailDay 1

Congrats on the raiseWhat they hire nextDirect ask

Send

Smartlead

LinkedIn DMDay 1

Runs alongside the email.

Send

HeyReach

Best ones to a rep

A rep takes the strongest raises by hand.

Notify

Slack

A meeting while the budget is fresh

The stackCrunchbasePredictLeadsExaExploriumClayApolloClaudeFindymailLinkedInBounceBanSmartleadHeyReachSlackHubSpot

Oriel · GTM plays library

Play 03Outbound

Funding Signal Scraping

6 steps · Email, LinkedIn

+8 more

Play 01

Signal Activation

1Collect signals from every party

First partyYour own data

Site visitsProduct usageEvents

Web

WarmlyWebflow

Product

AmplitudeMixpanel

Events

Luma

Second partyShared with you

LinkedIn activityReview sitesPartners

Social

TrigifySales Navigator

Third partyPublic web

Tech stackNewsHiring

Tech

TheirStack

News

ExploriumPerplexity

Arrives by webhook, API or native sync, each with a date and a source

2One table, one row per signal

Signal tableClean first

SignalCompanyContactDate

Domains, LinkedIn URLs and titles are normalized before anything else, then duplicates are removed.

Fill the gaps, then check they are still true

FirmographicsContact detailsTech stack

Enrich

ClayBetterContactFindymail

Job change

LinkedIn

Verify

BounceBan

3Look up the CRM, then qualify

Who owns it todayCRM lookup

Account matched by domain, contact by email, current owner and open deals noted.

Lookup

HubSpotSalesforce

Gate1

Account and persona fit

Claude checks the company and the person behind each signal against the ICP.

× Not ICP

Gate2

Score into tiers

Fit, tech stack and signal strength set Tier 1, 2 or 3.

× Weak signal

Segmented by size, industry, region and business model

4Route to a rep and write it back

Account statusWho gets the signal

Owned in the CRM→The existing owner

No owner yet→Next rep on the live round-robin

Open deal→Deal owner, as context only

Each signal written as its own CRM event, many per accountHubSpot or Salesforce

5Activate on every channel

Tier 1Priority accounts

Same-day human playNow

A rep works the account today with a short custom pitch.

Alert

SlackHubSpot

Call

Nooks

Pitch

Gamma

Tier 2Good fit

SequencesAuto

Email plus a LinkedIn connection and DM, opening on the signal topic.

Email

Smartlead

LinkedIn

HeyReach

All tiersStay visible

RetargetingAuto

The same accounts see you in their feed and in search while the sequence runs.

Ads

LinkedIn AdsGoogle Ads

Every signal reaches the right rep

The stackWarmlyWebflowAmplitudeMixpanelLumaTrigifySales NavigatorTheirStackExploriumPerplexityClayBetterContactFindymailLinkedInBounceBanClaudeHubSpotSalesforcen8nSlackNooksGammaSmartleadHeyReachLinkedIn AdsGoogle Ads

Oriel · GTM plays library

Play 01Outbound · ABM · Inbound

Signal Activation

11 steps · Website, LinkedIn, Email, CRM, Call, Ads

+20 more

All GTM plays