BuiltWith

Because if I can take the entirety of the data that's in there and quickly just take it out, including all the timestamps, so that I can replicate, I can write, uh, vibe code, all the code around it, then yeah, that's, that's hard.

Think of BuiltWith scraping a big chunk of the largest websites on the Internet constantly, or Fiscal.ai and Dealforma, both tiny seed companies where the data keeps refreshing and a snapshot today is worthless next month.

Where, like, data goes in and doesn't necessarily just flow out immediately, and even if you took a snapshot, what good is that? You know, like, you still need the next, the data next month or the month after and then every single month.

The fifth moat is the one I'd bet on most, and it pulls a few of the others together, switching costs.

Whatever it is, if you look at your best customers or you think of what would be true about my best customers, they probably al- already use a certain technology stack.

This is the cool part, is today there's tools like BuiltWith, a site that allows you to monitor and build a list of qualified leads of companies that are using certain technologies.

There's other ones that can do internal technology adoption, and the way they do that is they analyze the positions that are being posted from a recruiting point of view to see what kind of technologies they're asking that the candidates have experience in and then reverse engineering that for you.

So technographic tools is a huge opportunity for you to really, uh, trim down.

But once we realized that, then we could programmatically take all of the potential customers that they had, run them through a filter, check what's called the DNS, the domain name service, of the email record, and find out if they were using Google Apps for Domain as their email client or their tool, and filter out all of the, let's say, 100,000 potential customers down to the 25,000 that would be incredibly perfect for them.

So I think of this all the time, both in, um, you know, what's true about the customer? How can I programmatically discover? There's so many great companies out there, like FullContact for social media or social contact data, uh, BuiltWith for technographic data.

I mean, there's so many different ways for you to figure out, uh, from a URL or an email or, uh, a database, the specifics that's true about your best customers, and then filter out and ask yourself, "Now that I've got that, how do I get in front of them?" Number three, value in advance.

Now, here's what I've always loved, uh, and what's true for me, is I love using education-based marketing.

Yeah, so, um, first thing was building lists, and I do it two different ways.

Um, one we use BuiltWith, um, and Nerdy Data-

Yeah

... which is-

It's something that could be replicated if you know how to code, if you're a developer, but the cool thing about it is over time it kind of grows its own moat, meaning that, like right now, if you wanted to go and compete with it after it's been around for a few years, you can't, or it would be extremely difficult.

BuiltWith is one such business.

The idea's pretty simple.

Basically, you go in there and you type in any website, and this thing tells you what the tech stack is.

And what if an enterprise agency needs longitudinal data? For instance, they need to know not just what email software a massive brand uses today, but exactly which month they migrated away from MailChimp three years ago, just to understand their contract renewal cycles.

For historical technology mapping like that, you deploy BuiltWith.

It is a heavyweight platform starting around $295 a month, but it maintains an unparalleled historical archive of technology adoption across the entire internet.

It is the ultimate tool for tech-specific B2B lead generation.