Finding Competitor Tech: The Modern B2B Signal Playbook

In the world of outbound sales and revenue generation, most GTM teams are still flying blind. They rely on outdated firmographics, keyword-matching “intent” scores, or stale lead lists pulled from static databases. But the smartest teams know something the rest don’t:

Competitor technology usage leaves fingerprints all over the internet. You just need the right mix of sources to surface the signal.

If you’re targeting companies using Workday, SAP, ADP, Oracle, or other HCM/ERP platforms — this post will walk you through how the best revenue teams reverse-engineer the competition’s customer base.

Here’s how.

10 Overlooked Sources for Finding Competitor Tech in the Wild

1. Job Postings

Let’s start with the obvious — and one of the most undervalued.

• Listings for “Workday Admin,” “SuccessFactors Analyst,” or “Payroll Specialist (Oracle)” reveal exactly what’s running behind the scenes.
• Role requirements often reference modules (e.g., payroll, recruiting), integrations, and even migration plans.
• Bonus: Hiring trends can also predict budget and renewal cycles.

2. Form 5500 Filings

If you’re targeting U.S.-based companies with more than 100 employees, Form 5500s are a goldmine.

• Filed annually with the Department of Labor, these documents disclose benefit providers and third-party administrators.
• If ADP, Paychex, or Workday is listed in these filings, they’re often the HCM vendor of record.
• It's compliance-driven truth — not speculation.

3. G2 Crowd & Peer Review Sites

Review platforms like G2, TrustRadius, and Capterra provide:

• Self-reported vendor usage.
• Comparisons to alternatives, complete with buyer pain points and missed expectations.
• Comments like “We chose Workday over Oracle because…” or “Looking to move off SAP due to…” are pure signal gold.

4. LinkedIn Activity & Social Comments

Social listening isn’t just for brand marketers.

• People tag vendors in their wins, complaints, or transitions.
• Employees list tools like Workday or SAP in their profiles, sometimes with certs like “Workday Pro Certified.”
• HR leadership posts about “rolling out new benefits platforms” or “streamlining payroll” are competitive clues hiding in plain sight.

5. Customer Events & Testimonials

When your competitors put a customer on stage, they’re giving you free intel.

• Vendor-hosted events (e.g., Workday Rising, SuccessConnect) highlight logos, use cases, and decision makers.
• Case studies and testimonials provide timeline, module, department, and rollout insights.
• Even better? You can map these contacts into your CRM and launch displacement campaigns.

6. Public Web Data

Websites spill more secrets than most teams realize.

• Tracking scripts, plugins, job board widgets, and privacy policies expose the tools in use.
• PDF downloads, press releases, and blog posts often mention integration partners or legacy systems being replaced.
• It’s not just what’s on the website — it’s how that website behaves.

7. Display Ads + Form Fill

Behavioral signal time.

• Prospects downloading “Workday vs. UKG” comparison guides or eBooks titled “How to switch ERP vendors” are expressing intent with their clicks.
• Form fills and ad engagement, especially with gated content, allow you to de-anonymize and enrich leads with company fit, department, and contact info.
• Great pipeline bait if you’re ready to pounce.

8. Calling Campaigns

Live conversations uncover what web tracking never will.

• Call scripts that tease alternatives can surface known pains, renewal dates, or interest in switching.
• BDRs with proper data scaffolding can validate platform usage at the contact level, not just account-level guesses.
• It's how outbound becomes not just "cold," but intelligently hot.

9. BANT-Qualified Leads

When your inbound or MQLs mention their current provider — listen closely.

• “We use Workday but are looking for better integration.”
• “Our contract with SAP is up in Q1 — evaluating options.”
• These aren’t just leads. They’re live churn opportunities.

10. Open Enrollment Dates

In HCM and benefits tech, open enrollment is your Super Bowl.

• Most platform migrations happen right before open enrollment — and that planning starts months in advance.
• Teams asking about enrollment tools, benefits APIs, or workforce communications platforms are signaling a readiness to switch.
• Time your outreach to coincide with their fiscal planning window, not your quarterly quota panic.

🧨 Why Most Teams Miss These Signals

• Their vendors don’t unify multiple sources into one coherent signal.
• Their teams aren’t trained to recognize why these clues matter.
• They’re stuck using rigid prebuilt datasets (👋 ZoomInfo, Apollo) instead of bespoke GTM intelligence.

🧬 How LeadGenius Makes It All Actionable

At LeadGenius, we operationalize this intelligence by:

• Monitoring these signal sources globally and in real time.
• Enriching and verifying each signal down to the contact level.
• Pushing that intel directly into your CRM, MAP, or outbound tools with routes to reps already mapped.

It’s not just technographics. It’s competitive displacement. At scale. With context.

🎯 Final Thought for the Revenue Leaders

Your competitors leave breadcrumbs everywhere. The question is:

Are you eating stale intent cookies, or are you harvesting real-time signal intelligence that drives net new revenue?

Let’s build your competitive conquest plan together.

👉 Reach out to see your competitors’ tech stack and the contacts behind them.