Technographics From Website

/technographics-from-website — Detect vendor usage from a lead's website

Find out which back-office system, CRM, or platform a lead uses by analysing their public website. Visual extraction is the primary signal (screenshots fed to vision model identify login button labels, footer logos, embedded widget branding, "powered by" mentions). HTTP-probe verification is the optional confidence booster where the vendor has a discoverable portal subdomain pattern (e.g., *.mypfp.co.uk for ClientCo Personal Finance Portal).

Vendor-agnostic at the skill layer. Per-vendor profiles live in the premium reference and define the visual tells, optional HTTP verifier, and outbound-copy hook templates for each vendor universe.

Research stack (Exa): primary tools web_fetch_exa, web_search_exa for customer-list discovery. Chrome DevTools MCP for screenshot capture. Firecrawl as fallback. All per .claude/rules/exa-protocol.md.

Imported via: /steal analysis 2026-05-18 (.claude/discovery/0526-ClientCo-pfp-fingerprint-steal-analysis.md) — abstracted from the ClientCo PFP HTTP-probe technique into a vendor-agnostic visual + verifier skill.

When to use this vs. other skills — voice-locked routing

Handoff pattern: /clay-search or /build-tam (lead list) → /technographics-from-website (vendor signal overlay) → /lead-scoring (consume signal as technographic dimension) → /outreach-emails (use vendor-specific copy hook).

Inputs

Vendor profile shape (see the premium reference for worked example):

• Vendor name + brand spellings — "ClientCo" / "Intelligent Office" / "IO"
• Visual tells — text strings, logo descriptions, button labels, footer mentions that the vision model looks for
• Optional HTTP verifier — URL pattern + expected response (e.g., https://{slug}.mypfp.co.uk/ → HTTP 200 confirms ClientCo PFP tenant)
• Outbound-copy hook template — the "we integrate with X" snippet pre-filled

5-phase workflow

Full details in the premium reference. Summary:

1. Capture — for each lead URL, screenshot the homepage + /clients or /login sub-pages via mcp__chrome-devtools__take_screenshot. Firecrawl as fallback when Chrome DevTools fails.
2. Extract — feed screenshot to Claude vision; ask "which of these visual tells appear?" against the vendor profile. Return per-vendor confidence (high/medium/low/none) + cited evidence (verbatim text or visual description).
3. Verify (optional, per vendor profile) — if vision identifies a candidate vendor AND the vendor profile defines an HTTP verifier, follow the public link pattern (e.g., visit the lead's /clients page, find their "Client login" link, HTTP-probe the destination subdomain). HTTP 200 = confirmed; non-200 = unconfirmed (visual signal stands).
4. Score — combine visual confidence + verifier outcome into a single per-vendor confidence. Verified = HIGH; visual-only + medium-vision = MODERATE; visual-only + low-vision = WEAK. No tells found = NO_SIGNAL.
5. Output — produce structured per-lead record (see Output schema below).

Composition with /lead-scoring — dimension contract

The technographic-signal output feeds /lead-scoring as input to its Phase 1 fit assessment (the "technographic" dimension already exists in the premium reference of /lead-scoring) AND as a Phase 2 signal category.

Mapping documented in the premium reference. Short version:

Anti-hallucination guardrails

1. Never invent visual tells. Quote verbatim text from the screenshot or describe the visual element specifically. Mark [UNAVAILABLE] when the vision model can't see a tell rather than guessing.
2. Never claim verification without an HTTP response. If the HTTP probe wasn't run, mark result: NOT_ATTEMPTED — don't conflate visual signal with verified signal.
3. Cite the screenshot. Every claim needs the screenshot reference (screenshot_001_homepage.png + sub-region) so a reviewer can audit.
4. Respect vendor-profile boundaries. The skill only detects vendors defined in the loaded vendor profile. "I see a CRM but don't know which one" = vendor: unknown not a fabricated guess.
5. Don't escalate weak signals to SEND_VENDOR_SPECIFIC. WEAK confidence routes to SEND_GENERIC outbound; vendor-specific hooks fire only on MODERATE+ with verification preferred.

Credit gates

This skill calls Chrome DevTools (local browser, no per-call cost), Exa (per .claude/rules/exa-protocol.md, uncapped), and optionally Firecrawl (per Firecrawl usage limits — soft gate at >100 URLs/run).

Vision calls use the standard Claude model — no Anthropic API spend (uses the user's Claude Code plan). Per .claude/rules/approval-loop-pattern.md, prompt-tuning rounds always use Agent tool, not paid API.

Quality checks (pre-delivery)

• Every lead has at least one screenshot captured (or [UNAVAILABLE: capture failed, reason X])
• Every detected vendor has visual evidence quoted or specifically described
• Every verified vendor has HTTP response status cited
• No detected vendor was added beyond those in the loaded vendor profile
• recommended_action aligns with confidence + signal_quality (no SEND_VENDOR_SPECIFIC on WEAK)
• Output routes correctly per Push section below
• If batch >50: cost estimate shown and user approved

Anti-patterns

• ❌ Running this skill without a vendor profile — no detection target = noise output. Always load a profile first.
• ❌ Using this skill for generic tech-stack detection (JS libraries, analytics tools) — Apollo + BuiltWith cover that lane via /company-context.
• ❌ Treating WEAK confidence as actionable. WEAK = mention vendor only in nurture; never pre-arm a cold email with it.
• ❌ Skipping the verifier step when the vendor profile defines one. Visual-only is cheaper but verifier-confirmed signals justify aggressive outbound; skipping the verifier downgrades the signal you could have had.

Integration with the engagement workflow

Assigned to the Operator role-agent (specialist: gtm-engineer for the actual run). Slots into:

• Context refresh: Quarterly technographic refresh on active target accounts
• Outbound: Technographic overlay step between list-building and signal-discovery
• Sales pipeline: Pre-call technographic confirmation for warm prospects

Final ship gate

Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.

Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.