If a complimentary product hosts their customers' websites on their servers (for example: Shopify), you can reverse lookup their shared IP to find all of their users.
First find the URL of one of your competitor’s known customers (in the example below, we’re using a site known to use Shopify). Then enter it on an IP lookup search tool like IP Tracker to find out the IP address of the server your competitor hosts this customer on and thus their other customers as well.
Enter the IP address into a domain neighbors search tool like TCPIPUtils to get a list of other domain names hosted on the same IP. In the example below, you see a list of other sites that use Shopify as well.
Go to Twitter advanced search and type in either the @username of a competitor company or the @username of their dedicated support account into the field beside ‘Mentioning these accounts;. This will show you all the people who tweeted at the company.
Go through it and add to a list (open every tweeter's profile to get their full names and the company they work for where available) everyone who voiced frustrations about some aspect of your competitor’s product or service. Then send them a cold email to explain how your product or service does it better (check out the Art of Sales for a proven template for this email).
What is a tool or platform that many your prospects use on their websites? For this example, let’s say that your prospects are ecommerce store owners. Then some of them may use Shopify.
1. Go to one website you know that uses Shopify. Right click and click 'View page source'.
2. Search for the tool name to find a common string of code users of the tool or platform have. In the case of Shopify, a common string of code users have is:
< link rel="shortcut icon" href="//cdn.shopify.com/s/files/1/0023/2122/t/10/assets/favicon.png?15334418719791660150" type="image/png" /> 3. Enter this common string of code into a code search engine like NerdyData and it’ll pull up other sites that use it in their code: