Marketing automation tools are high-value detection targets because they reveal a company's marketing maturity and budget. A website running HubSpot's full suite signals a different buying profile than one using a free Mailchimp embed. For sales teams, agencies, and competitive researchers, detecting marketing automation platforms is one of the most actionable forms of technology profiling.
Detecting HubSpot
HubSpot is one of the most widely deployed marketing platforms. It leaves several distinct fingerprints:
- Tracking script loaded from
js.hs-scripts.comorjs.hsforms.net - The
_hstc,hubspotutk, and__hssrccookies - HubSpot forms with
hs-formCSS classes and data attributes - Chat widgets loaded from
js.usemessages.com(HubSpot Conversations)
A site with multiple HubSpot signals likely uses HubSpot as its primary CRM and marketing platform, which indicates significant marketing investment.
Email Marketing Platforms
Email marketing tools are commonly embedded on websites through signup forms and pop-ups:
- Mailchimp: Signup forms loading from
chimpstatic.comorlist-manage.comdomains. Themc-embedded-subscribeform class is distinctive. - ActiveCampaign: Forms and tracking scripts from
trackcmp.netor domain-specific*.activehosted.comURLs. - ConvertKit: Identified by scripts from
convertkit.comand form actions pointing to ConvertKit endpoints. - Klaviyo: Common on ecommerce sites, detected via scripts from
static.klaviyo.comand the_learnqJavaScript global.
Tracking Pixels and Retargeting
Beyond email marketing, many sites deploy advertising pixels for retargeting. The Facebook Pixel (connect.facebook.net/en_US/fbevents.js), Google Ads conversion tracking (googleadservices.com/pagead/conversion), LinkedIn Insight Tag, and Twitter pixel each have recognizable script URLs and JavaScript patterns. These signals reveal a company's advertising strategy and budget allocation across platforms.
Automated Marketing Stack Detection
WhatStack identifies marketing automation platforms, email tools, advertising pixels, and CRM integrations in a single comprehensive scan. For lead generation, this means you can instantly understand a prospect's marketing technology stack and tailor your pitch accordingly. Browse the technology directory for the full list of marketing tools we detect, or use the scanner to analyze any website's marketing stack right now.