Identify, enrich & outreach website visitors

Between 1 and 3 contacts out of 100 who go on your website will end up giving you their info, according to a 2023 study from FirstPageSage.

For high-performing startups, this conversion rate can go up to 20% or possibly 30%.

But even then, you’re losing out on most of your visitors.

What if you didn’t have to?

In this playbook, we’ll show you how to identify your website visitors and how to get freshly enriched leads who fit your buyer persona.

Personalize your outreach based on the pages viewed and tap straight into their pain point to maximize your conversion rate!

Identify your website visitors

There are many solutions that you can use today to identify your website visitors, such as:

Albacross
Clearbit Reveal
Hubspot
Getquanty
Leadfeeder
Leadforensics
Salespanel
6sense
…

No matter what you use to identify website visitors, you want to make sure that you can get basic information such as the company’s name, domain, country, etc.

Most of these solutions will also provide information specific to the visit like:

total number of pages visited
first page seen
last page seen
date of the first visit
date of the last visit
country
…

Ideally, you also get to know who visited your website: their full name, job title, LinkedIn profile…

However, you don’t always have every data point you need.

And even when you have them, there’s no guarantee that the person who visited is the one you want to talk to.

In this case, you might want to find new leads.

Get freshly enriched leads effortlessly

As previously said, there are at least 3 reasons to find more data on your website visits:

You are able to see who visited your website but the amount of information you have on the contact is limited: you need to know more about them.
You’re able to identify who visited your website, you know some information about them and their company, but they don’t always match the persona with whom you have the best conversations.
In this case, the person that visits is not necessarily the one you will talk to, but they can be the one who sends a signal. You can always use their name as some kind of referral in your campaign afterward.
You don’t know who visited your website and only have information on the company. In this case, you can find your buyer persona inside this company.

First, you need to focus on who visited your website and which data points you need to get more information on this person and company.

Getting information on the company is quite straightforward: you can get some directly in the tool used to identify your website visitors, such as company name, size, industry…

You can set up an initial filter based on this information to ensure that you continue targeting only companies that match your ideal company profile.

If needed, you can add a step to Extract LinkedIn Company Profile or Enrich a list of company names with LinkedIn.

Know more about who visited your website

You’ll get additional company information when enriching the contacts pulled by your website visitor identification tool.

Here’s how to get the best match rates to enrich your leads:

Do you have their LinkedIn profile? If yes, you can directly extract the information from there. → Extract LinkedIn People Profile
Do you have their email? If yes, you can enrich their email to know more about this person. It’s the same logic as finding an email for a specific profile, but reversed.

→ Enrich Email with Outlook
Do you just have their full name and company name? Very often, you can easily get more information by automating a Google search to find the profile.

→ Enrich leads from full name & company name

Once the contact has been enriched, you need to make sure that the additional company information doesn’t disqualify them and that the contact fits your buyer persona.

If not, you can find new ones!

Find your buyer persona inside these companies

You can use this process if you don’t have the visitor’s information or if you know who visited your website but they don’t fit your buyer persona.

In this case, we’ll follow the same logic as before.

Having the LinkedIn company profile is the best-case scenario. You can Find leads with email from company profile with Sales Navigator.
When identifying website visitors, you often have the information on the company’s website. Find leads with email from domains is the second best-case scenario.
Finally, if you only have the company name, you can always Find leads from company name.

Leverage tools to automate this process

You can use this Make blueprint to launch Captain Data workflows to find leads with emails from website visitors.

The blueprint shows you how it’s done in one workflow, but you can add branches based on your specific data points.

Then you’ll need another scenario to get the results from your workflow.

You can add the same webhook in all of your Captain Data workflows.

This second scenario lets you filter your results and it should check that the company still fits your ICP and that they aren’t already enrolled in your sales cycle.

This involves adding CRM modules to check company and pipeline information.

Additionally, you might want to check if the contact is already in your database.

Even if the company is not a customer, they might have attended a webinar, downloaded content, etc.

In this case, you can plan an exit route.

Exit routes exist to exclude companies/contacts based on a set of criteria.

Some exit routes for this specific intent to consider could be:

routing any customer in a specific Slack channel to alert customer success if the company is looking at specific resources;
similarly, notifying the Account Executive when people visit specific pages, like the pricing page, can be a good idea;
if the company/contact is enrolled in another sequence, make sure to notify the team and prioritize accordingly.

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When you’ve handled every edge case, you can send the contacts to your outreach tool!

Use intent data to personalize your outreach

To generate valuable opportunities, you need to personalize your outreach as much as possible.

For each intent-based prospecting campaign, you can directly leverage the data you have on each intent.

Some are definitely more relevant than others, but here’s what you could use:

date of the last visit: This intent expires, so make sure you reach out within the week, otherwise they might already have found their solution elsewhere;
total number of pages visited: How long was their session? How did they engage with the content? For example, a single visit on the homepage definitely doesn’t have the same value as reading several use cases;
pages seen: What were they initially looking for?
last page seen: What did they end up reading about?
total numbers of visits: Are they coming back?
country: Should you create another campaign specific to this country? Is there anyone in your team who would be able to handle the calls if you were able to do so?

Depending on who you target inside the campaign, you can also adjust your messaging based on the signal’s intensity:

If you’re talking to the person who visited your website, that’s where you’ll get the most value! You can ask them about the pages they visited, make sure they found what they were looking for, and suggest exploring this in a call, for example.
If you know who visited your website but this person doesn’t align with your buyer persona, you can use their name as a reference in your copy or reach out to them directly and ask for a referral to a decision-maker.
If you don’t know who visited your website but were able to find leads who fit your buyer persona, you can still rely on the fact that people from this company keep visiting your website. Since you have less information for this stage, you need to refine the pains and solutions as you unroll your campaign.

Conclusion

One of the hardest things to do is find a subject that will trigger your targets.

Push them to open the email, read it, and reply.

You need to find something they will find insightful, agree or disagree with..

Anything that triggers some kind of emotion from their side, really.

To do that, you must identify what resonates with them:

What’s been bothering them lately?
What’s their number one pain?
What’s their top priority?
What makes them lose money every single day that you could possibly fix?

By identifying your website visitors, what they search for, what they see, what they click on, etc. you’re able to know – to some extent – what they want from you.

The good news is that they’re not on their own, you can help them.

Directly reaching out to your website visitors is a good way to start conversations on what matters to them.

No need to worry if you can’t find the exact person who visited your website or reconstruct their path: it’s still an amazing signal you can build on!

And if you’re interested in building a machine like the one described here, let’s talk!