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How to make website visitors work
Convert in market accounts by leveraging people signals after someone from the company was on your website researching tools.
Playbook Overview
When should you run this playbook?
You’ve identified a good fit company is viewing high intent pages on your website.
Who to target?
New Hires & Promotions, Multi-thread relevant persona matching contacts at accounts on your website.
Playbook goal?
Convert in market accounts by leveraging people signals after someone from the company was on your website researching tools.
Responsible teams?
Outbound Sales teams and Marketing teams responsible for building pipeline.
Identify High-Intent Website Visitors
Accounts visiting high-value pages such as pricing, demo requests, or case studies. Use tools like UserGems, Clearbit, or RB2B to uncover website visitors.
Activate People Signals
Knowing someone from a company is on your website isn’t actionable within itself. Trigger automated workflows to reach out to relevant contacts at these companies.
- New Hires & Promotions: New decision-makers often researching tools to help with new initiatives
- Multi-Thread: Identify multiple buyer personas (e.g., end-users, decision-makers, influencers) within the visiting accounts to establish broader support.
Automate messaging based on pages viewed
Sometimes it’s best not to mention that you know someone from their company was on your website and rather offer up relevant content to the page without explicitly referring to the page.
We’ll show both examples here so you can try both out and see what works best for your buyers:
Establish a Follow-Up Cadence
- Day 1: Send the first email.
- Day 3: Follow up with a LinkedIn connection request, referencing their role and the website activity.
- Day 5: Place a call to introduce yourself and reiterate the potential value.
- Day 7: Send a second email with additional value, such as a case study or specific resource tailored to their role.
Additional Resources
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