60-Second Summary
Anonymous visitors often aren’t uninterested — they’re distracted, in a hurry, or unwilling to fill forms. Leadfeeder reveals the companies behind those visits, surfaces contact and behavioral data, and helps turn otherwise invisible traffic into prioritized sales opportunities.
Key takeaways: Company-level visitor tracking uncovers high-value prospects who don’t fill forms by providing firmographic and contact details, turning anonymous sessions into actionable leads.
Standout strategies and tactics: Use custom feeds, filters (behavior, acquisition, company info) and tags to automatically segment, score, and route visitors; enrich with contact details for targeted outreach or ABM plays.
Real-world lessons and frameworks: Practical example — identifying a Microsoft office visitor and targeting the CMO/marketing manager shows how location and role data enable tailored follow-up; align CRM language and definitions across teams to avoid confusion.
Actionable framework: Follow five steps — identify anonymous visitors, collect contact details, prioritize via filters/tags, choose data depth for qualification, and align sales/marketing via shared tags and CRM integration.
*This summary was created with AI assistance, using our original content.
The problem is not a lack of interest. Sometimes visitors get distracted, are in a hurry, or do not fill out forms. These anonymous visitors can still be highly valuable, but without the right approach, they remain invisible to your sales and marketing teams.
What if you could identify the companies behind those visits and separate casual window shoppers from leads who are ready to buy? By tracking visitor activity at the company level, you can uncover opportunities that would otherwise be lost.
Leadfeeder makes this possible. Its visitor-tracking software helps you identify which companies are visiting your site, gather actionable insights, and target them effectively, even when they leave without filling out a form.
In this article, we will show you how to identify anonymous website visitors, prioritize high-potential leads, and convert them into actionable sales opportunities.
Note: Want to see who’s visiting your website—even if they don’t fill out a form? Try Leadfeeder for free.
Step 1: Identify leads that didn't fill out forms
Site visitors who request information or fill out a form with their contact info are considered qualified leads, and every company wants more of them. When a prospect doesn't submit a form, however, you're left in the dark. Lame.
How can you figure out who in the heck those interested companies are and pull them into your sales funnel? Well, many marketers head to Google Analytics, which tells you how many people viewed a specific page, such as a lead magnet.
But that's just raw traffic. It doesn't tell you whether those users are spam or just need a tiny little nudge to convert.
Leadfeeder, however, can provide detailed information like:
Contact information for decision-makers at the company that visited your website (name, title, work email address, phone number).
Each visitor's online activity is used to identify viable sales leads.
Sounds pretty good, right? Here's how it works. When you log in to your Leadfeeder dashboard, you can see the companies that visited your website.
The Custom Feeds section on the same page lets you organize and create custom groups of contacts in a way that aligns with your sales process. Feeds can be set up to mirror lead qualification, specific industry targets, or other criteria (we'll cover this more later).
Pro tip: This same review process can be applied to visitors who do not fill out a lead form, helping your sales team better prepare for their calls or visits.
Step 2: Collect key contact details for each lead
For every website visitor who visits your website, Leadfeeder pulls up contact information, including the ideal contact for that company. Let's look at an example from one of our users.
Their ideal point of contact is a CMO or marketing manager. Using Leadfeeder, they found out a user who works for Microsoft visited their site — but didn't fill out the form to download. Not only was it a Microsoft user, but it was also a user from their Washington office, so they were given the contact info for that location.
Using that information, the team can then decide on the next steps — whether that is making a call, creating customized content, or another account-based marketing strategy.
Step 3: Prioritize and segment your leads effectively
Now you have a list of possible contacts at a company who visited your site. Now what? Finding out who anonymous website visitors are is just the first step.
Next, you need to determine if those visitors are worth following up on. After all, they might not have converted for a very good reason! Dig a bit deeper into the data using filters.
Leadfeeder's dashboard includes a few preset feeds, but you can also create custom feeds to automatically sort all that juicy data we're gathering for you.
For example, you can add filters to qualify leads based on their industry or location. Here are a few other ways you can filter data about prospective leads:
Behavior: the first visit occurred, landing page, page views per day, visit length, etc
Acquisition: ad content, campaign, keyword, referring URL, etc.
Company Info: country, employee count, industry, region, etc.
But wait, there's more.
Step 4: Decide how detailed your lead data should be
Creating custom filters makes it easier to sort data, but it's not the only way to get more detailed information about who visits your website. Leadfeeder also lets you create custom tags, making it easier to sort leads once you have them.
For example, you can tag a lead as unqualified, a supplier, or even a competitor. Once your sales team has reached out, the lead can be marked as not ready or a customer. Tags can be used to tie companies to specific actions taken on your website, supporting the qualification process.
Tags can also be used to assign a specific activity. One contact might require immediate action, but others might be flagged as not yet meeting the necessary scoring level. This makes it far easier to see what leads are actually ready to move through your funnel — or follow up later for those who aren't quite ready.
Step 5: Align lead information across sales and marketing
The sales and lead process can get incredibly complicated — especially for large teams using multiple tools. So, how do you keep it all coordinated? Leadfeeder actually streamlines this process, but using similar language can be helpful.
A company using a client relationship management (CRM) system will find it easy to integrate Leadfeeder data. But it is a good idea to ensure the CRM language is used in Leadfeeder. For example, ensure the tag names match those used by the CRM.
Beyond the technology, it’s important to ensure everyone using Leadfeeder uses the same lingo. Sales, marketing, and leadership staff need a common vocabulary. This will ensure feeds, tags, and other customizations in Leadfeeder match the terms used throughout your business.
For example, having a clear definition of “qualified lead” and defining the characteristics of a “target client” will ensure everyone is on the same page.
Final thoughts
Anything that streamlines the sales process is valuable, especially for time-consuming activities like lead qualification.
But Leadfeeder does more than streamline the sales process — it actually helps you find and track leads that would have slipped through the cracks otherwise — especially since Google Analytics stopped sharing service provider and network domain information in February 2020.
Being 100% clear about who visits your site improves the sales and marketing team's effectiveness and helps you provide clear, accurate information at the next department meeting.
Note: Want to see who’s visiting your website—even if they don’t fill out a form? Try Leadfeeder for free.
Content Marketing Manager @ Leadfeeder
Sanjana Murali is a Product Marketing Manager at Leadfeeder with more than a decade of experience in B2B SaaS product marketing and content strategy. She specializes in translating complex product capabilities into clear messaging that resonates with marketing and sales teams.
Sanjana has led product launches, developed messaging frameworks, and built content strategies that help companies understand and act on buyer intent. Her work bridging product, marketing, and customer insights informs her perspective on how businesses can identify website visitors and turn anonymous traffic into actionable sales opportunities.
