60-Second Summary
Anonymous site visitors aren’t necessarily uninterested — they may be distracted, researching, or ready to buy without completing forms. Leadfeeder reveals the companies behind those visits, enriches them with contact and activity data, and helps you prioritize and convert high-potential leads.
Key takeaway: Recover valuable leads by identifying the companies behind anonymous visits and supplying contact and activity context that Google Analytics no longer provides.
Standout tactics: Track visitor activity at the company level with Leadfeeder, use custom feeds and filters (behavior, acquisition, company info) to surface intent, and enrich records with decision-maker contact details for targeted outreach.
Real-world framework: Qualify and prioritize leads by combining filters (pages, visit length, acquisition) with tags (unqualified, target, customer) to create an actionable scoring and follow-up workflow.
Execution playbook: Integrate Leadfeeder with your CRM, standardize tag and qualification language across sales and marketing, and align feeds to your sales process to ensure coordinated, timely outreach.
*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.
RB2B is one option for person-level identification, but there are several strong RB2B alternatives that offer broader functionality and better compliance features.
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. Most B2B sites have no idea who is visiting their website -- and that is a problem when 98% of traffic leaves without converting.
In this article, we will show you how to identify anonymous website visitors, prioritize high-potential leads, and convert them into actionable sales opportunities.
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. Visitor identification is one of the fastest ways to get more leads from the traffic you are already generating.
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). The most common approach is reverse IP lookup, which lets you find a company by IP address without requiring form fills.
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? Sometimes the answer is less about terminology and more about trust and shared accountability. As Andrei Zinkevich, co-founder of Fullfunnel.io, puts it:
"In one of the companies I was working with, nobody had trust in marketing. There was a sales company. So what we did from the start — instead of trying to fight it — we said marketing will inherit and have the same goals and KPIs as sales. Then instantly those two teams worked together towards the same goal." - Andrei Zinkevich, co-founder, Fullfunnel.io
Once sales and marketing are measured against the same outcome, the rest gets easier. A company using a CRM will find it straightforward to integrate Leadfeeder data, but it pays to mirror the CRM’s language inside Leadfeeder — tag names, feed labels, and lead-stage definitions should match what the sales team already uses.
Clear definitions for terms like “qualified lead” and “target client” keep everyone working from the same playbook instead of building parallel systems with different meanings.
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.
