Having high-quality B2B data, such as that found in Leadfeeder’s Sales Intelligence solution, is a good start to growing your pipeline, but if you want truly great results, you need to go further. In this article, we’ll show you how incorporating website visitor data from Leadfeeder into your prospecting workflows can help you identify highly-targeted sales leads. 

Ready to shorten your sales cycle and land your ideal customers more efficiently? Let’s go!

What is Sales Prospecting?

We’ll start with an easy one, and we’ll bet you already know the answer! Sales prospecting is the process of finding and contacting companies that could potentially become new customers. 

It involves searching for companies that could turn into leads and following a path that looks something like this: research, qualify, outreach. Using this model, sales colleagues are looking to refine who they reach out to, connecting only with companies whose wants and needs match what they have to offer.

Not only does this approach help comply with outreaching for reasons of legitimate interest, but it also reduces wasted time and effort - a key factor when considering the ‘do more with less’ challenge.

The outreach can take many forms. It could be an email, a phone call, a letter in the mail, a social message, or anything else you can think of. Remember, you must always adhere to the outreach laws wherever your leads are based. You can find out more about compliant outreach in this article.

However you choose to reach out, the goal is always the same: to inspire and entice potential buyers of your product or service and drive them closer to becoming paying customers.

What is Website Visitor Tracking?

Website visitor tracking does what it says on the tin: it tracks the actions of your website visitors. By "visitors," we mean companies; it’s not legal in most countries (in Europe, at least) to track individual, personally identifiable activity on a website.

Analytics tracking tools, such as Google Analytics, can show you how many times pages on your website have been viewed, but they provide no insights into which companies are viewing them. From a sales prospecting perspective, what you really want to know about each pageview is which company the visit came from and whether they’re a potential opportunity. 

With Leadfeeder on your website, you can start uncovering who your web visitors are and what they do. You can match company names to pageviews and video views, but how do you integrate this insight into refining your sales prospecting approach?

Leadfeeder All Companies feed

A Sales and Marketing Match Made in Heaven

Typically, sales prospecting is handled by the Sales team, and website visitor data is the Marketing team’s responsibility, but the power comes when these two departments align.

The Leadfeeder platform is made up of a suite of products that work together to support your sales and marketing efforts. 

We offer these products as two solutions:

• The Web Visitors Identification Solution (Leadfeeder)

• The Sales Intelligence Solution (Target, Company Profiles/Connect and Datacare)

When you pick both together, you get a little ‘go-to-market magic’ in the form of a sales and marketing flywheel at your fingertips. You can discover more opportunities, qualify your leads, convert them into customers, and optimize your team’s performance. 

Using Website Visitor Data to Qualify Leads

Your website visitors could be considered warm leads; after all, they must already have some level of brand awareness to have reached your site. They could have come across a blog post via organic search, a paid social ad, a referral, or spotted any number of your other marketing efforts.

Regardless of how they got there, they are now aware you exist, and you know they know you exist (Friends reference anyone!?). But does this really make for particularly warm leads… and could we ever confidently say this made them qualified?

The example above is the most basic form of using website visitor data to enhance your sales prospecting flow, but with Leadfeeder, we can do much better!

Our goal with the Leadfeeder platform is to ensure only the most qualified leads reach the outreach stage, and there are a few steps along the way.

8 ways to use Website Visitor Data to enhance your prospecting

Website visitor data is only as good as what you can interpret from it. Leadfeeder has a set of simple-to-use core features designed to help you make the most of knowing who is visiting your website. There are many different use cases for this data. We’ll highlight some of them below. You can find many more short examples in our Help Center article.

1. Get notified when new companies visit high-intent pages

Timing is everything in prospecting, and Leadfeeder has built-in notification and alerting options.

Our tracking code pulls data every few minutes, so companies are recognized in the app almost in real time. Never miss an opportunity again by setting up an email or Slack notification to tell you exactly when certain companies are visiting specific pages.

Making your own custom feed is the way to filter data in Leadfeeder. To achieve this use case, you’d create a custom feed that shows only companies that visit pages on your website known to have high conversion rates. Then set up a notification - it’s as simple as that!

A Leadfeeder custom feed for a high-intent page, with email notification

2. Receive alerts when companies that fit your ideal customer profile visit your website

You’ll no doubt know what type of companies are most likely to buy from you, so knowing when these companies visit your website is extremely valuable information. Customers with notable similar attributes make up your ideal customer profile, or ICP.

This use case involves creating a custom feed based on that ICP. This profile could be companies in a certain location, of a certain size, in a certain industry. If you know any behavioral markers, you could add these filters as well, such as visits from a specific source or downloads of a specific white paper.

Once you have your feed defined, set up a notification. When new companies appear in this feed, you can assume they’re a strong fit for your sales team, as they are already similar in many ways to your existing customers.

3. Get notified when new industries outside of your ideal customer profile visit your website

Recognizing website visitors from different industries could enable you to expand into new markets. As an alternative to setting up a custom feed for your ideal customer profile, you could set one up for secondary industries of interest. 

With a notification on this feed, you’d then be made aware when these companies are visiting your website and start to figure out what in your offering is most attractive to them, and how they came to discover you.

4. Automatically add a company to your CRM when they meet certain criteria 

You don't need another siloed platform. Integration is the key. The Leadfeeder platform integrates with several leading CRMs to both add newly identified companies and help you track the activity of your open and lost deals. In terms of sales prospecting, this gives you a clear picture of whether this company is already in your pipeline and, if so, at what stage, making you and your team as well-informed as possible.

You can set up a custom feed to filter by the criteria and website activity that make a prospect a valuable option, then automatically push these visiting companies into your CRM to be followed up on.

Setting up the Leadfeeder ‘send to CRM’ automation

5. Get notified when open CRM opportunities visit your website

There’s so much you can do with your CRM integrated with Leadfeeder. For example, you can create a custom feed that shows only companies at a certain stage in the deal process, like Open, rather than Won or Lost. 

You’ll want to know as soon as these companies visit your website, so set up a notification on this feed. You can also filter by CRM Company Owner and set up a custom feed per sales rep.

A custom feed with CRM filter options

6. Get notified when existing customers visit your website 

As well as knowing when new opportunities visit your website, there’s so much value to be had in upselling or cross-selling to your existing customers.

To set up a custom feed that shows only the activity of existing customers, we can again use the CRM integration. You could filter by deal status of “won” or lifecycle stage of “customer”. You can then sync the visit activity from these companies back to your CRM and create a notification to analyze their activity and determine where to start your next conversation.

7. Reactivate lost deals

With CRM integration, you can also track your lost deals and see if and when they return to your website. Maybe the timing wasn’t quite right before, but it could be the second time around, or even the third time lucky.

A custom feed that pulls in companies tagged in your CRM as lost deals shows you what activity these visitors are taking on your website. Now you have to figure out why they’ve returned; are they looking at the same product or solution as previously, or considering an alternative offering?

8. Achieve additional insights through Email Marketing System integration

In addition to CRM integration, Leadfeeder integrates with two leading Email Marketing Systems: Mailchimp and ActiveCampaign. By integrating one of these providers, you’ll see detailed information about the website visits of the companies you have targeted with your email campaigns.

Once an email recipient visits your website via a link in an email campaign, you can see which pages they visit and the content they interact with, enabling a personalized sales pitch and easier conversion.

Ready to Make Some Go-to-market Magic Happen?

In this article, you’ve discovered how to turn anonymous website visitors into hot sales prospects with buying intent. Combining elements of the Leadfeeder platform not only reduces the time burden of finding new prospects to reach out to but also increases the efficiency of qualifying the right ones. 

Our platform, your revenue engine

Leadfeeder combines the tools and stages of the sales and marketing process into one single platform.

Discover our Platform

If you’re not using our Sales Intelligence solution, you can book a no-obligation demo with our sales team. They’ll happily walk you through how it all works. Discover more about our Sales Intelligence solution in our Help Center Quick Start Guide.

If you’re not a Leadfeeder user, you can sign up for a free 14-day trial in minutes. You’ll find everything you need to know about getting started with Leadfeeder in our dedicated Help Center Collection.

Start improving your sales prospecting game today by revealing and acting upon valuable website visitor data.