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Who Is Visiting My Site? How to Identify B2B Sales Leads That Don't Fill out a Form

07 July 2021

What if I told you there was a way to see which companies visited your website? 

Not just who filled out a lead gen form or liked your Facebook post, but the actual company that visited your site. 

Most businesses track traffic volume and then follow up with leads that hit a landing page or sign in to an account. 

Unfortunately, not all traffic is good traffic — and not all quality leads fill out a form or create an account. 

In fact, the average conversion rate for online forms is around 20 percent. This means 70 percent (or more) of your traffic is falling through the cracks. 


You used to be able to see who visited your site through the Google Analytics network reports. It was a bit complex, but doable. 

Then, Google stopped reporting remote service provider and network domain information, and we lost access to tons of valuable data. 

Or did we? 😎

The good news is, that data is still there. It just takes a little extra effort to get it.  

So, how can you see which companies visited your site (even if they didn't fill out a lead form) and turn them into a list of qualified leads?  

Note: Want an easier way to identify and target B2B sales leads on your site? Try Leadfeeder for free.

How to see which companies visits your website — and what they do when they get there

When you know which companies visit your website, your sales and marketing teams can focus on quality leads that fit your buyer persona. 

Which means more sales and better marketing ROI. 💪 

There are two main ways to gather this information — IP tracking tools and heat maps. But there are pros and cons to each method.  

Use IP tracking to identify website visitors 

The key to discovering which companies visit your site lies in their IP addresses. This is because when someone visits your website, your web server records their IP address.

These IP addresses can be dedicated to a single account owned by a company or institution. 

Home computers usually have shared IP addresses named under the Internet Service Provider (ISP), while companies have their own dedicated IP addresses.

IP addresses hold a wealth of information, including the location corresponding to where the visitor came from.

Given this, and because most mid-size or large-size companies own their own IPs or blocks of IPs, if multiple users from a single IP address visit your site, you can track those visits by date and time using a visitor tracking tool like Leadfeeder.  

Start by signing up for a free trial of Leadfeeder.

How to add the Leadfeeder tracking code:

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La fin! 💃🏼 🤌🏼

Then, by connecting Leadfeeder to your CRM, such as Pipedrive, or email marketing software, you can further streamline your marketing advances on these leads. 

Another nice feature of Leadfeeder is that it allows you to "follow" a specific lead to keep tabs on their activity on your site. This makes it easier for sales and marketing to follow up at just the right time. 

For example, a sales rep can "follow" a lead that visits your site, then reach out after they visit your pricing page. 

Even better, you can use our custom feeds to drill down and see just the leads that fit your ideal customer profile. 

For example, if you want to see leads from the last seven days. located in Arlington, Virginia, and have at least 51 employees, you can drill down from all your leads to see just the ones that meet your requirements. 

Leadfeeder feed

What IP tracking tools don't tell you is exactly which person visited your site, just the company they work for. For B2B companies, however, this is still incredibly valuable data. 

We'll cover how to use this data to power sales and marketing campaigns in a later section, but first, let's talk about another way to see who is visiting your website - heatmaps.   

Heatmaps show what site visitors do on your site 

Heatmaps are a data visualization technique that shows where site visitors click on your site using color variations. Just like a weather map, which shows rain and thunderstorms in varying colors based on severity, heat maps display popular site areas in red and less popular areas in blue or green. 

Here's an example of what they look like

Hotjar business page

Heatmaps are useful for general website testing, to see where user attention drops off, and A/B testing new features or designs. You can see where users click, scroll, and what causes them to leave a page. 

Many heatmap tools, like Hotjar and Crazy Egg, also provide deeper analytics about who visits your website and what they do. For example, Hotjar also provides live playback recordings you can pair custom data, such as current customers or leads. 

However, unlike Leadfeeder, they don't usually use IP tracking to tell you what companies are on your site. There are a few other issues with heat maps. For example, most websites use responsive design, which adjusts the display of your website to fit whatever devices are used to view it. 

The upper right quadrant on a desktop might contain different icons or features than the upper right quadrant on a mobile device — making the data less accurate. 

Also, heatmaps don't provide quantitative interaction data, making it hard to convert those blobs on a screen into actionable business data. For example, the heat map for your site with 1,000 visitors can look the same as when you have 10,000 visitors — but the volume might have very different implications. 

As a result, heatmaps might not be quite as useful as you might think. However, pairing them with IP tracking tools like Leadfeeder can provide a deeper insight into who visits your site and exactly what they do when they get there. 

How knowing who visits your site helps sales 

The top challenge for most sales teams is finding more leads — and quality leads, not just a random list of site visitors to sort through. 

With IP tracking tools like Leadfeeder, sales can spend more time focusing on prospects that actually convert, rather than spreading themselves thin. 

Here's a few ways knowing which companies visit your site can improve your sales process

  • Improve prospecting efforts: See who visits your site, what pages they view, and how long they stayed on your site. Then, sort that data to drill down to those that fit your exact buyer persona. 

  • Qualify leads: Leadfeeder provides custom filters, so sales can filter prospects based on specific criteria. For example, your sales team in Germany can focus on leads local to them that also view your pricing page. If you have an enterprise and small business sales team, they can use the company size filter to focus on the right size companies. 

  • Contact leads: In addition to showing you who visits your site, Leadfeeder matches IP addresses with our database of contact info so we can show you the best contact to reach out to, including their email and LinkedIn profile in most cases. 

 AlertOps, an IT alerting Startup, uses Leadfeeder company size filters to hone in on companies that visit their site and are large enough to need their solution.

They shared

"Within just 30 days of using Leadfeeder with the Pipedrive integration, we were able to increase our sales demo rate by 700%. We even booked a sales demo with a Fortune 500 company.

I would definitely recommend Leadfeeder to anyone using Pipedrive. Leadfeeder is a game-changer for us." -Nathan Rofkahr, Director of Growth for AlertOps 

How knowing who visits your site helps marketing teams 

Good marketing isn't about instincts. It's about data. 

And not just any data, but the right data. 

Understanding who visits your website can help marketing teams: 

  • Find new opportunities: View who visits your website and where they are located. This can help you discover, for example, that a lot of folks from Germany are visiting your site. If you don't already offer a German landing page, it might be time to! 

  • Power account-based marketing campaigns: Understanding which companies are already aware of your solution can help you find accounts to focus on, and track their response to your campaigns. 

  • Better track campaign performance: Leadfeeder's Acquisition filter can help track how well your campaigns perform. For example, you can see how many leads a PPC campaign brings in or how much organic traffic increases — and then follow those leads through the conversion funnel. 

Leadfeeder customer xGrowth works with IT and tech companies to develop ABM campaigns. They were having trouble providing the type of in-depth data their clients needed to develop effective strategies.

According to An, growth marketing manager at xGrowth,

"Leadfeeder is a collection of [first-]party intent data...this greatly removes the ‘fog’ when it comes to doing any kind of outreach, both digital and physical outreach. Leadfeeder was very useful in this regard because it gave us more clear and concise reporting on account engagement than any other platforms could." 

Using Leadfeeder allowed xGrowth to provide the actionable data they needed to develop concrete ABM strategies. 🙌

Final thoughts on finding who visits your website 

Want to improve sales and marketing? You should be asking yourself: "How do I find out who is visiting my site?" rather than "How many people visited my website?" 

Identifying the companies that can be turned into leads is a lot more helpful than simply knowing that a lot of people visit your website.

The reality is, tons of qualified leads are right under your nose — if you only knew where to look.

Luckily, there are several ways to identify these leads using free tools. Don't let your leads get away from you!

Note: Want an easier way to identify and target B2B sales leads on your site? Try Leadfeeder for free.

Anna Crowe
By Anna Crowe

Anna works as a SEO Consultant and writer for Search Engine Land. Over the last decade, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).

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