Expertly sequenced cold email remains effective, but inboxes are slammed with low-quality automated campaigns, making it hard to find a connection with your prospects. Identifying high-potential prospects in real-time can notch up your GTM strategy by creating new opportunities to connect.
Here’s how tools like Warmly, Clearbit, Apollo and Clay can turn anonymous website visitors into valuable leads.
The Power of Website Visitor Tracking
Warmly
Warmly helps you identify website visitors and turn those visits into meaningful connections, relationships, and deals. Even if the visitor doesn’t make it into one of your regular marketing funnels, you can still convert them.
You’ll receive a Slack alert that a key decision-maker from a target company is browsing your product pages. You can then immediately send a personalized LinkedIn connection request, increasing the likelihood of engaging with the prospect at the right moment. Warmly can also initiate a "warm call" with a visitor currently on the site, letting your team engage directly.
You can use their AI Prospector feature to automatically trigger LinkedIn interactions or assign email sequences when a visitor matches your ICP. Segments can be filtered down to individual titles at companies that need your solution.
Inbound and outbound automated chat provides real-time coverage.
Great alternatives include RB2B, Albacross, and Leadfeeder. Apollo also supports website visitor enrichment.
Effective Workflows for Engaging Website Visitors
Identifying high-potential prospects is the first step. To create a repeatable GTM strategy, you should define your team’s workflows for engaging website visitors. Some best practices:
1. Immediate Engagement
Set up automated workflows to ensure immediate engagement with a filtered segment of high-potential leads. For example, use Warmly to send a LinkedIn connection request within minutes of a key visitor landing on your site. Immediate action demonstrates a proactive approach and increases the likelihood of a positive response.
2. Personalized Follow-Ups
Enrich the records you collect from Warmly using Clearbit, Apollo, or your preferred enrichment tool and use the profile data to craft personalized follow-up messages.
Reference specific pages the lead visited or particular interests they showed. Actually relevant personalization grabs their attention, and shows that you have tailored solutions to their needs.
3. Multi-Channel Outreach
Don’t rely on a single channel for engagement. Use a multi-channel approach to reach your prospects where they are most active. Combine LinkedIn messages, personalized emails, and even targeted ads to keep your brand top-of-mind. Clearbit can help you determine the best channels for each lead based on their behavior and preferences.
4. Continuous Monitoring and Adjustment
Your engagement strategy should be dynamic. Continuously monitor the performance of your workflows and adjust them based on the results. Use the insights provided by your tracking tools to identify what’s working and what’s not, and regularly review response rates and other engagement metrics. Iterate to ensure that your efforts remain effective and relevant.
Coverage Rates and Recommendations
It’s important to note that website identification tools typically match 15% - 20% of your anonymous visitors to actual contact data. In our observation, they don’t frequently overlap to detect the same contact.
To maximize your identification and engagement efforts, for now it’s recommended to experiment with coverage from multiple tools in conjunction, like trying Warmly and RB2B trials together.
Real-Time Signals Beyond Website Visitors
While tracking website visitors is becoming crucial, other real-time signals can also provide valuable insights into high-potential prospects. Here are three additional signals to incorporate into your prospecting strategy:
1. Webinars and Online Events
Attending webinars or online events signifies a prospect’s interest in your industry or specific topics related to your offerings. Engagement during these events (e.g., asking questions, participating in polls) can further indicate a high level of interest.
How to Use: Track attendee engagement through event management tools. Follow up with participants who showed interest or asked questions during the event. Offer them additional resources or a one-on-one consultation to further nurture the relationship.
After a webinar, segment attendees based on their level of engagement and send personalized follow-ups offering additional content or a free consultation.
2. Content Downloads
When a prospect downloads a piece of content from your website, such as an eBook, whitepaper, or case study, it indicates a specific interest in that topic. This action can be a strong signal of a prospect’s intent to learn more about your solutions.
How to Use: Track downloads and follow up with personalized emails. Segment your leads based on the type of content they downloaded to tailor your outreach more effectively.
Use automated workflows to send follow-up emails within 24 hours of a content download, providing additional resources and an invitation to connect for a more detailed discussion.
3. Job Changes and Promotions
Changes in job roles or promotions can signal new decision-makers or influencers within a company. Newly appointed executives might be looking to make changes or improvements, presenting an opportunity for your solution.
How to Use: Track job changes and promotions in tools like Clearbit or LinkedIn Sales Navigator. Reach out to congratulate new executives and offer solutions that align with their potential new goals and challenges.
Set up alerts for job changes and send personalized messages to new executives offering a demo or consultation to help them achieve their objectives in their new role.
TL;DR
Incorporating real-time signals into your Revenue Operations (RevOps) strategy is essential for identifying and connecting with high-potential prospects. Leading GTM tools help you engage website visitors directly, and additional signals such as webinar engagement, content downloads, and job changes provide deeper context for personalization.
For B2B founders overwhelmed by the complexity of revenue operations, these workflows provide a streamlined way to drive growth. Acting quickly, personalizing your outreach, and continuously refining your strategies based on real-time data will make you stand out in the market.