Most of your highest-intent prospects are walking through your website right now and you have no idea. They're checking pricing, reading case studies, comparing you to a competitor - and leaving without a trace. This playbook fixes that.
Why visitor identification matters
Roughly 97% of B2B website visitors leave without filling a form. They came with intent, they did their research, and then they bounced. If you can identify even 30-40% of them and reach out within hours, you compound every other marketing effort you're already paying for.
Combined with sales-led outreach, this is the single highest-converting channel we run for clients. The intent is already proven. We just close the loop.
How we run it
1. Detect visitors at the person level
We deploy Warmly and RB2B to identify visitors at both company and contact levels. We capture pages viewed, visit frequency, time on page, and any UTM parameters - so we know not just who came, but what they cared about.
2. Route signals into Clay
Every visit fires a webhook into Clay. We unify records by company and by contact, preserve full visit context (which pages, how many times, in what order), and append historical context if we've seen them before.
3. Enrich for outreach
Company enrichment (industry, size, location, funding) plus contact enrichment (verified email via Findymail and BetterContact, phone where available, LinkedIn profile). By the time the lead lands in your CRM, it's already actionable.
4. Qualify and tier
AI in Clay scores each visitor against ICP fit, role relevance, and signal strength (someone who hit /pricing three times in two days scores higher than someone who skimmed a blog post). Visitors land in one of four tiers:
- Tier 1 - Best-fit ICP, high-intent pages (pricing, demo, comparison). Slack alert fires immediately.
- Tier 2 - Good-fit, medium-intent. Multichannel sequence with visit context in the opener.
- Tier 3 - Loose fit, top-of-funnel pages. Automated email nurture.
- Disqualified - Wrong region, competitors, agencies. Filtered out cleanly.
5. Expand and stakeholder-map
For Tier 1 visitors we expand the contact set - find the buyer, the champion, and the economic decision-maker - using BetterContact and Findymail. The play isn't "reach the one person who visited." It's "use that visit to engage the buying committee."
6. Execute tiered outreach
- Tier 1 - Cold call within the hour, personalised email via Instantly, LinkedIn touch via HeyReach.
- Tier 2/3 - Automated email + LinkedIn sequencing with visit context in the opener.
Copy that converts
Don't be creepy. Don't say "I saw you on our pricing page." Use the visit to inform timing and angle, not as an explicit reference.
"Most teams looking at [your category] are also evaluating [common alternative]. Worth a 15-min walkthrough of how we compare?"
Specific. Signal-informed. Not creepy. Lands as a relevant offer because the timing happens to be right.
Tools we use
Warmly and RB2B for de-anonymisation. Clay for routing and enrichment. Findymail and BetterContact for waterfall enrichment. ChatGPT in Clay for AI scoring. Slack for Tier 1 alerts. Instantly for email. HeyReach for LinkedIn.
What to watch for
- Privacy compliance matters - know your jurisdiction (GDPR especially). Warmly and RB2B handle most of this but check before launching.
- Don't reveal in copy that you saw the visit. Use it for timing, not for the hook.
- Spam-trap domains and obvious bots will sneak in. Maintain an exclusion list.