Website visitors named, scored and waiting in the CRM
Most businesses that read a website never fill in its form. This workflow names the companies behind the visits, checks them against the customers you want, and puts the ones worth a call in front of a person while they are still looking.
- Kind
- Workflow
- Service
- Lead generation
- Tools
- 5 connected
- Lands in
- Your CRM
Buyers read your website and leave without a trace.
The problem. You can see the traffic, but not who it is. Sales only hears about a business when it fills in the contact form, and most never do. By the time one does, a competitor has often had the first conversation.
The solution. We connect the website to the CRM through the tools that recognise businesses. Each visit from a company is named, checked against the customers you want and scored on what it read. The ones that matter reach a person the same day.
What we used
Each tool does one job, and every one of them writes to the same record.
- PostHogRecords the journey once the visitor accepts cookies: where they came from, every page they read and when they came back.
- LeadfeederNames the company behind a visit from its network address, with the pages it viewed. Company level, and only for visitors who accept tracking.
- RB2BNames the person behind a visit, for visitors in the United States only. Elsewhere it stays at company level, behind consent.
- LinkedInThe Insight Tag shows which industries and job roles read the site, and builds an audience to reach them again, with consent.
- CRMHolds one record per company: the visits, the fit, the intent score and the person who owns it.
How a visit becomes a sales conversation
Follow one visit through the system. The record fills in at each step.
- 01PostHog
Record the journey
Once the visitor accepts cookies, PostHog logs where they came from and every page they read. A pricing page or a third visit in a week counts for more than a blog post.
SourcePages read - 02LeadfeederRB2B
Name the company
With the visitor's consent, Leadfeeder matches the visit to a business from its network address. For UK visitors we stop there: the company, not the person. RB2B names the person only for visitors in the United States.
CompanyLocation - 03CRM
Check the fit
The company is compared with the customers you want to win: sector, size and where they are. Fit is decided by rules you agreed, before anyone spends time on it.
IndustryEmployeesFitNot a fitKept for reporting. Nobody is alerted. - 04PostHogCRM
Score the intent
What they read becomes a score. Three visits to the pricing page this week scores higher than one read of an old article.
Intent - 05CRM
Hand it to a person
The company lands in the CRM with an owner, the pages it read and a suggested first step. The owner gets one alert, not a report to dig through.
OwnerNext step - 06LinkedIn
Stay in front of them
Companies that read but don't get in touch, and accepted advertising cookies, join a LinkedIn audience. The next thing they see from you is about the service they were reading about.
Audience
Unknown visitor
Arrived from Google at 09:42
- First page
- /maintenance-contracts
- Source
- Google, organic
- Pages read
- 6, including pricing
- Company
- Northfold Engineering Ltd
- Location
- Leeds
- Industry
- Engineering
- Employees
- 85
- Fit
- Strong
- Intent
- High, 3 visits this week
- Owner
- Sam, sales
- Next step
- Call about maintenance contracts
- Audience
- Engaged companies, 30 days
Lands in the CRM as a named company with its fit, its intent and an owner.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
94%
of B2B buying groups rank their shortlist before they speak to a seller ¹
61%
of the way through the buying journey, on average, when the buyer first makes contact ¹
Nearly 7×
as likely to qualify a lead contacted within an hour as one contacted later ²