If you’re in B2B SaaS, chances are you have encountered various iterations of the “buyer journey” so often that it’s committed to memory. This linear journey we all know where prospects neatly move from stage to stage until they become happy customers.
We’ve all rolled our eyes at how divorced from reality this buyer journey can be. We all know the real buyer’s journey is more like a rollercoaster with never-ending twists and turns.
It’s why so many of us in B2B began referring to the “dark funnel,” the parts of the buyer’s journey we don’t see as vendors. Gartner found that speaking to vendors only accounts for 17% of prospects buying activities, which means the remaining 83% is spent on activities like independent research online (aka stalking your brand behind your back).
Unlocking dark funnel website data for GTM
The dark funnel represents the real journey that happens before a prospect speaks to vendors like us. The website visits, interactions with social content, digital marketing and more are all potential influences on whether a customer makes a purchasing decision.
To win B2B GTM in 2024, sales and marketing teams need to be listening for these “dark” buying signals that happen before a prospect declares their intent by filling a form, requesting a demo, or signing up for the product.
This is why we’ve added Website Visitors as a key signal in Pocus. Signals like Website Visitors help customers understand the dark funnel of research prospects are doing before they become “hand raisers” or “free sign ups.” High intent potential buyers are actively researching your product, Pocus helps you listen for these signals and act quickly.
Introducing Website Visitor tracking
Introducing Website Visitor tracking in Pocus. Add another high intent 1st party signal to your GTM arsenal by tracking which accounts are visiting key pages on your marketing website.
Benefits of adding website visitors playbooks
- Know when you’re top of mind: Track spikes in traffic from top accounts and get automatically notified via your channel of choice, so you can act with urgency.
- Get the full picture: Use your rich 1st party website data to get a true 360 view of an account. Combine this with other 1st party and 3rd party signals to create holistic account scoring.
- Reach out at the right moment: Follow up on key website signals like a pricing page visit at the right moment. Catch customers and prospects when their intent is highest.
- Power personalized ABM: Craft hyper-personalized outreach by sharing the exact type of information your prospect was searching for on-site.
How customers are using website signals
Website visitor data is valuable to both the sales and marketing teams, and can help the two work together to speed up the typical sales cycle. Sales can use data about the frequency of accounts visiting website pages to prioritize accounts with the highest intent. Personalize warm outbound with details about the specific pages they visited. For example, if a customer frequently visits a specific docs page, offer to help unblock them.
Marketing teams can use website visitor data to build automated outbound cadences that warm up accounts with low intent.
Try these playbooks
Strategic outbound to net new logos
Goal: Create net new pipeline by engaging with accounts who visit the website and take high-intent actions
Your prospects are searching for more info on your product right now! Identify and engage decision makers within high-intent accounts who are not currently customers to drive net new pipeline. Use data about the pages they visited to personalize email outreach.
Outbound to deals in flight
Goal: Increase velocity or multi-thread in existing deals
Help your reps stay on top of deals in flight with alerts when active opportunities visit key high-intent pages. Seeing an active deal frequently visit docs or pricing page may indicate they need more information or your deal is being socialized internally. This is a great time to reach out and engage them with personalized content based on their website activity.
Warm outbound to existing customers
Goal: Varies depending on the pages they visit
Reaching out to your existing customers and product champions as they take high-intent actions on the website is a great way to add value. Seeing a customer visit the pricing page AND expand seats is a great signal to engage them in upgrading their plan.
Use website visitor data to add context to your next touchpoint with the customer. We recommend using website signals with product usage data so you don’t miss any important context.
How does it work?
Add a Pocus snippet to your website to start capturing data about which accounts are visiting your website. Bring website visitor data together with your other sources of intent to build a complete picture of an account.
Step 1: Add the snippet to high-intent pages on your website. We recommend starting with pricing page, product pages, important docs pages, high-intent keyword blogs, and anywhere you have demo content (interactive demos, videos).
Step 2: Create an account score. Use website signals together with product usage and other customer fit data to create an account score. Use the score to understand the level of intent an account is showing on the website.
Step 3: Build signal based playbooks. Create your website signal based playbooks. We recommend starting with signals like:
- Surge in visits in the last 7 days
- Surge in visits in the last 30 days
- Frequent visits to pricing page and demo page
- Frequent visits to docs page and is a free customer
The possibilities for custom signals are endless and largely depend on your goals. From there, think about what actions to take. Do you want reps to send custom personalized emails or will marketing automate email outreach?
Step 3: Measure and iterate. Test your playbooks with the field and iterate based on their feedback. Look at the data to understand whether website signals are leading to more opportunities in pipeline, higher velocity on existing deals, or whatever goal you have set.
Ask your reps in the field how helpful the website visitor data has been for their prospecting.
Use both quantitative data about playbook performance and rep feedback to tune your Playbooks.
Get started with Pocus Website Visitors
Want to start identifying and taking action on high-intent accounts visiting your website? Request a demo to get started.
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