What is the key signal?
When your ICPs are deep in the consideration phase of the buying process, they may begin to repeatedly visit your website to gather more information, explore pricing, and research integrations. Knowing when these visits reach a frequency tipping point — and that these visits are from a highly qualified lead — can help you identify a new account opportunity before your lead ever engages you directly. It’s important to understand who exactly qualifies as an ICP, and what level of site visit frequency is high enough to indicate they’re primed and receptive to outreach.
With website de-anonymization technology, traffic data can be as granular as name, role/title, location, company, and how long they’ve spent on each page. Website visits are a very time-sensitive signal and should be actioned quickly to have the highest impact.
What is the goal?
Land new business with target accounts. Use website visitor information to understand who is researching your company and product, and whether these leads align with your ICP.
When should you use this playbook?
The ICP website visitor surge playbook works well for companies that have high volumes of traffic on their site and are able to deanonymize that traffic. In order to attract ICP visits, your site should have content that is relevant and interesting to your ICP, like implementation requirements or compelling thought leadership.
In order to see success with this playbook you must be able to track not only who is visiting your site, but how frequently within a window of time, in order to determine when there has been a recent uptick in traffic from a specific source.
Try This Playbook
Step 1
Identify your ICP. Start by analyzing your existing customer base to identify common characteristics such as industry, company size, and pain points solved by your product. It is also worth considering your company and team goals, like whether you want to focus on expanding into a new vertical or targeting a specific country.
Step 2
Implement website visitor tracking. There are a variety of website tracking tools available, including one from Pocus. Be sure to understand the implementation requirements and local laws governing data collection.
Step 3
Define a “visit surge.” Get clear on what qualifies as a surge in visits so that you don’t waste time chasing leads that just happened to view your site once or twice. It can be helpful to review past ICP behavior during the consideration phase to create parameters. Consider the number of visitors from a specific account, the frequency of the visits, and time period during which that frequency occurs.
Step 4
Plan your outreach strategy. Once the visits reach a notable tipping point, plan to connect personally with key contacts at the target account.
The key to successful website visitor outreach is remembering three messaging pillars:
- Be timely. No matter which team owns the outreach it’s important to remember that website visitor signals are very time-sensitive. Prospects are actively seeking information now, so be sure to follow up as quickly as possible to ensure you stay top-of-mind and are able to beat out your competitors.
- Be relevant. Provide resources or information related to the content your prospect was seeking out. Share recordings of past webinars, case studies from competitors who use your product, or more detailed pricing information, tailored to their unique needs.
- Be subtle. Use discretion in sharing how much personal data you know about your visitors. Avoid offputting levels of detail, like how long they stayed on a page, precise dates and times of the visit, and information about which specific sequence of actions they took.
Sales Outreach Example
Hi [Name],
I noticed you might be interested in [specific topic] on our site. We've helped companies like [relevant client] achieve [key outcome]. Let's discuss how we can do the same for [Prospect's Company].
Do you have time next week for a brief call?
Enable this playbook in Pocus
- Connect your relevant data sources.
- Select your goal (in this case, Conversion).
- Build your playbook based on the signal (trigger) and actions outlined above.
- Run the playbook by rolling it out to the relevant members of your team.
- Iterate over time based on reporting and results. You may find ways to improve this playbook’s effectiveness beyond what we’ve outlined here!
