Play 01Inbound

Website Visitor De-anonymization

Website Visitor De-anonymization is a five-step inbound play for your website, from “Detect website visitors” to “Route by tier”. It uses Warmly, Clay, ChatGPT, Slack, HubSpot and seven more tools.

Kenny Damian, Co-founder & Head of GTM

Motion: Inbound
Channel: Website
Steps: 5
Tools: 12

The workflow

Workflow diagram of the Website Visitor De-anonymization play in five numbered stages: detect who is on the site; one record per company and per contact; enrich the account and the visitor; score the visit with AI; and route by tier, fastest on Tier 1. — Open the diagram full size (1280 x 2217 px)

The diagram as text

1Detect who is on the site
- Anonymous traffic on your website. Tool: Warmly.
- Company-level (which account): Matches the visit to a company, even when the person stays unknown. With: RB2B, Albacross and Warmly.
- Contact-level (which person): Names the visitor where a match exists, with their role and profile. With: RB2B and Warmly.
- Visit context, logged on every hit: Pages viewed, Visit frequency, Time of visit and Recency.
2One record per company and per contact
- Visitor signals routed into Clay: Timestamps kept. Tool: Clay.
3Enrich the account and the visitor
- Company: Industry, Company size, Location and Product. With: Clay and Apollo.
- Contact: Role, Seniority and Verified email. With: Apollo and Findymail.
4Score the visit with AI
- Use AI in Clay (scores three things): Company fit, Role relevance and Strength of visit signals. One prompt reads the enriched record and the visit history. Disqualified visitors get no action. Tool: ChatGPT.
5Route by tier, fastest on Tier 1
- Tier 1: Best fit.
- Tier 2: Good fit.
- Tier 3: Okay fit.
- Same-day team play (now): The team is told while the visit is fresh, then works the whole account. Notify: Slack and HubSpot. Find: Findymail, Apollo and Clay. Call: Nooks. Manual: Apollo and HubSpot.
- Email sequence (auto): Automated email outreach to good-fit visitors. Send: Instantly.
- LinkedIn DM (auto): Automated DM outreach to okay-fit visitors. Send: lemlist.
- Outcome: Visitors become named conversations. Tool: HubSpot.

The stack: Warmly, RB2B, Albacross, Clay, Apollo, Findymail, ChatGPT, Slack, HubSpot, Nooks, Instantly, lemlist.

The play in five steps

01
Step 1: Detect website visitors
Identify traffic on your website beyond anonymous page views.
- Track incoming website visitors using Warmly.
- Capture both:
  - Company-level visitors
  - Contact-level visitors where available
- Log visit data such as:
  - Pages viewed
  - Visit frequency
  - Time and recency of visits
02
Step 2: Route visitor data into Clay
Centralize all visitor signals.
- Send company and contact visitor data from Warmly into Clay.
- Create a single record per company and per contact.
- Preserve visit context and timestamps.
03
Step 3: Enrich companies and contacts
- Enrich company data in Clay:
  - Industry
  - Company size
  - Location
  - Website and product details
- Enrich contact data:
  - Role and seniority
  - Verified email addresses
04
Step 4: Qualify and score visitors
Determine which visitors are worth immediate action.
- Use 'Use AI' in Clay and select a ChatGPT model to evaluate:
  - Company fit
  - Role relevance
  - Strength of visit signals
- Assign priority tiers:
  - Tier 1: Best-fit
  - Tier 2: Good-fit
  - Tier 3: Okay-fit
  - Disqualified
05
Step 5: Route by tier
- Tier 1 (Highest Priority)
  - Send notifications to your team via Slack and HubSpot for immediate follow-up.
  - Find additional stakeholders at the account using Findymail, Apollo, and Clay.
  - Initiate cold calling via Nooks.
  - Conduct manual outreach through Apollo, Nooks, and HubSpot.
- Tier 2
  - Launch automated email outreach using Instantly.
- Tier 3
  - Launch automated DM outreach using lemlist.