Make anonymous web visits actionable with enhanced website visitor identification

Getting started

Website visits from high-fit accounts on high-intent webpages are an excellent buying signal, but reps can’t outbound a logo. They need contact-level visibility.

Ops and demand gen can try to stitch together visitor identities from multiple vendors (and attempt to turn siloed Slack alerts into actionable outputs). Or they can serve up contact-level visibility right alongside other key buying signals—and deliver it all to reps in a UI purpose-built for pipegen—all in one place.

In this playbook, we’ll show you how to automatically capture web visits, see the person behind the signal, and serve up hot leads to reps on a silver platter—or let an AI agent automate it from end to end.

What you’ll need

Step 1: Configure website visits

Let’s say we’re an Ops or demand gen leader.

We want to serve up high-intent, contact-level web visits to reps—and make them actionable—quickly and at scale.

First we’d connect website visits to Common Room.

We have two options: standard website visitor identification and enhanced website visitor identification, powered by Vector.

Both come right out of the box for all Common Room customers—we’d just need to create a free Vector account to access the latter.

We’ll enable both to maximize enrichment coverage.

Once website visitor identification is fully configured, all web traffic will get pulled into Common Room for identity resolution and enrichment.

Since we opted in to enhanced website visitor identification, all US-based web traffic will first be routed through Vector to improve match rates.

Step 2: Explore website visits

We can easily filter views of contacts and accounts based on website visits, as well as drill down into specific URLs visited, the number of pages visited, website visitor location, and more.

We can also get a look at website activity related to specific contacts and accounts within their profiles.

Not only can we see the people visiting our site, we can also see their names, job titles, work histories, email addresses, phone numbers, cross-channel activities, and more.

Web visits live alongside every other signal captured in Common Room—like product usage, CRM records, social engagements, open-source activity, community interactions, job changes, tech stack configurations, and more—and can be used as inputs in lead and account scoring.

We can create real-time alerts to notify reps of web visits from high-fit contacts or accounts, helping them increase speed to lead.

We can also create auto-replenishing segments of contacts who visited our site, customizing the lists based on any combination of demographic, firmographic, and behavioral data.

These act as interactive burndown lists for reps that automatically refresh as new signals flow in.

We can also customize the columns displayed in our segments to focus on specific data points and signals, including calculated fields that help reps zero in on contacts from signal-heavy accounts.

Segments can be assigned to specific roles, like BDRs and SDRs, and scaled across the team. Team segments will automatically update based on a rep’s book of business in our CRM.

Step 3: Action on website visits

Now let’s say we’re a BDR or SDR.

We can click into one of our segments—or any contact-level view—and action on web visitors right away.

If for some reason we only have account-level activity to work with, we can use Prospector to identify and enrich economic buyers within accounts for outreach.

We can also have our data and signal activation agent, RoomieAI™ Activate, draft messaging for us based on web activity and any other actions or attributes captured in Common Room.

This agent will draft a highly personalized, highly relevant message for every contact in real time using retrieval augmented generation, including by pulling from research conducted by our data and signal capture agent, RoomieAI Capture.

If we want, we can even automate the entire pipegen process from web visit to outreach using a combination of workflows and AI agents.

Once the workflow is enabled, contacts will automatically be added to a preconfigured outbound sequence and—if a RoomieAI Activate message snippet is mapped to it—our AI agent will automatically generate personalized, relevant copy.

Our message might look something like this:

Wrapping up

Now you know how to serve up contact-level web visits right to reps alongside other key buying signals and augment or automate action with AI—no muss, no fuss.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.