98% of your website visitors leave without converting. A sales director at a technical services firm we spoke with calls them window shoppers: they browse your pricing page, read two case studies, and never fill in a form.
Visitor identification tools fix the first half of that problem. You see which companies are on your site. But a list of company names is not a pipeline. The teams that get real value out of identification treat it as the start of a workflow, with clear rules for what happens next.
This playbook walks through that workflow in five steps: identify, filter, score, find the right person, and follow up. Each step works without a specific tool. Where Leadinfo makes a step faster, we say so.
Why identified companies still don’t become leads
Most teams hit the same wall. The dashboard fills up with companies, marketing shares a weekly export, and sales ignores it. Three things usually go wrong.
The list is noisy. Existing customers, suppliers, job applicants and internet providers sit next to real prospects, so nobody trusts it.
Nobody owns the next step. Marketing thinks sales will call. Sales thinks marketing will nurture. The company that spent twelve minutes on your pricing page on Tuesday hears nothing until the following month.
And a company is not a contact. You know that a 400-person manufacturer in Ohio is interested, but not who to call there.
If you want the basics of turning a visit into a lead first, read up on how to convert identified website visitors into leads. The rest of this guide is about building the system around it.
Step 1: Get company-level identification running
Identification works by matching the network a visit comes from to a company database. You get the company name, industry, size and location, plus the pages viewed and how long each visit lasted.
Two things matter when you set it up. First, identify companies, not individuals. That keeps the data usable across teams and much easier to defend internally. Second, check whether the tool depends on cookies. If it does, every visitor who declines your cookie banner drops out of the data.
With Leadinfo you place a tracking code in 5 to 10 minutes and can identify companies with high purchase intent from the first day. In cookieless mode you get 100% company identification without cookies, so visitors who decline your banner still show up at company level.
Step 2: Filter out the noise before sales sees anything
This is the step most teams skip, and it is the reason sales stops opening the list. Build exclusion rules once, then let them run.
- Existing customers. Sync your CRM or upload a customer list and tag those companies. Route them to account management, not new business.
- Job seekers. Exclude visits that only touch careers pages.
- Low-intent pages. Homepage-only visits and support articles rarely signal buying interest.
- Outside your ICP. Filter on industry, company size and country. If you sell to companies with 50 to 1,000 employees, a 3-person agency is not a lead.
What is left is a much shorter list of companies that look like your customers and behave like buyers. The top 5 signals that a website visitor is ready to buy are a good starting point for the behavior side.
Step 3: Score on depth of interest, and let scores fade
Twenty visits of five seconds each say less than fifteen minutes on one product page. So score on intensity, not frequency. A simple model is enough to start:
| Signal | Points |
|---|---|
| Visited pricing or demo page | 30 |
| More than 3 minutes on a product page | 20 |
| Returned within 7 days | 15 |
| Matches your ICP on size and industry | 25 |
| Came in via a paid campaign | 10 |
Set a threshold, for example 60 points, and only pass companies above it to sales. Then add a decay rule: subtract points for every week without a new visit. Intent is a probability, not a certainty, and it fades fast.
For a deeper look at which signals hold up, see our guide to sales lead scoring.
Step 4: Find the right person at the right company
A scored company still needs a name. Decide up front which roles you want to reach for each segment: a VP of Operations for manufacturing, a Head of Marketing for software, and so on.
In Leadinfo, Persona Builder filters on job titles and finds matching contacts, with a 93% contact match. If you prefer to work from a ready-made setup, the template to find the right decision maker gives you one.
Moving from a company to a named person is also where privacy questions come up. Leadinfo works with business data only, is fully GDPR-compliant and is hosted in the EU (Ireland and Frankfurt). Contact data for outreach is a separate step, so check the outreach rules that apply in the markets you sell into before you launch a sequence. If you want the detail on the company side, read whether company data falls under GDPR.
Step 5: Route every lead to one owner, with a deadline
The best lead list in the world is worthless if it sits in an inbox. Automate the handoff.
Set up rules that fire the moment a company crosses your threshold. In Leadinfo these are triggers: IF a company matches your filters and score, THEN tag it, push it to your CRM and alert the right rep in Slack or Microsoft Teams. Starter includes 3 triggers, Scale 10 and Pro an unlimited number. Our walkthrough on how to connect identified website visitors to your CRM covers the setup.
Then agree on a response window. A practical rule: hot leads get a first touch within one business day, warm leads within three.
One of our partners, an agency that builds automated sales pipelines, adds a human check. Every qualified company lands in a Slack channel, a rep approves or rejects it, and only approved companies enter an outreach sequence. It keeps volume low and relevance high.
For the outreach itself, Leadinfo Autopilot runs email and LinkedIn sequences to the contacts you selected. Campaigns reach a 40%+ open rate and a 60% click rate, and teams book 20% more meetings compared with cold outreach. Autopilot enables the outreach; your reps still hold the conversations. It connects to your CRM through our integrations, so every touch is logged where your team already works.
How to check that the workflow works
Review three numbers every month: how many companies pass your filters, how many reach your score threshold, and how many of those get a first touch within the agreed window. If the last number drops, the problem is ownership, not data. If the middle number is tiny, your threshold is too strict.
Getting started
Most teams don’t have an identification problem. They have a “now what?” problem, and window shoppers keep leaving. Start small tomorrow: write down your five exclusion rules and your three highest-intent pages, and agree with sales on who follows up within one business day. That alone turns a weekly export into a working routine. Leadinfo makes each step automatic, from filtering and scoring to triggers and outreach, so the rules run without anyone exporting a spreadsheet. Book a demo and see this workflow running on your own traffic this week.
Frequently asked questions
How do I identify which companies visit my website?
Use a visitor identification tool that matches the network of each visit to a company database. You add a tracking code to your site, and the tool shows company name, industry, size, location and the pages viewed. Choose a tool that works at company level and does not rely on cookies, so declined consent banners don’t create gaps.
Can I see which individual person visited my website?
A company-level tool shows the company, not the person. To reach someone, you select the roles you want, such as Head of Marketing, and look up matching contacts at that company. That keeps the visit data at business level and makes the contact step a deliberate choice with its own rules.
How quickly should sales follow up on an identified company?
As fast as your process allows. A good default is one business day for companies that hit your score threshold and three days for warm ones. Interest fades quickly, so a company that researched your pricing page last week may already be talking to someone else.
How do I stop existing customers showing up as new leads?
Sync your CRM or upload a customer list and tag those companies as customers. Then exclude that tag from your new business filters. Don’t throw the data away: an existing customer browsing a product they don’t use yet is a useful signal for your account managers.
