The Problem: 98% of Your Traffic Stays Invisible
Most B2B marketers look at numbers: 1,200 visitors this month, 2.3 pages per session, 42% from organic. But behind those numbers are real companies with concrete needs. The problem? You can’t see them.
Google Analytics shows you what happens. How many people visited your pricing page, how long they stayed, where they came from. But it doesn’t tell you who they are. And without that information, they remain isolated data points instead of sales opportunities.
Converting website visitors into customers starts with visibility. As long as you don’t know which companies visit your site, you can’t take targeted action. Your marketing budget stays focused on generating more traffic, while your existing visitors remain untapped.
The result? Lost pipeline, missed deals, and inefficient marketing investment. Your sales team cold-calls lists while warm prospects have already visited your website three times.
The Solution: Identify Companies in Real-Time
Website visitor identification solves this by linking company data to your anonymous traffic. Every time a company visits your site, the system identifies which company it is, which pages they view, and how often they return.
Here’s how it works: when someone visits your website from a business network, the IP address is recognised and matched to a company profile. Within seconds, you see:
- Which company is visiting your site
- Which pages they’re viewing
- How often they return
- Their ICP match score
Why This Becomes Your Competitive Advantage
1. Sales Only Calls Warm Accounts
Sales teams hate cold outreach. Website visitor identification changes that. Instead of calling through lists, they see directly which ICP accounts are showing interest. A company that visits your pricing page three times? That’s no longer a cold lead.
Result: higher reply rates, shorter sales cycles, and less time wasted on uninterested prospects.
2. Marketing Proves Direct Impact
Marketing managers must constantly justify ROI. With website visitor identification, you see exactly which campaigns attract high-value accounts. LinkedIn Ads generating 12 ICP matches? That justifies the budget immediately.
You see not just how much traffic a campaign generates, but also who that traffic is. That makes attribution concrete and marketing measurable.
3. Retargeting Without Cookies
Third-party cookies are disappearing. But retargeting without cookies remains possible via identified company lists. You upload the list to Google Ads or LinkedIn, then retarget only relevant companies.
This is more efficient, cheaper, and more privacy-friendly than traditional cookie-based retargeting.
4. Real-Time Triggers for Action
Imagine: your ideal customer visits your website today. Do you want to hear about it tomorrow? No. You want a Slack notification now so you can take immediate action.
Website visitor identification offers real-time alerts. As soon as a high-intent account visits your site, sales receives a notification. Within an hour, someone calls. That’s the difference between timely action and being too late.
Concrete Benefits for Your Business
For Marketing
- See which campaigns attract ICP accounts
- Prove the value of marketing spend directly
- Identify high-intent accounts for ABM
- Optimise your content strategy based on company behaviour
For Sales
- Only call accounts showing interest
- Get context for every conversation (which pages did they view?)
- Shorten your sales cycle by starting warm
- Automate follow-up via CRM integrations
For Leadership
- Increase conversion without more budget
- Shorten time-to-revenue
- Improve collaboration between marketing and sales
- Make data-driven decisions
Companies using website visitor identification see an average of 30-40% more qualified leads from the same traffic. Not by attracting more visitors, but by better utilising existing traffic.
Key Takeaways
- 98% of your website traffic stays invisible without identification technology — that’s lost revenue
- Website visitor identification recognises companies in real-time, fully GDPR-compliant and cookieless
- Sales only calls warm accounts already showing interest, increasing reply rates and shortening cycles
- Marketing proves ROI by seeing exactly which campaigns attract high-value companies
- Cookieless retargeting remains possible via company lists without third-party cookies
- Real-time alerts ensure you take immediate action when ICP accounts visit your site
Frequently Asked Questions
Is website visitor identification GDPR-compliant?
Yes, completely. Leadinfo identifies companies based on network data and public information, not at a personal level. The legal basis is GDPR Article 6(1)(f) — legitimate interest. No cookies are used, no personal data is processed, and all data stays within the EU. Leadinfo is ISO 27001:2022 certified and offers companies the option to opt out.
Does this work without cookies?
Yes. Leadinfo offers cookieless tracking as an option in your account settings. You then recognise companies based on IP address without placing cookies. The downside is that certain functionalities like session grouping and screen recordings are then unavailable. For maximum compliance, this is an excellent choice.
How much of my traffic can I identify?
On average, Leadinfo identifies 35-40% of your B2B traffic — the highest rate in Europe. This percentage varies by industry and country. Traffic from large companies and business networks is more identifiable than traffic via mobile or VPN.
How quickly will I see results?
Immediately. Once the Leadinfo code is on your website (installation takes <5 minutes), you’ll see the first identified companies within hours. Real-time alerts to Slack or CRM are operational within a day. Most customers see measurable improvements in their sales process within 2-4 weeks.
Can I integrate this with my CRM?
Yes. Leadinfo integrates with 70+ tools including HubSpot, Salesforce, Pipedrive, Microsoft Dynamics, ActiveCampaign, Slack, and Google Ads. Identified companies are automatically added to your CRM, including all relevant data such as page visits, ICP score, and contact details.
