In B2B sales, there are so many demands on your time: there are demos to hold, research to do, follow-ups to arrange, contracts to track down, and so much more. All of this can leave little time or energy for one of the most important sales activities: cold calling prospects.
Patrick Malone spent the first eight years of his career in sales, before moving into customer success roles. Now, he helps Lead Forensics customers get the most out of their website visitor identification tool by helping them understand how to spot – and prioritize – the hottest opportunities on their website.
In this blog, Patrick shares three of the key prioritization methods that are data-driven and efficiency-focused.
1. Prioritize ICP Leads
Many businesses are surprised to discover that plenty of their website visitors come from companies that aren’t a good fit for their product or service.
It’s common to see traffic from students, consultants, competitors, tiny startups, or businesses outside your serviceable markets. But without clear filtering, this noise can distract sales teams and dilute focus.
To prioritize the right opportunities, you need to build a robust ideal customer profile (ICP). The process of creating an ICP forces you to think about factors such as:
- Which sectors do you actively sell to, and which do you exclude?
- Which countries, regions, or states are you equipped to support?
- Do your clients all have employees within a certain banding, or revenue above a certain amount?
- Do you sell to B2B or B2Cs? Do you target enterprise or SMBs? Are you a good fit for the public or private sector?
Once you know what your ideal customer profile looks like, you can then apply these filters to your deluge of website leads. This makes sure your sales reps only reviewing companies that resemble existing customers or realistic future opportunities, which can dramatically reduce wasted outreach alone.
2. Segment Sales Data by Who Will Act on It
Once you’ve filtered your data down to the right companies, the next step is making sure that information reaches the right people.
Too often, we see companies leave their valuable buying signals sitting in dashboards that nobody owns. But we know that sales data only becomes useful when it’s clearly assigned and easy to action.
Sales segmentation solves this by organizing leads according to responsibility. Rather than one long list of accounts, data is split based on how your team operates.
Some of the common ways to segment are by looking at:
- Region, routing leads to the reps in specific areas.
- Industry, so your specialists can focus on familiar verticals.
- Product or offering, to empower product experts to talk about the tools they know best.
For example, if a visitor spends time on manufacturing-specific pages, that account should route to a rep who understands that space. Likewise, if an existing customer is browsing upgrade or integration content, that insight belongs with someone in account management, not new business sales.
There are two benefits to this approach: first, it reduces friction because reps aren’t having to work out which leads are theirs and instead have more time to actually sell to their target list. And second, it improves relevance because it allows their outreach to be more credible, because it’s handled by the right person.
3. Use High-Intent Indicators to Prioritize Outreach
Even after filtering and segmenting your leads, not all opportunities are equal.
But high-intent indicators can help sales teams distinguish between who’s casually browsing, and who’s actively evaluating solutions.
Rather than relying on gut instinct, intent signals provide behavioral evidence that a company is moving closer to a buying decision.
Common indicators include:
- Number of visits. Multiple visits from the same company suggest sustained interest.
- Pages viewed. Product, pricing, integration, or comparison pages often signal evaluation behavior.
- Visit duration. Longer sessions typically indicate deeper engagement.
Individually, these signals are helpful. But it’s when you combine them that they become really powerful.
For example, a company that has visited your site once and bounced is very different from one that has returned several times, viewed multiple solution pages, and spent significant time researching content. The latter deserves immediate attention.
High-intent filtering allows sales teams to stack-rank their outreach, so that reps can start their day with accounts already showing buying behavior, instead of working blindly through lists.
See Which Companies Are Already Showing Buying Signals
Website traffic doesn’t have to stay anonymous. With Lead Forensics, sales teams can see which companies are visiting their site, understand what they’re researching, and prioritize outreach based on real buying behavior, even if no form is filled out.
Our Customer Success Managers will work closely with you to make sure you can apply these prioritization methods directly to your own data, align your teams around the accounts that matter most, and focus your sales effort where it’s most likely to convert.
