When only 2% of your B2B website visitors will fill out a form and identify themselves, there’s so much wasted traffic on your website. And when you really need those leads, you might default to driving more traffic to your domain or buying new data lists.
But what if you could get insight into the majority of anonymous website visitors and turn browsing into actionable leads?
Website visitor identification does just that.
Instead of relying on that 2% of traffic to submit a form, this technology allows you to understand which companies are engaging with your website, what they’re interested in, and when that interest is increasing – so you can generate more leads.
And there are 7 key ways you can use website visitor identification to squeeze more leads from the traffic you already have.
1. Identify Companies Already Showing Interest
One of the most immediate benefits of website visitor identification is visibility. Rather than seeing anonymous sessions in your analytics platform, you can see which companies are visiting your site.
For B2B sales teams, this provides a clearer signal of where to focus their time. Instead of guessing which prospects might be interested, reps can prioritize conversations based on the businesses already engaging, making your outreach more timely, more relevant, and more likely to convert.
Likewise, for marketing teams, website visitor tracking adds an extra layer of insight into how well campaigns reach the right audience. It becomes easier to assess whether campaigns are attracting the types of accounts you want to influence, which messages resonate with them, and where interest is building across the funnel.
This insight supports better decisions, stronger alignment around what constitutes meaningful engagement, and agreement on what a good website lead looks like.
2. Spot High-Intent Behavior Before a Form Fill
Not all website visits are equal. Someone reading a single blog post may be casually browsing, while someone repeatedly visiting product pages, pricing pages, or case studies is likely much closer to a buying decision.
Website visitor identification allows you to connect company-level identity with on-site behavior. So, instead of guessing buying intent, you can actually see how specific organizations engage over time.
This helps your sales team focus on quality leads rather than working through a big list of numbers. Instead of waiting for a lead to convert, reps can reach out when buying signals are strongest, and marketers can tailor follow-up campaigns to match real interest.
3. Prioritize Sales Outreach More Effectively
When every lead looks the same in a CRM, it’s hard for your sales reps to know where to focus their time and effort. But with website visitor identification, you can add context to those leads and build a better picture.
For example, if a company is actively researching your solution, returning to your website, and consuming bottom-of-funnel content, that account deserves attention sooner than one that downloaded a single top-of-funnel asset months ago.
When used well, this insight helps sales teams move away from cold outreach and towards warmer, more relevant conversations. Their outreach becomes informed by behavior rather than guesswork and assumptions, which tends to improve both response rates and the quality of conversations.
4. Support Account-Based Marketing Strategies
For teams running account-based marketing (ABM) programs, website visitor identification is essential. Because when ABM is built around focusing effort on a defined list of target accounts, you need a way to find out which accounts are engaging.
Visitor identification fills that gap by showing which target companies are actively visiting your site and how their engagement changes over time.
This insight can be used to adjust messaging, trigger personalized campaigns, or alert sales teams when an account becomes more active.
It also helps teams measure ABM effectiveness more accurately by linking website engagement to specific accounts rather than anonymous traffic.
5. Uncover Buying Groups, Not Just Individuals
In B2B sales, decisions are typically made by committees built of multiple stakeholders, each researching independently.
Website visitor identification makes it easier to spot this behavior. It highlights where there might be wider interest by showing you when multiple visits from the same organization occur across different days, pages, or sessions. By surfacing this insight, you can spot when buying groups are starting to form.
Sales teams can use this intel to tailor their approach. Instead of targeting one contact, they can think more strategically about who else may be involved and how to support a broader decision-making process by approaching multiple people.
6. Improve Lead Nurturing and Content Strategy
Getting clear feedback on how your website content performs, and what kinds of B2B visitors it attracts, is a very valuable piece of insight.
If you can see which companies engage with specific pages or resources, you can identify what resonates with different industries, company sizes, or account types. Over time, this insight can shape content strategy, messaging, and campaign planning.
But that’s not all: website visitor identification can also help with nurturing leads before they become sales-ready.
Instead of sending generic follow-ups, teams can align emails, ads, and outreach to the topics and solutions that visitors have already shown interest in, even if they haven’t formally converted yet.
7. Connect Website Activity to Revenue Outcomes
One of the biggest challenges in B2B marketing is proving impact, because website traffic alone rarely tells a compelling story to revenue teams.
By connecting website visitor identification data with CRM and sales systems, teams can begin to link website engagement with pipeline and deals. This makes it easier to see which types of activity tend to precede opportunities and which channels attract accounts that actually convert.
You’ll want this level of detail when it comes to defending budgets or making the case to invest more in the activity that’s proven to work.
Try Website Visitor Identification
If you’re not already a Lead Forensics customer, why not book a demo and find out how the tool can help you find more leads.
