Playbook

Transform anonymous website visits into real revenue

Deanonymize website visitors to fuel revenue plays.

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Teams:

Sales, Marketing

Sources:

Common Room API logoCommon Room APISalesforce logoSalesforce

Getting started

High-value prospects land on your website every single day.

But connecting the dots between anonymous visits and actionable buying signals typically means tabbing between siloed tools—visitor identification systems, prospecting platforms, CRMs—to triangulate who to reach 😱

In this playbook, we’ll show you how to automatically deanonymize website activity at the person and organization level, build repeatable plays around page visits, and automate action from end to end—all from the same place and with zero technical help required.

What you’ll need:

Common Room

This is how we’ll track and deanonymize website visitors. Sign up for free to follow along.

Website

Check out our docs for step-by-step directions on how to connect your website data to Common Room.

CRM

We’ll use Salesforce in this example. Check out our full interactive guide for step-by-step directions on how to map your Salesforce data to Common Room and see our integration docs for other CRM options.


Step 1: View website activity

Let’s say we want to get a look at all the individuals and organizations visiting our website.

We’d log in to Common Room and go to Contacts.

Select Contacts

This gives us a view of every single person active in our digital ecosystem. Since our web data is getting pumped into Common Room, we can easily filter our view based on site visits.

We could simply click Signals and choose Website visits from the dropdown list.

Select Website visits

This would populate our view with every single person tracked on our website.

Or we could click Add filter and refine our view based on more granular website activity, such as URLs visited, number of pages visited, or date visited.

Select Website visits filter
Filters

Common Room’s filters feature allows you to highlight individuals and organizations based on any combination of factors. This makes it easy to surface specific people and companies based on firmographic details, cross-channel activities, product usage, and more.

Common Room combines an easy-to-implement Javascript snippet with behind-the-scenes IP address tracking and identity enrichment to automatically pinpoint the people and companies visiting our website ✨

We can improve deanonymization rates further by adding a URL parameter to our marketing and sales emails and passing product log-in authentication data into Common Room.

The process works the same for organizations. We’d simply head to Organizations in the left sidebar and follow the same steps to pull up a list of every company visiting pages on our site.

View organizations

We can click into any contact or organization to see total website visits over a set period of time and which pages people and companies are visiting most. Plus, when viewing website activity at the organization level, we can see top visitors based on geographic location.

View website activity

We can also scroll down to the Website activity tab to get a list of specific page visits in chronological order.

View Website activity tab

All these insights live alongside every other signal collected in Common Room and can be used as factors in our lead and account scoring.

Lead and account scoring

Common Room’s lead and account scoring feature allows you to instantly evaluate all opportunities based on customizable fit and behavior criteria. This makes it easy to find and follow up on the best opportunities fast using every available signal.

We can pull up any contact or organization’s Person360™ profile and see website behavior next to product usage, social engagements, community activity, open-source actions, and more to get the full picture of the buyer journey.

Person360

Common Room’s Person360 feature allows you to deanonymize, merge, and enrich signals from every channel connected to Common Room. This makes it easy to reveal the identity, intent, and context of every buyer and customer.

Even better, we can add fit to intent by connecting these signals to real people and real companies via out-of-the-box waterfall enrichment, complete with contact information, job titles, work histories, and other demographic and firmographic details.

Okay, now that web-based signals are flowing into Common Room, let’s put them to work.


Step 2: Build plays for contacts

Let’s say we want to know whenever an economic buyer from one of our owned accounts visits our pricing page.

We’d go to Segments in the left sidebar, click New segment, and choose Create new segment for contacts.

Select Create new segment for contacts
Segments

Common Room’s segments feature allows you to automatically add individuals or organizations to auto-replenishing lists based on customizable criteria. This makes it easy to quickly surface, monitor, and engage specific people and companies at scale.

First we’d add a Contact tags filter and select Economic buyers.

Select Economic buyers tag
Tags

Common Room’s tags feature allows you to automatically label individuals and organizations with specific tags based on customizable criteria. This makes it easy to quickly filter for ideal personas, ideal customer profiles, and more.

Next we’d filter our CRM data (Salesforce, in this case) to only populate our segment with contacts who are owned by us.

Configure Salesforce filter

Finally, we’d add a filter for website visits based on URL. In this case, it would be the URL of our pricing page.

Configure URL filter

And presto—now any economic buyer associated with our book of business who visits our pricing page will automatically be added to this list. That includes both existing contacts and any future contacts.

We can easily outbound these individuals directly from our segment 💪

We’d simply click on the task dropdown menu and choose from our list of options, including adding them to a personalized email sequence in our sales engagement tool of choice.

Select Add to Outreach sequence

Our message might look something like this:

Outbound template based on pricing page activity

Hi [first name],

I work with [names of current customers in the same industry] to help them [benefit that product unlocks]:

[drop in customer quote or story]

I’d be happy to walk you through how we can help [company name] [ROI statistic].

And if you want a deeper dive into the features and functionalities included in our plans, I put together some resources you may find useful [attach materials to bottom of message].

Let me know if you want to run through it.

[Your name]

Now let’s build a play for organizations.


Step 3: Build plays for organizations

Let’s say there are times when we know which organizations are visiting our website but aren’t able to deanonymize visits at the person level.

We still want to take action when high-fit orgs are visiting high-intent pages, so we’d create a new segment, this time for organizations.

Select Create new segment for organizations

In this case, we want to know when people from target accounts that match our ideal customer profile visit our security page.

We’d sync our target accounts from Salesforce.

Select Salesforce filter

Then we’d apply an Organization tags filter and select Ideal customer profile.

Select Ideal customer profile tag

Last but not least, we’d add a URLs visited filter and input the URL for our security page.

Configure URL filter

We can click the Preview button over any organization in this segment to quickly see who the economic buyers are 🕵️

View organization profile preview

If no economic buyers are currently active in our digital ecosystem or tracked in our CRM, we can use Common Room’s Prospector feature to find them and add them as contacts.

View Prospector tab
Prospector

Common Room’s Prospector feature allows you to search through a proprietary, constantly refreshed database of more than 200 million B2B contacts, surface employees at specific organizations, and add them as contacts—even if they’re not currently engaging with your organization on any connected channels or tracked in your CRM.

Once we know who we want to talk to, we can reach out with the click of a button.

Select Add to sequence

Our message might look something like this:

Outbound template based on security page activity

Hi [first name],

I work with [names of current customers in the same industry] to help them [benefit that product unlocks]:

[drop in customer quote or story]

I’d be happy to walk you through how we can help [company name] [ROI statistic].

And if you want a deeper dive into our security and compliance features, I put together some resources you may find useful [attach materials to bottom of message].

Let me know if you want to run through it.

[Your name]


Step 4: Automate alerts and outreach

We can use Common Room’s Personas feature to quickly templatize winning plays for different team members and customize them based on their books of business.

Personas

Common Room’s Personas feature allows you to create preset user profiles based on team members’ job functions or choose from multiple default personas. This makes it easy to build and assign segment templates to specific team members so you can replicate winning plays across the team.

But there are lots of other ways to take the grunt work out of going from signal to action.

For example, we could create a real-time alert to notify us in Slack any time an economic buyer visits our pricing page ⏰

Team alerts

Common Room’s team alerts feature allows you to automate alerts based on any combination of triggers and filters so you can see real-time activity from the people and accounts you care about. This makes it easy to always stay updated on specific individuals and organizations.

We’d simply click on Team alerts in the left sidebar, hit Create team alert, and select New website activity.

Select New website activity

Once our alert is up and running, we’ll be instantly notified any time activity we care about occurs.

Configure team alert

This way we can quickly review new activity and take last-mile action on potential opportunities.

Or, if we want to take our hands off the wheel completely, we can set up an automated workflow to add contacts who visit high-intent pages on our site to personalized outbound sequences.

Workflows

Common Room’s workflows feature allows you to create and customize automations based on specific demographic, firmographic, and activity details. This makes it easy to quickly track, organize, and engage people and accounts at scale.

For instance, we could head over to Workflows in the left sidebar, click New workflow, and select Add to Outreach sequence.

Select Add to Outreach sequence

We’d use the workflow builder to customize our criteria.

Configure workflow

And bam—now we can execute winning plays automatically, from signal capture to outbound message.


Wrapping up

And that's our boxes checked ✅

Now you can easily surface and deanonymize all the website activity you care about, quickly create plays based on high-intent behaviors, and even automate action—all without switching screens.

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

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