Overview
What It Is
The High-Intent De-Anonymizer uses IP-to-company matching to identify which companies are visiting your website, even if they never fill out a form. By tracking page behavior (pricing page, demo page, case studies), you can prioritize accounts showing genuine buying intent and route them to the appropriate team member instantly.
Why It Matters
97% of website visitors leave without converting. Most of them are researching solutions and comparing options. By identifying these visitors and their behavior, you can reach out while they're actively in-market—before they've made a decision or talked to a competitor.
Who It's For
- B2B SaaS companies with traffic from target accounts
- Marketing teams looking to increase form-free lead capture
- Sales teams wanting real-time buying intent signals
- Companies with defined ICP and target account lists
Preconditions
Required Tools
- Clearbit Reveal or 6sense (for IP-to-company matching)
- Slack (for real-time alerts)
- Clay (for enrichment)
- CRM (HubSpot/Salesforce)
- Google Analytics or Segment (for page tracking)
Required Fields/Properties
- ICP Criteria (industry, company size, geography)
- High-intent page definitions (which URLs matter)
- Team routing rules (who owns which segments)
- Alert templates by page type
Definitions Required
- Which pages indicate buying intent vs. casual browsing
- Minimum session depth to trigger alert
- ICP fit thresholds for routing
- Team capacity and SLA requirements
Step-by-Step Workflow
Define High-Intent Pages
Goal: Identify which pages indicate genuine buying intent vs. casual browsing.
Actions:
- Audit your website for pages that correlate with purchase intent
- Categorize pages: Pricing (highest), Demo Request, Case Studies, Integration docs
- Define intent scores for each page category (e.g., Pricing = 10, Blog = 1)
- Set minimum session depth threshold (e.g., 3+ pages or 2+ minutes)
- Create page groups for routing (Sales pages vs. Technical pages)
Implementation Notes: Pricing page visits are 5x more likely to convert than blog visits. Weight your scoring accordingly. Don't alert on single blog page views.
Configure IP-to-Company Matching
Goal: Set up Clearbit Reveal or 6sense to identify visitor companies.
Actions:
- Install Clearbit Reveal or 6sense tracking script on all pages
- Configure company identification settings
- Set up webhook to receive real-time visitor data
- Map company data fields: name, domain, industry, employee count
- Test identification accuracy with known company visits
Implementation Notes: Clearbit typically identifies 30-40% of B2B traffic. Identification rates are higher for enterprise companies and lower for SMBs using residential IPs.
Automation Logic:
// Clearbit Reveal snippet
<script src="https://reveal.clearbit.com/v1/companies/reveal?authorization=YOUR_API_KEY"></script>
<script>
clearbit.on('ready', function(company) {
if (company) {
// Push to data layer for tracking
dataLayer.push({
'event': 'companyIdentified',
'company': company
});
}
});
</script>
Build ICP Filtering Logic
Goal: Only alert on visitors that match your Ideal Customer Profile.
Actions:
- Define ICP criteria: employee count ranges, industries, technologies
- Create filter rules in your automation platform
- Add exclusion rules for competitors, job seekers, and students
- Weight scoring by ICP fit (higher fit = higher priority)
- Set minimum ICP score threshold for alerts
Implementation Notes: Be aggressive with filtering. It's better to miss a few good leads than flood your team with noise. You can always loosen filters later.
Automation Logic:
ICP Filter Logic:
IF employee_count BETWEEN 50 AND 5000
AND industry IN ['SaaS', 'Technology', 'Financial Services']
AND NOT domain CONTAINS ['competitor.com', 'gmail.com']
AND country IN ['US', 'CA', 'UK']
THEN icp_fit = TRUE
Set Up Routing Rules
Goal: Route alerts to the right team member based on page type and account ownership.
Actions:
- Map page categories to team recipients (Pricing → AE, Docs → SE)
- Check for existing account ownership in CRM
- If owned account, route to owner; if unowned, route by territory
- Set escalation path for high-value accounts
- Configure round-robin for unassigned territories
Implementation Notes: Always check CRM for existing ownership first. Nothing kills deal momentum faster than a prospect getting outreach from multiple reps.
Create Alert Templates
Goal: Design Slack alerts that give reps actionable context.
Actions:
- Build alert template with company info, pages viewed, and time on site
- Include ICP score and fit reasoning
- Add quick-action buttons (View in CRM, Send Email, Ignore)
- Create different templates for different page types
- Include recommended outreach angle based on behavior
Implementation Notes: The best alerts tell the rep exactly what to do. Don't just say 'Acme visited.' Say 'Acme viewed pricing 3x in 2 days. They're comparing options. Call now with ROI angle.'
Connect to CRM & Measure
Goal: Log all identified visitors and track conversion rates.
Actions:
- Create 'Website Visitor' activity type in CRM
- Log each identified visit with timestamp and pages viewed
- Build dashboard showing: visitors identified, ICP fit rate, conversion rate
- Set up weekly report on top accounts by engagement
- Track time-from-visit-to-outreach and response rates
Implementation Notes: The data from this playbook is gold for ABM campaigns. Even accounts you don't reach out to should be logged for future retargeting.
Templates
Slack Alert Template: Pricing Page Visit
🔥 *High-Intent Visitor Detected*
*Company:* {{company_name}}
*Domain:* {{domain}}
*Industry:* {{industry}}
*Employees:* {{employee_count}}
*Page Viewed:* Pricing Page
*Time on Site:* {{session_duration}}
*Pages Visited:* {{page_count}}
*ICP Score:* {{icp_score}}/100
*Account Owner:* {{crm_owner || 'Unassigned'}}
💡 *Recommended Action:* They're comparing options. Call within 1 hour with competitive positioning.
<{{crm_link}}|View in CRM> | <{{linkedin_link}}|Find on LinkedIn>
Slack Alert Template: Technical Docs Visit
🔧 *Technical Evaluation in Progress*
*Company:* {{company_name}}
*Domain:* {{domain}}
*Industry:* {{industry}}
*Pages Viewed:* API Documentation, Integration Guides
*Specific Docs:* {{doc_pages}}
*Session Duration:* {{session_duration}}
*ICP Score:* {{icp_score}}/100
💡 *Recommended Action:* Technical buyer is evaluating. Have SE reach out with integration demo offer.
<{{crm_link}}|View in CRM>
Intent Score Mapping Table
| Page Category | Intent Score | Alert Priority | Route To | |---------------|--------------|----------------|----------| | Pricing Page | 10 | Immediate | Account Executive | | Demo Request Page | 10 | Immediate | SDR | | Case Studies | 7 | High | SDR | | Integration Docs | 6 | High | Solutions Engineer | | Product Features | 5 | Medium | SDR | | Blog/Content | 2 | Low | Nurture Sequence | | Careers Page | 0 | None | Exclude |
Outreach Email Template
Subject: Noticed {{company_name}} checking us out
Hi {{first_name}},
I saw someone from {{company_name}} was looking at our {{page_category}} earlier today. If that was you (or your team), happy to answer any questions.
Given what I know about {{industry}} companies at your stage, I'd guess you're evaluating [common use case]. If that's close, I can share how [similar company] approached it.
Worth a quick call?
Best,
{{sender_name}}
QA + Edge Cases
Test Cases Checklist
- Known company visits pricing page → alert fires within 30 seconds
- Company matches ICP → routing goes to correct team
- Company below ICP threshold → no alert fires
- Owned account visits → alert goes to account owner, not round-robin
- Multiple visits in same session → deduplicated to single alert
- Competitor domain visits → filtered out, no alert
Common Failure Modes
- Over-alerting on low-intent traffic: Firing alerts on every identified visitor creates noise. Set minimum intent thresholds (page depth, time on site, specific pages) to filter casual browsers.
- VPN/Remote worker misidentification: Remote workers on residential IPs won't be identified. Enterprise VPNs may show HQ IP even if employee is elsewhere. Accept ~30% identification rate as normal.
- Stale CRM ownership data: If CRM account ownership is outdated, alerts route to wrong reps. Implement regular ownership audits and have clear rules for unowned/inactive accounts.
- Alert fatigue: If reps ignore alerts because there are too many, the system fails. Start conservative with high thresholds and loosen over time based on feedback.
Troubleshooting Tips
- If identification rate is low: Check script installation across all pages and verify API key is active
- If alerts aren't firing: Review intent score thresholds and ICP filters—may be too restrictive
- If wrong reps receive alerts: Audit CRM ownership data and routing rules
- If conversion is low: Review alert quality—are you catching real intent or just traffic?
KPIs and Reporting
KPIs to Track
- Visitor Identification Rate: >30% of B2B traffic identified
- ICP Match Rate: >50% of identified visitors match ICP
- Alert-to-Outreach Rate: >80% of alerts receive outreach within 1 hour
- Conversion Rate: >5% of outreach results in meeting
- Pipeline Influenced: Track $$ of pipeline sourced from de-anonymized visitors
Suggested Dashboard Widgets
- Daily Visitors Identified: Count of unique companies identified per day with trend line
- Top Accounts by Engagement: Leaderboard of accounts with most page views this week
- Alert Response Time: Average time from alert to first outreach attempt
- Funnel: Identified → Contacted → Meeting: Conversion funnel showing drop-off at each stage