Individual Website Visitor Playbooks Powered by RB2B

Know who's been browsing.

Playbook Overview
When should you run this playbook?
Who to target?
Playbook goal?
Responsible team(s)?

Wish you could see exactly who’s visiting your website and why? RB2B gives your GTM team person-level website visitor data, so you can tailor your outreach strategy and personalize your messaging. Spend your time on the visitors who matter and filter out low-intent traffic based on visited pages and interactions with site content. Plus, all visitor data can be pushed directly to your team’s Slack for immediate action.

RB2B x Pocus Integration

By bringing RB2B’s data into your Pocus account, you can build customized playbooks targeting individual website visitors based on their behavior. Never miss the opportunity to connect with an engaged, high-intent browser again. 

Want to learn more about applying website visitor data to your account-based strategy? Check out Pocus Website Visitor tracking.

Website Visitor Playbooks Powered by RB2B

RB2B signals can help you run website visitor playbooks like:

  • A decision maker visits a high-intent page.
  • A new lead from a target industry visits your site.
  • New visits from decision-makers when a deal has stalled. 

While these playbooks are a great way to get started, you can always custom-build your own playbooks for your own use cases.

Playbook: Decision Maker Visits High-Intent Pages

Much of the research a buyer does before purchase is done without involving sales directly. Key decision makers may review information like product pricing, integrations, or case studies featuring their competitors before deciding to purchase. By reaching out early in this research and discovery process, your reps can help provide additional relevant information and get a leg up against competitors your prospect may be researching.

Goal: Build new pipeline by reaching out to a decision-maker evaluating your product.

Signal: A decision maker at a target account visits 1+ high-intent pages on your site, such as integrations, documentation, case studies, or pricing.

Action: Send a note to the decision maker with information relevant to the page(s) they viewed and offer to set up a time to talk. Focus on building a relationship by offering help and strategic partnership. This lead may be warm, but you’re likely catching them early in their evaluation process, so save the hard sell for later.

Playbook: Director+ From Target Industry Visits Your Site

Provide new leads with compelling, industry-specific information so they see just how valuable your product can be for their needs. This is a great opportunity to share relevant case studies or industry reports.

Goal: Build new pipeline in a key target industry.

Signal: Director+ lead from a target industry browses your site.

Action: Start warming up your new contact by sharing information relevant to their industry. Take a consultative approach and avoid being too salesy too early. This is a great playbook to run via LinkedIn messages rather than traditional email so that your outreach feels a little warmer and establishes a virtual connection. 

Playbook: Decision Maker Visits When Deal Has Stalled

It can be frustrating, but it’s normal for an opportunity to stall out during pricing and contract negotiations. The decision maker(s) may put the purchase on the back burner for any number of reasons, from internal politics to lack of budget. But these leaders will often start visiting your site for more information when the purchase is being reconsidered at a later date. By reconnecting at the right moment you can capitalize on this fresh momentum and get the deal across the finish line.

Goal: Close pipeline on a previously stalled deal.

Signal: Decision-maker for a deal that has stalled out begins visiting your site again.

Action: Send a note to check in with the decision maker and find out what, if anything, has changed. There may be new leadership, new budget, or more intense pain points that are causing them to reconsider the purchase. 

Test, Analyze, and Iterate on Your Playbooks

Once building and running signal-based playbooks like these has become the norm for your team, it’s time to experiment, track performance, and iterate. In short, when you find something that works, double down. 

  • Review playbook performance data regularly. This may seem obvious, but it’s important to confirm that your playbook is achieving the original goal you aligned it with. Engagement metrics and customer sentiment are important, but at the end of the day, the playbook needs to be earning or protecting revenue. Pocus can help streamline this process by consolidating playbook reporting and automatically surfacing playbooks your team might be missing.
  • Run incremental tests. Don’t try to change too much, too fast when experimenting. Decide which variables might make the biggest, most immediate impact if tested. For example, you can coach reps on how to action leads faster or improve their messaging to see if the playbook performs better. Make sure to set an experimentation window during which you’ll gather and measure data.
  • Get feedback from the field. Ask your reps what they’re hearing and seeing. They’re a great front-line resource for new market patterns, which messaging resonates, and where there may be new opportunities. They may also have valuable insights on what’s not landing with leads and customers.

Send It!

Take your signal-based playbooks to the next level by integrating Pocus’ GTM platform and RB2B’s visitor deanonymization capabilities. With Pocus and RB2B combined you can test and refine your playbooks, maximizing budget and providing tangible results. Get started today and crush your pipeline goals.

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