Identify high-value website visitors

I've used RB2B for several campaigns, and the results have been amazing, with 40% and 54% reply rates.

Today, I'm excited to show you a few variations inspired by different industry leaders and by adding Clay to the mix.

For those of you who don't know, RB2B identifies leads who visit your website. Then Clay segments and enriches leads according to their actions and intent to buy. Finally, you send the qualified campaigns to your LinkedIn outreach tool on autopilot.

First, a shout-out to Taylor Haren, who inspired us and created this Clay table we'll use, which makes it super easy to capture and enrich relevant leads.

Here's what happens behind the scenes. A person visits one of our high-priority pages. If it fits your ICP, they're probably considering buying your product. B2B will catch them if they are in the US and send the lead to Clay, where they'll be further qualified and ideally categorized as your Tier 1 prospect.

Conversely, if a lead doesn't perform high-intent actions on your website or if they are not your ideal ICP for whatever reason, you can assign them to lower tiers or not contact them at all.

Here's an example from Taylor:

Tier 1 - High Value Visitors (3x emails):

1. Visited Event Pages
   1. Delegates/prospects
   2. Delegates/prospects that visited ticket Pages
   3. Sponsors that are on our Sponsors Target Account list
2. Certifications
   1. Visited Certification Pages
3. Memberships
   1. Visited membership Pages
   2. Visited Teams Page

Tier 2 - Medium Value Visitors (2x emails):

1. Visited any ‘other’ page and is from an Enterprise Target Account
2. Visited any ‘other’ page and is on our Sponsors Target Account list

Tier 3 - Low Value Visitors (1x emails):

1. Visited any ‘other’ pages

To set it up, you'll first install RB2B on your website to track visitors individually. You can also additionally qualify and segment your visitors.

Once RB2B captures visitor data, it not only identifies them on an individual level (not company level) but also enriches contact details, including email addresses. Thanks to RB2B's robust "waterfall enrichment" practices, we can be highly confident in the accuracy of the email data we get.

The information is then sent to Clay via a Webhook. This will push data to Clay whenever a visitor matches your criteria.

The Clay table is set up pretty comprehensively, with all the high-impact filters to capture "the most high-potential visitors". Filters you can use are:

1. Job titles and seniority
2. Industry
3. Company details like size and description
4. Technology stack/product
5. Title and name
6. LinkedIn URL
7. Event triggers

Customize columns to fit your specific needs. The table automatically gathers visitor information—including names, LinkedIn URLs, and company details—in real time. This allows instant access to relevant leads without manual searching.

Clay's integration with GPT adds another powerful dimension. It can scan each lead's company website for targeted information about their customer base, enabling personalized outreach. Moreover, it tailors messages based on role-specific attributes.

For example, messages to executives might emphasize growth strategies, while those for product managers could focus on ease of implementation. The possibilities are extensive.

Consider this: prompts can suggest how someone with a particular job title at a specific company might use your product to reach their ideal customers. Here's an illustration:

AI can analyze a prospect's website to identify current challenges and craft tailored messages addressing them. It can even generate quick comparisons between your product and competitors' offerings to highlight your unique selling proposition. The flexibility here is remarkable.

This setup automatically processes leads that meet predefined criteria, opening up opportunities to identify new segments and personas to target. You can configure it to recognize current users, monitor their activity, and use that data to suggest complementary products or upgrades based on their engagement patterns or specific pages they're viewing.

Once the flow begins, leads start coming in from your website → RB2B → Clay. Remember, this data is enriched twice—once in RB2B and again in Clay—giving you a unique outreach advantage.

To automate outreach, simply connect Clay with your preferred tools. Use HeyReach for LinkedIn outreach and Smartlead for email campaigns.

This is how your LinkedIn outbound campaign can look like:

1. Start by liking one of their recent posts
2. Visit their LinkedIn profile to keep popping in their notifications tab and "who's viewed your profile" section
3. Send a connection request without any message
4. If they accept, send the first message. If they don't respond, I can add another follow-up
5. If they don't accept my connection request, I can view their profile one more time and then I'll call it quits so I don't spam people.

Of course, you can set any delays between these steps in HeyReach with ease.

For Tier 2, you could focus on cold emails and leverage Smartlead.

Here's an example copy inspired by Taylor.

Subject line: [FIRST NAME] Visited [YOUR COMPANY NAME]

Hi [FIRST NAME],

Saw you on the website.

So you probably already know how [USE CASE].

[VISITORS].

You know where to find us, but would you like me to send you the link to sign up for free? Just reply with "yes".

P.S. If you have any questions about the platform, feel free to ask here.

Regards,

[YOUR NAME]

Taylor was very transparent in this webinar about how he uses the tags like [USE CASE] and [VISITORS].

So what happens is, using Clay and AI, he looks at things like the lead's job title and whether this person holds an executive position or not.

Then he pulls all info about this person and their company from LinkedIn into Clay so that he can personalize outreach. How does this help in practice? For example, based on the company's description they can evaluate whether the company is a SaaS or not, which relates to their ICP.

Because Taylor works with RB2B, here's an interesting use case of the [VISITORS] variable in the email. They look at the traffic of the lead's website and create a personalized sentence like this.

And with [TRAFFIC NUMBER] hitting your site, imagine being able to identify and engage [LEAD'S ICP] in real time

Here's how this looks in Clay and why this is SO POWERFUL. 🤯

As for the [USE CASE] variable, Taylor and his team replace this with a sharp sentence that states how RB2B can help the lead close more relevant deals for them.

Here's how that looks in Clay.

Wondering about the results?

Taylor shared everything in the webinar. Cha-ching!