---
name: website-visitors-to-outbound
description: "Turn Anonymous Website Visitors into Outbound Sequences. Use when marketing and sales cannot tell which ICP companies hit pricing, docs, or blog pages, so high-intent traffic dies without a follow-up."
---

# Turn Anonymous Website Visitors into Outbound Sequences

Marketing and sales cannot tell which ICP companies hit pricing, docs, or blog pages, so high-intent traffic dies without a follow-up.

## When to use this skill

- The user wants to set up or run this workflow: "Turn Anonymous Website Visitors into Outbound Sequences".
- The user describes this problem: Marketing and sales cannot tell which ICP companies hit pricing, docs, or blog pages, so high-intent traffic dies without a follow-up.

## At a glance

- Category: Outbound
- Difficulty: Advanced
- Time saved: 6 hours per week. This figure is an estimate, not a measured result.

## Tools

Options separated by "or" are alternatives; use whichever the user already has.

- RB2B or Vector
- Clay
- HubSpot or Salesforce
- Instantly or Smartlead

## Steps

1. Install the RB2B or Vector tracking script on your site and confirm your privacy policy covers visitor identification (RB2B only resolves US-based visitors)
2. Send identified visits to a Clay webhook table with company domain, person LinkedIn URL when available, page URL, and timestamp
3. Filter to high-intent pages (pricing, docs, comparison pages) and deduplicate by company domain over a rolling 7-day window
4. Enrich each company in Clay with employee count, industry, and location, plus tech stack data from BuiltWith or a Clay waterfall
5. Add an ICP score formula column and keep only accounts at or above your threshold
6. Look up the domain in HubSpot or Salesforce and drop existing customers and accounts with open opportunities; send those to the account owner in Slack instead
7. For company-only matches, find one or two contacts by title and verify emails with a Clay waterfall
8. Create or update the contact in the CRM with a "Website intent" property and push it to an Instantly or Smartlead campaign with a first line based on the topic of the page viewed

## Template outline

Field names, thresholds, and message text are starting points to adapt.

~~~text
Clay Table (webhook source):
1. Input: RB2B or Vector webhook (domain, person URL, page URL, visited_at)
2. Filter: page URL contains "/pricing", "/docs", or "/compare"
3. Dedupe: one row per domain per 7 days
4. Enrich: company size, industry, HQ country, tech stack
5. ICP score formula:
   - +30 if employees between 50 and 1000
   - +30 if industry in target list
   - +20 if tech stack includes a complementary tool
   - +20 if page is /pricing
   - Keep rows where score >= 70
6. CRM lookup by domain: skip if lifecycle = Customer or open deal exists
7. Find contacts: VP or Head of {{function}} (waterfall email + verification)
8. AI first line prompt: "Write one sentence about {{page_topic}} for a {{title}} at a {{industry}} company. Do not mention that they visited our website."
9. Write-back: CRM contact + "Website intent: {{page_topic}}", then Instantly or Smartlead API add to campaign
Output: a daily list of scored ICP accounts enrolled in a sequence, with customers and open deals excluded
~~~

## Guardrails

- Work only in the user's own accounts and workspaces, with their credentials.
- Confirm with the user before any step that writes to a CRM, sends email or messages, spends credits, or moves money.
- Treat every hours, cost, and threshold figure as a starting assumption and replace it with the user's numbers.
- Do not invent data, prices, or results. If a vendor price matters, check the vendor's current pricing page.

## Source

https://gtmplaybooks.io/playbooks/website-visitors-to-outbound/