How Person-Level Visitor ID Tech is Transforming B2B Go-to-Market (GTM)

Person-level Visitor ID Tech is proving to be one of the most useful B2B Go-to-Market (GTM) tech innovations of 2024. Essentially this tech surfaces new “buyers” on a B2B website with full contact information, who may have never ever visited the website, or have not ever filled out a form, or even clicked on an email from this Company. It’s also referred to as website de-anonymization software. Until last year the state of the art, from Account-based Marketing (ABM), Visitor ID or Data tools was to tell you about the Companies that are visiting your site (e.g. HP, Cisco). It’s now possible for you to receive individual buyers who are visiting.

As a provider who got in early into this space, we offer one of the more mature products in this emerging category. Demand teams at SMB, Mid-Market and Enterprise B2B companies are discovering this new source for warm leads directly on their owned website(s).

We went live with our first mid-market customer, Automattic/WordPress VIP in early 2023. There are a few newer tech providers that have surfaced lately, and they are a good fit for SMB customers.

SMB customers are happy with simply receiving even a handful of leads to action them via Sales. Mid-market and Enterprise customers expect a whole lot more, as they already have mature lead capture, qualification, and routing processes in place, there’s a lot of specific tech that we have built out to effectively serve mid-market and enterprise customers, including lead capture controls, advanced lead filters, MAP/S3 integrations, and more.

Is person-level visitor ID tech a B2C tactic only? Early versions of this tech were for B2C on e-commerce websites. The leads data was a name, personal email and/or mobile phone number, with some information on website page visits.

Here’s our B2C Leads Overview.

On the B2B side, one of our Mid-Market customers generated 10,000+ B2B leads off their website over the past 12 months. Of these leads, 55% were website warm leads captured using our person-level visitor ID tech! The remaining were request-a-demo, contact us, and content download form fills. When we narrowed the website warm leads down to ONLY those that were ICP-fit and profile-FIT, that match their buyer personas of interest, and were ready to be sent to their SDRs, they still found that 28% of all website leads sent to SDRs were sourced/captured using our person-level visitor ID tech!

Some providers are asking marketers to focus on the “Resolution Rate”.? For every 100 incoming website visitors from the USA, how many visitors is the tech able to resolve down to an individual? Do Resolution Rates Matter? We would suggest focusing LESS on the resolution rate, and MORE on whether and how many ADDITIONAL on-target (ICP account fit, persona profile fit) warm leads can be captured on the B2B company website in any month. It’s also important to focus on the QUALITY of the website warm leads - does the specific lead truly represent someone who visited the site? Or is it surfacing the WRONG name for follow-up by an SDR on your team?

Another point worth noting here is that the overlap of resolved “warm leads” between different person-level visitor ID tech providers in fact is quite low! We know for instance, that we have less than 4% overlap with one other provider that has an SMB solution today. And therefore, we have Customers who are choosing to deploy BOTH of our products, for the additive value of a larger number of warm leads that they can send over to Sales for follow-up.

Is Person-level Visitor ID the answer to ALL of your demand gen challenges? Of course not! It’s one more tool to add into the mix. It can be especially useful by identifying real buyers involved in a sales cycle at a mid-to-large account. Also, super helpful when you have more buyers in the buying group.

Can person-level visitor ID tech help with more effective demand gen? Absolutely! It can provide essential guard rails and insights. If you can tie a “traffic source” to a warm lead revealed on your site (we support this feature) it provides unique insight to your demand gen / growth team as to where they should spend their marketing program budget.

What’s the right range of resolution rates today? Anyone who claims a 70% (or even 50%) resolution rate is not being straight up with you! We are careful to say 10% to 30%, across all “flavors” of warm leads that we deliver. We let Customers choose if they want to capture only B2B leads (with title, company, work email, LinkedIn URL, mobile number when available), or also pick up B2C leads (with personal email, personal mobile) or plain email leads (email only). All of our warm leads come with full buyer journeys (even across multiple domains or sites).

Many companies are concerned about their SDRs simply pounding these “warm leads” with multiple emails, calls and LinkedIn messages - thus creating a poor brand experience and turning prospects off from doing business with them. How do you address such “desperate reps”? Make sure your SDRs/Sales team have the right playbooks in place and have been properly enabled to action those leads as soon as they are available. It’s simply not helpful to share with prospects that you know they visited your site! You are better off with an approach that suggests a “serendipitous” outreach, right around when they visited your site.

How do you de-risk testing this new tech? We offer a 14-day POC where as a B2B company, you can get real data off your own website! And see for yourself. We’ve also innovated around the business model and pricing where Customers only pay us per warm lead. The platform and software fees are ZERO.

How do we lower the rev ops “burden” in testing out new tech? We have made sure that the tech you bring in from us is mature and enterprise ready. A lot of today’s person-level visitor ID tech is NOT! We also address all of the concerns from IT and Legal at every B2B company we work with around ensuring compliance with all relevant data privacy regulations.? Ask us for our Tag Placement document that also explains how we ensure compliance with data collection and privacy rules.

With our tech, marketers get to control the specific pages where the leads are captured. They can turn on a whole range of FILTERS (firmographic, persona, titles) as to what leads will flow into their MAP and CRM. They can block unwanted accounts and leads and not pay for them! They can move leads into different buckets. There is a lot more on all this. Check out https://youtube.com/@kwanzoomarketing

Do these “warm leads” turn into meetings and pipeline? Yeah, they do! We have seen cost-per-meeting metrics of LESS THAN $300 per meeting for some of our customers. The CMO at a B2B company that targets executive buyers at $1B+ companies shared that their cost per qualified opportunity is over $5000! So, the possibility of significantly lowering their cost per qualified meeting was very compelling to them.?

2-Minute Video with a Customer Story re: Less than $300 Per Meeting

All of the person-level visitor ID tech providers here source “crude oil” (a raw warm lead data stream) from a data co-op, or an Email Service Provider (ESP), or a network of media publishers. Some of us source from multiple data partners. All the tech providers put the raw sourced warm leads through their “refinery”.?

Now keep in mind that the quality of the “warm leads” refinery varies. For instance, we do the extra heavy lifting of performing field-level waterfall enrichment. We tap into multiple data sources for each of the critical lead fields (e.g. work email, LinkedIn URL, mobile number) before it is turned into “gas at the pump” (i.e. ready on our platform for you all to consume in your revenue engines).

For the last mile, where you get to pick regular vs premium gas, think of different flavors of leads. You want to know if it is profile-fit, or not-a-fit. Some vendors won’t even let you classify your leads into these buckets!

Also, not all “warm leads” are the same. Some tech providers can only give you limited profile leads with a name, company, title, work email and LinkedIn URLs, along with a recently visited website page. Our platform is set up to provide both a limited profile lead, as well as a full profile lead. You decide! Full profile leads cost a few $$s more, of course. Our full profile leads include multiple work mobile numbers, personal email and mobile, traffic source by individual website page visit, and the full buyer journey across multiple website domains.

Net-net, as you think of the type of “warm lead” you want to source, think about how much of the work you want the tech provider to have already done for you, versus what you will need to do through your rev ops team, additional enrichment tools (e.g. Clay.com) and more customizations to?your in-house revenue engine.

Is person-level visitor ID tech as good as it needs to be today? We know it is certainly proving to be super valuable to several mid-market companies in Software, SaaS and IT Services. We also have a Higher Education client seeing early success for student enrollment. We are doing a range of data quality checks, enrichment waterfalls and triangulation to ensure the “warm leads” meet the resolution and data quality needs of our customers.

Does it work for everyone? No, it does not, or it can take more time if your sales and outreach process have issues that need to be addressed. Resolution rates can vary vastly by target company sizes and revenue ranges, target industries, and specific buyer personas of interest. You will want to make sure you start with a POC, ensure you understand the work involved in total, so you can get enough return in terms of net new opportunities created, for the time and effort you invest in utilizing this tech.

What is the EU and GDPR legal implications? All of the audience data that is sourced as “warm leads” is USA-based buyers only, and the way we source it, has ZERO impact on the Customer’s cookie consent policies. Our data is covered by separate opt-out policies applied to, and implemented by, each of our source data partners who participate in our waterfall enrichment. We have a process in place for Customers to report bad data back to us, and a process for us to report bad data back to our data partners as well. That creates a continuous data improvement cycle for our customers that is unmatched in the industry today!

Should person-level visitor ID tech be part of your long-term strategy? Many smart marketers are doing right by their companies and tapping this useful innovation today! Why wait? The tech does work, adds immediate value, and gets you both new pipeline, deals and revenue now. What do you have to lose by getting started? :)

Have questions? Contact Us