Playbook

Getting started

High-value prospects land on your website every single day.

But connecting the dots between anonymous visits and actionable buying signals typically means tabbing between siloed tools—visitor identification systems, prospecting platforms, CRMs—to triangulate who to reach 😱

In this playbook, we’ll show you how to automatically deanonymize website activity at the person and organization level, build repeatable plays around page visits, and automate action from end to end—all from the same place and with zero technical help required.

What you’ll need:

Step 1: View website activity

Let’s say we want to get a look at all the individuals and organizations visiting our website.

We’d log in to Common Room and go to Contacts.

This gives us a view of every single person active in our digital ecosystem. Since our web data is getting pumped into Common Room, we can easily filter our view based on site visits.

We could simply click Signals and choose Website visits from the dropdown list.

This would populate our view with every single person tracked on our website.

Or we could click Add filter and refine our view based on more granular website activity, such as URLs visited, number of pages visited, or date visited.

Common Room combines an easy-to-implement Javascript snippet with behind-the-scenes IP address tracking and identity enrichment to automatically pinpoint the people and companies visiting our website ✨

We can improve deanonymization rates further by adding a URL parameter to our marketing and sales emails and passing product log-in authentication data into Common Room.

The process works the same for organizations. We’d simply head to Organizations in the left sidebar and follow the same steps to pull up a list of every company visiting pages on our site.

We can click into any contact or organization to see total website visits over a set period of time and which pages people and companies are visiting most. Plus, when viewing website activity at the organization level, we can see top visitors based on geographic location.

We can also scroll down to the Website activity tab to get a list of specific page visits in chronological order.

All these insights live alongside every other signal collected in Common Room and can be used as factors in our lead and account scoring.

We can pull up any contact or organization’s Person360™ profile and see website behavior next to product usage, social engagements, community activity, open-source actions, and more to get the full picture of the buyer journey.

Even better, we can add fit to intent by connecting these signals to real people and real companies via out-of-the-box waterfall enrichment, complete with contact information, job titles, work histories, and other demographic and firmographic details.

Okay, now that web-based signals are flowing into Common Room, let’s put them to work.

Step 2: Build plays for contacts

Let’s say we want to know whenever an economic buyer from one of our owned accounts visits our pricing page.

We’d go to Segments in the left sidebar, click New segment, and choose Create new segment for contacts.

First we’d add a Contact tags filter and select Economic buyers.

Next we’d filter our CRM data (Salesforce, in this case) to only populate our segment with contacts who are owned by us.

Finally, we’d add a filter for website visits based on URL. In this case, it would be the URL of our pricing page.

And presto—now any economic buyer associated with our book of business who visits our pricing page will automatically be added to this list. That includes both existing contacts and any future contacts.

We can easily outbound these individuals directly from our segment 💪

We’d simply click on the task dropdown menu and choose from our list of options, including adding them to a personalized email sequence in our sales engagement tool of choice.

Our message might look something like this:

Now let’s build a play for organizations.

Step 3: Build plays for organizations

Let’s say there are times when we know which organizations are visiting our website but aren’t able to deanonymize visits at the person level.

We still want to take action when high-fit orgs are visiting high-intent pages, so we’d create a new segment, this time for organizations.

In this case, we want to know when people from target accounts that match our ideal customer profile visit our security page.

We’d sync our target accounts from Salesforce.

Then we’d apply an Organization tags filter and select Ideal customer profile.

Last but not least, we’d add a URLs visited filter and input the URL for our security page.

We can click the Preview button over any organization in this segment to quickly see who the economic buyers are 🕵️

If no economic buyers are currently active in our digital ecosystem or tracked in our CRM, we can use Common Room’s Prospector feature to find them and add them as contacts.

Once we know who we want to talk to, we can reach out with the click of a button.

Our message might look something like this:

Step 4: Automate alerts and outreach

We can use Common Room’s Personas feature to quickly templatize winning plays for different team members and customize them based on their books of business.

But there are lots of other ways to take the grunt work out of going from signal to action.

For example, we could create a real-time alert to notify us in Slack any time an economic buyer visits our pricing page ⏰

We’d simply click on Team alerts in the left sidebar, hit Create team alert, and select New website activity.

Once our alert is up and running, we’ll be instantly notified any time activity we care about occurs.

This way we can quickly review new activity and take last-mile action on potential opportunities.

Or, if we want to take our hands off the wheel completely, we can set up an automated workflow to add contacts who visit high-intent pages on our site to personalized outbound sequences.

For instance, we could head over to Workflows in the left sidebar, click New workflow, and select Add to Outreach sequence.

We’d use the workflow builder to customize our criteria.

And bam—now we can execute winning plays automatically, from signal capture to outbound message.

Wrapping up

And that's our boxes checked ✅

Now you can easily surface and deanonymize all the website activity you care about, quickly create plays based on high-intent behaviors, and even automate action—all without switching screens.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.