This article will help you book more meetings with leads. This is done through selecting the right prospects to contact in combination with using visit information to make messaging relevant and personalised.
If you haven't already, we highly recommend following the critical set up checklist to make sure you aren't missing any great leads or features.
Step 1: Filter for the correct location
Once you have selected a qualified lead lead to contact, it's time to narrow down the people or team that could have potentially made the visit.
This is done by filtering the people listed as working for each company on LinkedIn by the location of the visitor.
👉 First up, look at the Web session location, in this example the visitor is from London.
👉 Next up, click on the link (under Company details) to open the company profile on LinkedIn, then head to the 'People' tab.
👉 Use the 'Add' button to search for the location, or simply select 'London' from the 'Where they live' options provided if it's available.
In this example, we just narrowed down the potential visitors from 196 to 61.
Step 2: Asses the job role or persona type
Next up, decide which of the employees based in the correct location is the most relevant person or people to contact.
This is done by matching persona types or job to the most viewed pages of the visit.
Chances are you already have buyer persona's, so keep them in mind and let's take it a step further.
It's helpful to create a table the team can use while they get a feel for the process. The table matches content topics or pages to persona types you know are likely to be consuming them (taken from snitcher.com).
Topics / pages
Sales Manager, VP Sales, CRO
Marketing Manager, Demand Generation Manager, CMO
You might find certain content or topics have multiple persona types, that's okay.
By looking at the full visitor journey, you can make an accurate assessment of the visitors top interests using the time they spend on each page.
Look through a few visits while applying the persona table and decide which personas are most likely to have made the visits.
In the example below 👇
The visitor looked at sales and marketing content but they spent more time looking at purely marketing based content, so it's safe to assume that they are likely a marketer.
The last step will be adding the persona or job role filter to the location filter from Step 1. Taking the potential number of visitors down to 18👇
A quick look through the remaining 18 people, will show only a few of them are actually Marketing Managers or match the target persona.
Depending on your prospecting strategy, go ahead and select the person or people you believe most relevant to your offering and likely to have a made the visit.
Step 3: Craft a relevant message with visit behaviour
Looking at the visit journey below, it's clear Google Analytics and Lead Generation are the visitors main interests given the time spent on each page in relation to other pages.
Here's an example of how you might use this information to follow up 👇
The goal is to keep the messaging aligned with what your prospect spent the most time viewing. Since Google Analytics was the main interest, it's a good idea to include this within the subject line.
Step 4: Use visit sources as triggers
If you would like to go pro, then incorporate the visit source as a trigger in your messaging.
In the visit below 👇
We can see the source of the visit was a Google Ad and the keyword (Term) the visitor clicked on was ''Snitcher''.
With this information, we literally know what the prospect was searching for to find the ad and what drove them to visit the website.
With this information, you can change the subject line to match what you know triggered them in the first place. Plus optimise the content of the messaging to match 👇
Don't forget to hit the phones and feel free to drop us a message when you book meetings, we really enjoy knowing our data helps 🤓