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
The next step is to 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 persona's you typically reach out to, so keep them in mind and let's take it a step further.
It's helpful to create a table like the one below that the team can use as a rubric while they get a feel for the information. 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 based on the time they spend on each page.
Next up, look through a few visits while applying the matching table and decide which personas are most likely to have made the visits.
In the example below 👇
The visitor looked at both sales and marketing content but we can see they spent 298 seconds looking at purely marketing based content. This was the most time they spent on any of the pages, 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 peoples, 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 through the visit journey below, it's clear from the time spent on the Google Analytics and Lead Generation pages that these are the visitors main interests. The pricing page visits confirm that the visitor is actively looking into or considering the solution.
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 looking at. 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 (utm_term) the visitor clicked on was ''identify anonymous website visitors''.
With this information, we literally know what the prospect was searching for to find the ad and what drove them to actually 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 🤓