Marketing Insights

How to find revenue opportunities by deanonymizing your site traffic

Maria Akhter
How to find revenue opportunities by deanonymizing your site traffic

Warm outbound is the lowest hanging fruit for revenue success that growth leaders seem to keep ignoring. There’s so much opportunity in generating revenue from the visitors who come to your website, but it can be really tricky and time-consuming to figure out who to reach out to. Which of those visitors is an untapped, high fit prospect? We ran a test at MadKudu to find out for ourselves.

Turns out 50% of our website traffic are qualified, new business leads that can turn into a meeting booked and eventually revenue earned.

In order to convert these visitors into paying costumes, companies need to de-anonymize site traffic, figure out which leads are good fits for their business, and outreach to them. 

Follow along in our blog post to learn more about the value of warm outbound, and how it can help you turn anonymous traffic into revenue opportunities. 

What is the warm outbound play?

What do we mean we say warm outbound? Simply put, this means that you’re deanonymizing the traffic that comes to your website to figure out which are a good fit for your sales team to engage. 

The automated warm outbound play looks something like this:

Get IP address of website visits → Ping Clearbit for domain → Score lead with MadKudu → Find good account holder → Prospect with personalized, outbound email

The value of running a warm outbound play to increase site conversions

Running a warm outbound play is important because it allows companies to reach out to their target audience in a streamlined way and also further nurture them. For example, we know based on MadKudu scoring that our ideal customer profile includes SaaS companies, mid-market B2B companies, etc. We wanted to focus our marketing and sales efforts to bring in that core audience because they’re most likely to convert.

When someone visits our website, we know it’s a great sign of engagement. Ultimately our goal was to increase meetings booked by outbound teams. But there were two obstacles:

  • 95% of our web traffic is anonymous
  • It’s a very manual process to reach out to all the target personas in accounts that visit the site

That’s where automation comes in. Automating this whole process allows your warm outbound play to run fully in the background. This makes it so that your sales team can spend more time on actually working the leads and less time on manual, grunt work.

Warm Outbound Allowed us to identify the 15% of traffic that will convert

At Madkudu, we built and implemented an automated warm outbound play following the formula above. We used multiple tools such as Zapier, Segment, Clearbit, Apollo API, and others. We also built custom rules that helped us sort whether a lead was pre-existing in our Salesforce, or was an internal employee. 

We discovered that 30% of our web traffic could be deanonymized. And of that deanonymized traffic, 15% were qualified leads that weren’t existing customers and could be booked for a meeting. Was there any revenue potential? Our meeting average is around 3K. So with around 100,000 web visitors each month, we’d be looking at 75K of revenue with an automated warm outbound play. These are rough numbers, but they begin to showcase the value and opportunities hidden within a warm outbound play.

MadKudu offers growth leaders a way to improve their pipeline generation engines by removing the grunt work from sales teams and allowing them to focus on the leads that matter. If this is relevant to you, talk to us. We’ll walk you through how you can set up an automated warm outbound play for your business.