Overview
Use Cargo to identify and outreach potential customers from amongst the hundreds of visitors you receive on your website.
In this template, we show you how to start from companies identified by Albacross (or equivalent), retrieve stakeholders for those accounts and outreach them, in real-time.
How It Works #
This workflow converts anonymous website traffic into actionable sales leads by:
- Receiving company domains from website visitor tracking tools
- Checking against your CRM to avoid duplicates
- Finding relevant stakeholders at those companies
- Automatically enrolling them in outreach sequences
Setup
Required Variables #
Configure the following input variables in the variables node at the beginning of the workflow:
- domain: The domain name of the company visiting your website
- jobTitles: The job titles of the stakeholders you want to reach out to at said domain
Integrating Website Visitor Tools #
Tools like Albacross, Clearbit Reveal and RB2B allow you to track the website domains of B2B visitors to your website.
Their interfaces allow you to sort website visitors based on buying intents and ideal customer criteria, so that you receive the most pertinent companies to outreach. Set up a data model in Cargo that can receive webhooks from these tools in real-time.
Workflow Steps
Step 1: Receive and Validate Visitor Domains #
At the beginning of your workflow, perform a quick check in the CRM to rule out the possibility of duplicating a pre-existing company with the same domain name or LinkedIn company URL. This prevents duplicate outreach and wasted effort.
Step 2: Find Stakeholders at Visiting Companies #
Except RB2B, website visitor services typically don’t identify the exact stakeholder behind a visit. To find relevant stakeholders for your sales team to contact, use the company domains in your workflow input.
Add an enrichment provider’s search action (e.g., Waterfall’s prospector action) to identify current contacts at these companies. Alternatively, use an enrichment tool you’re subscribed to (e.g., ZoomInfo, Cognism, Apollo, Clearbit) or explore new providers available with Cargo credits (e.g., FullEnrich, People Data Labs).
Make sure to specify filters such as job titles, location, and seniority to focus on relevant contacts likely involved in the buying decision. Note that each enrichment provider has its own job title formatting; refer to their documentation to align with their standards when adding job titles, seniorities, etc.
Step 3: Outreach to Stakeholders #
Within the group node, you can enroll contacts in a low-touch email sequence (as shown in the example) or notify a sales representative on Slack for faster follow-up.
Cargo offers various options to initiate individual actions for each contact retrieved. Commonly, Cargo users create tasks in the CRM for sales reps and add leads to a low-touch outreach sequence using an integrated email marketing tool (e.g., Instantly, Smartlead, Salesloft, Apollo, Outreach). Tailor these actions to fit your company’s sales process.
Expected Outcomes
By implementing this workflow, you can:
- Convert anonymous website traffic into qualified leads
- Strike while the iron is hot with real-time outreach
- Avoid duplicate outreach to existing prospects
- Automate stakeholder identification and enrollment at scale