Identify relevant contacts based on company recognition

Identify relevant contacts based on company recognition

SalesViewer® shows you in plain text which companies have visited your website. This gives you a concrete starting point for your sales or marketing activities. But a company name alone does not lead to a conversation. The real challenge is:
Who in the identified company is the right contact person for my offer – and how do I find this person as efficiently as possible?

This guide shows you a structured approach on how to systematically find the right contact person based on publicly available information, observed website behavior and clear role logic.

1. Understanding visitor behavior – who is interested in what?

Before you search for a contact person, it is worth taking a look at the company’s behavior on your website. SalesViewer® shows you which pages were viewed, how often a company was visited and which topics were particularly in focus.

This information helps to narrow down the interest – and often provides clues as to which area of the company the visit signal originates from.

Examples from practice:

• Repeated visits to offer, product or service pages
  → Frequent indicators of a demand situation in sales or purchasing

• Calls to technical content or references to interfaces
  → Tends to indicate a technical or operational role (IT, project management)

• Interest in specific solutions, industry references or use cases
  → Can come from the specialist area or from users themselves
  

Important: It is not the individual page view that counts – but the pattern. Pay attention to repetitions, combinations of topics and how focused the company has been on your website. This provides a realistic picture of which department or role was potentially active.

2. Identify contact persons – from signal to role

Ist der wahrscheinliche Kontext bekannt, beginnt die eigentliche Recherche. Ziel ist es, innerhalb des Once the probable context is known, the actual research begins. The aim is to identify the right contact person for the suspected use case within the known company.

A simple question logic helps here:

Who in a company is typically responsible for the area that has shown interest on the website?

Who makes decisions at this size of company?

Are there people who are specifically entrusted with digital projects, tools or purchasing issues?

This can vary depending on the industry and structure. A few typical deductions:

• If interested in digital services, tools or interfaces:
  → Head:in Digital, IT, Project Management, Business Development

• For repeated visits to product-related sites in industry or retail:
  → Technical Management, Purchasing Management, Category Management

• For strategic interest in solutions or company data:
  → Management, division manager, marketing or sales management

These assumptions are no guarantee – but they will help you to set up an initial search instead of searching randomly within the company.

3. Research – How to find the right people

Once you have identified a company and understood the likely topic context, the targeted search for the right contact person begins. The aim is to find a role with clear responsibility – ideally with decision-making authority or direct influence on the evaluation process.

The following steps have proven successful:

a) Check official website

Start with the company website. Many companies publish contact details in sections such as “About us”, “Team”, ‘Contact’, “Contact person” or in the legal notice.
Current press releases or career pages also often contain names and roles – for example in project announcements or job advertisements.

Depending on the industry, it is also worth taking a look at subpages for sales partners, technical support or regional contacts.

b) Use LinkedIn and XING

Business networks are usually the most reliable source for current job roles. Search there specifically for the company name – combined with function terms such as:

“Purchasing”, ‘Purchasing’, “Head of Procurement”

“Digital”, “IT”, ‘Technology’, “Innovation”

“Marketing”, ‘Sales’, “Sales Director”

“Project Management”, ‘Operations’, “Business Development”

In LinkedIn, you can also refine your search by location, industry and job title. Shared contacts can also help to establish connections or make a brief introduction.

Achten Sie darauf, ob im Profil Verantwortlichkeiten beschrieben werden, z. B. „verantwortlich für Tool-Auswahl“, „Digitalstrategie“, „technische Evaluierung“ o. Ä.

Pay attention to whether responsibilities are described in the profile, e.g. “responsible for tool selection”, “digital strategy”, “technical evaluation” or similar.

Tip:
If the company operates internationally, it is also worth searching in English (e.g. “Digital Lead”, “Head of Procurement”) – profiles are often primarily maintained in English.

c) Supplement internal and external sources

If you have already documented CRM data, historical contacts or previous conversations within the team, check whether there are any overlaps. In some cases, the company is already in the database and links can be found there.

External databases or sourcing tools can be an additional help, but should be used with caution. Many of these platforms contain outdated or incorrect entries, as the people concerned do not actively maintain their details. Therefore, only use them as a starting point – and always validate information via the website or a business network.

4. Document and share within the team

As soon as a contact person has been identified, it is worth documenting the research results in the CRM or in your internal tools in a comprehensible manner – including role, suspected interest, source of the information and, if applicable, reference to the behaviour on the website.

This has two advantages:

It creates transparency within the team as to who has already been contacted and how the contact came about.

It enables structured follow-up and saves valuable time on future visits to the same company.

SalesViewer® helps you to recognise relevant companies in real names. The challenge of turning this into a real contact starts with intelligent observation – and leads to structured research.

If you would like to set up this process together as part of a test phase, our consultants will be happy to advise you. We can help you interpret visitor behaviour, derive the right roles and set up internal routines.
Simply contact us – we will be happy to assist you.