How to identify and target accounts ready to buy with SalesViewer®

How to identify and target accounts ready to buy with SalesViewer®

SalesViewer® identifies anonymous B2B website visitors and makes them visible as companies. To turn this company data into real sales success, you need more than just a glance at the dashboard. The key is how you prioritize these signals, integrate them into your sales processes, and respond at the right moment. This guide shows you how to build a tangible pipeline from raw website traffic — data-driven, CRM-supported, and closely aligned with your daily practice.

1. Define target customers – Which companies are the right ones for you?

Before you evaluate leads, you should define internally which type of company is relevant to your offering. Analyze your most successful customers: Which industries deliver the most stable revenue? Which company sizes lead to suitable project dimensions? And in which markets or regions do use cases and needs match your offering?

These criteria can be systematically mapped in SalesViewer®: You can filter specifically by industry, region, zip code, distance, or general activity – so you only see those accounts that fit your target market. In addition, you can save these filters as recurring reports and display them automatically: for example, as a daily or weekly overview of new, suitable visitors.

This creates a strategic focus – not only for evaluating individual leads, but also for your outbound campaigns, prioritizing sales activities, or planning account-based marketing.

2. Analyze behavior – Which accounts show genuine interest?

A company that briefly visits your homepage sends a different signal than an account that repeatedly visits your pricing page, downloads a case study, or interacts with a form. SalesViewer® makes precisely this behavior visible – both in real time and retrospectively.

In addition to the number and depth of visits, the integrated event tracking shows which specific actions take place on your website. These include, for example:

• File downloads (e.g., catalogs, data sheets, price lists),
• Clicks on specific buttons (e.g., “Request demo”),
• form openings, or form submissions.

In addition, certain actions can be individually configured and adapted to your relevant content. As soon as an event is triggered—such as a download of the price overview—a filtered report can be created on request, which, for example, sends you all sessions with this event by email on a daily basis or imports them into your CRM.

3. Recognize relevance – with the SalesViewer® activity score

The integrated activity score in SalesViewer® helps you to automatically classify visitor behavior. In addition, you have the option of implementing an individual evaluation model in SalesViewer®, in your CRM, or in other external tools based on pre-filtered SalesViewer® data. Possible parameters for this include the number and depth of sessions, the quality of the pages visited, or the interactions tracked via event tracking.

The more a company engages with purchase-related content such as price overviews, integrations, case studies, or downloads, the higher the purchase interest tends to be. Recurring visits within a short period of time or the combination of several events can also be incorporated into your individual evaluation model.

The result: your sales team receives an immediately visible signal of how active an account is – and can use this to determine which contacts deserve attention in the near future.

A proven example:

“We contact companies when they have visited at least two relevant pages (e.g., prices and integrations) and triggered a specific action – such as downloading a white paper or interacting with a form.”

This allows you to see at a glance which accounts are just gathering information – and which are already sending signals of concrete interest.

Instead of maintaining complex lead scoring models, many SalesViewer® customers rely on simple, tried-and-tested rules. They then combine the structural profile of an account with specific behavior—and use this to decide whether it makes sense to actively approach the lead.

This method is understandable, consistent, and quick to implement in day-to-day business. It focuses on leads with real potential and prevents resources from being wasted on random individual visitors.

4. React at the right moment – transfer to CRM or initiate automated processes

As soon as an account is identified as relevant — for example, through defined visitor behavior or the triggering of an event — it should be transferred to the next process step without delay. SalesViewer® offers two ways to do this:

1. Direct CRM integration:
All relevant visitor data is automatically transferred to the CRM via native connections to systems such as Salesforce, HubSpot, or Pipedrive. This includes company name, location, industry, timestamp of the visit, pages viewed, tracked events, and classification according to your filter logic.

Within the CRM, tasks can be created automatically, lead owners assigned, reminders set, or individual workflows triggered—e.g., follow-up after five days or escalation in case of inactivity.

2. Automatized workflows via Zapier & Co.:
In addition to our native CRM-integrations SalesViewer® supports over addtional 8.000 integrations via Zapier. Some examples:

• Automatically transfer leads to an email tool such as Mailchimp or Brevo,
• Send a Slack message to the sales team,
• Collect new contacts in Google Sheets,
• Trigger personalization in the CMS,
• or generate a push notification to your SDR team.

Native interfaces are also available—e.g., for marketing automation with Salesforce, HubSpot Workflows, or Pipedrive sequences.

The advantage: relevant signals are not ignored, but lead directly to action—automated, repeatable, and configurable in line with your internal processes.

6. Start the conversation with substance – no cold contact, but situational dialogue

SalesViewer® shows you which companies have visited your website and what content they viewed there. This provides a solid basis for initiating a conversation — even if no direct personal data is provided. In practice, the aim is to identify the appropriate contact person within the company and to initiate a conversation based on actual visitor behavior.

Choosing the right role depends heavily on what content was consumed and what industry the company is in. Here are some typical scenarios from the daily use of SalesViewer®:

Examples of derivations for selecting a contact person:

• A manufacturing company deals with technical integrations and platform functions → potential contact: IT management, process management, or e-commerce project team.
• A hotel chain repeatedly requests products for building cleaning or facility management → potential contact: central purchasing or facility management.
• A service company reads content on digital sales solutions and pricing structures → potential contact: sales management or business development.

You can use this contextual information to initiate contact with a situational, non-intrusive conversation starter. The goal is to use the observed behavior as a starting point — and to use it to identify genuine interest.

Examples of conversation starters from real life:

“I noticed that your company has been looking closely at our integration options over the last few days—I wanted to ask whether this topic is currently being discussed at your company?”

“Your team has been active on several pages looking at specific product solutions. May I ask whether you are currently considering new options in this area?”

“I became aware of you because you have been looking specifically at content related to the digitalization of procurement processes. Are you considering or working on any specific projects in this area?”

These conversation starters work well because they don’t come across as traditional cold calling. They are based on real behavior and make the contact understandable — without being pushy. Decision-makers appreciate this relevance and transparency because it shows that your team is prepared and addressing a real need.

Building conversation based on behavior and context

A good conversation starter often determines whether a lead opens up or perceives the conversation as unnecessary. With SalesViewer® data, you can start the conversation in a contextualized, relevant, and credible way — regardless of industry or function.

Examples of entries when specific content was accessed:

“I noticed that your team has been looking at our page on integrations and connection options over the last few days—may I ask if you are currently looking for a solution that fits well into your existing system landscape?”

Or:

“There has been specific activity on your site relating to our pricing structure—this often happens when new platform requirements are being discussed internally. Is this currently an are of interest for you?”

When an event is triggered—e.g., a download:

“You recently downloaded a white paper from our website that deals with [e.g., B2B digitization in technical trade]. In this context, we are currently talking to many companies that are rethinking their commerce processes. Would that be of interest to you?”

If the signal was more exploratory:

“I became aware of your company because you have recently been working on topics related to lead identification and data quality. Is this part of an internal initiative, or rather a first look at the topic?”

The advantage: you start the conversation with an observation—not a sales pitch. This generates curiosity rather than defensiveness and is perceived by most decision-makers as appropriate for the situation. At the same time, you gain a real understanding of where the company stands in the evaluation process—and how you can position yourself as it progresses.

7. Operationalizing sales processes – repeatability creates impact

A functioning process is not created by tools, but by repetition.
Fixed rhythms have proven to be effective:

• Daily: review new relevant leads, prioritize them, and transfer them to the CRM.
• Weekly: jointly evaluate top accounts and coordinate measures.
• Monthly: performance review of filters, events, and follow-up results.

SalesViewer® supports you with storable filters, automatically generated reports, time-controlled notifications, and seamless CRM integration. Internal transfers and team comments can also be clearly displayed using the note function.

8. Learn and iterate – What works, what doesn’t?

SalesViewer® shows you which content on your website correlates particularly strongly with qualified leads. You can see which types of visitors convert — and how long it takes on average from visit to opportunity.

These insights help you to continuously develop your strategy:

• Adjust filters and target groups,
• Strengthen specific content on the website,
• Optimize outreach timing and CRM processes.

This creates a continuous learning cycle – with SalesViewer® as the operational basis for data-driven growth.

Personal assistance? Gladly.

If you would like to set up this process together with us, our consultants will be happy to assist you—from creating your target customer profile to technical integration with CRM and automation platforms. We also provide advice on configuring your event logic, filter setups, and implementing customized reporting.

Just get in touch with us—we will help you turn SalesViewer® into measurable sales success from day one.