Best ways to use website visitor information in ABM

In the world of Account-Based Marketing (ABM), leveraging website visitor data is an absolute game-changer. 

If you haven’t tapped into this goldmine of information yet, it’s time to start! 

The insights gained from analyzing website visitor behavior can significantly enhance your ABM campaigns and drive remarkable results. 

In this article, we’ll explore the best ways to utilize website visitor information in your ABM strategy and unlock its full potential.

Know Who Your Site Visitors Are

Understanding the identity of your website visitors is a fundamental component of ABM.

By identifying and categorizing site visitors, you can build targeted lists of prospects, customers, competitors, and potential partners.

This valuable information allows you to tailor your ABM efforts to specific audience segments, ensuring you deliver the right message to the right people at the right time.

Use Website Visitor Data in ABM Campaigns

Website visitor data provides valuable insights into user behavior, interests, and preferences.

By harnessing this information, you can optimize your ABM campaigns and deliver highly personalized experiences to your target audience.

One effective approach is to create automated lists based on visitor interests and behaviors.

There are tools that enable you to track and identify individuals who engage with your website but haven’t converted into leads or customers.

With this data, you can craft email marketing campaigns that resonate with their specific needs, nurturing them until they are ready to engage further with your offerings.

Furthermore, for those who have already converted into subscribers or customers, employing targeted ads on social media platforms such as Facebook can yield better results.

By retargeting users who have previously clicked through your ads, you ensure they receive more relevant content, increasing the chances of conversion.

Tag as Much of Your Site as Possible

To effectively leverage website visitor data, it’s crucial to tag your site comprehensively.

Tagging involves adding HTML tags to your web pages, allowing you to collect visitor data and build valuable contact lists for your ABM campaigns.

Tag management systems like Google Tag Manager or Adobe Analytics simplify this process.

They enable you to add custom code or tags to your website’s source code without the need for manual modifications.

This empowers marketers of varying technical expertise to utilize tags effectively and track visitor behavior across their sites.

By implementing tagging, you can track valuable information like email addresses, monitor user interactions, and create more robust and informed ABM campaigns.

Segment Your Contacts Using Data

Segmentation is a powerful strategy in ABM that involves categorizing your contacts into specific groups based on shared characteristics or behaviors.

Website visitor data plays a vital role in this process, allowing you to create highly targeted segments for personalized engagement.

By analyzing website analytics alongside other sources of information about your contacts, you can identify patterns and trends.

For instance, if a particular segment visits specific content pages more frequently, it indicates a need for more information on that topic or product category.

Leveraging email automation tools like HubSpot’s Smart Inbox, you can send tailored emails based on their website actions, reinforcing their interest and driving engagement.

CRM platforms like HubSpot can also help segment contacts based on their actions and behaviors.

By identifying groups more likely to subscribe to your newsletter, make purchases, or repeatedly visit specific content pages, you can further tailor your ABM campaigns for optimal impact.

Determine Behavioral Patterns

Analyzing behavioral patterns is a key aspect of utilizing website visitor information in ABM.

By understanding how visitors interact with your website, you gain valuable insights into their interests and preferences, empowering you to create more personalized and engaging experiences.

Behavioral patterns can be identified through visitor data, such as which pages they visit, how long they stay on each page, and the content they consume.

Armed with this knowledge, you can deliver targeted content through email and social media automation.

For example, sending personalized emails to individuals who have shown interest in specific topics or products can greatly enhance their experience and increase the likelihood of conversion.

Empower Your Sales Team with Data

For ABM to succeed, collaboration between marketing and sales teams is essential.

Provide your sales team with comprehensive access to the data they need to make informed decisions and effectively prioritize leads and opportunities.

Ensure your sales team has access to all customer contact information, conversion rates, and market intelligence.

This includes the latest industry trends, buying patterns, and valuable insights derived from website visitor data.

Equipped with this information, your sales team can engage prospects with tailored messages, resulting in higher conversion rates and stronger customer relationships.

Leverage Email and Social Media Automation

Email and social media automation are indispensable tools for successful ABM.

They enable marketers to reach out to prospects at critical moments, such as when someone visits their website or social media profile for the first time or after a period of inactivity.

Automation allows for the creation of personalized content that nurtures leads and educates potential customers about your products or services.

By employing ABM software, you can automate content delivery based on visitors’ past interactions, tailoring your messaging to their specific interests.

Build a List of Top-Performing Keywords and Landing Pages

Analyzing website visitor data helps you identify the top-performing keywords and landing pages on your website.

This information is invaluable in refining your ABM strategy and allocating resources effectively.

If you notice high conversion rates but low clickthrough rates on your landing pages, it indicates the need to prioritize paid search campaigns over social media marketing efforts.

Similarly, identifying keywords that attract a significant portion of your website traffic presents an opportunity for ABM.

Focusing on these keyword groups allows you to tap into specific audience segments actively seeking products or services like yours.


The abundance of insights provided by website visitor data presents a tremendous opportunity to optimize your ABM campaigns.

By understanding who your site visitors are, segmenting contacts, determining behavioral patterns, and leveraging automation, you can deliver highly personalized experiences that resonate with your audience.

Remember, ABM is not just about conversions—it’s about building lasting relationships with customers who can become loyal advocates for your brand.

Harness the power of website visitor information to create remarkable ABM campaigns that cultivate meaningful connections, drive conversions, and propel your business to new heights.