Engage With Open Opportunities Visiting Your Website

This play is designed to help you identify and act on website visits from your open opportunities. By using real-time insights, you can deliver personalized outreach at the exact moment prospects, or existing customers, are actively engaging with your brand. The result? Higher chances of closing deals, stronger client relationships, and more efficient use of your team’s time. This play will show you how to turn those hidden visits into meaningful, results-driven conversations.

How to identify open opportunities visiting your website

Traditionally, identifying when open opportunities revisited your website was nearly impossible without direct input from the prospect. Unless they explicitly told you, “I was just on your website and saw XY and Z…”, there was no way to know they were engaging with your content. This left sales teams relying on guesswork, sporadic follow-ups, or waiting for the prospect to make the next move; a process that was inconsistent and far from efficient.

Fast forward a few years to today, and technology has completely transformed this process. With advanced website visitor tracking tools, it’s now possible to pinpoint exactly when an open opportunity visits your site. These tools use data, like IP addresses, to match website activity to specific companies or even individual users.

This means you can now see when someone in your pipeline is researching your product, reviewing pricing pages, or reading case studies. All of these are actions that signal intent and potential readiness for that prospect to move forward. Armed with this knowledge, you can proactively reach out at just the right moment with tailored messaging that addresses their immediate interests or questions.

By using website visitor tracking, you’re no longer left in the dark. Instead, you have real-time visibility into your prospects’ behavior, allowing you to engage meaningfully and increase your chances of closing the deal. This kind of insight is invaluable, helping sales teams stay one step ahead and capitalize on every opportunity to nurture the relationship and drive progress.

Step 1: Identify relevant data sources

• Your first step in identifying an open opportunity that’s revisited your website is to integrate your CRM with Leadfeeder. We support the leading providers, with alternative options via Zapier if required. Integration enables you to monitor your active opportunities’ visits in real time.

• In Leadfeeder, on the left hand side, click ‘+ Create custom feed’. Then on the right, under “+ Add a new filter” select from the dropdown “CRM” and from the sub-folder, “CRM opportunity status - at least one is Open”. Then select the CRM opportunity owner. Repeat this to create a custom feed for every individual sales person on your team.

  

• To get the most out of our website tracking tool you’ll want to create a custom feed for open opportunities per rep  for key high-intent pages, like product, pricing, or case study pages. These pages in particular, indicate a prospect's heightened interest in your products or offerings. In step 3, we’ll also show you how to automate notifications and set up alerts for these feeds. For example, under ‘Create a new feed’ and the filters tab, select ‘Behaviors’ choose ‘Landing page’, add select the pricing page link to see leads visiting your pricing page. You’ll also need to select the CRM opportunity owner so that you can see in the custom feed all open opportunities where a visitor has been on a high-intent page owned by that one specific person.

  

Step 2: Tailor your outreach strategy

So, the great news is, one of your open opportunities has shown intent and revisited your website, but who do you reach out to? Start by identifying the key contact linked to the open opportunity, this might be someone you’ve already engaged with or a point of contact from an existing customer relationship.

Timeliness is key

When an open opportunity visits your website, they’re actively engaging with your brand, exploring solutions, and considering their next steps. This moment of interest provides you with a critical window for action. To stay relevant and top of mind, your outreach needs to be swift and targeted.

Reaching out within hours of the visit dramatically increases your chances of reigniting the conversation and guiding the prospect further down the sales funnel. At this point, your message will be most aligned with their intent, showing that you’re paying attention and ready to assist. Whether they’ve been reviewing your pricing page, case studies, or product details, a prompt response demonstrates attentiveness and keeps your brand at the forefront of their decision-making process.

Of course, it’s not always possible to act immediately, especially in busy sales teams. That’s where automation comes in. By setting up workflows, you can automatically send a tailored follow-up email like the ones above, shortly after a visit. The key here is personalization. Your follow-up should acknowledge their interest and offer value based on their recent activity. For example, if they visited a specific product page, your email might highlight a success story featuring that product or offer to schedule a demo to discuss their needs.

Multi-channel outreach

When an open opportunity visits your website, it’s a clear signal they’re actively considering your product or service. Engaging them promptly through the right channels can make all the difference. A multi-channel outreach approach ensures your message cuts through and resonates.

Start with LinkedIn direct messaging. If you’ve interacted with the prospect on LinkedIn before, this is an excellent place to re-establish contact. A personalized message referencing their recent visit can demonstrate your attentiveness and add context to the conversation. For example, you might say:

"Hi [First Name], I noticed you’ve been exploring [specific content or feature] on our site. Happy to answer any questions or set up a quick call to discuss how we can help with [their specific need]."

This direct yet non-intrusive approach keeps the focus on their interests while inviting a deeper dialogue, it also strikes a balance between being proactive and respectful of their time.

Next, consider picking up the phone. Again, if you’ve had prior phone interactions, scheduling a quick follow-up call can be incredibly effective. Use the insights from their recent visit to frame the conversation. Highlight areas they’ve shown interest in or ask if there’s anything else they’d like to explore further. A call allows you to address questions in real time and build rapport which avoids the problem of a wait in between responses and the possibility of your prospect losing interest and momentum.

Email is also a reliable and versatile tool for follow-up, especially if you’re unsure about the prospect’s preferred communication channel. Use email to share tailored resources based on their website activity.

For example:

Hi [First Name], 

I noticed you’ve been exploring [specific feature or product] on our website. I’ve attached a quick guide that outlines how it can help with [their specific need]. 

Let me know if you’d like to schedule a call to discuss further.

Best wishes,

[Your Name]

[Your Job Title]

[Your Company Name]

[Your Contact Information]

Emails are a great way of attaching additional value-driven content, such as case studies, product overviews, or demo invitations, so make sure you don’t over-look them. So, why is multi-channel important? Combining LinkedIn messaging, emails, and phone calls lets you adapt to your prospect’s preferences while ensuring timely follow-up. By meeting them where they’re most comfortable, you increase the likelihood of re-engagement and moving the deal forward. So your prospect doesn’t like to answer the phone to unknown numbers? No problem, you’ve reached out on other channels and can prompt them towards a scheduled call that they’re more comfortable with.

With a well-timed multi-channel outreach strategy, you can turn website visits into meaningful conversations that bring you closer to closing the deal.

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Step 3: Automate notifications for sales teams

• To really benefit from this data, you’ll want to set up real-time alerts. With Leadfeeder you can set up alerts through Slack, email, or CRM notifications to notify the account owner as soon as an open opportunity visits high-intent pages.

• Using the Slack integration as an example, under the automation tab you’ll need to ‘Add a new Automation to this feed’. Select ‘Send to Slack’ and choose the relevant Slack channel. Then under frequency, select ‘When new companies appear’, ‘Daily’, or ‘Weekly’. 'If you choose 'Send to CRM' you'll be asked to configure a few extra details first, such as whether to create a new Company, Deal or Task', subject to the specific terminology your CRM uses'.

  

Step 4: Track outcomes and adjust tactics

Once you’ve started engaging open opportunities based on their website visits, it’s important to track the outcomes of your efforts. Monitoring your results not only helps you measure success but also identifies areas where your approach can be fine-tuned for even more impact.

Start by regularly reviewing the engagement metrics from your follow-ups. Are your prospects responding to your outreach? Which actions, like replying to an email, accepting a meeting invite, or visiting a specific landing page, are most common? By understanding how your efforts resonate with these open opportunities, you’ll gain valuable insights into what’s working and where there’s room for improvement.

Next, use these learnings to update your outreach playbook. Adapt your email templates, call scripts, and other communication materials based on the feedback you receive and the success rates of specific tactics. For example, if personalized subject lines or offering tailored solutions are getting you higher response rates, integrate more of these elements into your future outreach. Similarly, if certain types of prospects are less responsive, switch things up and experiment with new approaches for those accounts.

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What to do next?

After tracking outcomes and refining your approach, it’s time to put your insights into action. Use the data you’ve gathered to prioritize your follow-ups, focusing on the opportunities with the highest engagement. Tailor your outreach further based on what’s resonating most, whether it’s personalized messaging, specific value propositions, or timely incentives.

Stay consistent with regular check-ins and continue to monitor how these prospects interact with your communications and website. Keep refining your strategy to ensure your approach stays relevant, guiding these open opportunities closer to a successful deal.

Expected results

By implementing the strategies outlined in this play, you can expect measurable improvements in your sales performance.

• Increased engagement with active opportunities - timely, targeted follow-ups triggered by a prospect’s website activity show that you’re paying attention to their needs, creating a stronger connection. This proactive approach helps you stay top-of-mind and keeps conversations moving forward.

• Close rates will improve - prioritizing outreach to prospects who are actively engaging with, on opportunities with a clear intent to buy. This level of precision in targeting significantly increases your likelihood of converting those prospects into customers.

• Stronger relationships with prospects - by using personalized engagement informed by their specific website activity, you demonstrate a deep understanding of their interests and challenges. This not only helps you stand out but also fosters trust, laying the foundation for long-term business relationships.

When followed consistently, these tactics will enhance your ability to close deals faster and foster meaningful connections. Ultimately, that means you’ll be driving better outcomes for your sales pipeline too.