Vector on Vector: how our site visitor playbook booked an 8% meeting rate in two weeks

There’s a short window between the moment someone visits your website and the moment they forget about you. It’s about thiiiis big 🤏.

That’s something I’ve learned since we started using website visit signals in Vector and running those site visitors through their own outbound sequences. Move fast inside that window, and it works. Within two weeks, one of those sequences booked five meetings at an 8% meeting rate, well above the 1% to 3% industry standard.

Those results came from a simple process:

→ Route every visitor fast
→ Read every signal first
→ Match outreach to behavior

Here’s how I set it up.

Step 1: Route every visitor before anyone has to think about it

Website visits are one of the buying signals you can turn on in Vector(opens in a new tab), and this whole play runs on that signal. When Vector identifies someone on our site, they show up in HubSpot right away, so that’s where I built the routing.

We have three persona buckets, each with its own sequence:

• CMO
• Demand gen
• ABM

When a visitor comes to the site, HubSpot looks at their title and enrolls them in the matching persona-based sequence automatically. Reps never have to go in and sort anyone out.

The first step in every sequence is a LinkedIn connection request, sent through FirstTouch on behalf of whichever rep owns the contact in HubSpot. The request is completely blank, with no note attached.

It’s a subtle way of letting someone know we noticed their visit without saying a word. It gives the prospect a chance to open the door before we ever reach out. Over the last 30 days, about 39% of those requests were accepted.

Speed is what makes this work. The request fires the moment a contact is enrolled, so we reach them while their visit is still fresh.

Step 2: Read every signal before you personalize anything

After the connection request, the next step in the sequence is a personalized email. But before any personalization goes out the door, read 👏 the 👏 room 👏.

Look at the signals inside Vector(opens in a new tab) and everything else that lives in your CRM.

• Closed-lost opportunities. Did you talk to this account before and the timing was off?
• Past replies. Maybe you connected over email once and an objection came up. That tells you a lot about where they are in their buying journey.
• Event and webinar attendance. Did they attend one of your webinars? A partner webinar your team spoke on?

Pull all of that together and you get a bigger picture. Where is this person engaging? What’s the theme of the content they keep coming back to? And how can you use that to write the most conversational, personal email you can?

The last part matters a lot. Nobody wants someone talking at them in their inbox, showing off a product they never asked about. You want a real reason to reach out, and the signals you just pulled together give that to you.

Step 3: Sort visitors by how they behave, then match your outreach

I don’t approach every website visitor the same way. It depends on the pattern of behavior showing up across their visits. I sort them into three buckets:

Smoke and mirrors

This is low-confidence activity, where someone hits one or two pages, like a landing page and pricing, and then bails. On its own, you don’t know what to do with that, so check the CRM for anything else they’ve engaged with and keep the outreach light.

In practice: A prospect looked at the signup page for our Ghost Tour Tour event(opens in a new tab) and left. That was her only activity. On LinkedIn, I saw she’d be in New York City for Pavilion GTM Summit, one of the conferences our Ghost Tour Tour was following. So I told her I’d seen her check out the page and asked if she wanted the registration link.

Once I sent it, I asked her what she was working on these days. LinkedIn had already told me she’s a demand gen marketer who owns paid and ABM, so I knew which parts of Vector to bring up. We booked a meeting before the event even happened. BOOM. 💥

Materialized

This is the stage where you’re still seeing roughly one stakeholder, but now there’s real engagement across their visits, and a buying pattern is starting to emerge. For me that’s three to four pages, but the type of page matters as much as the number. Two homepage visits followed by pricing is still smoke and mirrors. A visit to the homepage, a playbook, pricing, and then the demo booking page is materialized.

Call out what they looked at and make that your CTA. If there’s a closed-lost opp on the account, this is the most tactful way to reopen it: “We talked back in October, but the timing was off. It looks like this is a priority again.”

In practice: A prospect clicked through one of our ads, viewed the landing page, the demo booking page, and pricing, then bailed. Thanks to the way our HubSpot is set up, my connection request went out automatically before I even knew he’d visited, and he accepted. I messaged him on LinkedIn, kept it casual, called out the pages he’d looked at, and asked if he was working on a project. Instead of asking for a demo, I offered to connect him with the right person to talk through pricing, and we got the meeting. 💪

Hitchhiking ghosts

This is where the buying committee(opens in a new tab) starts to form. Two or more people from the same account will always be on your site, and usually there are three or more strategic page visits close together in time. If the first visit was three to six months ago, it’s not the same conversation.

In practice: Two people from the same department showed up a day apart. One viewed a page about identifying website visitors. The other viewed that page, then pricing. On its own, that looks like smoke and mirrors. Together, it tells me they’re talking about it, and one of them is checking budget. I CC’d them both in one email, walked through what each of them looked at, and pasted a screenshot of their activity side by side to illustrate Vector’s website deanonymization capabilities.

Side note: The screenshot works for us because our buyers know what Vector does. If you sell into an industry like IT security, it could come off as creepy. Skip it and send each person their own personalized message based on what they looked at.

Step 4: Double down on the channels where they engage first

Once outreach starts, go where the prospect engages.

In the materialized example, I led with LinkedIn because that’s where he engaged first. If he’d ignored the connection request but opened my email, I’d lean into email instead.

Email opens also show you which content is landing. Say I send someone an ABM playbook, then a demand gen playbook a couple of days later in a separate email. If the ABM thread has two opens and the demand gen one has none, I know to stay in email and send more content like the ABM playbook.

Silence doesn’t mean no. It just means try something else, or somewhere else.

Step 5: Keep watching after the meeting is booked

This is one of the biggest opportunities I see. The website visit signal stays useful after the meeting is on the calendar, because how prospects keep engaging tells you where the deal is headed.

So ask yourself:

• Are they coming back to the website and looking at the same content?
• Are they exploring something new?
• Has that new content come up in the conversations you’ve already had with the buying committee?

Those answers show you where to go deeper in the conversation.

Here’s what that looks like at Vector: Say one of our reps has been talking with an account about using Vector to identify the people visiting their website. After the meeting, that account starts reading content about ad spend, identifying who clicks their ads(opens in a new tab), and building target audiences from those clicks(opens in a new tab). That gives the rep a reason to start another conversation, because this account actually cares about more than website visitors.

My theory is that this increases win rates. It works for customer success, too. Seeing where customers engage and where they go looking for answers on your site shows you where they have room to learn more about your product, which could help reduce churn.

How I build the sequences

Most marketers and BDR managers already know persona-based sequences are full of persona-based content. Sequences built off website visits are a little different, because you’re balancing personalization with automation.

Here’s how mine are set up:

1. 1
   Blank LinkedIn connection request. The no-note request from Step 1.
2. 2
   Two personalized emails. This is your hottest opportunity to start a conversation, so deliver as much personalized value as you can in these two touches.
3. 3
   A few content touches. A playbook or a customer story sprinkled across the next few steps.
4. 4
   A manual checkpoint around the fourth or fifth touch. Instead of letting an automated email go out, I slow down and check their website activity in Vector. Did they come back after what I sent? Did they look at anything new I can use for personalization?

At that checkpoint I have two choices: I can send the templated email that’s already in place. Or, if their activity has gone up, I can write a new email based on how their behavior changed and make a stronger pitch.

The results

In the first two weeks, our ABM sequence alone netted these results:

How to run this yourself

If your team is getting started with outbound off website visits, here’s where I'd focus:

Get your ICP filters right first. Everyone who matches your filters will land in a sequence, so make sure they’re set up the way you want. You don’t want reps spending time on people who were going to be disqualified anyway.

Auto-enroll instead of handing out lists. Things get lost in lists. You can’t make sure every contact gets touched by handing reps a list every morning and saying “here are yesterday’s website visitors, go after them.” Most SDR teams are already juggling event follow-up, pre-event outreach, and their tier one accounts. Taking the daily sorting off their plate makes the whole process more efficient.

Treat speed to lead like it’s everything. Auto-enrollment is faster, too, since the connection request goes out without your reps having to think about it. The window between a visit and being forgotten is short, so efficiency and speed to lead need to be top of mind, always.

Spend your personalization where it counts. Put it into the first two emails, let content carry the middle, and build in a moment to go back and check what’s changed.

And keep watching after the meeting is booked. That’s where the next conversation comes from.

Put website visits to work in Vector

Everything in this playbook starts with knowing who’s on your website. In Vector, website behavior is one of 30+ buying signals(opens in a new tab) you can choose from, alongside signals like research activity and company events. You pick the ones that fit how you sell, and you can see what each signal costs before you turn it on.

Vector can also turn that same site activity into ad audiences(opens in a new tab) and push them to the platforms your buyers are on, like LinkedIn and Google. That way, the people in your sequences can see you in their feeds while you’re working their inbox.

(P.S. Our Reality of ABM Report(opens in a new tab) showed that 88.9% of teams who make website deanonymization central to how they prioritize accounts are confident their ads reach the right person. For teams that don’t identify visitors at all, that drops to 48.5%. 🤯)

Want to see what your website visitors could tell you? Talk to our team →(opens in a new tab)