Can 6sense identify anonymous website visitors?

Understanding anonymous website visitors

Anonymous website visitors are individuals who browse your site without explicitly identifying themselves through form fills, logins, or other direct engagement methods. Studies show that only 3-4% of B2B visitors complete forms on websites, and even among actual buyers from target accounts, a mere 20% identify themselves. This means businesses are potentially missing out on 80% of revenue opportunities when they can't identify who's visiting their digital properties.

These anonymous visitors fall into several categories:

While these visitors don't leave obvious identifiers, they do leave digital breadcrumbs that can be tracked and analyzed.

How 6sense approaches anonymous visitor identification

6sense attempts to unmask anonymous visitors through several techniques — though with important limitations:

IP-based identification

By analyzing IP addresses, 6sense can suggest the geographical location and potential organization associated with website visitors. This provides a broad — though often imprecise — understanding of which companies might be showing interest in your solutions.

Reverse IP lookup

This technique tries to connect IP addresses to specific organizations. The challenge? Many companies use shared IPs, VPNs, or have employees working remotely — significantly reducing accuracy. When someone visits from a Starbucks or their home office, you'll get zero company information.

Behavioral tracking

6sense tracks how visitors interact with your site—which pages they visit, how long they stay, and what content they engage with. These anonymous profiles can help inform general targeting strategies, even without knowing exactly who's visiting.

Third-party data enrichment

The platform attempts to enhance visitor information by connecting with external data sources. The matchrates here vary dramatically by industry and target audience size.

Account identification attempts

6sense uses predictive analytics to try identifying accounts visiting your website. While this capability can suggest potential interested companies, it cannot reliably identify EXACT visitors and often generates broad account-level insights rather than specific contact information.

Workaround strategies when identification falls short

Focus on account-level insights

Since 6sense cannot reliably identify individual visitors, shift your strategy to account-based marketing. Instead of trying to identify specific people, concentrate on which companies appear to be showing interest and target your outreach at the account level.

Combine with form capture strategies

Supplement 6sense's anonymous visitor capabilities with strategic form placement and compelling offers to encourage voluntary identification. Create high-value content that motivates visitors to provide their information willingly.

Leverage intent signals instead

Rather than fixating on visitor identification, leverage 6sense's stronger capability — intent signal monitoring across the web. These off-site signals often provide more reliable insights than anonymous website visitor identification.

Use multi-channel approaches

Since direct identification has limitations, implement a multi-channel strategy that includes targeted advertising, social media engagement, and email campaigns to reach potential buyers who may have visited anonymously.

Anonymous vs. unique website visitors

While reviewing analytics, you might notice both "anonymous visitors" and "unique visitors" metrics. The key differences include:

Business challenges with anonymous visitor identification

Organizations attempting to leverage anonymous website visitor data face significant challenges:

Limited data accuracy

The reality is that anonymous visitor identification produces high rates of false positives and misattributions. This means sales teams often waste time pursuing accounts that aren't actually in-market or interested.

Incomplete picture

Even when company identification is correct, you still don't know WHICH stakeholders are researching your solution. This makes it difficult to target the right people with relevant messaging.

How to make the most of 6sense's capabilities

Embrace account-based identification

Accept that individual visitor identification isn't reliable, and instead focus on 6sense's stronger account-level insights. Target entire buying committees rather than chasing individual "ghost" visitors.

Build intent-based workflows

Create sales and marketing workflows triggered by patterns of intent rather than individual website visits. Look for multiple signals across channels before investing significant resources.

Combine with first-party data

Integrate 6sense data with your known contact information from form fills, webinars, and other direct engagement. This hybrid approach provides more actionable intelligence than relying solely on anonymous visitor identification.

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