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Cold outbound marketing can feel discouraging. Essentially, you're sending a sales pitch to thousands of recipients you've defined as prospects and hoping that a few key people see value in your offer. Response rates are notoriously bleak, even when the campaign is strong. One response out of a few hundred can even be considered promising.
So, what if there is a better way to create prospect lists that capitalize on inbound traffic to your company's website? This post walks through an important warm outbound play you can do to reach out to the people who have demonstrated an initial interest in your organization.
TL;DR
- Use RB2B to identify individual website visitors by name and social profile, not just company domain.
- Pipe those visitors into Clay via webhook, then use company enrichment and AI filtering to qualify them against your ICP.
- Send qualified leads into Lemlist for personalized, multi-channel outreach combining LinkedIn and email.
- Speed matters: reaching out to prospects within minutes of their visit meaningfully improves conversion rates.
Step 1: Turn Website Visitors into Person-Level Leads
To achieve warmer outreach in outbound lead generation, you first need to capture the essence of who is visiting your website. Traditionally, companies have been collecting this data at a company level, using companies like Clearbit or Albacross to identify domains that land on your website. This information has been helpful for painting a broad picture, but not for truly understanding the individuals who make up that traffic.
Now we have a way to track who visits your website on an individual level. RB2B shifts the focus onto a person-level understanding by sending social profiles of your inbound traffic to Slack. This shift toward a more personalized and human-centered approach is key in refining your sales pitch. Let's look at how to implement it.
Setting Up RB2B
- First, sign up for RB2B and integrate it with your website (2 min).
- Then, configure the tool to deliver profiles to your Slack channel (2 min).
- Finally, set up a native integration between RB2B and Clay to send all profiles to Clay via webhook (5 min).
Step 2: Enrich and qualify leads with AI-powered filtering
With RB2B generating a pool of individuals, the next step is to enrich and filter through this data to ensure you're reaching the best-fit prospects. This is where Clay's deep-dive enrichment capabilities come into play. By integrating multiple data sources and leveraging AI, Clay sifts layers of information to provide a detailed snapshot of your ideal customer profile (ICP). It's how you turn a pool of individuals into a queue of potential clients who are highly likely to resonate with your offering. Here's how to leverage Clay's potential:
Utilize Clay for Deep Enrichment
Let's briefly walk through the steps for using Clay to enrich your list.
First, import your RB2B-generated leads into Clay using webhook.
Then, utilize Clay's Company Enrichment to gather enough data to filter your ICP.
From there you can use AI (GPT) to filter out your ICP on a persona-level and a company industry level.
Step 3: Send Leads to Lemlist & Engage
The final frontier in this transformation process is personal engagement. Once you have a curated list of leads, it's time to craft warm, personalized messages that offer value and start conversations. Lemlist is the weapon of choice here, with its customizable outreach campaigns, A/B testing features, and personalized touch. Lemlist will elevate your campaign beyond generic mass emails, nurturing leads in a non-invasive, conversational manner. Here's how to implement Lemlist for maximum impact:
Crafting Intelligent Lemlist Campaigns
Speed matters when prospecting. Connecting with prospects who visited your website in minutes can make a difference. However, it's important to craft messaging in a non-invasive way that delivers value.
Here's how to craft multi-channel sequences combining LinkedIn and email:
- First, check every lead on your review tab in Lemlist and make a note of what you would like to include in your outreach (e.g. recent news, common connections, past announcements).
- Next, utilize Lemlist's personalized image feature to include custom images for each lead based on their company or industry.
- Finally, employ Lemlist's A/B testing feature to constantly improve and refine your messaging.
Pro tip: if you are struggling to set up the entire flow (RB2B > Clay > Lemlist) you might want to consider hiring a cold email agency to assist.
The combined power of RB2B, Clay, and Lemlist can inject warmth and familiarity into your B2B sales approach. By understanding and engaging with prospects on a more personal level, you can significantly increase your conversion rates and, ultimately, your bottom line.
Remember, the key to effective outreach isn't just in the numbers you reach but in the connection you establish. Dip into these tools and methodologies to turn the tide on cold emails and watch your sales pipeline heat up.
Frequently Asked Questions
What is warm outbound in B2B sales?
Warm outbound means reaching out to prospects who have already shown some interest in your company, such as visiting your website, rather than contacting people with no prior signal. Because there is existing context, messaging can be more relevant and personalized, which typically improves response rates compared to cold outreach.
How does website visitor tracking work for B2B lead generation?
Tools like RB2B identify individual visitors to your website and surface their social profiles, rather than just the company domain. That person-level data gets routed to a workflow tool like Clay, where you can enrich and qualify each visitor before reaching out.
What are the benefits of warm outbound over cold outbound?
Warm outbound lets you prioritize prospects who have already demonstrated interest, so your outreach is more timely and contextually relevant. This reduces wasted effort on uninterested contacts and increases the likelihood of starting a real conversation.
How do I qualify website visitors before reaching out?
Once visitor profiles land in Clay via webhook, you can run company enrichment to gather firmographic data, then use an AI prompt (such as a GPT-based filter) to score or exclude leads based on persona fit and company industry. This narrows your list to prospects who match your ICP before any message is sent.
For more expert guest posts and Clay plays, sign up for our newsletter. You can also get a free Clay template of the RB2B, Clay, Lemlist play here!
Cold outbound marketing can feel discouraging. Essentially, you're sending a sales pitch to thousands of recipients you've defined as prospects and hoping that a few key people see value in your offer. Response rates are notoriously bleak, even when the campaign is strong. One response out of a few hundred can even be considered promising.
So, what if there is a better way to create prospect lists that capitalize on inbound traffic to your company's website? This post walks through an important warm outbound play you can do to reach out to the people who have demonstrated an initial interest in your organization.
TL;DR
- Use RB2B to identify individual website visitors by name and social profile, not just company domain.
- Pipe those visitors into Clay via webhook, then use company enrichment and AI filtering to qualify them against your ICP.
- Send qualified leads into Lemlist for personalized, multi-channel outreach combining LinkedIn and email.
- Speed matters: reaching out to prospects within minutes of their visit meaningfully improves conversion rates.
Step 1: Turn Website Visitors into Person-Level Leads
To achieve warmer outreach in outbound lead generation, you first need to capture the essence of who is visiting your website. Traditionally, companies have been collecting this data at a company level, using companies like Clearbit or Albacross to identify domains that land on your website. This information has been helpful for painting a broad picture, but not for truly understanding the individuals who make up that traffic.
Now we have a way to track who visits your website on an individual level. RB2B shifts the focus onto a person-level understanding by sending social profiles of your inbound traffic to Slack. This shift toward a more personalized and human-centered approach is key in refining your sales pitch. Let's look at how to implement it.
Setting Up RB2B
- First, sign up for RB2B and integrate it with your website (2 min).
- Then, configure the tool to deliver profiles to your Slack channel (2 min).
- Finally, set up a native integration between RB2B and Clay to send all profiles to Clay via webhook (5 min).
Step 2: Enrich and qualify leads with AI-powered filtering
With RB2B generating a pool of individuals, the next step is to enrich and filter through this data to ensure you're reaching the best-fit prospects. This is where Clay's deep-dive enrichment capabilities come into play. By integrating multiple data sources and leveraging AI, Clay sifts layers of information to provide a detailed snapshot of your ideal customer profile (ICP). It's how you turn a pool of individuals into a queue of potential clients who are highly likely to resonate with your offering. Here's how to leverage Clay's potential:
Utilize Clay for Deep Enrichment
Let's briefly walk through the steps for using Clay to enrich your list.
First, import your RB2B-generated leads into Clay using webhook.
Then, utilize Clay's Company Enrichment to gather enough data to filter your ICP.
From there you can use AI (GPT) to filter out your ICP on a persona-level and a company industry level.
Step 3: Send Leads to Lemlist & Engage
The final frontier in this transformation process is personal engagement. Once you have a curated list of leads, it's time to craft warm, personalized messages that offer value and start conversations. Lemlist is the weapon of choice here, with its customizable outreach campaigns, A/B testing features, and personalized touch. Lemlist will elevate your campaign beyond generic mass emails, nurturing leads in a non-invasive, conversational manner. Here's how to implement Lemlist for maximum impact:
Crafting Intelligent Lemlist Campaigns
Speed matters when prospecting. Connecting with prospects who visited your website in minutes can make a difference. However, it's important to craft messaging in a non-invasive way that delivers value.
Here's how to craft multi-channel sequences combining LinkedIn and email:
- First, check every lead on your review tab in Lemlist and make a note of what you would like to include in your outreach (e.g. recent news, common connections, past announcements).
- Next, utilize Lemlist's personalized image feature to include custom images for each lead based on their company or industry.
- Finally, employ Lemlist's A/B testing feature to constantly improve and refine your messaging.
Pro tip: if you are struggling to set up the entire flow (RB2B > Clay > Lemlist) you might want to consider hiring a cold email agency to assist.
The combined power of RB2B, Clay, and Lemlist can inject warmth and familiarity into your B2B sales approach. By understanding and engaging with prospects on a more personal level, you can significantly increase your conversion rates and, ultimately, your bottom line.
Remember, the key to effective outreach isn't just in the numbers you reach but in the connection you establish. Dip into these tools and methodologies to turn the tide on cold emails and watch your sales pipeline heat up.
Frequently Asked Questions
What is warm outbound in B2B sales?
Warm outbound means reaching out to prospects who have already shown some interest in your company, such as visiting your website, rather than contacting people with no prior signal. Because there is existing context, messaging can be more relevant and personalized, which typically improves response rates compared to cold outreach.
How does website visitor tracking work for B2B lead generation?
Tools like RB2B identify individual visitors to your website and surface their social profiles, rather than just the company domain. That person-level data gets routed to a workflow tool like Clay, where you can enrich and qualify each visitor before reaching out.
What are the benefits of warm outbound over cold outbound?
Warm outbound lets you prioritize prospects who have already demonstrated interest, so your outreach is more timely and contextually relevant. This reduces wasted effort on uninterested contacts and increases the likelihood of starting a real conversation.
How do I qualify website visitors before reaching out?
Once visitor profiles land in Clay via webhook, you can run company enrichment to gather firmographic data, then use an AI prompt (such as a GPT-based filter) to score or exclude leads based on persona fit and company industry. This narrows your list to prospects who match your ICP before any message is sent.
For more expert guest posts and Clay plays, sign up for our newsletter. You can also get a free Clay template of the RB2B, Clay, Lemlist play here!
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