Introduction
Knock, Knock! Who’s there?
Pseudonymous website visitors—those elusive visitors who keep their identities under wraps—are a treasure trove of potential waiting to be unleashed! With the number of website visitors potentially running into thousands and millions, seizing the opportunity to engage with them can transform how businesses approach sales and marketing, driving effective lead generation, and building a loyal community. Engaging effectively is essential for transforming curiosity into conversion. By diving into their behaviors, businesses can create electrifying, highly personalized interactions that spark excitement and build trust. This connection encourages return visits and turns many casual visitors into long-term customers.
Challenges in Engaging with Pseudonymous Visitors
However, engaging with these pseudonymous visitors presents several challenges today.
• Absence of Identifiable Data: Creating personalized interactions without concrete identity information is challenging, especially with the sheer volume of website visitors requiring advanced B2B marketing strategies and tools to enhance sales enablement.
• Multiple Point Solutions: Businesses often grapple with multiple point solutions and tools to resolve identity, build customer profiles, and orchestrate a personalized engagement experience, leading to inefficiencies in scaling go-to-market strategies.
• Real-Time Engagement Issues: Many platforms lack the capabilities to engage visitors while intent is strong, missing critical conversion windows.
• Privacy Regulations: Data privacy limits how businesses can collect and track data, complicating compliance in targeted marketing efforts.
These factors create gaps in effectively reaching and nurturing these pseudonymous users, hindering potential conversions and pipeline building.
Unlocking the Potential with Tapistro
Tapistro is redefining this landscape by deanonymizing website visitors through multiple intent signals, linking them to real people and accounts with rich profiles, scoring and micro-segmenting these leads, and finally helping to orchestrate personalized experiences—all simplified by AI.
To make this more concrete, imagine you are running a hypothetical restaurant supply company, FreshServe Solutions, that provides specialized kitchen equipment and bulk ingredients to restaurants and food service providers. FreshServe wants to target decision-makers at restaurant chains and suppliers and is looking to scale its business rapidly through its digital presence. The organization has a fantastic website and online presence backed by a terrific but small digital marketing team.
With Tapistro, you can take your pseudonymous visitor targeting to the next level, unlocking new scenarios, such as:
• Deanonymization Tool Incrementality and Scaling: Your digital marketing team may have implemented a tool to identify pseudonymous visitors. That’s a great first step, helping you identify some of the visitors. To increase incremental viability, you plan to add another tool. But will this really help?
Now, different tools often provide varying levels of identification, data points, and analytics, and vary in their suitability across industries. For instance, some provide account-level identification with first-visit data, while others share person-level identification including all visits.
So the real question is if you do bring in deanonymisation tools, how can you unlock the value from one or more of these?
With Tapistro, you can create overlap reports to identify incremental value from new deanonymization tools. By combining tools intelligently and stacking them, the resultant signal’s accuracy and strength improve. Running these point solutions independently makes such orchestration challenging. Tapistro provides a seamless GTM platform to scale these tools—no more switching between multiple windows! So what does FreshServe do? With Tapistro, they can now identify who is visiting their website, when, for how long, and on which pages with a high level of certainty and granularity!
• Multi-Signal-Based Targeting: Tapistro offers multiple out-of-the-box signal sources along with open APIs to help you select the tool of your choice and combine signals effectively to give you full visibility of who your visitors are and what they’re doing to precisely target unknown website visitors.
Say FreshServe has an existing customer, John Doe, who previously worked as the Head of Procurement at Cityscape Diners. Recently, John changed jobs, moving to Sunshine Eateries, a growing chain of upscale cafes—a perfect target for FreshServe. Tapistro’s signal tracking alerts FreshServe when John updates his LinkedIn professional details to Head of Procurement at Sunshine Eateries. Recognizing John as a former customer familiar with FreshServe’s product quality, you see an opportunity to reintroduce your offerings in his new role. A few days later, Tapistro's API integration picks up a signal that John has been browsing through the “Restaurant Software” category on G2, hinting that he may be evaluating software and equipment options for Sunshine Eateries. This action suggests that Sunshine Eateries might soon be looking to make purchasing decisions for their expanding locations.
Tapistro’s pseudonymous visitor signals then detect John on FreshServe’s website, specifically viewing the Commercial Kitchen Equipment and Pricing pages. His engagement with these high-intent pages indicates a likely interest in getting quotes or details for new equipment, providing a clear signal to engage.
Now isn’t that the perfect moment to send John a warm, friendly LinkedIn message congratulating him on his new role and reconnecting about your products or services?
Tapistro enables this magic with just a few clicks!
• AI-Based Account Enrichment: The magic of Tapistro continues with the ability to use AI-powered account enrichment to gather more relevant intelligence about the person or account. In the example above, imagine the internet is abuzz with news that Sunshine Eateries is looking to acquire more properties, expand its business and supplier base, and has earmarked a large budget for this purpose, making this opportunity even more attractive. That could be yet another intent-based signal that justifies investing more time and resources in this lead.
• In-Depth ICP Checks Across Accounts and Personas: Visitors from target industries or accounts, or personas with relevant job titles and specific keywords on their profiles are more likely to convert with follow-up conversations and targeted offers. For FreshServe, sending a targeted email offer to a restaurant purchase manager who visited your website is more likely to yield results than sending it to someone from the construction business!
Further, Tapistro intelligently and automatically segments visitors to find the right targets with tailored messages. Then, connect this to your favorite communication tool, ad channel, or send a list to your account rep for high-priority follow-ups. John’s LinkedIn profile and activity show engagement with posts about “sustainable restaurant practices” and “commercial kitchen innovations.” Tapistro flags this behavior, signaling interest in specific product categories like energy-efficient equipment.
Tapistro’s behavioral tracking notes that John has been engaging with bulk order and sustainability-focused product pages on FreshServe’s website. This points to a preference for high-efficiency, eco-friendly options. Tapistro integrates these insights to place John and Sunshine Eateries into a micro-segment defined by industry (restaurant chains and upscale cafes in expansion mode), role and keyword (procurement executives interested in “sustainable kitchen solutions” and “bulk ordering”), and behavior (interaction with energy-efficient and bulk equipment categories). FreshServe’s salesperson Jane, who has managed John’s account before, is notified to reach out to him with a suggestion to share a whitepaper on “Sustainable Growth in Restaurant Chains” to establish thought leadership and showcase FreshServe’s interest in eco-friendly solutions.
• Suppression: With signals aiding unknown visitor identification, Tapistro can also help identify specific cohorts, like competitors or existing customers with active sales discussions, that should be suppressed from particular campaigns. FreshServe is preparing a targeted promotional campaign aimed at converting new restaurant customers with special discount offers on bulk orders of kitchen equipment. However, they want to avoid sending this campaign to competitors, who might use this information to adjust their pricing or promotional strategies.
Tapistro’s identification capabilities detect visits from BrightCook Supplies, a competitor in the restaurant equipment industry. These visitors frequently review pricing, feature comparison, and case study pages—behavior indicating competitive interest rather than buying intent. Tapistro tags these visitors as part of a “Competitor Cohort,” helping FreshServe differentiate them from genuine prospects and suppressing marketing to BrightCook. Similarly, Sunshine Eateries may also be excluded from this campaign given the ongoing discussions and special pricing offered.
• Precise Intent-Based Hyper-Targeting in Near Real-Time: FreshServe’s sales team has been in discussions with Heritage Kitchen Group, a mid-sized restaurant chain, for several months. While there was initial interest in FreshServe’s commercial kitchen equipment, the deal has stagnated—Heritage Kitchen’s team stopped responding to emails, and the account seemed to lose momentum. Unsure if it’s worth investing further effort, FreshServe’s sales team considers deprioritizing the deal. Tapistro’s tracking reveals a spike in website visits from multiple senior members at Heritage Kitchen Group over the past week. Three Executives—including the CFO, Head of Operations, and Procurement Director—visited FreshServe’s product pages over five times in total, indicating renewed exploration of product specifications and benefits. Most recently, the Procurement Manager visited the pricing page twice in a single day, signaling active interest in cost considerations and perhaps readiness to move forward with a purchase. This might be the perfect opportunity to reconnect, extend the discount, and close the deal!
Tapistro notifies the sales manager responsible for the Heritage Kitchen Group account over Slack, sending a single alert at the appropriate time of action. This allows the team to maintain a strategic advantage, reducing wasted efforts and maximizing conversion opportunities with actionable data.
Bringing Intent-Based Orchestration to Life
Tapistro’s sources, real-time profiles, and orchestration tools help you capture intent based on content consumption (specific pages visited on your website), track precise visit frequency at a person/account-page level, score the profile or account with AI, then micro-segment based on multiple criteria like account, industry, persona, stage in CRM pipeline, content consumed, AI score, etc., and finally act to communicate or personalize the experience—all while stitching the journey steps together via a user-friendly orchestration canvas.
Our customers are already reaping the benefits of incorporating Tapistro into their GTM strategies. Here are a few ways they are using Tapistro’s AI-driven platform to improve B2B marketing and lead generation:
• One of our customers is a SaaS company that initially adopted a deanonymization tool to identify accounts of their website visitors. However, given the large volume and diversity of visitors, it became challenging for them to act on this data effectively. They then turned to Tapistro. With Tapistro’s automatic, in-depth Ideal Customer Profile (ICP) checks and full journey orchestration, they effectively used the deanonymized visitor data to target their ICPs. After witnessing significant results, the team added multiple website deanonymization tools while using Tapistro to ensure minimal overlap and substantial incremental value. This customer then expanded to use this input across multiple channels, including creating geo-specific target lists for reps, email marketing, paid media, and tailored offers, supporting cross-channel engagement.
• Another customer, a recruitment services company, was seeking effective segmentation of inbound website traffic for personalized outreach. They onboarded inbound traffic signals onto the Tapistro platform, which were subsequently enriched using public sources, news, social media, and other intent signals to enhance the accounts and personas identified. AI-powered micro-segmentation then enabled them to follow up with personalized communications. This allowed the company to address unknown visitors at scale, using tailored emails to improve their sales pipeline significantly.
Get started with Tapistro today to tap into the hidden potential of unknown website visitors and engage them with relevant, personalized experiences that turn curiosity into conversation and loyalty!
