v1.0.0 to v1.0.0

---

name: website-visitor-identification

description: >-

Design website visitor identification and deanonymization programs — company

vs person-level ID, vendor selection (Clearbit/Breeze, RB2B, 6sense, etc.),

privacy guardrails (GDPR/CCPA operational), Slack alert triage, and ICP routing

to MQL or outbound triggers. Use when implementing visitor ID, reverse-IP reveal,

intent data, or person-level LinkedIn visitor tracking. Triggers on: "visitor

identification", "deanonymization", "website intent", "Clearbit Reveal", "RB2B",

"who visited our website", "reverse IP", "WebSights", "Leadfeeder", "visitor ID

privacy".

license: MIT

compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose

metadata:

version: "1.0.0"

author: LeadMagic

category: inbound

tags: [inbound, visitor-id, intent, deanonymization, privacy, abm, clearbit, rb2b]

related_skills:

- inbound-triage

- icp-scoring

- 1p-tagging-pixels

- revops-tech-stack

- gtm-spend-management

- cold-email-strategy

- lead-enrichment

- campaign-governance

- attribution

frameworks:

- "HubSpot Breeze Intelligence (Clearbit heritage) — Reveal & enrichment"

- "Dharmesh Shah (HubSpot) — Inbound Attract + measurable intent"

- "Chris Walker (Refine Labs) — Measurable demand vs dark social"

- "Scott Brinker — MarTech consolidation before new intent vendors"

- "Winning by Design — Bowtie acquisition stage instrumentation"

- "SiriusDecisions Demand Waterfall — MQL definitions from intent"

---

# Website Visitor Identification

## Overview

Most B2B sites convert 2–3% of traffic to forms — the rest looks like dark

traffic. Visitor identification (deanonymization) recovers **company** or

**person** signals from anonymous sessions. The mistake: buying RB2B or 6sense

before deciding identification **level**, running person-level ID on EU traffic

without privacy review, or routing every alert to SDRs without an ICP filter.

This skill is the **canonical home** for visitor ID strategy: person vs business

decision tree, vendor comparison (Clearbit/Breeze, RB2B, 6sense, Demandbase,

ZoomInfo WebSights, Leadfeeder/Dealfront, Warmly, Koala, Factors.ai, Albacross),

privacy operational checklist (not legal advice), and GTM workflows from

website visit → MQL or guardrailed outbound trigger.

## Frameworks Referenced

- **HubSpot Breeze Intelligence (Clearbit heritage).** Company Reveal on visit;

form enrichment for person + firmographics in HubSpot-native stacks.

- **Dharmesh Shah (HubSpot).** Visitor ID instruments the **Attract** stage of

the inbound flywheel — permission-based follow-up after self-directed research.

`references/dharmesh-shah-hubspot-inbound.md` · Pattern 20 + 27.

- **Chris Walker (Refine Labs).** Visitor ID is the **measurable** counterpart

to dark social — pair with `content-marketing` and `attribution`, not replace them.

Pattern 26 + 20.

- **Scott Brinker — MarTech consolidation.** One company-ID owner + at most one

person-ID vendor until utilization proves ROI (`revops-tech-stack`).

- **Winning by Design Bowtie.** Visitor ID instruments the **acquisition** stage.

- **SiriusDecisions Demand Waterfall.** Intent signals feed MQL definitions —

coordinate with `inbound-triage`.

## When to Use

- "Identify companies visiting our website"

- "Set up Clearbit Reveal / Breeze Intelligence"

- "RB2B vs Warmly vs Koala"

- "Person-level vs company-level visitor ID"

- "Website intent data program"

- "GDPR / CCPA for visitor deanonymization" (operational — not legal counsel)

- "Slack alerts for website visitors"

- "Route visitor intent to sales"

## Prerequisites

- ICP defined (`icp-scoring`)

- CRM with account + contact model

- Consent management for EU traffic (`1p-tagging-pixels`)

- UTM taxonomy (`campaign-governance`) for source attribution

## Step-by-Step Process

### Phase 1: Choose Identification Level

Load `references/person-vs-business-identification.md`.

1. Map primary motion: ABM account prioritization → **company**; authenticated

PLG → **person (1P)**; SDR outbound trigger → **person (guardrailed)**.

2. Run privacy go/no-go (`references/visitor-id-privacy-gtm.md`) before person ID.

3. Document decision: level, lawful basis note (counsel confirms), geo scope.

### Phase 2: Vendor Selection

Load `references/visitor-id-vendor-comparison.md` and

`templates/visitor-id-vendor-eval-scorecard.md`.

| Need | Directional pick |

|---|---|

| HubSpot stack | Breeze Intelligence / Clearbit Reveal |

| Enterprise ABM | 6sense OR Demandbase (one) |

| SMB company ID | Leadfeeder/Dealfront or Albacross (EU) |

| Person LinkedIn ID | RB2B (US-primary, privacy review) |

| PLG sales-assist | Koala or Warmly |

| Analytics + firm ID | Factors.ai |

Run 30-day pilot: ICP-qualified rate, false positive sample (n=50), cost per

qualified ID. Register vendor in `gtm-spend-management` → `GTM-Data` class.

### Phase 3: Privacy & Consent (Operational)

Load `references/visitor-id-privacy-gtm.md`.

**Disclaimer:** Not legal advice — involve privacy counsel for person-level ID.

- Update privacy policy disclosures

- Fire visitor ID scripts after consent in EU

- Sign vendor DPA (`vendor-contracts`)

- Wire suppression list to CRM + sequencer

- Document security questionnaire triggers

Cross-links: `references/gtm-data-exchange-playbook.md`,

`references/gtm-security-hygiene-basics.md`,

`references/security-questionnaire-deal-guide.md`

### Phase 4: Build Workflows

Load `references/visitor-identification-playbook.md`.

**Company ID → MQL path:**

```

Visit → vendor ID → enrich → ICP filter → intent score → inbound-triage routing

```

**Person ID → outbound trigger (if approved):**

```

Person match → privacy gate → ICP + confidence High → enrich email →

cold-email-strategy trigger branch (≤2 touches) → human on reply

```

Integrations: CRM account/contact, Slack (`templates/visitor-alert-triage-checklist.md`),

Clay/n8n webhooks, SEP enrollment rules.

### Phase 5: Measurement & Governance

| Metric | Purpose |

|---|---|

| ICP-qualified ID rate | Quality over raw volume |

| Alert → meeting | ROI on person ID |

| False positive rate (sampled) | Vendor renewal input |

| Opt-out / complaint rate | Kill switch for person ID |

Quarterly: stack overlap audit (`revops-tech-stack`), spend review

(`gtm-spend-management`).

## Output Format

Visitor identification program document:

- Identification level decision + rationale

- Vendor selection with eval scorecard

- Privacy operational checklist status

- Workflow diagrams (company MQL + person trigger)

- Slack channel design + triage SOP

- CRM field map + integration contracts

- Anti-pattern acknowledgments

See `templates/output-template.md`.

## Quality Check

- [ ] Person vs business decision documented with decision tree

- [ ] ICP filter runs before CRM write or sequence enrollment

- [ ] Privacy checklist complete; person ID has counsel review if EU traffic

- [ ] Vendor comparison includes identification level column

- [ ] Slack triage checklist assigned to owners

- [ ] UTM/source attribution wired (`campaign-governance`)

- [ ] Vendor in spend register with owner + renewal

- [ ] Anti-patterns addressed: no spam-all, opt-outs honored

## Common Pitfalls

1. **Person ID without privacy review.** GDPR/CCPA exposure. Fix: company ID

default; person ID only after `visitor-id-privacy-gtm.md` gates + counsel.

2. **No ICP filter.** SDRs chase ISPs, agencies, and universities. Fix:

automate `icp-scoring` before any alert or CRM create.

3. **Duplicate intent vendors.** Clearbit + 6sense + Leadfeeder + RB2B all

firing. Fix: Brinker consolidation — one company + one person max.

4. **Creepy outbound copy.** "I saw you on our pricing page" destroys trust.

Fix: signal-anchored relevance via `cold-email-strategy` — not surveillance tone.

5. **Ignoring opt-outs.** Visitor ID contact opts out on email but stays in

RB2B alerts. Fix: suppression sync across CRM, sequencer, Slack enrollment.

6. **EU scripts before consent.** Non-essential tags fire on page load. Fix:

`1p-tagging-pixels` consent-first deployment.

## Execution Artifacts

- `references/visitor-identification-playbook.md` — **master guide**

- `references/person-vs-business-identification.md` — decision matrix

- `references/visitor-id-privacy-gtm.md` — GDPR/CCPA operational checklist

- `references/visitor-id-vendor-comparison.md` — Clearbit, RB2B, 6sense, etc.

- `templates/visitor-alert-triage-checklist.md` — Slack triage SOP

- `templates/visitor-id-vendor-eval-scorecard.md` — vendor pilot scorecard

## Related Skills

- **inbound-triage** — MQL routing after company ID + form fills

- **cold-email-strategy** — person ID → trigger-based outbound branch

- **icp-scoring** — filter before sales routing

- **1p-tagging-pixels** — consent, pixels, identity resolution context

- **revops-tech-stack** — vendor selection and stack consolidation

- **gtm-spend-management** — `GTM-Data` vendor roster and renewals

- **lead-enrichment** — verify person match before outreach

- **campaign-governance** — UTM + visitor source attribution

- **attribution** — measurable demand layer alongside dark social