• Marketing
    6sense Revenue AI™ for Marketing
    Who We Help

    CMO

    Unite your revenue team and drive strategy across the business.

    Demand Gen

    Focus on in-market accounts and take the guesswork out of demand gen.

    Digital

    Reach the people and accounts that matter to your business.

    How We Do It

    Account Identification

    Accurately match anonymous and known buyer behavior to accounts.

    Intent Data

    Uncover 3rd party buying signals at the keyword or topic level.

    Predictive Analytics

    AI-driven buying stage predictions align teams on the best time to engage.

    Data Enrichment

    Enrich accounts, leads, and contacts with accurate firmographic data.

    Smart Form Fill

    Autofill and shorten forms with automated, real-time form enrichment.

    Audience Building

    Create audiences for segmentation, activation, and analysis across channels.

    Advertising

    Reach target buyers with display, video, retargeting, and social ad campaigns.

    Conversational Email

    Leverage AI to craft personalized emails that qualify & convert accounts at scale.

    Orchestrations & Workflows

    Scale data operations with accurate engagement of accounts and contacts.

    Create Your Very Own AI Email Assistant

    Use AI to craft relevant, on-brand email campaigns that compel conversations and get more meetings booked.
    Learn More
  • Sales
    6sense Revenue AI™ for Sales
    Who We Help

    CRO

    6sense gives sales leaders the intel they need to deliver on big revenue goals.

    Inside Sales

    When working hundreds of accounts, knowing where to prioritize is critical.

    RevOps

    Use clean, complete data and scalable processes.

    How We Do It

    Contact & Company Data

    B2B contact data and account & buyer insights to engage prospects.

    Account Intelligence

    Arm reps with account insights in CRM & SEP for prioritization and personalization.

    Prioritization Dashboards

    Dashboards that help sellers uncover which accounts to engage and when.

    Chrome Extension

    Access Revenue AI insights directly from LinkedIn and other B2B websites.

    Predictive Analytics

    AI-driven buying stage predictions align teams on the best time to engage.

    Buyer Intent Data

    Uncover 3rd party buying signals at the keyword or topic level.

    Prospecting Workflows

    The insights sellers need in the tools they use, everyday.

    NEW! Sales AI

    Make account prioritization, research, and email drafting easy.

    Get Started for Free

    Access FREE credits to unlock relevant contact info, and see our packages for teams of all sizes.
    Start for Free
  • Solutions
    Solutions
    Industries

    Business Services

    Drive efficiency with a data-driven approach.

    Financial Services

    Acquire loyal customers with rich secure data.

    Manufacturing

    Modernize revenue creation with AI-driven data.

    Technology & Software

    Drive growth and boost customer adoption.

    Transportation & Logistics

    Boost conversions with targeted audiences.

    Data

    Our Data

    6sense delivers a complete dataset for B2B – including contact data.

    Data APIs

    Real-time enrichment and personalization anywhere.

    Data Packs

    Reduce manual processes to achieve database connectivity.

    Ecosystem

    Integrations

    Explore our powerful integrations with leading technologies.

    Become a Partner

    Let's do more than just work together – let's revolutionize B2B.

    Agency Partners

    Need some help? Get support from our partners.

    Dive into 6sense Revenue AI™

    Reinvent the way your team creates, manages, and converts pipeline to revenue.

    Explore Platform
  • Resources
    Resource Library

    Resource Library

    Dive into various topics and content types.

    Blog

    Short insights, designed to educate.

    In-Market Demand Report

    Know which companies are interested in you.

    Guides

    Follow our in-depth articles & how-to’s.

    6sense for 6sense

    See how the 6sense team uses 6sense.

    Revenue Makers Podcast

    Steal playbooks from industry-leading brands.

    Ebooks & Analyst Reports
    The Science of B2B
    Events & Webinars
    Tools
    One Pagers
    Glossary
    Videos
    TalkingSense
    Pipeline Generation Tuesdays

    6sense Named a Leader in The 2024 Gartner® Magic Quadrant™ for ABM Platforms

    No email required to get a copy of this objective evaluation of the account-based marketing platforms.

    Read the Report
  • Customers
    Customers

    Meet Our Customers

    See how companies like yours leverage 6sense to drive efficiency.

    Customer Stories

    Dive into the success and journeys of our customers .

    Customer Reviews

    Read real reviews to understand what 6sense can do for you.

    RevCity

    Connect with your peers, share successes, and learn about 6sense.

    Knowledge Base & Support

    Explore our help articles, product updates, and submit support tickets.

    6dimensional Success Model

    WE GET YOU. WE GOT YOU.

    Introducing the 6dimensional Success Model™ – a methodology that empowers customers to unleash their full revenue potential and and achieve extraordinary outcomes.

    Explore Our Success Model
  • Company
    Company

    About 6sense

    Learn about our company values, vision, employee benefits, and more.

    Leadership Team

    Dreamers and data nerds; Meet the leadership team behind 6sense.

    Careers

    We want 6sense to be the best chapter of your career.

    Newsroom

    Read press releases, thought leadership, company announcements and more.

    Community

    Dive into the communities 6sense hosts and takes part in.

    Become Our Partner

    Let’s do more than work together. Let’s revolutionize B2B together.
    Explore Our Partners
BOOK A DEMO
BOOK A DEMO
LOG IN
BOOK A DEMO
More
Template is not defined.
Data & AI
Guides

What is Anonymous Website Visitor Identification?

Learn how to identify anonymous website visitors and convert them into valuable leads and customers with the help of AI-powered revenue technology.

—
The 6sense Team
Share
account-identification

Home / Platform / Account Matching / What is Anonymous Website Visitor Identification?

Chapters

Chapter 1

What is Anonymous Website Visitor Identification?

Chapter 2

What is an Anonymous Website Visitor?

Chapter 3

Who are Anonymous Website Visitors?

Chapter 4

Benefits of Anonymous Website Visitor Identification

Chapter 5

Anonymous Website Visitors vs Unique Website Visitors

Chapter 6

Can Anonymous Website Users Be Identified?

Chapter 7

Challenges for Businesses

Chapter 8

How 6sense Can Help

Table of Contents

Chapter 1

What is Anonymous Website Visitor Identification?

Studies show that only 3-4% of B2B visitors fill out forms on websites. Even among actual buyers from target accounts, only about 20% fill out forms.  That leaves B2B businesses left in the dark when it comes to capturing 80% of potential revenue opportunities.

That’s why identifying anonymous website traffic is critical for B2B sellers. It helps you spot sales opportunities you might otherwise miss.

Chapter 2

What is an Anonymous Website Visitor?

Anonymous website visitors browse your site without filling out forms and providing identifiable information like names, email addresses, or login credentials. They’re consuming your content, leaving nothing* (*we’ll get to that) behind that tells your organization that they have a potential customer.

However, with the right AI-powered revenue technology, you can follow the trail of breadcrumbs left by their browsing behavior.

Anonymous website visitor identification is the process of uncovering and gathering insights about these visitors.

Why is Visitor Identification Essential?

Identifying anonymous visitors allows businesses to understand, engage, and convert prospects more effectively, turning anonymous traffic into valuable leads and customers, maximizing lead generation. 

Understanding your customer base also enables personalization. With insights into who your potential customers are, including their industry, company size, and pain points, you can begin targeted outreach, customize content for similar visitors, or adjust your offerings to meet specific market needs.

Chapter 3

Who are Anonymous Website Visitors?

Anonymous website visitors include potential customers, current clients, industry researchers, and even competitors. 

Here are some examples of anonymous website visitors you should be aware of as a B2B marketer.

Types of Anonymous Website Visitors

B2B Decision Makers. These are executives or procurement managers, or influencers such as department heads or team leads, who are actively researching products, services, or solutions to meet their business needs. Their goal is to gather information and evaluate options before starting a purchase process. Identifying these visitors can provide critical insights into their company’s intent and readiness to engage.

General Researchers. This group consists of individuals seeking information without an immediate intent to purchase. Often, they are exploring general topics, trends, or solutions that align with their interests or business challenges. While they may not convert right away, they represent potential future customers in the awareness or consideration phase of their journey. Engaging these visitors with educational resources or thought leadership content can help nurture them over time.

Competitors. Other businesses may visit your website anonymously to monitor your activities, evaluate your offerings, or benchmark against your organization. These visits often aim to gather intelligence about your product features, pricing strategies, or marketing themes. While not potential customers, these visitors highlight the importance of securing proprietary information and differentiating your messaging to maintain a competitive edge.

Why Understanding Their Behavior and Intent is Crucial

Analyzing the patterns and behaviors of anonymous visitors can uncover a goldmine of insights, helping you: 

Uncover Potential Leads. By delving into the engagement metrics of your anonymous visitors, you can identify potential leads that might otherwise remain hidden. This lets your marketing team add potential customers to personalized campaigns based on the topics they’ve shown interest in. This will help you gain more influence as buyers research.

Prioritize Outreach. Insights derived from anonymous visitor data empower you to prioritize outreach. By analyzing factors such as pages viewed, time spent on content pages, and frequency of visits, you can measure a visitor’s level of interest and intent. Focusing your sales and marketing efforts on these high-potential prospects helps you use your resources more efficiently. This will help you make your engagement strategies more effective and increase the chances of getting customers.

Create More Effective Campaigns. Understanding the intent and interests of your anonymous visitors allows you to craft more targeted and impactful marketing campaigns. Personalizing campaigns based on these insights leads to higher engagement, stronger customer relationships, and better overall performance. Additionally, these insights can inform your content strategy, ensuring that your website continues to attract and retain the right audiences.

Chapter 4

Benefits of Anonymous Website Visitor Identification

Knowing who’s visiting your site, even without direct engagement, can provide a more valuable user experience. Here’s how.

Improving Personalization

Personalized content is a powerful way to build connections and increase engagement. It’s what prospects expect, for one. According to a recent McKinsey survey, 71% of consumers expect personalized interactions from businesses.

By understanding your visitors’ needs based on their online behavior and buying intent, you can deliver content that truly resonates with them.

Nurturing leads with content that speaks to their unique pain points or interests builds trust and encourages them to return for more.

Enhancing the Customer Journey

Identifying anonymous website visitors is a game-changer for improving the customer journey. It provides actionable insights into their behavior and preferences, enabling businesses to craft a seamless experience that aligns with their needs.

Imagine this scenario: a visitor lands on your site, explores several pages, and leaves without converting. With anonymous visitor identification, you can re-engage them through tailored follow-ups, such as personalized content or targeted offers, that keep them engaged and guide them toward making a purchase.

Why It Matters:

  • Highly Personalized Marketing: According to another McKinsey, only 8% of B2B organizations deliver highly personalized marketing. Within that 8%, three-fourths report growing market share.
  • Faster Sales Cycles: Providing the right content at the right time shortens decision-making processes, reducing the time it takes to move a lead from awareness to purchase.

Improved Lead Generation

Recognizing and prioritizing high-value visitors early in the process can transform lead generation efforts. By knowing who is visiting your site and what they are interested in, you can focus your efforts on those most likely to make a purchase. This greatly improves efficiency and results.

For example, if a visitor from a large enterprise repeatedly views your pricing page or downloads specific resources, it’s a clear signal of buying intent. With this knowledge, you can prioritize them for outreach and tailor your messaging to address their specific challenges, increasing the likelihood of conversion. You can also identify other likely members of their buying team, acquire their contact info, and enroll them in campaigns that tailor value propositions toward their personas. By expanding your influence across the buying committee, you can increase your odds of winning a deal and speed up the buying process.

Key Benefits:

  • Efficiency in Outreach: Focus on leads with high intent rather than spreading resources thin across uninterested prospects.
  • Stronger Conversion Rates: Aligning your approach with visitor behavior ensures messaging resonates, driving better results.

Better Marketing ROI

Maximizing marketing ROI starts with targeting the right audience. Anonymous visitor identification enables you to concentrate on visitors who show real interest or purchasing intent, ensuring every marketing dollar is spent wisely.

Instead of casting a wide net and hoping to generate leads, you can strategically focus on visitors who have already shown engagement with your offerings. This targeted approach makes campaigns more effective and eliminates the inefficiencies of traditional marketing.

Strategic Advantages:

  • Resource Optimization: Save time and budget by focusing on warm leads.
  • Data-Driven Targeting: Leverage behavioral insights to craft campaigns that drive measurable results.

Chapter 5

Anonymous Website Visitors vs Unique Website Visitors

While reviewing your website analytics, you might have noticed both “anonymous visitors” and “unique visitors” metrics. What’s the difference between these two types of visitors? It all comes down to the level of information you can gather and how you can use that data.

Anonymous Website Visitors

These are visitors who leave no identifiable information through logins or form fills. Traditional analytics tools often struggle to identify them beyond their basic browsing behavior, making it harder to target them directly.

Unique Website Visitors

Unique visitors are typically identified through cookies or user sessions. These tools track repeat visitors, allowing you to see how often someone returns to your site and build a more precise profile over time.

Main Differences

Tracking across sessions: Unique visitors can be tracked across multiple sessions and interactions. This means you can see their journey over time, from their first visit to their most recent one. This longitudinal data can be used to guess how close a visitor might be to a purchase decision.

Identification methods: Anonymous visitors are usually only detected by their IP address or browsing behavior. Unless you use advanced account identification technologies, they remain largely unidentified.

Insights and Data: Unique visitor metrics give you a clear picture of their behavior and preferences. You can see which pages they visit most, how long they stay, and more. This data is invaluable for tailoring your marketing strategies to known visitors and encouraging repeat engagement.

Advanced Technologies: For anonymous visitors, advanced tools can help uncover more about them. For example, you might use IP tracking to see which organizations are visiting your site, even if you don’t know the individuals. 

Chapter 6

Can Anonymous Website Users Be Identified?

The short answer: yes, you can identify anonymous website users. But without the right tools, it won’t be easy. Let’s dive into the methods, technologies, and ethical considerations.

IP-based Identification

IP addresses can help you determine the country, city, or organization associated with anonymous website visitors, providing a broad profile of your visitor demographics.

Reverse IP Lookup or Domain-based Identification

This technique can uncover organizations associated with specific IP addresses. This method provides critical data for sales and marketing teams, offering a deeper understanding of which companies are showing interest in your products or services.

Behavioral Tracking 

Cookies are a classic tool for tracking behavior. They help you understand what pages visitors are interested in and how they interact with your site. With these insights, you can build profiles based on interests or browsing patterns, allowing for more tailored follow-up strategies.

Third-Party Data Enrichment

This method involves using external data sources to improve the information you have about your visitors. For example, you might use data enrichment services to connect an IP address to industry data, company information, or organization size. This will give you a better view of possible leads.

AI-driven Account Identification

6sense uses advanced AI-driven predictive analytics to identify accounts visiting your website and uncover their behavior and intent. By analyzing vast amounts of data across multiple touchpoints, 6sense provides actionable insights into who your visitors are, what they’re interested in, and how close they are to making a purchase decision.

Ethical and Legal Considerations

While identifying visitors can bring efficiency to your marketing efforts and boost your bottom line, it’s essential to respect consumer privacy rights. Always be transparent about what data you’re collecting and how you’re using it. 

Following regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) is crucial for ensuring  you handle data ethically and transparently.

For example, when informing users about cookies, provide clear information on how their data will be used and offer the option to accept or decline tracking. It’s also essential to obtain consent where necessary and provide clear opt-out options. 

Chapter 7

Challenges for Businesses

What’s at risk if you don’t identify and leverage anonymous website visitor data? Here are some key challenges businesses face.

Limited Data and Insights 

When visitors don’t willingly provide information, you’re left with limited data. This makes it challenging to understand their needs and preferences. 

For instance, you may only have access to broad data points, such as location or browsing behavior, which can limit your ability to target specific customer segments accurately.

Imagine what you could do with deeper insights, like knowing a visitor’s buying stage, to refine your marketing and sales strategies.

Difficulty in Delivering Personalized Experiences 

Without a clear understanding of visitor identity, demographics, and needs, it’s difficult to deliver personalized, impactful buyer experiences.

You can’t tailor content or offers if you don’t know who you’re talking to or what they’re looking for in a solution, making it harder to engage visitors and convert them into leads.

How much could you improve conversion rates if you knew what each visitor was looking for and could tailor your approach accordingly?

Chapter 8

How 6sense Can Help

With 6sense, you can unlock insights into anonymous visitors and transform them into actionable leads: 

AI-Driven Intent Data Analytics

6sense uses AI to analyze visitor behavior and predict buyer intent. This means you can understand what your anonymous visitors are interested in, even if they don’t tell you directly. 

It also helps prioritize leads by identifying those who are in-market now,  so you can focus your outreach effectively.

Account-Based Identification

6sense can identify which companies are visiting your site, even if the individual visitors remain anonymous. 

This helps you focus your marketing efforts on high-value accounts and tailor your content to industries or companies with the greatest potential for conversion.

Behavioral Analysis

By tracking how visitors interact with your site, 6sense provides insights into their interests and pain points. 

You can also use the data to refine your messaging and develop campaigns that directly address common customer concerns.

Ready to see 6sense in action?

Book Your Demo
Picture of The 6sense Team

The 6sense Team

View Author
The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.