If you’re tired of guessing which companies land on your B2B website—and even more tired of sending the same tired ads to everyone—this guide’s for you. We’ll walk through how to actually segment your B2B website visitors using Visitorinsites, cut through the hype, and zero in on what’ll help you run smarter, not noisier, campaigns.
This isn’t for folks hoping for “one weird trick”—it’s for marketers, sales ops, and anyone who wants to know which companies are visiting, how to slice them up into useful segments, and how to actually do something with that info.
Why Bother Segmenting B2B Website Visitors?
Look, not all web traffic is created equal. If you’re selling to other businesses, you want to know which companies are on your site, what they care about, and how to reach them in ways that don’t feel like throwing spaghetti at the wall.
Segmenting your visitors does a few things:
- Cuts your list down to real prospects, not random browsers.
- Lets you target campaigns to specific industries, company sizes, or even named accounts.
- Helps sales teams prioritize outreach (and not waste time on dead ends).
- Makes your marketing budget go further—no more paying to show ads to people who’ll never buy.
But here’s the honest truth: No tool, even Visitorinsites, can magically tell you everything about every visitor. You’ll get company-level info, not names or emails (unless someone fills out a form). Still, with the right setup, you’ll get way closer to the leads you want.
Step 1: Get Visitorinsites Set Up the Right Way
First things first: sign up for Visitorinsites and get their tracking script on your website. You don’t need a developer for this, but if you’ve got one, great.
What to do:
- Grab your unique tracking snippet from your Visitorinsites dashboard.
- Paste it into the <head> of your website. Tag managers like Google Tag Manager work too.
- Double-check that tracking is firing (Visitorinsites should show activity soon after).
Pro tip:
If you don’t see company data after a day or two, chances are you’ve installed the script wrong or your site isn’t getting much B2B traffic. Fix what you can—don’t just wait and hope.
Step 2: Understand What Visitorinsites Can (and Can’t) Tell You
Before you dive in, manage your expectations. Visitorinsites uses IP intelligence and third-party data to match anonymous site visitors to company names. This means:
- You’ll see which companies visited, their industry, employee count, and sometimes location.
- You won’t see individual people, emails, or phone numbers (unless they fill out a form).
- Some traffic won’t resolve to a company (home internet, VPNs, privacy tools, etc.).
- Company identification is good, but not flawless. Expect 20–40% match rates on B2B traffic, if you’re lucky.
Ignore the hype:
Anyone promising you “100% visitor identification” is selling snake oil. Focus on the data you do get, and use it well.
Step 3: Start Building Segments That Matter
This is where most folks get lost. Just seeing a list of companies isn’t helpful unless you slice it up in ways that support your campaigns.
Common (and useful) segmentation options: - Industry: Target tech, healthcare, finance, etc. - Company size: Filter by employee count to focus on SMBs, mid-market, or enterprise. - Geography: Zero in on regions you actually sell to. - Pages viewed: Segment by which products, solutions, or resources visitors looked at. - Frequency/recency: Prioritize companies that visited multiple times or returned recently.
How to do it in Visitorinsites: 1. Go to your dashboard. 2. Use filters to create segments (e.g., “Healthcare companies with 200+ employees that viewed the Pricing page”). 3. Save these filters as segments for ongoing use.
Don’t overcomplicate:
You don’t need 20 micro-segments. Start with 2–3 that map to your main campaigns or sales priorities. You can always tweak later.
Step 4: Connect Segments to Real Campaigns
Now that you’ve got meaningful segments, it’s time to actually use them. Here’s how to plug them into real-world campaigns:
A. Retargeting
Export your segments and push them into LinkedIn, Google, or Facebook for account-based retargeting. This lets you show ads just to decision-makers at companies who’ve visited specific pages.
- Works best for: ABM campaigns, event follow-ups, or product launches.
- What doesn’t work: Broad, generic ads. If your creative isn’t tailored, don’t bother.
B. Sales Outreach
Send hot segments straight to sales. Focus on companies with high intent—those who visited “Contact,” “Pricing,” or “Solutions” pages.
- Works best for: Outbound emails, warm calls, or LinkedIn outreach.
- What to ignore: Don’t bother chasing companies that bounced after 10 seconds.
C. Website Personalization
Some platforms let you personalize content for known companies or segments. If Visitorinsites integrates with your personalization tool, try swapping out headlines or case studies for different industries.
- Works best for: High-traffic sites with enough known companies to make it worth the effort.
- What’s not worth it: Over-engineering for a handful of visits. If your segment is tiny, focus elsewhere.
Step 5: Turn Insights into Actionable Reports
Data is useless unless you share it with people who can do something with it. Skip the vanity dashboards—build reports that actually drive decisions.
What to include: - Top visiting companies by segment. - New vs. returning companies. - Most viewed pages by segment. - “Hot” accounts that visited multiple times or spent significant time.
Share these with: - Sales teams (to prioritize outreach). - Marketing (to tune ad and content strategy). - Leadership (if they care about pipeline insights, not data for data’s sake).
Pro tip:
Automate reports if you can. Visitorinsites lets you schedule exports—use this to drop fresh lists into your CRM or email.
Step 6: Don’t Chase Ghosts—Clean Your Data
Not every company on your list is a real lead. Some are ISPs, bots, or companies you’ll never sell to. Clean your segments regularly:
- Exclude ISPs and known bot traffic.
- Remove irrelevant countries or industries.
- Mark “junk” companies (like schools, if you don’t sell to education).
Why bother?
Cleaner segments mean your sales team won’t waste time chasing the wrong folks, and your ad budget won’t get flushed targeting companies with zero chance of converting.
What Actually Works (and What Doesn’t)
Works: - Focusing on a few high-value segments, not hundreds of micro-lists. - Pairing company-level data with intent (what did they actually look at?). - Using segments for real actions: targeted ads, prioritized outreach, or smart reporting.
Doesn’t work: - Expecting visitor identification to be perfect. - Over-personalizing for tiny traffic numbers. - Treating every company visit as a hot lead.
Ignore: - Hype about “AI-driven” magic—most of this is fancy labeling. - Chasing every data point. Focus on what leads to real conversations.
Keep It Simple, Iterate, and Don’t Get Fancy
You don’t need a 50-page playbook or a team of data scientists. If you set up Visitorinsites, build a couple of smart segments, and use them for targeted campaigns, you’re already ahead of most B2B marketers. Watch what actually works, ditch what doesn’t, and iterate as you learn. Simple beats clever—every time.