So you’re getting traffic to your site, but you have no idea who’s actually visiting—or if they’re the kind of people you want to talk to. You’re also tired of chasing dead-end leads. Sound familiar? This guide is for marketers, sales teams, and anyone trying to squeeze real value out of their B2B site traffic, not just stare at pretty analytics charts.
Let’s skip the fluff. If you want to turn anonymous clicks into qualified pipeline, you’ll need tools that actually do the work. Qualified promises to help by identifying website visitors, scoring them, and giving your team a shot to engage the right people at the right time. But how does it really work? Is it worth the setup? Here’s the straight talk on using Qualified to ID anonymous website visitors and actually qualify real leads.
1. What Qualified Actually Does (and Doesn’t)
First, a quick reality check. Qualified isn’t magic. It’s a B2B website conversion platform that sits on your site, tries to figure out who’s visiting, and routes the promising folks to your sales team (or at least lets you start a conversation).
Qualified can: - Use reverse IP lookup to guess which company a visitor is coming from (not their name, unless they fill out a form or chat). - Show targeted chatbots and messages based on who’s visiting. - Score and route leads in real time to the right rep. - Integrate with Salesforce and other CRMs to push leads where they need to go.
Qualified can’t: - Give you personal emails or names for every anonymous visitor (that’s just not how the internet works). - Replace smart salespeople. It’s a tool, not a silver bullet. - Fix your website if it’s not clear who your product is for.
2. Getting Set Up: The Basics
Before you can identify or qualify anyone, you need to get Qualified running on your site. Don’t overthink this stage. Here’s the fast track:
A. Sign Up and Connect Your Tools - Start your Qualified trial or subscription. - Connect Qualified to Salesforce (required for most features), or your CRM of choice. - Have your marketing ops or web admin handy—you’ll need their help for the next part.
B. Install the Qualified Tracking Code
- Qualified gives you a snippet of JavaScript. Paste it into your site’s <head> tag.
- Double-check it’s firing on all pages you care about.
- If you use a tag manager like Google Tag Manager, you can drop it in there instead.
Pro tip: Don’t obsess over the perfect setup. Get the code live and test it on your own visit—see if it detects your company correctly.
C. Privacy Check - Review your privacy policy. If you’re in the EU or handle sensitive data, make sure you’re disclosing what’s being tracked. - Qualified won’t track people who block cookies or use VPNs, so set expectations accordingly.
3. Identifying Anonymous Website Visitors
Here’s where things get interesting—and sometimes a bit murky.
How Qualified Identifies Visitors: - Reverse IP Lookup: When someone visits your site, Qualified checks their IP address against a database of company IP ranges. If it matches, you’ll see the company name (e.g., “Cisco” or “Acme Corp”). - Enrichment: If a visitor eventually fills out a form or chats, you can tie their info to their previous anonymous visits and get a fuller picture.
What You’ll Actually See: - A list of companies, how many people visited from each, and what pages they viewed. - Sometimes you’ll just see “Unknown” or generic ISPs—lots of home offices and mobile users won’t be identifiable. - You won’t see personal names or emails unless the visitor gives them.
What Works: - Seeing which companies are poking around your high-value pages (pricing, demo, etc.). - Noticing trends—like a spike in visits from a particular company before a deal.
What Doesn’t: - Expecting to know exactly who’s at the keyboard—reverse IP isn’t perfect. - Relying on this data for B2C or small business sites; it’s really built for B2B.
Ignore the noise: You’ll get a lot of “Unknown” visitors. Don’t waste cycles trying to ID everyone. Focus on the companies that matter.
4. Qualifying Leads in Real Time
Now, you’ve got companies visiting. But most aren’t worth chasing. Here’s how Qualified helps you filter out the tire kickers.
A. Set Up Lead Scoring Rules - Qualified lets you create rules: e.g., “If visitor is from a Fortune 500 company and views the pricing page, mark as high-priority.” - Use firmographic data (company size, industry, etc.) and behavior (pages viewed, time on site). - Start basic. Don’t try to automate every nuance of your ICP (ideal customer profile) on day one.
B. Build Routing Logic - Once a visitor is “qualified,” you can set up routing: send them to the right sales rep, trigger a chatbot, or pop up a meeting scheduler. - Common setups: - High-value accounts → live chat with an account exec. - Lower-value or unclear fit → nurture with an automated chatbot.
C. Real-Time Notifications - Qualified can ping your reps in Slack, email, or Salesforce when a target account is live on your site. - This is useful, but beware notification overload. Only alert on truly important visits.
Pro tip: Don’t let your reps chase every ping. Focus on true buying signals—like repeat visits to solution or pricing pages.
5. Engaging Visitors (Without Being Annoying)
The best identification and qualification in the world won’t help if you scare off good leads with aggressive chat pop-ups.
A. Personalize Chatbots Carefully - Use company name and relevant topics (“Hi Acme team, have questions about our enterprise plan?”). - But don’t get creepy—avoid over-personalizing before the visitor gives you their info.
B. Offer Value - Instead of “Can I help you?” try “Want a quick comparison PDF?” or “See how teams like yours use [product].” - Let visitors browse in peace if they’re not engaging.
C. Human Handoffs - When a visitor wants to chat, route them to a real person who knows their account. - Don’t make them repeat what they’ve already told the bot.
What works: Targeted, helpful offers at the right moment.
What doesn’t: Chatbots that pop up on every page load, or pushy messages before the visitor’s shown any interest.
6. Integrating with Your CRM and Marketing Stack
If you can’t get the data into your core systems, what’s the point?
A. Push Qualified Leads to Salesforce (or your CRM) - Qualified syncs with Salesforce so new leads and their activity show up where your reps live. - Map fields carefully. You don’t want to create duplicate records or flood your CRM with junk.
B. Sync with Marketing Automation - Connect with tools like Marketo or HubSpot to trigger nurture sequences or more personalized follow-up.
C. Reporting - Use Qualified’s dashboards to see which companies visit most, what qualifies, and which reps are engaging leads. - Tie this back to closed deals to see if the tool actually helps your pipeline.
Pro tip: Don’t just watch the dashboards—set up regular reviews to see if your qualification rules are working, and adjust as needed.
7. What to Ignore (and What to Watch Out For)
Ignore: - Vanity metrics—like the total number of visitors “identified.” Focus on the ones that matter. - Overly complex workflows. Start simple, add complexity only when you see real benefit.
Watch out for: - Privacy expectations. Don’t overpromise what you know about visitors. - Data quality. Reverse IP data can be spotty—especially with remote workers and VPNs. - Chasing every alert. Not every visit is a hot lead.
8. Where Qualified Shines (and Where It Falls Short)
Where it shines: - B2B sites with clear target accounts. If you sell to midmarket or enterprise, you’ll get value fast. - Teams that actually act on live visitor data—think outbound sales, not just marketing.
Where it falls short: - B2C or SMB-focused sites—too many “Unknown” visitors. - Teams who won’t pick up a chat or follow up quickly. The tool surfaces opportunity, but people still have to do the work.
9. Keep It Simple and Iterate
Don’t try to boil the ocean on day one. Start with the basics: install Qualified, set up core rules, and see what sort of data you get. Focus on identifying a handful of target accounts and engaging them in a way that’s actually useful for them.
As you get more comfortable, tweak your qualification rules and chat flows based on what actually works—not what the sales deck promised. The best setups are the ones you’ll actually use, not the ones with the most bells and whistles.
Your goal isn’t to impress anyone with dashboards. It’s to talk to the right people at the right time, and skip the rest. Keep it simple, stay skeptical, and don’t be afraid to turn things off if they’re just adding noise. That’s how you get real value out of Qualified.