If you run a B2B website, you know the drill: tons of visitors, barely any fill out your forms. Most of your traffic stays anonymous—and that means you’re missing out on potential leads. So, what if you could put a name (well, at least a company name) to those ghost visitors? That’s where tools like Salespanel come in.
This guide is for anyone who wants to get more out of their website traffic—especially marketers, sales teams, and founders who are tired of “guess and hope” strategies. I’ll walk you through how Salespanel works, how to set it up, and what you can actually do with the info (spoiler: not magic, but pretty useful). Let’s get into it.
Why Bother Identifying Anonymous Visitors?
Before we get into the how, let’s talk about the why. Identifying which companies are visiting your site helps you:
- See who’s interested, even if they don’t fill out a form.
- Prioritize outreach to companies already checking you out.
- Better understand your website’s appeal to your target market.
But don’t expect to suddenly know the name and email of every visitor. This isn’t spying—it’s about matching IP addresses and other signals to public company data. Good, but not perfect. Keep your expectations in check.
Step 1: Understand What Salespanel Actually Does
Salespanel isn’t magic. What it really does is:
- Tracks your website visitors in real time.
- Tries to match each visitor’s IP address (and sometimes browser fingerprinting) to a company, using public databases and some data science.
- Gives you a dashboard where you can see which companies visited, how often, and what pages they viewed.
What works:
- You'll get a list of real companies that visit your site, especially if they're mid-sized or bigger.
- You can see which pages they're interested in and how often they come back.
What doesn’t:
- It won’t identify individuals unless they fill out a form or otherwise self-identify.
- It struggles with visitors from home offices, co-working spaces, or mobile networks, since those IPs aren't tied to a company.
What to ignore:
- Expecting detailed contact info for every visitor. That’s not how this works.
Step 2: Set Up Salespanel on Your Website
Setting up Salespanel is pretty straightforward, but don’t rush it. Here’s how to do it right:
1. Sign Up and Get Your Tracking Code
- Create a Salespanel account. You’ll probably start with a free trial, so make the most of it.
- Once inside, you’ll get a snippet of JavaScript (the tracking code).
2. Add the Tracking Code to Your Site
- Copy the code and paste it into the
<head>section of your website’s HTML. If you use a CMS (like WordPress), there are plugins and guides for this. - For single-page apps or fancy setups, check if you need to use Salespanel’s API or advanced options. Their docs are decent, but don’t be afraid to ask support if you get stuck.
Pro tip:
If you use Google Tag Manager, you can add the code as a new tag. Just make sure it fires on all pages.
3. Check That It’s Working
- Visit your own site (from a different device or incognito mode) and see if you show up in the Salespanel dashboard.
- Give it a day or two—sometimes it takes a bit for data to populate.
Step 3: Interpret the Data (Without Getting Overwhelmed)
Once Salespanel is running, you’ll start seeing company names pop up. But don’t go chasing every single one. Here’s how to make sense of what you see:
What You'll See
- Company names: Based on IP matching. Usually accurate for bigger firms.
- Visit details: Pages viewed, time on site, return visits.
- Firmographic data: Industry, size, location.
What’s Actually Useful
- Frequent visitors: Companies coming back or viewing multiple key pages (like pricing or case studies).
- Industry fit: Ignore random visitors outside your target market.
- Behavior patterns: Are they checking your product page multiple times? That’s a signal.
What to Ignore
- ISPs, cloud providers, or “unknown” companies: These are often bots, remote workers, or unmatchable IPs.
- One-and-done visits: If a company hit your homepage once and bounced, don’t waste time chasing them.
Step 4: Turn Insights Into Action
Knowing who visited is nice. Doing something about it is better. Here’s what you can actually do with this info:
1. Prioritize Outreach
- If a company you’ve been targeting visits your site, it’s a good cue for your sales team to reach out (politely—don’t be creepy).
- For repeat visitors from interesting companies, consider a warm intro or LinkedIn message.
2. Personalize Your Website (If You Want)
- Salespanel can integrate with some marketing automation tools. You can, for example, show custom messages to visitors from certain companies or industries.
- Honestly, unless you have lots of traffic and resources, this is more “nice to have” than “must have.”
3. Feed Your CRM
- Integrate Salespanel with your CRM to log these company visits as activities.
- This helps sales teams see who’s engaging—even if they never filled out a form.
4. Refine Your Marketing
- Use the data to see which content or campaigns attract the right companies.
- Adjust your ads, content, or offers to double down on what’s working.
Reality check:
Don’t expect a flood of leads overnight. This is about small, steady wins—spotting warm companies and acting on those signals.
Step 5: Don’t Overpromise—Be Upfront With Your Team
It’s tempting to roll this out with a big announcement, but keep expectations realistic:
- You’ll get partial visibility, not a magic lead list.
- Most data is at the company level, not the person.
- It’s a tool to help prioritize, not a silver bullet for sales.
If someone on your team expects names, emails, and phone numbers for every visit, set them straight early.
Pro Tips and Common Pitfalls
What Works Well
- Account-based marketing: If you’re targeting a specific list of companies, Salespanel can show you when they’re researching you.
- Warm follow-ups: Better to say “Hey, noticed you checked out our product page” than cold emailing out of the blue (but don’t be weird about it).
What Usually Disappoints
- Trying to identify every visitor: You’ll never get 100%. Focus on quality, not quantity.
- Expecting individual identification: That needs a form fill, a signup, or some explicit action.
Don’t Waste Time On…
- Chasing low-quality or irrelevant companies: Focus on the companies that match your customer profile.
- Manual data wrangling: Integrate with your CRM or marketing tools to save time.
Keep It Simple and Iterate
Don’t overcomplicate things. Start by just watching which companies visit your key pages. Share the most interesting findings with your sales or marketing team. Over time, you’ll spot patterns and figure out what’s worth acting on.
If you’re looking for a way to turn more of your anonymous website traffic into real opportunities, Salespanel is a solid tool—as long as you know its limits. Keep it simple, don’t buy into the hype, and use what actually helps you close more deals.