If you’re in B2B sales and tired of “black box” analytics that don’t tell you who’s actually interested, you’re not alone. Most website tracking tools throw out a pile of numbers but leave you guessing about which companies are poking around, who’s really engaged, and what to do next. This guide is for anyone who wants to actually see the journey of real, identifiable visitors—without wasting hours fiddling with settings or chasing “AI-powered” nonsense.
We’re focusing on Salespanel, a tool built to help sales teams see and use visitor journey data in a way that’s actually actionable. Here’s how to get it working for your team, what to expect, and what to skip.
Step 1: Get Salespanel Set Up on Your Site
First things first: you need to get Salespanel tracking your visitors. If you’re not a technical person, this part can sound intimidating, but it’s not rocket science.
What you need: - Access to your website’s code, or a way to add scripts (like Google Tag Manager or a CMS plugin). - Your Salespanel account (obviously).
How to do it:
1. Log into Salespanel and head to the “Tracking Code” section.
2. Copy the JavaScript snippet they give you.
3. Paste it into the <head> section of every page on your site you want to track. (Or, use their plugin if you’re on WordPress or similar.)
4. If you use Google Tag Manager, add a new Custom HTML tag and paste the code there.
Pro Tip:
If you have lead capture forms (contact, demo request, newsletter), make sure the tracking code is present on those pages too. That’s how Salespanel connects anonymous traffic to real people later on.
What to ignore:
You don’t need to waste time setting up every possible integration or customizing the code out of the gate. Get tracking working first—fancy automations can come later.
Step 2: Identify Your Website Visitors
Here’s the truth: no tracking tool can magically tell you the name of every single person visiting your site. That’s not how the internet (or privacy laws) work. But Salespanel does a solid job at identifying companies and, when possible, real people—especially in a B2B context.
How it works: - Company identification: Salespanel uses IP intelligence to match visitor IPs to company names. This works best if your visitors are coming from business networks, not home WiFi or mobile. - Lead capture: When someone fills out a form, Salespanel connects their email/name to their previous visits, building a full journey.
What you’ll see: - Company names visiting your site, with details like industry and size (when available). - Identified leads, showing their full journey across your site.
What’s real, what’s hype: - Don’t expect a 100% identification rate. You’ll get more out of this if your audience is mostly businesses, not consumers. - You’ll still see a chunk of “anonymous” traffic. That’s normal. - If you want to get the most out of Salespanel’s identification, nudge visitors to fill out forms—offer a gated whitepaper, a demo request, something worth exchanging info for.
Step 3: Map Out Visitor Journeys
This is where Salespanel starts to feel genuinely useful for sales teams. Unlike Google Analytics, which just shows you pageviews and bounce rates, Salespanel lets you see the actual journey—what pages someone (or a company) looked at, in what order, and over what timeframe.
How to use this: - Open a lead or company in Salespanel. You’ll see a timeline of their visits: which pages they hit, how long they stayed, any forms they filled out, etc. - Look for patterns. Are buyers from a certain company all reading your “Pricing” page? Did someone check your case studies three times before requesting a demo? - Flag key actions (like visiting a pricing page, downloading a PDF, or watching a webinar) as “high intent.”
Practical uses: - Prep for sales calls. It’s a lot easier to have a real conversation when you know what topics the prospect’s already explored. - Prioritize leads. If you see a lead coming back three times in a week and checking out your pricing, bump them up in your outreach queue.
What to ignore: - Don’t get lost in vanity metrics like “average session duration.” It’s more important to focus on what people actually did (e.g., which product pages they saw) than how long they spent.
Step 4: Qualify and Segment Leads Automatically
Let’s be honest: most sales teams don’t have time to sift through every visitor. You want to know which leads are actually worth chasing. Salespanel can help here, but only if you set up the rules thoughtfully.
Setting up segmentation: - In Salespanel, create segments based on visitor behavior. For example: - Visited your pricing page - Downloaded a technical whitepaper - Returned to the site more than once in seven days - You can also segment based on company attributes (size, industry, location), which is handy for B2B.
Lead scoring: - Assign points to actions (e.g., +10 for requesting a demo, +5 for viewing three product pages). - Leads that hit your “qualified” threshold can be flagged for immediate follow-up.
What works: - Simple rules are best at first. Don’t over-engineer lead scoring—focus on the 2-3 actions that really signal interest. - Use segmentation to filter out the noise, not to micromanage every visitor.
What doesn’t: - Don’t expect automation to replace real sales judgment. Segmentation is a tool, not a crystal ball. - Avoid segmenting for the sake of it. If you never act on a segment, it’s just clutter.
Step 5: Connect Salespanel to Your CRM and Sales Stack
Data is only useful if it gets to the people who need it—your sales team. The good news: Salespanel plays nicely with most major CRMs and marketing tools.
Integrations to consider: - CRM (like Salesforce, HubSpot, or Pipedrive): Push qualified leads and their journey data directly into your pipeline. - Email marketing: Trigger sequences based on lead segments (e.g., send a follow-up to everyone who downloaded a whitepaper). - Slack or email alerts: Get notified when a hot lead is back on your site, so you can reach out at the right moment.
How to set up: - Under Integrations in Salespanel, connect your CRM or tool of choice. - Map fields carefully. Make sure important data (lead source, last visited page, company info) gets sent to the right place.
Pro tip:
Start with just one integration—usually your CRM. Get that working smoothly before adding more moving parts.
What to skip: - Don’t bother with integrations you won’t actually use. More isn’t always better. - Avoid automating generic outreach to all “qualified” leads. It’s obvious and often backfires.
Step 6: Actually Use the Insights in Your Sales Process
This is where most teams drop the ball: you’ve got all this journey data, now what? The value comes from using it to have smarter, more relevant conversations.
How to put journey data to work: - Personalize outreach: Reference the specific pages or resources a prospect viewed (“I noticed you checked out our API docs—happy to answer technical questions.”) - Time your follow-ups: Reach out when a lead is most engaged (e.g., after they revisit your pricing page). - Spot buying signals: Use repeat visits, resource downloads, and high-intent pageviews as cues to reach out proactively.
What actually helps: - Use insights as conversation starters, not as “gotcha” ammo. Nobody likes feeling watched. - Share journey summaries with your sales team before calls, so they’re not going in cold.
What to avoid: - Don’t use tracking data to push too hard. If someone’s poked around but isn’t ready, don’t scare them off with overeager outreach. - Don’t expect every insight to turn into a deal. Sometimes a lot of browsing just means curiosity, not buying intent.
Step 7: Keep It Simple and Iterate
Salespanel’s got a lot of knobs you can turn, but you don’t need to use everything out of the box. Start simple:
- Track who’s visiting and what they’re doing.
- Set up basic segments for the audiences you actually care about.
- Make sure journey data gets to sales, and that someone’s actually looking at it.
As you get comfortable, tweak your setup. Add new segments, refine your lead scoring, or integrate with new tools—but only if it’s making things easier, not more complicated.
Bottom line:
Don’t let “advanced features” distract you from what actually moves the needle: seeing who’s interested, what they care about, and getting that info to sales at the right time. The rest is just noise.
Salespanel makes B2B website tracking useful—if you keep your setup focused and practical. Start small, watch what actually helps your team, and don’t be afraid to ignore features that don’t serve you. Just get the basics working, and build from there.