If you’re running sales or marketing for a mid-market B2B team, you probably drown in tools promising a flood of leads. Most don’t deliver. The real struggle? Figuring out which companies are actually checking you out—before your competitors do—and then turning that anonymous interest into real conversations. That’s where Warmly comes in. This guide breaks down how to use Warmly to spot the right visitors, get their info, and actually move the needle on your pipeline. No fluff, just what works (and what doesn’t).
The Problem: Why Most Pipeline Tactics Fall Flat
Let’s be blunt. Most lead-gen tools are noisy, expensive, or just plain useless for mid-market teams. Here’s what you’re probably up against:
- Anonymous Traffic: Your best-fit buyers visit your site, poke around, and leave zero trace. They don’t fill out forms. You’re left guessing.
- Bad Data: Half the “leads” you get are interns, vendors, or spam bots—basically, anyone but your target buyer.
- Slow Follow-Up: By the time you find out who visited, they’ve already moved on or, worse, talked to a competitor.
- Generic Outreach: Even when you do reach out, it’s cold and generic. You have no context, so your emails go straight to archive.
If any of that sounds familiar, keep reading.
What Warmly Actually Does (And What It Doesn’t)
Warmly claims to help you identify anonymous website visitors, enrich that data, and turn it into actionable leads for your sales team. Here’s the honest breakdown:
What Works: - Company Reveal: Warmly shows you which companies are visiting your site—even if they don’t fill out a single form. - Contact Enrichment: It tries to find the right contacts at those companies, with actual emails and LinkedIn profiles. - Intent Signals: You get context—what pages they viewed, how long they stayed, and what they cared about.
What Doesn’t: - Perfect Person Matching: Don’t expect Warmly to magically spit out the exact decision-maker who visited your pricing page at 10:03 AM. It’s still guessing, just better than most. - Instant Meetings: You’ll still need to do real outreach. Warmly doesn’t book the meeting for you. - Noisy SMB Data: If your site gets lots of small biz or consumer traffic, expect some noise. Warmly is best when your audience is companies with real buying power.
If you want a magic button for pipeline, this isn’t it. But if you want a fighting chance at catching good-fit buyers as they’re looking, keep reading.
Step 1: Install Warmly and Set Up Tracking
First things first: you’ll need to get Warmly’s tracking running on your site. It’s the backbone of the whole thing.
How-To: - Drop the Warmly tracking script on your site or connect through Google Tag Manager. - Make sure it’s firing on every page you want to track—not just your homepage. - Check that it’s working. Visit your own site from a different device and see if Warmly picks up your company.
Pro Tips: - Privacy matters. Warmly works off IP addresses and firmographic data, but it’s not a replacement for consent-based tracking. Review your privacy policy so you’re not caught off guard. - Ignore the vanity numbers. Focus on quality visits, not just more traffic.
What to Ignore: Don’t waste time chasing tiny companies or random universities that show up in your feed. They’re rarely serious buyers.
Step 2: Identify Real Buying Signals
Once Warmly is collecting data, the next step is separating signal from noise. Not every visitor is worth your attention.
How-To: - Set up filters for your ideal customer profile (think: company size, industry, region). - Flag high-value pages—like pricing, demo, or solutions pages. - Prioritize visitors with multiple pageviews or repeat visits. Those are your best bets.
Pro Tips: - Build Slack or email alerts for hot accounts, so your team isn’t glued to another dashboard. - If an account shows up repeatedly but never fills out a form, that’s a high-intent ghost. Don’t ignore them.
What to Ignore: Don’t chase every single visitor. Focus on those that match your ICP and show real intent, or you’ll burn out your sales team fast.
Step 3: Enrich and Qualify the Leads
Here’s where Warmly tries to bridge the gap between “a company from Boston visited your site” and “here’s the right person to email.”
How-To: - Use Warmly’s enrichment to pull contact info for relevant roles (think: Director and above in your buyer department). - Double-check the data—sometimes it’s outdated or off. Cross-reference with LinkedIn or your CRM. - Score the leads based on fit and intent. Don’t just hand everything to sales.
Pro Tips: - Focus on job titles that match your buyer personas, not just whatever Warmly spits out. - If you already use tools like Apollo or ZoomInfo, compare results. Sometimes Warmly finds stuff others miss, sometimes not.
What to Ignore: Don’t bother with every contact at a company—pick the best one or two. Blasting the whole org is a fast track to spam filters and a bad reputation.
Step 4: Engage With Context, Not Cold
Now that you’ve got the who, the key is the how. Don’t just copy-paste a template and pray.
How-To: - Reference what the visitor actually did on your site (“Saw you checked out our pricing page…”). - Personalize your outreach. Mention the company, the specific pain point, or industry trend. - Don’t overdo it. Be direct, offer value, and make it easy for them to respond (think: one clear question or call to action).
Pro Tips: - Timing matters. Reach out within a day of the visit, or you’re old news. - Keep it short. People can smell a cold pitch a mile away—especially if it’s a wall of text.
What to Ignore: Long-winded intros, fake flattery, or pretending you’re “just following up.” Be real and to the point.
Step 5: Measure and Iterate (Without Getting Lost in the Weeds)
Don’t just set it and forget it. The best teams tweak their filters, messaging, and follow-up based on what’s actually working.
How-To: - Track conversion rates from Warmly-identified accounts to meetings, not just opens or clicks. - Regularly review which types of companies and contact titles respond best. - Cut what isn’t working—if certain segments never convert, stop chasing them.
Pro Tips: - Use a simple dashboard or spreadsheet to track outcomes. You don’t need a fancy BI tool. - Share wins and lessons with your team weekly. Quick feedback beats waiting for formal reviews.
What to Ignore: Don’t obsess over every metric. Focus on pipeline created and meetings booked—that’s what matters.
What Warmly Won’t Fix (And What You Still Need To Do)
Let’s be clear: Warmly isn’t a silver bullet for B2B sales. Here’s what it won’t fix:
- Bad Messaging: If your outreach is clunky, no tool can save you.
- Weak Value Prop: If buyers can’t tell how you help them, data alone won’t get you meetings.
- Broken Process: If sales and marketing aren’t aligned, Warmly will just add more noise.
But if you have the basics down, Warmly can give you an edge—surfacing real opportunities before your competitors pounce.
TL;DR: Keep It Simple, Test, and Tune
Warmly can help mid-market B2B teams spot who’s actually interested, get their info, and reach out with context. That’s it. Don’t overcomplicate it. Start small, filter ruthlessly, and focus on what turns into real conversations. Ignore the hype, keep what works, and tweak as you go. The best pipeline is built by teams who test, learn, and get a little better every week.