Don Simpson’s Post

It’s time to clarify what an “anonymous website visitor” is and how they can impact your revenue in a hurry. For years, marketing and sales teams have been stuck on “deanonymization”. Which is using an ID reveal process to determine the NAME of a visitor Account or individual contact. This is very helpful for companies with a target account strategy. But ultimately, deanonymization falls short and here’s why… 1. On average, it only works on 30% of your website visitors 2. That leaves at least 70% of your website visitors completely anonymous 3. And visitors are reluctant to give up their personal information until they think you can help them 4. Knowing WHO a visitor is doesn’t tell you if they’re a BUYER If you have a high volume site, you end up with a long list of possible accounts and your sales team doesn’t know where to start with their outreach. And that’s AFTER the prospect has left the website, missing the best opportunity to convert them in real-time. So, what has the solution been so far? Marketing and sales teams have tried to attach “buyer intent data” to these prospects, but the data isn’t strong enough to determine true intent. For example, a prospect visiting your pricing page isn’t a signal of intent on its own. In fact, over 88% of high intent buyers aren’t on your pricing page. So let me get to the real solution. And it’s one that’s been made possible only through AI. You need to analyze the real-time BEHAVIOR of EVERY website visitor with a sophisticated machine learning model that can predict their buyer intent. By looking at hundreds of micro-signals in real-time, you can predict intent in that exact moment with over 85% accuracy. And you don’t need to know WHO the visitor is at all, because their behavior tells you enough to start. That’s what Lift AI does. It predicts the buyer intent of completely anonymous website visitors in real-time. And right now, it’s the ONLY tool on the market that can do it accurately and at scale. It helps clients like Chronus uncover 85% of their pipeline from fully anonymous visitors, while increasing conversion rate and sales team efficiency. Payscale gets 54% of its website pipeline from anonymous visitors. Even better, you can add Lift AI’s buyer intent prediction scores to your other tools to supercharge them, INCLUDING your ID revealed accounts. If you need to find something to hit your revenue number, it’s time to stop focusing on “deanonymization” and start focusing on real-time behavior. The impact on your pipeline and revenue will be extreme.

Here’s my take on the “inbound-led outbound sales”. It’s a strategy that focuses on using inbound signals to direct outbound sales activities. It’s a must have, but here’s what gets overlooked… ❶ The strategy is predicated on having an account match to the visitor on your website, so what about the ~70% of your website visitors who are completely anonymous? ❷ Just because someone is on your website, even if they are on your pricing or product page, that doesn’t mean they are a high intent buyer that you should be engaging in real time or following up with.   ➌ It misses out on striking while the iron is hot. You should be engaging with high-intent buyers when they are most ready to engage—while they're still on your website, and then following up with those who don’t engage afterwards. Inbound-led outbound is critical. But it should be layered in as an addition to a real-time engagement strategy. And, you need to prioritize your sales follow up activities based on the buying intent of the visitor rather than simplistic signals like “they were on your pricing page”. This works with the only tool on the market that can accurately predict the buying intent of website visitors in real-time. Lift AI. Unlike other tools, Lift AI isn’t just tracking basic page visits or download clicks. It analyzes hundreds of micro-behaviors in real time using machine learning. Imagine this: A potential buyer lands on your site, and Lift AI immediately starts evaluating their every move, scoring their behaviors to identify high purchase intent. This allows you to engage them directly and effectively right in that critical decision-making moment. You might use live sales chat, bots, pop-ups, content personalization, and so on. And for those who slip through without engagement? Lift AI’s buyer intent scores seamlessly integrate with your outbound tools. This means you can prioritize follow-ups within minutes—not days—after they leave your site, ensuring your outbound efforts are as effective as possible. Inbound-led outbound is smart, and with Lift AI, it’s on fire. Oh, and Lift AI doesn’t NEED an account match. You can still find and engage high intent buyers in real-time while they’re on your website without knowing anything else about them. By maximizing the potential of every website visit in real time and enhancing follow-up efforts, you transform how you interact with potential customers based on their buying intent. #InboundLedOutbound #SignalBasedSelling

This is what’s wrong with most lead scoring and buyer intent signals. + 10 points for pricing page view + 30 points for chatting with bot + 10 points for opening an email + 15 points for reading a relevant article on competitors website + 20 points for downloading a white paper + 50 points for a form fill And so on, you get it… Do you see the problem? First, conventional lead scoring and buyer intent tools are based on HUMAN hypothesis. Each of the scores are ESTIMATED based on a best-guess. We can’t help but assume a form fill is better than a pricing page view. Or that a pricing page view is even worth points at all. After all, we know that 88% of buyers don’t even go to your pricing page. Second, even though it looks like a long list of signals, they are too FEW to paint a truly accurate picture of buyer intent. Just because someone is running in sneakers and sweatpants and is wearing a FitBit doesn’t mean they are an athlete. They might be a criminal running from the cops. Third, using a basic calculation to determine intent is too SIMPLISTIC. You can’t just add scores together and assume each signal nicely stacks upon the other. This is co-occurrence bias. When we assume that things that frequently happen together must be causal, such as pricing page visits and form fills. So we add them together. But this isn’t necessarily the case. Fourth, many of the intent signals marketers look at are based on THIRD PARTY DATA, meaning it was data taken from a vendor that might be dated, inaccurate, or irrelevant. At best it’s a fragment of data that can’t be fully analyzed or controlled. However… there is a solution… And there’s a good reason we haven’t solved this until now. Because ONLY AI can accurately process the hundreds and thousands of web signals available to predict buyer intent without bias. And the best place to get enough signals to do this accurately is YOUR WEBSITE. That’s exactly what Lift AI has been trained to do. It predicts the buyer intent of every website visitor in real-time, so you can take action to convert the high intent visitors. We launched Lift AI over 4 years ago and have had a dramatic impact on pipeline and revenue for companies like Okta, Payscale and Intelex. If you have a large volume of website visitors and you want to use signals that work, and work fast, we’ll do a free trial for companies that qualify, and we’ll expect to prove the pipeline and revenue we’ll deliver to you before we expect you to pay. 

Norton thought we were crazy. We told them we could take their live chat from $150,000 a year to $15 Million a year. We ended up doing $16.5 Million in the first year. A 110x increase! That’s because we focused on one thing and one thing only. Website visitor behavior. Fast forward to today and all this heat around “signal based selling”, and we realized we’ve already been doing it for years. And website visitor behavior is still the MOST important signal we use to drive results like Norton had. That’s not to say other signals aren’t important. Knowing if a website visitor matches your ICP is helpful. Knowing that a target account is searching for keywords like yours is helpful. But those signals are best when they’re added on top of the real-time website buyer intent of your visitors, based entirely on their behavior.

ONE signal trumps EVERY other signal when it comes to sales. You've all seen the hype around "signal-based selling". Using intent signals to determine who is likely to buy. Our Partners at Drift, a Salesloft company just announced some great new integrations with Salesloft. But there’s a problem… signals are everywhere, and a lot of them are actually just noise. There is so much noise in the marketplace that knowing which signals to track, which are important, and which to act on, is very difficult. However, one signal stands out, and that's website behavior. The reason this isn’t common knowledge yet, is because it hasn't been possible to predict the complex behavior of website visitors until recently. Many think knowing that someone was on your pricing page is enough to know intent. And it turns out that tracking a handful of "signals" such as pricing page visits, or even form fills and content downloads, doesn't even scratch the surface of behavior. One of our clients had 77,000 unique pathways that buyers navigated to purchase on their website. Knowing that they were on the pricing page isn’t going to cut it. "ID revealing" who the visitor is also doesn’t help nearly as much as it is hyped. It might work 30% of the time, but knowing which account a visitor belongs to doesn't mean they're a buyer. That's where Lift AI comes in. Only Lift AI can analyze the hundreds of micro-signals exhibited by website visitors in real-time and predict which are likely to buy. That's exactly what we built with Lift AI. Now we can look at an anonymous visitor on a website and predict their intent to buy based on their behavior on that website alone, in real-time, and engage and convert them while they're on that website (whether if it's a transaction right then and there, or a conversion into pipeline). Since launching Lift AI over 4 years ago, we've seen that the majority of our clients' pipeline is coming from anonymous visitors that had no other data about them other than their Lift AI website buyer intent score. This includes companies like Payscale, Okta, and Chronus among many others. So when it comes to signal-based selling, there's ONE signal that trumps every other: website buyer intent scored by Lift AI. It works for completely anonymous visitors. So how well do you think it works with the known ones? We offer a free Proof of Concept for companies that qualify, so you can see the impact for yourself. 

There is a lot of buzz about “signal-based selling”, but most people are overlooking the strongest signal. That’s because identifying the RIGHT signals can be like searching for a needle in a haystack. For example, most tools promise insights into "in-market" behavior, but they're confined to named accounts (e.g. a database of accounts and information being tracked on them) and offer only a sparse selection of signals (e.g. “named account searched a topic or term similar to what you sell”). These “in-market” signals don’t live up to the hype because they only work with a portion of the market that can be identified as a named account, and buyers today like to remain anonymous in their discovery for longer, and are 60-70% of the way through their buying journey before they talk to a sales rep. The way to solve this? Have access to the strongest signal possible to make accurate predictions. Where do you find it? Your website. Your website is the ONLY place that you can access EVERY signal about the visitors on it and it is 1st party data, you own it. As soon as you look outside of your website, you’re dealing with 2nd and 3rd party data that your competitors also have access to. Unlike ID reveal tools that cover just a fraction of your traffic, Lift AI offers a complete view. Every visitor, every click, every interaction—it’s all there. It’s this foundational principle that led us to build Lift AI - a prediction machine that can find buyers on your website by looking at just ONE signal - website visitor behavior. Lift AI’s model analyzes and scores the hundreds of micro-behaviors trackable on your website, and processes them into a “buyer intent score” in real-time, with over 85% accuracy. With this signal in hand, you can more effectively and efficiently target, engage, and convert website visitors. The unique part is that Lift AI can turn completely anonymous visitors into revenue. And If it works so well with anonymous visitors, how well do you think it would work with known accounts? Lift AI scores can be ADDED to your ID reveal or ABM tool to increase its effectiveness. Here’s a few examples: 🔥 By integrating Lift AI scores with 6sense, Chronus was able to focus on the high intent sub-set of  known accounts, and saw a 11.6x increase in conversations to pipeline.  💡 More impressively, Lift AI alone generated 85% of total pipeline from completely anonymous visitors that ID reveal tools couldn’t match. In the noise of countless signals, Lift AI offers clarity and precision. On its own, it’s a game changer. Alongside other tools, it’s a force multiplier.