Turn Website Visitors into Revenue with Warmly
1 / Segments and Buyer Personas
Your TAM is everyone you can theoretically sell to. Inside your TAM is your ICP. These are the companies that would get the most value from your product and are the easiest to win, retain and expand. Companies under $5-$10M ARR should stick to one ICP. Larger companies may include more.
Once you know your ICP, you can build a Warmly segment. A segment is not your ICP. A segment is a simple filter that narrows your website leads into something closer to ICP. It captures firmographics and basic identifiers, nothing more.
If you sell LegalTech to mid-market and enterprise companies in the US and Canada, your Warmly segment might be:
- US, CA, 251+ employees
Once your segments are set, understand the buyer journey and build your personas. Bigger companies (251+ employees) involve multiple departments in the buying process, and across these you will have approvers, decision-makers, champions and users.
In the LegalTech example, departments may include Legal, IT and Finance, with the relevant personas shown in the table below.
The point of creating buyer personas is simple. You want Warmly to identify when a website visitor is a buyer persona (and do relevant, person-level outreach as a result).
After mapping out the buying journey and the roles involved, you can build these personas in Warmly.
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2 / Data & Strategy
Next, look at your website data. This shows how many leads your website produces and will help you work out whether that is enough to feed your sales team (or whether you need to boost with cold outreach).
Now you have your data, you want to Tier your website leads.
Tier 1 - Best Leads
Strongest leads. They match your segment and either show intent or are a buyer persona.
Includes:
- Segment + 10 seconds active + buyer persona
- Segment + 10 seconds active + Bombora intent
Monthly volume: 2 + 50 = 52 leads
Tier 2 - Good Leads
Segment-fit and shows some interest on the website, but no intent and not a buyer persona.
Includes:
- Segment + 10 seconds active
Monthly volume: 150 leads
Tier 3 - Okay Leads
Segment-fit only.
Monthly volume: 500 leads
Total usable website leads
52 + 150 + 500 = 702 leads per month
Now compare this against the team's required capacity.
Sales Team Capacity
Before deciding whether website + Warmly is enough, you need to know how many leads your SDR team can actually work each month.
- 1 SDR delivers 1,600 manual touches/month
- Avg touches per lead = 7 (3 calls + 3 emails + 1 LinkedIn)
- Formula: Lead Capacity = Total Touches ÷ 7
- Add a 20% oversupply buffer to keep SDRs fully utilized and avoid idle time
For a team of five SDRs, you want to supply roughly 1,400 leads per month to keep the team fully utilized.
Now compare that to your website output:
- Tier 1: 52
- Tier 2: 150
- Tier 3: 500
Total: 702 website leads/month
If you use Tier 3s, you’re short by ~700 leads.
If you don’t use Tier 3s, you’re short by ~1,200 leads.
Final Strategy
Website de-anonymization gives you ~700 total leads across Tier 1, Tier 2 and Tier 3. Five SDRs need around 1,400 leads, so you’ll want to use cold outbound to fill the missing ~700 leads.
Note: Tier 3 website leads will likely be lower quality than Tier 1s and 2s from cold outbound. So while you’ll start by using Tier 3s, once outbound proves itself, you’ll likely replace Website Tier 3s with outbound Tier 1s and 2s to make reps more efficient and book more meetings.
You’ll also want to refine what counts as Tier 1, Tier 2 and Tier 3 as you go. You may find something you classed as Tier 2 is actually a Tier 3.
Overall, your strategy will continuously evolve.
3 / Website-Driven GTM Plays
Start with Tier 1, Tier 2 and Tier 3. You can drop Tier 3 later once cold outbound proves itself.
Tier 1 Plays
Who
- Segment + 10 seconds active + buyer persona (about 2 per month)
- Segment + 10 seconds active + Bombora intent (about 50 per month)
Do
- Rep chat or warm call
- Person-level follow-up
Tier 2 Plays
Who
- Segment + 10 seconds active (about 150 per month)
Do
- AI chat and warm pop-up
- Account-level follow-up using enriched decision-makers
Tier 3 Plays
Who
- Segment only (about 500 per month)
Do
- AI chat
- Account-level follow-up using enriched decision-makers
Supplement With Cold Outbound
After sequencing all Tier 1, 2 and 3 website leads, you will still be short by around 700 leads. Cold outbound fills this gap.
Start with the strongest plays first. For example:
- Closed-won lookalikes
- New decision-makers at ICP
- Companies hiring relevant roles
- Job change tracking for closed-won and closed-lost personas
- Headcount or department growth
- Funding events
- Recent news or upcoming events
- Companies using competing technologies
- Personas engaging with competitor content
- Research intent (competitor searches, integration partner searches, relevant keywords)
Tools
- Warmly for website de-anonymization
- Apollo for data
- Ocean for lookalikes
- Clay for enrichment and personalization
- HubSpot for CRM
- Instantly or Smartlead for email sequences
- Heyreach for LinkedIn sequences
Takeaways
- Map your TAM and define your ICP
- Build your segments and buyer personas in Warmly
- Review your website data before deciding your strategy. Work out whether the website alone can feed your SDR team or if you need cold outbound to supplement
- Prioritize Tier 1 and Tier 2, and use Tier 3 to fill remaining SDR capacity
- As you gather more data, your strategy will evolve. Adjust as you go