Overview#
Use Cargo to identify and outreach potential customers from amongst the hundreds of visitors you receive on your website.
In this template, we show you how to start from companies identified by Albacross (or equivalent), retrieve stakeholders for those accounts and outreach them, in real-time.
All integrations mentioned in this template require an associated connector to be set up in your Cargo workspace. Some integrations are eligible for use with Cargo credits. See the documentation for instructions on setting up connectors and using Cargo credits.
Enrich and activate your website visitors using Cargo#
Step 1 - Set variables#
Set up your input variables to the workflow
Inputs used in the workflow are set up in the variables node at the beginning of the workflow. This node is used to define the parameters that will be passed through the rest of workflow as inputs to the rest of the nodes.
To power this workflow, the following variables are needed:
- domain: The domain name of the company visiting your website
- jobTitles: The job titles of the stakeholders you want to reach out to at said domain
Step 2 - Receive domains#
Receive visitor website domains
Tools like Albacross, Clearbit reveal and RB2B allow you to track the website domains of B2B visitors to your website.
Their interfaces allows you to sort website visitors based on buying intents and ideal customer criteria, so that you receive the most pertinent commpanies to outreach. Set up a data model in Cargo that can receive webhooks from these tools in realtime.
At the beginning of your workflow, we highly recommend performing a quick check in the CRM to rule out the possibility of duplicating a pre-existing company with the same domain name or LinkedIn company URL.
Step 3 - Stakeholders search#
Find relevant contacts working at those companies
Except RB2B, website visitor services typically don’t identify the exact stakeholder behind a visit. To find relevant stakeholders for your sales team to contact, use the company domains in your workflow input.
Add an enrichment provider’s search action (e.g., Waterfall’s prospector action) to identify current contacts at these companies. Alternatively, use an enrichment tool you’re subscribed to (e.g., Zoominfo, Cognism, Apollo, Clearbit) or explore new providers available with Cargo credits (e.g., Fullenrich, People Data Labs).
Make sure to specify filters such as job titles, location, and seniority to focus on relevant contacts likely involved in the buying decision. Note that each enrichment provider has its own job title formatting, refer to their documentation to align with their standards when adding job titles, seniorities, etc.
Step 4 - Outreach#
Outreach stakeholders
Within the group node, you can enroll contacts in a low-touch email sequence (as shown in the example) or notify a sales representative on Slack for faster follow-up.
Cargo offers various options to initiate individual actions for each contact retrieved. Commonly, Cargo users create tasks in the CRM for sales reps and add leads to a low-touch outreach sequence using an integrated email marketing tool (e.g. Instantly, Smartlead, Salesloft, Apollo, Outreach). Tailor these actions to fit your company's sales process.
