Website Visitor Followup

Website Visitor Follow-Up

No-source note: If the workspace has no HubSpot tracking, RB2B/list source, or visitor export, skip this play and use this pack's persona AI SDR play instead.

Solo/default path: a single owner can run this from an approved visitor/source list and approve every touch themselves. If you later run it with a team, add owner-based routing, per-seat cap sharing, approval review, and FirstTouch/HubSpot logging checks.

Outcome: Convert high-intent website visits into social touches while the account is actively researching.

First-run onboarding gate

Before running this skill for the first time in a workspace, load ../../references/onboarding.md and complete the onboarding questions. Do not proceed until you know: LinkedIn account type (free/basic = no connection notes; recommend 10 connection requests/day and never exceed the FirstTouch max of 20/day; Sales Navigator/Premium = connection notes available; recommend 20 connection requests/day and never exceed the FirstTouch max of 30/day), HubSpot access (MCP, service key/private app token, HubSpot list only, or none), and which play the user wants to run. Recommend high-intent plays before outbound to keep the LinkedIn account healthy. If HubSpot is unavailable, do not run HubSpot-specific steps unless the user provides a HubSpot list FirstTouch can access.

When to use

• a de-anon tool identifies a target account/contact on key pages
• HubSpot website activity shows pricing / demo / product-page interest
• the user says "work website visitors"

Inputs

• signal source: HubSpot's native website tracking (default) OR a de-anon platform like RB2B (recommended if native HubSpot web-visit volume is too low to be useful)
• page threshold: which pages count (pricing, demo, product, integrations, etc.)
• identity confidence: known contact vs likely account only

Step-by-step

Before drafting or queueing any contact, run Gate 0 suppression/DNC from ../../references/safety-governance.md. Suppressed, unsubscribed, opted-out, or do-not-contact records are skipped and logged.

1. Pull visitor signals

This play requires a website visitor signal source. If neither HubSpot tracking nor an RB2B/list source exists, stop and say the website-visitor play is unavailable; offer to run the persona AI SDR recipe separately using ICP filters instead.

Get recent high-intent visits with page path, timestamp, company/contact match confidence, and any associated HubSpot owner. Two paths to the data:

• HubSpot native tracking pixel (default) - HubSpot logs known-contact page activity automatically. Sufficient for most accounts with steady inbound.
• RB2B (or similar de-anon tool) - recommended when HubSpot-native web-visit volume is low or you need company-level identification for anonymous visitors. RB2B pushes identified visitors to a HubSpot list (or Slack), which FirstTouch then picks up. Wire RB2B → HubSpot list → FirstTouch picks up from the list.
• Either way: the play then runs identically - check connection status, draft, gate for approval.

2. Decide contact-level vs account-level motion

• Known contact identified → work contact directly
• Only company known → use the target personas and available FirstTouch/HubSpot contact data to identify likely stakeholders at the account

3. Check connection status + routing

• connected? yes/no
• owner assigned? yes/no
• recently contacted? yes/no

4. Draft the touch (load firsttouch-messaging)

Use the website visit as a soft signal - never sound creepy.

Do not say: "I saw you were on our pricing page at 2:14pm."

Instead, abstract the signal:

• "Looks like {company} may be evaluating options around {category}."
• "Seems like this might be live on your side right now."

Keep it light, conversational, and 2 sentences max.

5. Present for approval

Show the visitor signal, confidence level, target contact, and draft.

6. Execute + log

On approval per row:

• before creating any one-contact LinkedIn action, run get_guide with topic=dynamic_actions, then call add_dynamic_action in the supported order
• if a LinkedIn message should only send after a connection request is accepted, append it to the connection_accepted branch rather than queueing it as an immediate message
• send via FirstTouch
• log to HubSpot and tag website_visitor_followup when the connected FirstTouch-HubSpot integration supports it; if the source is RB2B/import without supported HubSpot logging, log the execution record in FirstTouch and state that CRM timeline logging was skipped.

7. Track

Measure reply and meeting rate by page type and signal confidence.

Output

• high-intent visitor queue
• drafted messages, gated for approval
• send + log confirmation
• visitor tags for attribution

Pitfalls

• being too explicit about the visit (comes off creepy)
• acting on low-confidence identity matches as if they are certain
• hitting visitors too late after the signal cools down

Reference

• Safety: ../../references/safety-governance.md
• Messaging: ../../references/messaging-framework.md
• If only company is known, use target personas and available FirstTouch/HubSpot contact data to select likely stakeholders.