Send targeted content based on website visitors' activity

Overview

Sona converts anonymous website traffic into qualified sales opportunities by automatically tracking visitor behavior, identifying prospects within your ICP, and launching personalized email campaigns based on their specific content consumption patterns. This workflow ensures every qualified visitor receives relevant, timely follow-up that moves them through your sales funnel.

How it works:

Step 1: Qualify visitors against ICP criteria

Under Workflows, create a Behavioral Targeting workflow. Sona automatically qualifies website visitors using your predefined ICP parameters including company size and revenue thresholds, industry vertical alignment, geographic market focus, and business model criteria. Only visitors from qualified accounts proceed to behavioral analysis.

Step 2: Detect and analyze visitor activity

Sona's visitor intelligence system de-anonymizes qualified prospects and tracks their website behavior including specific pages visited and content consumed, time spent on different sections and resources, download patterns and resource interactions, and navigation flows indicating buying stage. This behavioral data maps visitors to buyer personas and intent levels.

Step 3: Build persona-based outreach workflows

Based on visitor behavior analysis, Sona automatically triggers personalized email sequences through your sales engagement platform featuring content references specific to pages visited, educational resources aligned with demonstrated interests, case studies relevant to their industry and use case, and next steps tailored to their position in the buying journey. Messaging is customized for detected buyer personas.

What you'll get:

• Up to 70% higher engagement through behavioral personalization

  Behavioral targeting drives major lifts in open and click-through rates, significantly boosting conversion potential. (Experian, 2022 – Email Personalization Study)
• Convert anonymous traffic into actionable prospects

  Visitor de-anonymization platforms surface hidden pipeline by identifying ~15% of individual contacts and ~65% of companies. (Warmly, 2023 – How to Identify Anonymous Website Visitors)
• 3× faster lead-to-opportunity conversion

  Signal-based and behavior-triggered follow-up accelerates pipeline velocity compared to batch campaigns. (Forrester, 2023 – B2B Behavioral Targeting Research)
• Automated nurturing sequences at scale

  Triggered nurture campaigns can be up to 497% more effective than traditional sends. (eMarketer, 2023 – Triggered Email Effectiveness Report)