The most challenging aspect of conducting multi-threaded marketing campaigns is measuring their success. To do so, your team requires accurate, real-time website visitor data—something that not every sales enablement platform can provide.

Procurement consulting company Premikati could see they were getting decent site traffic. Still, without visibility into where visitors were arriving from, VP of Marketing Michael Buczynski found assigning ROI to campaigns challenging.

That is, until he installed Warmly.

Evaluating the Success of Marketing Campaigns

Premikati conducts marketing campaigns across PPC and LinkedIn and assiduously monitors and optimizes SEO performance. However, once campaigns were live, they couldn’t monitor site traffic or attribute visitors to specific campaigns.

“I didn't have a way, besides manually putting together different Google conversions or finding out if people filled out a form, of figuring out the real efficacy of our campaigns,” says Michael. “I can see which pages are getting traffic, but not by whom.”

As a result, their campaigns were failing at the final hurdle. Unable to measure the traffic they were gaining, Michael couldn’t prioritize channels or understand who was a genuine prospect.

Maximizing Outreach with Visitor Tracking

Warmly’s deanonymization features, including UTM tracking links, enable Michael to see who is arriving on the Premikati website from which campaigns and, more importantly, what these visitors do once they arrive.

After identifying visitors, Warmly automatically scores leads based on on-site signals, like pages visited, and off-site signals, like research intent. Once segmented, our Orchestrator tool automatically adds prospects to personalized email and LinkedIn outreach sequences.

‎“I can segment all these people who have been on this page and put them in a different sequence,” explains Michael.

But Premikati’s sales reps can go one step further. Warmly can identify other members of the buying committee at a particular account, making it easier to reach the right person.

“People are using the UTM links to identify who is actually coming to our site or just different members of the group. So we're able to kind of expand our reach within one account and do some tailored follow-up with that,” adds Michael.

‎Expanding the Sales Reps Job with Warmly’s Chatbot

In addition to enabling Premikati to identify visitors who have engaged with marketing campaigns, Warmly allows sales reps to auto-book meetings with qualified prospects through our inbound chat.

“We booked a meeting from Warmly, which has never happened with our previous chatbots,” says Michael.

The Warmly chatbot can be manually programmed with a specific chat flow based on signal, demographic, or other visitor information. Alternatively, you can leave it to AI to auto-chat website visitors.

Either way, your sales reps will be notified when a qualified prospect chats with the bot, allowing them to jump in to the conversation at any time or leave the bot to auto-book meetings.

‎Optimizing Future Marketing Spend

Michael knows there are still plenty more ways to use Warmly to optimize marketing ROI.

“The cool thing about it is we just added three new BDRs to monitor this and get it even more hyper-segmented in terms of our orchestrations,” he says.

“The fact that we’re able to do this and now start scaling out the team—if Warmly goes away, we quit.”

Book a demo today to discover how Warmly can help your marketing team. Or, try Warmly for free now and start identifying website visitors in minutes.