Gated lead magnets don't cut it anymore. B2B customers are driven by independent research—they certainly don't want to feel baited to give an email just to get the information they're seeking.

But without gating your content, how do you know who's a genuinely interested lead, and who's just after some freebies?

When Jovana Kusic, Technical Lead at marketing agency UTTR, launched downloadable resources for the UTTR website, she opted for an ungated strategy.

Doing so, she knew that she had to find a new way of tracking who is downloading the content.

So, she came to Warmly.

Understanding Who is Engaging

Free resources offer a great way to engage with potential prospects. Traditionally, they were called 'lead magnets', but really they're a way to cement your brand identity while giving prospects plenty of information about you and your product.

But if you don’t know who is downloading your guides (or, even better, coming back to your website after downloading them) then your sales team is going to have a harder job converting.

When Jovana launched UTTM’s downloadable resources, she knew that in-depth visitor data would be the best way to maximize the value of these free resources.

“We've uploaded some of our best performing templates in certain areas, and launched them across LinkedIn and different email campaigns to bring some more traffic to our website,” she explains.

“Warmly’s been really great at helping us identify users that have a need for these resources.”

Identifying Engaged Prospects Instantly

Warmly uses a data waterfall model to identify visitors to your website. We don’t just reveal accounts, but also dig down into the individual people engaging with your website and give you real-time insights into what they’re looking at.

We pair these insights with instant visitor alerts, so you can get a Slack notification every time someone downloads one of your free resources—and when a previously engaged prospect returns to your website later.

“Once we launched this on part of our website and some of our campaigns, we started getting pinged on Slack when users were coming to the website,” explains Jovana.

‎Image Source: Jovana Kusic

You can direct alerts either to a specific channel on Slack (as Jovana has done above) or to individual sales reps, depending on your sales strategy.

By setting up segments like your ICP and priority signals (like downloading a lead magnet), Warmly will filter visitors so you only get alerts for visitors who are most likely to buy from you.

Warmly’s instant Slack alerts also enable your reps to engage with high-intent users on your website in real-time through Warmly’s chatbot and live video chat.

So, you don’t need to wait for them to respond to your message—you can reach them exactly where they are (hopefully, on your resources page) at the exact time they’re thinking about you (and reading your content).

Enhancing Lead Engagement with Insights

Warmly helps your ungated content work harder by allowing you to track when a lead has downloaded your lead magnets, see where they came from (a social post or a newsletter, for example), and what else they looked at during their visit.

UTTR sales reps then use this information to create personalized outreach messaging across email and LinkedIn.

For example, on the Warmly dashboard, Jovana can see that one of their visitors came to the UTTR website on two separate occasions, downloading not one but two of UTTR’s resources—a high-intent signal.

‎Image Source: Jovana Kusic

Sales reps can use this information to craft personalized outreach to the lead, either via email or LinkedIn. Creating this personal connection—asking the lead for feedback on the resources and whether they have any questions about how to use the information—increases the chances of a successful conversion later on.

“Now we can reach out, add some personal touches, and offer other things to them as well,” Jovana adds.

Maximizing Value on Lead Magnets

Thanks to Warmly, Jovana doesn’t have to manually dig into analytics on her lead magnets through Google Analytics or elsewhere.

Instead, she lets Warmly do the work of identifying the best prospects and alerting her team when they’re on the site and downloading a resource.

As a result, the UTTR sales team can be certain that they’re only prospecting genuine leads. This leaves them with more time to personalize outreach and maximize conversions.

Want to set up tracking and alerts for your own website? Start using Warmly for free now and start identifying website visitors in minutes. Or, book a demo to learn more about how Warmly can help your sales and marketing teams.