Clearbit is a reverse IP tool that allows Qualified customers to quickly identify who is on their website based on the IP address of the person visiting the website. Clearbit provides top-level firmographic information about the company the visitor works for based on the name of the business hosting that IP.
You can think of this data as types of information that can be used to categorize organizations, such as geographic area, number of employees, type of organization, industry, and technologies. The data is used to segment organizations into meaningful categories such as your target accounts or companies that fit your ideal customer profile.
In this article, we’ll go over how Qualified works with Clearbit to alert your reps to your most valuable website visitors and offer them up a personalized tailored experience with your brand.
How Reverse IP Works with Qualified
As mentioned above, reverse IP can offer firmographic information about the company a visitor works for including company name, employee count size, and other important company information.
When a visitor hits your site, Qualified Reverse IP powered by Clearbit will automatically try to figure out who the visitor is for you based on their IP address and a technology we called fuzzy matching.
Fuzzy matching is a technique used in computer-assisted translation as a special case of record linkage. It works with matches that may be less than 100% perfect. Basically, we do our best to find the closest match using the website information offered up by Clearbit.
We can then use the Qualified Target Account feature to fuzzy match that visitor to an account or open opportunity you have in your Salesforce instance and alert your team to this important visitor on your website.
Target Accounts and Reverse IP
Our Targeted Accounts feature allows for you to create lists based on your high-value accounts or opportunities and later on trigger specific experiences or alerts for the visitors that belong to these accounts and opportunities as soon as they hit your site.
You can create lists based on any criteria in Salesforce including custom fields such as ‘Tier’ or standard fields such as account owner or type. We recommend also creating a few lists for your open opportunities as well, allowing you to later alert your sales team when one of their open opportunities is on the site.
Some common Targeted Account lists are:
- Open Opportunities
- Diamond Accounts
- ABM Accounts
- Current Customers.
Qualified Reverse IP will then help to determine if a visitor on the site is part of your Target Account lists by matching the company website address provided by Clearbit and the website address you have stored in your Salesforce instance.
Setting up Visitor Fields
Finally, you'll want to also add Clearbit to your visitor fields to pull in the information provided by Clearbit and map that information back into Salesforce lead or contact records. Visitor fields are the fields in Qualified where you will store everything you wish to track and know about your website visitors. Visitor fields contain information you might gather through chatting/talking to a lead directly, they may have explicitly provided through a lead form or bot, or other details that might be pulled from an external system, such as Clearbit or 6sense.
For example, Clearbit in most cases can give you the employee size and company name of a visitor on your site. Use this information when pushing the Lead into Salesforce and map it into your Salesforce Lead record fields.
In the screencast below you'll see you can set your visitor fields to look at multiple sources for the information you need about the visitor including Salesforce, your marketing automation software, and Clearbit or any other data enrichment tool.