Pearl Diver identifies the people behind your anonymous website traffic. Turning that data into paying customers takes a deliberate path: build your ICP, segment your visitors into lists, reach out at the right level of effort, and keep your outreach compliant along the way.

Build an ICP and buyer persona

An Ideal Customer Profile (ICP) describes your ideal customer based on demographics, patterns, and pain points. These customers convert more often, carry stronger lifetime value, and churn less, so they deserve the focus of your marketing. Common ICP criteria include company, company size, revenue, industry, and geography.

A buyer persona is a detailed picture of who buys from you, covering demographics, goals, and challenges. Common criteria include age, gender, income, department, and goals or challenges.

Build both from your identified website visitors. Pearl Diver lets you segment your data to see who's showing up and what they're interested in. Talk to your customer success team to spot trends in your ideal customers' goals and challenges. The more you dial in these attributes and validate them against current customers, the more accurate they get. Already have an ICP and buyer persona? Use Pearl Diver to verify that the people you're attracting still match the ones you want as customers.

Build lists for ad campaigns

Segment your identified visitors into highly targeted lists, then export them to your ad networks to run better campaigns. Two segments work especially well:

• Pearls — businesses you've previously emailed who have also visited your website. They're familiar contacts and highly receptive to a direct call or email. Your customer success team can set this up at no extra cost.
• High ICP fit + high visit count — filter audiences by ICP fit and visit count. Three or more visits is a good threshold. These visitors make strong additions to an ad campaign list, and the sooner you start building this data, the more refined your lists become.

Reach out personally

Visitors with a high visit count who fit your ICP are worth personal outreach. Before you reach out, consider:

• How much do they already know about your product or service?
• What industry are they in, and what's their seniority level?
• What are their pain points?

Answering these helps you personalize your outreach and usually gets a better response. You may be aiming to sell, but that tends to follow once you've built a relationship or shown clear value first.

Use passive automation

Identified visitors who don't fit your ICP are still valuable. Send them into passive automation so your team can focus its energy elsewhere. Segment these visitors into audiences, set the destination to Zapier or your preferred tool, then build automated email campaigns or newsletters that move them along your funnel.

Tip: Keep passive outreach light. Personalize content by persona, lead with genuinely useful resources like blog posts, and don't overdo it. A three-touch campaign gets your point across without feeling spammy.

Identify gaps and problems

A low number of identified visitors is itself a useful signal. Between 50% and 75% of site visits are typically bots, so if most of your "visitors" aren't real people, you'll see less data than you expect. Treat that as a prompt to review your marketing: your paid ads, your social media, and anything else driving traffic to your site.

Stay compliant with outreach

SMS, text, and telemarketing outreach is subject to rules like the TCPA and CAN-SPAM, especially once you're working from larger lists. Get express written consent before sending automated messages, include a clear opt-out in every message, and scrub call lists against the National Do Not Call Registry. For the full rules and steps, see "How to Stay Compliant with SMS and Telemarketing Rules" in this Help Centre.

Need help? Book a support session with the team.