Turn Website Lurkers Into Pipeline: Clay + RB2B Workflow
If you’re leaving money on the table by not knowing who’s visiting your website, you need to pay attention. Today, I’m walking you through the most powerful RB2B and Clay workflow I’ve ever built for identifying and converting anonymous website visitors into qualified leads.
After working on several of these workflows for clients over the past year, I can confidently say this is the best one yet. Let me show you exactly how it works.
What is RB2B and Why Should You Care?
RB2B is a tool that deanonymizes website visitors in the United States. It identifies people landing on your website by matching them to their LinkedIn profiles. Sometimes you’ll see LinkedIn companies visiting your site (when someone is logged in through a company account), and other times you’ll see individual LinkedIn profiles with actual people’s names.
The real magic happens when you connect this data to Clay through a webhook. That’s where this workflow comes in, enriching that raw visitor data and turning it into actionable sales intelligence.
The Workflow: Step-by-Step Breakdown
1. Capturing Website Visit Data
The workflow starts by pulling in data from RB2B through a webhook. You’ll get three main categories of information:
- Company data – Information about the organization visiting your site
- Person data – Details about the individual visitor when available
- Website activity – Which pages they visited and where they came from (Google, Bing, etc.)
2. Filtering by Geography (Optional but Recommended)
While RB2B tracks US-based visitors, you might see international companies if someone is logged into LinkedIn as a company with overseas headquarters. If you only work with companies in specific countries, you can set up a filter here to exclude others. This becomes a run condition that saves you time and resources downstream.
3. Enriching Domain Information
RB2B provides domain information, but it’s not always complete. Here’s where Clay really shines. Using Clay Agent, we can find missing domains based on company names, then merge the results into a comprehensive domain column.
Why does this matter? Because to get people’s email addresses, you need both their full name and their company domain. Missing domains mean missing opportunities.
4. Person Enrichment
This is one of Clay’s most powerful features. The enrich person step fills in gaps that RB2B might have missed:
- Missing job titles
- Incomplete company names
- Outdated employment information (like when someone has left their job)
By merging the RB2B data with enriched person data, you get a much more complete picture of who’s visiting your website.
5. Company Description Analysis
Using Clay Agent with a carefully crafted prompt, we pull detailed company information including:
- Industries or sectors they operate in
- Types of decision-makers and likely buyers
- Main products or services
- Value propositions and customer outcomes
The prompt keeps everything factual and concise (around 200 words), giving you exactly what you need without marketing fluff.
6. Client Fit Qualification
Here’s where things get really smart. Not everyone visiting your website is a good fit. Some might be competitors. Others might be vendors trying to sell to you. Some just aren’t in your ideal customer profile.
This step uses another Clay Agent prompt that compares the visitor’s company description against your own business description, ICP, and value proposition. It answers a simple question: Is this company realistically a likely fit?
The answer is either yes or no, allowing you to create a filtered view of only qualified companies. This is crucial for focusing your outreach efforts where they matter most.
7. Finding Additional Decision-Makers
Once you’ve identified qualified companies, why stop at just the person who visited your website? Clay lets you find other relevant decision-makers at the same companies.
You can use your qualified companies list as a source to find additional people, filtering by job titles, seniority, or departments. This multiplies your opportunities at companies that have already shown interest in what you offer.
Why This Workflow is a Game-Changer
Think about it: someone visits your website, browses your content, and leaves without a trace. Traditional analytics might tell you that someone was there, but not who they were or whether they matter to your business.
This workflow changes everything. You’re not just capturing anonymous traffic—you’re:
- Identifying actual people and companies
- Enriching that data with comprehensive information
- Qualifying leads based on your specific criteria
- Expanding your reach to other decision-makers at interested companies
It’s like having a 24/7 sales intelligence system that works while you sleep.
Getting Started
The beauty of this workflow is that once it’s set up, it runs automatically. Every website visitor gets processed through the same enrichment and qualification steps, giving you a steady stream of qualified leads to reach out to.
If you’re serious about converting more website visitors into customers, this RB2B and Clay workflow is exactly what you need. The setup takes some work upfront, but the return on investment is massive when you’re consistently converting lurkers into pipeline.
Want help automating your lead generation? Book a call