A website visitor campaign that runs with nobody touching it

The problem

The client could already see who visited the site. Nothing happened after that. Identification was a report somebody might read, not a motion.

What we built

An end to end pipeline. The identification event itself triggers everything.

1. A visitor is identified by name, company, title, and profile.
2. A webhook picks up the lead and runs compliance filters.
3. The message is chosen by the page the person visited.
4. The person enters a sequence. Every return visit escalates it.

Underneath sits a sequence engine with one enrollment across email and LinkedIn and a single exit point, so nobody gets two sequences at once.

One incident is worth naming. Early on, 2 recipients got a message where a variable came through as blank. That incident is how we later found a casing mismatch between the copy and the sequencer, which renders a variable as blank.

What it produced

The pipeline runs end to end without anyone touching it.

The volume is small. About 90 visitor records have come through it so far. We're printing that because it's the honest number.

There's another gap. The visitor path doesn't create deals in the CRM, so anything this campaign produces is invisible to deal based attribution. That's a known hole, and it's on the record.

What runs now

The pipeline runs unattended. We maintain it.

Your scenario

If you're paying for visitor identification and reading it as a list, the missing piece is the trigger. Tell us which tool you use and we'll show you where the sequence would hook in.

Related tools: Leadfeeder, Salesflare, Apollo.io

Some of the links on this page are affiliate links.

Client names are always kept confidential at MMG, so they have been removed from this case study.

Published April 28, 2026

Last updated August 12, 2026