The website intent workflow checklist

Score every lead with AI, not filters

The first instinct most teams have is to build classic filters. Title contains "VP," industry is "SaaS," company size between 50 and 500. It feels rigorous. It's actually how you miss most of your good leads.

Titles are inconsistent across companies. "Head of Growth" at one place is "VP Marketing" at another and "Director of Demand Gen" at a third, and all three might be your buyer. Industry tags are noisy and often wrong. Company size cutoffs flatten out edge cases that are actually your best fits.

The better approach is to score every lead with AI that can read the whole picture: company description, role context, seniority signals, what they do day-to-day, what their company actually sells. Not just match a title to a list.

The output should be a numeric score. Numeric scoring is what makes the rest of the workflow possible. It lets you cleanly tier leads and trigger different actions at different thresholds. We typically see teams break it up like this:

The threshold is the easy part. The hard part is writing the description the AI uses to score against. Be aggressive about exclusions. Investors, agencies, your own customers, government, education, whatever doesn't fit. The exclusions are where the model gets sharp.

A founder we recently worked with had a perfectly reasonable scoring setup, until his top "hot" lead turned out to be one of his own VCs. Five minutes of writing exclusions, and his hot list went from noisy to actually actionable.

Write the description like you'd brief a new SDR. Who you sell to, who you don't, the patterns to ignore. The AI reads it the same way a person would.

Suppress your customers and your pipeline

This is step zero. Skip it and your sales team will email their own customers, and you'll lose trust with your buyers and your reps in the same week.

The first conversation we usually have with new customers running website intent goes something like this: "A lot of these visitors are already our customers. We get tons of customer traffic to our login page." Yes. That's normal. The fix is to integrate with your CRM and use deal stage as your suppression layer.

Connect Salesforce, HubSpot, or whatever CRM you run, and build filters that exclude anyone who shouldn't be touched by outbound. The stages you usually want to exclude:

• Open opportunities. Don't let outbound trip over your AEs.
• Closed-won. Existing customers. Don't pitch them their own product.
• Anyone in active sequences elsewhere. No double-touches across motions.
• Recently-contacted leads. No double-touches within 30 days.

The only stages your outbound team should actually be working are something like "not tracked" and "closed-lost." Everything else is suppressed.

A few suppressions worth building beyond the obvious:

• Investors, partners, your own team. Yes, really. We've seen sequences fire at board members.
• Competitors.
• Job applicants.

The suppression layer is what separates a workflow that scales from a workflow that embarrasses you.

Route hot leads (70+) to a human in real time, in Slack

Hot means a real-time Slack or Teams ping to the AE, with the person, the company, the page they visited, and the context to act in seconds.

The mistake most teams make: batching hot leads into a daily digest. By 9am Monday, the moment is gone. The visitor has already been to your competitor's site, taken their next meeting, or moved on entirely. Hot leads need to be in someone's Slack within minutes, not hours.

The other mistake: making the rep open three tabs to do anything with the lead. Whatever Slack notification you build needs one-click actions:

• One-click add to CRM. As a contact or lead, with the visit context attached.
• One-click qualify or disqualify. A thumbs up or thumbs down, in the message itself.
• One-click add to sequence. Straight from Slack into your sequencer.

The disqualify button matters more than people think. It's not just a delete key, it's a feedback loop. Every thumbs-down is a signal that should feed back into your scoring so future leads get sharper. If your stack supports it, build that loop. If it doesn't, your reps' triage work is being thrown away every day.

Auto-enroll warm leads (50–70) into a multi-channel sequence

Warm leads don't need a human yet. They need a relevant first touch within 24 hours, across email and LinkedIn. Interweaving the two, not running them as parallel motions.

A good warm sequence looks roughly like this:

Three things to get right inside the sequence.

Keep emails phone-sized. If it doesn't fit on a phone screen in one go, it gets archived. Bullet points beat paragraphs. Three bullets beats five. Most reps lose this fight at the draft stage and never recover it.

Don't reply-all your own thread to death. The classic sequence mistake is sending five "just bumping this up" replies in the same thread. By touch three, the visual pattern alone screams automation and triggers an instant delete. Cap thread replies at two. After that, start a new thread with a different subject. Give yourself a fresh look.

Pick an acknowledgment style and commit. When you know someone visited your site, you have three honest ways to open the conversation:

The mistake almost everyone makes is sending the second style as the first style. Pretending you "noticed something" instead of being honest that intent data tipped you off. Buyers can tell. Pick a lane.

Build reply handling into the sequence itself. Positive reply: auto-pause, alert AE, log in CRM. Negative reply: auto-pause, suppress for 90 days. "Wrong person" reply: capture the redirect, restart on the new contact. Reply handling is part of the workflow, not inbox triage that happens later.

Enrich the buying committee, not just the visitor

The visitor on your site is rarely the only person you should be reaching. They might not even be the most important one.

When you get a match, whether it's a specific contact or just an account, fan out. Find the rest of the buying committee at that company. The visitor is the trigger; the committee is the play.

There are plenty of tools that can do the lookup. Apollo, Prospeo, Wiza, ZoomInfo, Clay. Pick one, or chain them in a waterfall. Define the committee once, by ranked role. Usually three to five titles depending on how mature your sales motion is. Then let the workflow find the first N matches per account whenever a new visit comes in.

Two things to handle carefully:

The mistake here is treating the visitor as the whole signal. The visitor told you the account is in market. The committee is who you actually need to convince.