A business signal is a recorded observation that may help decide what to research next. Website Visitors associates some site visits with a company, but a company match does not identify an individual or confirm buying intent. Check the record and source before acting.
What can a signal tell you?
A website visit can show the matched company, pages viewed, date, and source when those fields are available. Shipment and customs records describe reported trade activity. Replies, clicks, and CRM events describe recorded engagement. Each source has limits; records can be incomplete, old, or matched incorrectly.
A pattern across several signals may support a research hypothesis. It still does not establish current demand, a person’s role in a buying decision, supplier quality, or permission to contact someone.
Review and route the signal
Signals -> Leads -> Enrichment -> Decision -> Outreach -> Pipeline
- Signals: Collect permitted data and note its source and date.
- Leads: Check that the record refers to the intended company; resolve aliases and duplicates where possible.
- Enrichment: Add relevant company or contact context only when its source and match can be reviewed.
- Decision: Assess fit, uncertainty, contact restrictions, and suppression; send uncertain cases for human review.
- Outreach: Prepare or send a message only when the applicable contact rules and approvals allow it. A website visit alone should not trigger an automatic message.
- Pipeline: Record replies, ownership, decisions, and next actions in CRM.
For website visits, review the company, date, pages, and source, and reject false matches. See the Website Visitors setup guide and the visitor-tracking privacy checklist. For campaign steps, see Create and operate a campaign.