97% of your website visitors never fill out a form. Every visitor identification company opens with that stat. We're going to open with why the stat itself is the problem — and what to do about it.

A "conversion" in B2B has been defined by a metric borrowed from e-commerce: did someone fill out a form? That made sense for cart completions. It makes no sense when a buying committee of four spends six weeks evaluating your product before a single one of them raises a hand.

When Acme Corp visits your pricing page three times, reads two case studies, and spends 12 minutes on your enterprise integrations page — that is a conversion. Your stack just can't see it.

The metric mismatch

Pull up your analytics and divide your monthly unique visitors by form fills. You'll land somewhere between 1–3%.

That number only measures the fraction of buyers who are ready to talk to sales right now. It tells you nothing about the companies mid-research, comparing you against competitors, waiting for budget approval, or building an internal business case before they ever reach out.

Gartner's data backs this up: buyers spend only 17% of their purchase journey talking to any vendor. The other 83% is independent research — and your analytics platform counts all of that as a bounce.

The problem isn't that 97% of visitors leave without converting. It's that you defined "conversion" as the final step in a process that has fifteen steps before it.

Where most teams go wrong

Visitor identification isn't new. There's a growing category of tools — Snitcher included — that resolve anonymous website traffic to company names. The tools exist. The problem is how most teams use them.

The default implementation: plug in a visitor ID tool, pipe every identified company into a sales sequence, and treat it as another lead source. That captures maybe 20% of the value.

The real mistake is treating visitor identification as a top-of-funnel lead gen tool when it's actually a full-funnel measurement layer — one that can prove marketing works, expose wasted ad spend, and surface accounts that are actively evaluating you.

The other common mistake is over-indexing on third-party intent signals at the expense of first-party ones. A company reading a generic "best CRM tools" listicle on G2 is a weaker signal than the same company visiting your pricing page three times this week. Your team should be prioritising what's happening on your own site first.

Three plays that compound

Each play addresses a different function — attribution for marketing, spend auditing for paid, and real-time alerts for sales. They compound: attribution data improves how you allocate budget, better targeting improves traffic quality, and higher-quality traffic makes sales alerts worth acting on.

Play 1: Close the attribution gap

For teams who can't trace a closed deal back to the campaign that started it.

Marketing says the campaign worked. Sales says the lead came from a cold call. Visitor identification changes this by showing you which companies hit your site before, during, and after a campaign.

Setup:

1. Connect Snitcher to your CRM (native integrations for HubSpot, Salesforce, Pipedrive — ten minutes)
2. Segment visitors by campaign landing pages
3. Match identified companies against closed-won deals
4. Build the report: campaign → company identified → deal created → deal closed

You stop debating whether content "influenced" pipeline and start showing exactly which companies it brought to your site.

Play 2: Audit your paid spend against reality

For teams who are spending budget without knowing which companies actually showed up.

Your dashboard shows conversions, but "conversions" means form fills — which means 97% of your ad spend generates traffic you can't evaluate at all. Visitor identification shows you which companies clicked your ads even when they didn't convert.

Setup:

1. Filter your Snitcher feed to visitors arriving via paid UTMs
2. Score those visitors against your ICP — industry, company size, geography
3. Calculate your real ICP reach rate: identified companies from ads that match your target profile
4. Feed those findings back into targeting for next month's campaigns

Most teams discover that 40–60% of their paid traffic doesn't match their ICP at all. That's not a visitor identification finding — it's a targeting problem that was always there. Now you can see it and fix it before next month's budget goes out the door.

Play 3: Reach buyers while they're still deciding

For teams whose best prospects leave the site before anyone knows they were there.

Your best prospects are on your website right now, and your sales team has no idea until someone fills out a form or goes quiet forever. Real-time alerts change the timing entirely. When a target account visits your pricing page for the third time this week, your rep gets a Slack notification.

Setup:

1. Build your target account list in Snitcher (or sync from your CRM)
2. Set alert triggers: pricing page visits, 3+ pages viewed, or return visits within 7 days
3. Route each alert to the account owner
4. Rep reaches out within 24 hours referencing specific pages viewed

Teams running real-time alerts see outbound response rates 2–3x higher than cold, because the timing aligns with the buyer's research cycle instead of the rep's arbitrary cadence.

The shift

B2B has spent a decade optimising for form fills — better landing pages, shorter forms, progressive profiling, chatbots — all designed to increase the percentage of visitors who identify themselves. That work wasn't wrong. But it was aimed at 3% of the opportunity.

The other 97% aren't refusing to convert. They're buying the way B2B buyers have always bought — researching independently, comparing options quietly, building internal consensus before anyone picks up a phone.

The teams pulling ahead aren't the ones with better forms. They're the ones who stopped waiting for the form and started reading the signals that were already there.