Targeted vs non-targeted website visitors
Targeted vs non-targeted website visitors
Website separates identified visitors into targeted and non-targeted companies. This matters because the next action is different for each group.
The Difference
| Visitor type | Meaning | Typical next step |
|---|---|---|
| Targeted Account | The visitor company is already matched to a target account. | Review the account and decide whether the owner should act. |
| Non-Targeted Account | DOE identified the visitor company, but it is not currently a target account. | Qualify fit before adding it to targeting. |
| All Accounts | A combined view of targeted and non-targeted identified traffic. | Understand the total identified traffic picture. |
Review Targeted Accounts
Use Targeted Accounts when the company is already part of your account strategy.
Check:
- Last Seen: is the activity fresh?
- Visits and Page Views: is there enough activity to matter?
- Page paths: did the company view important pages?
- Stakeholder activity: are known people from the account also engaging?
- Account status: is it a prospect, customer, previous customer, inactive, or another status?
- Deal context: is there an open opportunity or renewal conversation?
Good action: ask the owner to review the account with the page context.
Review Non-Targeted Accounts
Use Non-Targeted Accounts when you are looking for demand outside the current target list.
Before using Target Account, check:
- Fit: industry, company size, segment, and market relevance.
- Region: whether the company is in a covered country or territory.
- Duplicate risk: similar names, subsidiaries, parent companies, or spelling differences.
- Ownership: whether a teammate already owns the company in another system.
- Intent: whether page paths show more than broad browsing.
- Timing: whether the visit connects to a campaign, event, launch, or sales motion.
Good action: route promising companies for review before changing targeting.
Use The Targeted Marker
In All Accounts or Non-Targeted views, a targeted marker can appear on a row when DOE has a target-account match for that company. Treat it as a cue to check the account record before creating or targeting anything new.
How Website Activity Is Matched
DOE primarily matches identified website activity to an account by the company's website domain. Subdomains can match the same company domain, while LinkedIn pages, shortened links, local addresses, and other non-company links are not used as company domains.
If two account records use the same domain, review the account names, parent company, location, owner, and CRM connection before acting. Updating an account website can take a short time to appear in Website. An existing manual match is not silently moved to another account.
Decision Guide
| Pattern | Suggested action |
|---|---|
| Target account, recent high-intent page views | Send to the account owner for review. |
| Target account, one old generic visit | Keep as context unless another signal appears. |
| Non-targeted company, good fit, multiple strong visits | Qualify and consider targeting review. |
| Non-targeted company, unclear fit | Watch, research, or route for cleanup. |
| Non-targeted company, poor fit | Do not add to targeting based on visits alone. |
| Duplicate-looking company | Resolve the match before acting. |
Privacy-Safe Follow-Up
Use website activity to make internal follow-up smarter. Do not make outreach sound like surveillance.
Good internal wording:
"This company had recent website activity on product and pricing pages. Please review it with the account context."
Avoid external wording:
"We saw someone from your company visit our pricing page."