Blog/Visitor outbound
Grok Bot built our website visitor to outbound workflow end to end
/Benyamin Holley/LinkedIn/Head of GTM
Fig. 01
Grok Bot wiring Clay and Squid
Site tags, Clay tables, and Squid person ID wired together so visitor sessions can become outbound without a manual rebuild every month.
Grok Bot built my website visitor to outbound workflow end to end. The site tags, the webhooks, the Slack alerts and the Clay tables. I never touched a Clay table.
At AirOps this took me a week. I downloaded all the data from GSC, RB2B and HubSpot, dug through it by hand to see which pages people actually visited and which ones converted, top and bottom of funnel. AirOps had thousands of pages to stack rank. Then I built every Clay table myself.
Between Clay's MCP and browser use, Grok Bot built all of it for me. Our site is maybe 75 pages, so there was way less to stack rank. I just described what I wanted.
Sending is the easy part. Anyone can blast every visitor the same message. The real move is personalizing on who they are and what they looked at, without ever saying "saw you on our site." Nobody wants that email.
How it works
1. Identify the visitor. Most website visitors are anonymous. "De-anonymization" tools match a visit back to who it was. Clay Web Intent tells us the company behind a visit. Squid tells us the actual person, when it can match them.
2. Send every visitor into Clay. Clay classifies the visitor, writes the copy and adds the lead to EmailBison, our email sequencer.
3. Filter before you enrich. Filtering is free, finding contacts costs credits, so filter first. No agencies, competitors, government, schools, existing customers or our own team. We also skip companies over 1,000 employees. They're too hard to sell into this way.
4. Pick the right people. For company-level visits, AI picks up to 3 real buyers at the company, deduped on LinkedIn.
5. Find and check every email address. An email waterfall checks several email finders in order until one returns a valid address. Every lead needs a first name, last name, LinkedIn and a valid email, or they don't get sent.
Fig. 02
Visitor to outbound flow
Someone visits the site. If Squid has not identified the person and company, the workflow skips with no email sent. The same if Clay filters fail (agencies, competitors, existing customers, or companies over 1,000 employees), if the visitor is still in cooldown, if there is no valid work email, or if Salesforce shows an existing customer or open deal. Otherwise AI writes personalized lines, a quality check runs, and failure skips. On success the team gets a Slack alert and the lead enters the EmailBison sequence for the page they viewed.
Visitor to outbound flowDecision points gate the yes path. Any no ends at skip with no email sent. A yes through every check reaches Slack and the EmailBison sequence for the page they viewed.
6. Match the content to the person. Every piece of content is tagged by industry, and each visitor gets a piece from a fixed library based on their industry, so AI never makes up a link.
7. Give each key page its own campaign. Each key page gets its own campaign and angle.
8. Run a final automatic check before anything sends. We call it a lint check. It blocks any email that hints at a visit, links outside our library or breaks our style rules.
9. Tell the team. Every visitor posts to Slack with pages viewed, time on site and the contacts found, so the team sees every visitor in real time.
What the emails say
Company-level visitors get a low friction, value additive email with a soft CTA. We describe the group of companies they belong to, never what their own company sells (they already know that). Then email 2 sends a piece of Apero content picked from our library for their industry.
Person-level visitors get page-specific copy. Pricing, case studies, blog, contact page with no submit and repeat visitors each have their own campaign. Pricing visitors get "was your team sizing up what working with us would look like?" Sort of similar to "you forgot something in your cart" ecomm emails.
Here's what a company-level email looks like (example values in brackets):
hey [first name], happy to send you a short list of [companies that match what you sell], on us. each one comes with the right contact.
at apero advisors, we help [packaging manufacturers] get more pipeline without adding sales headcount.
here's how we built a list like that for a client: [link to a case study]
want me to send yours over?
No "saw you on our site." No creepy page references. Just something useful.
Tools
Clay, Squid, LeadMagic, EmailBison, Salesforce, Slack.
Write the spec first
The end state, the non-negotiables and what done looks like. With AI you should spend more time scoping and developing guardrails on your desired finished state than you should actually building anything.
If you want to test it, visit our site on Monday when the system goes live :)
The full copy-paste build prompt is at the bottom of this post if you want to rebuild the workflow yourself.
