Digital Marketing Director Built a Pipeline by Targeting Competitor Website Browsers
The digital marketing director at a SaaS company used behavioral intent data to identify people actively browsing competitor websites — and reached them with direct comparison messaging before they had finished their evaluation.
The Situation
A digital marketing director at a mid-market SaaS company knew that the best leads she could ever reach were people already evaluating her competitors. But there was no direct channel to those buyers — conquest keyword CPCs were astronomical and there was no way to identify people on a competitor’s pricing page in real time.
How It Was Done — Step by Step
Identified Competitor Website Browsers in Real Time
Using Smart Marketer’s intent data, she built an audience of individuals who had visited the websites of her top three competitors within the past 48 hours — specifically people who had viewed pricing, comparison, and feature pages, indicating active evaluation.
Appended Email and Device ID for Multi-Channel Activation
Each identified competitor browser was matched to an email address and device ID, enabling outreach across email, display retargeting, and paid social simultaneously — all from a single behavioral signal.
Launched Direct Comparison Email Sequence
The first touch was a cold email that directly addressed the comparison decision — acknowledging that they were likely evaluating options and offering a side-by-side breakdown of her product vs. the competitor they’d been browsing.
Synced the Audience to Meta and LinkedIn for Paid Retargeting
Simultaneously, the audience was uploaded as a custom audience on both Meta and LinkedIn. Ads in their feed reinforced the email messaging — the same prospect saw the comparison ad within 24 hours of receiving the email.
Refreshed Every 48 Hours to Stay in the Evaluation Window
The audience was rebuilt every 48 hours, dropping prospects who were past the active consideration window and adding fresh competitor browsers. The campaign stayed perpetually relevant rather than aging into cold retargeting.
The Result
A pipeline built directly from competitor evaluation traffic — reached with the right message at exactly the right moment. The demo-to-close rate was 2.3x higher than any other source because every prospect was already actively evaluating software solutions.
“These are the leads every sales team dreams about — people already looking at your competitor, right now. We just had to find a way to get in front of them first.”
Digital Marketing Director — Mid-Market SaaS Company
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