B2B lead gen success: How Dealfront and Prepr work together to convert visitors

B2B buyers no longer wait for a sales call to start their research. Long before they fill out a form or book a demo, they’ve already compared vendors, read case studies, and explored pricing pages. In fact, 70% to 80% of the buyer’s journey now happens before a prospect ever talks to your sales team.

That means your website is no longer just a brochure, it’s a key part of your sales process.

To truly compete in today’s B2B market, you need to recognize who’s visiting your website and adapt the experience in real time. That’s exactly what the new Dealfront + Prepr integration enables: smart visitor identification combined with real-time content personalization to turn anonymous traffic into qualified leads.

Your website likely sees hundreds or thousands of visitors every month. But how many of them are actually turning into leads?

Chances are, not enough.

Most B2B websites have a blind spot: they attract traffic, but they don’t know who’s actually visiting. Analytics might tell you how many people viewed your pricing page or how long they stayed, but they don’t tell you who those people were. And in B2B, who matters a lot.

When you don’t know who’s visiting, you can’t tailor your message to their needs.

You could have decision-makers from your ideal target accounts exploring your site right now, but if they leave without converting, they disappear without a trace. No form fill. No email. No chance for your team to follow up.

That’s a huge missed opportunity.

Now imagine if you could identify that visitor’s company, size, industry, and even location, in real time. You could then automatically adapt your messaging to match their profile and give them the information they actually care about.

That’s exactly what visitor identification makes possible. Tools like Dealfront detect which company a visitor is from, even when they remain anonymous, and enrich their session with key firmographic data. Suddenly, that anonymous visitor isn’t anonymous anymore. You know who you’re talking to, which opens the door to delivering a far more relevant and effective website experience.

Dealfront is a powerful go-to-market platform that helps B2B companies identify and understand their website visitors, even when those visitors don’t fill out a form or log in. It uses IP intelligence and firmographic data to detect which company a visitor is from and enriches that visit with key business details.

In other words, Dealfront gives you visibility into the companies behind the anonymous traffic on your site.

Here’s what Dealfront identifies in real time:

• Company name
• Industry
• Company size
• Location
• Web behavior (pages visited, time on site, etc.)

This level of insight gives marketers and growth teams something they rarely get from their analytics tools: context.

Instead of flying blind, you now know which companies are actively researching your solution. That means your marketing and sales teams can focus on accounts that are already showing buying intent, even before they officially become leads.

But identifying the visitor is just step one. What you do with that data, how you personalize the journey, is where the real impact happens.

Identifying who’s on your site is powerful, but it’s what you do with that insight that really drives results. That’s where Prepr makes the difference.

Most traditional CMSs, even modern headless ones, were built to manage and deliver content, not to understand who’s consuming it. They’re great at publishing pages, but when it comes to recognizing your visitors or delivering personalized experiences, they fall short.

They don’t store customer data.

They don’t support segmentation or targeting.

And they weren’t designed to integrate deeply with tools like Dealfront, CRMs, or marketing automation platforms.

That means if you want to personalize your website based on visitor insights, you’re often forced to stitch together multiple tools: a CMS, a CDP, a testing platform, and analytics, all connected through custom integrations and complex workflows.

Prepr changes that.

Prepr is part of a new generation of CMSs: data-driven headless CMSs. Prepr combines powerful content management with real-time audience data, like visitor segments, profiles, and behaviors, all in one system. That means you can recognize who’s on your site and adapt your content to match, instantly.

Using firmographic insights from Dealfront, Prepr enables you to create personalized experiences for every visitor.

The integration between Prepr and Dealfront makes firmographic personalization easy and powerful. Here’s how it works behind the scenes:

1. Visitor identification and firmographic data

Dealfront identifies anonymous B2B website visitors using IP intelligence. It detects company name, size, industry, location, and other firmographic details, even before a visitor fills out a form.

2. Enriching visitor profiles in Prepr

Prepr receives this firmographic data from Dealfront and attaches it to the visitor’s profile or session in real time. That visitor is no longer just “anonymous”; they now have context.

3. Segmented content delivery

Based on firmographic attributes, Prepr places each visitor into dynamic segments, like “Mid-size SaaS companies” or “Manufacturers in Germany.”

Content editors can then create tailored experiences:

• Custom CTAs
• Industry-specific headlines
• Relevant case studies
• Geo-targeted offers

4. CRM data sync (optional)

If a visitor becomes a lead, Prepr can sync these enriched profiles directly to your CRM (e.g., HubSpot), so your sales team can follow up with full context: who visited, what they saw, and what kind of company they represent.

When you recognize visitors and serve them content that fits their needs, you create a far more engaging journey. Conversion rates go up, engagement improves, and your sales team gets better leads.

B2B teams that adopt this kind of real-time personalization backed by visitor identification are seeing major benefits:

• Higher engagement: Visitors stay longer and explore more when content feels relevant.
• Higher conversion rates: Personalized CTAs and landing pages lead to more demo requests and form fills.
• More qualified leads: With Dealfront data in your CRM, sales knows exactly who they’re talking to.
• Faster sales cycles: When leads are nurtured earlier on-site, they move faster through the funnel.

In today’s B2B world, waiting for prospects to raise their hand is no longer enough. The best growth teams recognize visitors early, understand their needs, and deliver personalized content that moves them closer to a purchase, all in real time.

With Dealfront and Prepr, you don’t have to guess who’s on your site. You can identify important visitors as soon as they arrive and give them a personalized experience.

If you want better results, stop showing the same message to everyone. Start creating tailored experiences from the very first visit. Recognize your visitors, group them smartly, and give them content that matters to them.

To get ahead and make every visit count, it’s time to change how you connect with your visitors. Are you ready to make the change?