Tom Regan

Website visitor deanonymization is implemented in six steps: choose a tool that fits your traffic (Warmly for company-and-person coverage, RB2B for US person-level), install its tracking script, tune ICP filters, wire CRM enrichment and Slack alerts, then route identified accounts to a fast follow-up.

Artemis GTM recommends that intent scores decay multiplicatively, not linearly. A common approach multiplies the Intent Score by 0.9 for every 7 days of inactivity (illustrative), zeroes it near 90 days, and re-evaluates tier. Pause decay during an active opportunity. Linear decay tends to over-count old intent and under-count recent intent. Fit does not decay; only intent does.

Artemis GTM scores leads on a Fit plus Intent model on a 0-100 scale: about 50 points for firmographic fit and 50 for behavioral intent. Route hot leads (80+) to sales immediately and hold warm leads (60-79) in nurture until their score climbs. The model works in HubSpot, Salesforce, or any CRM with custom field support.

The pipeline metrics that predict revenue are leading indicators, not closed-won totals: pipeline velocity, new pipeline created, win rate, average deal size, sales cycle length, stage conversion, and pipeline coverage ratio. Pipeline velocity folds opportunity count, win rate, deal size, and cycle length into a single revenue-per-day number, which is why it is the most useful one to track.

A B2B go-to-market strategy has five components: a tightly defined ICP built from your best existing customers, positioning anchored to buyer pain rather than product features, a GTM model matched to your ACV and buyer complexity, a revenue engine with a structured sales process, and metrics tracked weekly. Most companies skip the first and the last.