How to Set Up Warmly: A Visitor Identification Walkthrough

What does setting up Warmly involve?

Five stages, in order: install the script, whitelist your domains, connect your CRM, build ICP segments, and wire Slack alerts. The order matters because each stage depends on the one before it. Alerts are only as good as the segments behind them, segments are only as good as the CRM and traffic data feeding them, and none of it exists until the script is loading on your pages.

Warmly is a website visitor identification platform: it deanonymizes a share of your traffic to the company, and a smaller share to a named person, then pushes those signals into Slack and your CRM. Official Artemis GTM partner. Affiliate link. This page is the install walkthrough. For how the matching actually works, read how website visitor identification works, and to decide whether Warmly is the right tool for your traffic in the first place, compare the best visitor identification tools.

How do you install the Warmly script?

Copy your unique script tag from General Settings in the Warmly dashboard, then add it to every page you want tracked. Warmly recommends installing it through Google Tag Manager as a site-wide Custom HTML tag, which keeps the tag out of your codebase and lets a marketer manage it. Webflow and WordPress each have a simpler path.

1. Google Tag Manager (recommended). Add the snippet as a Custom HTML tag and publish it to fire on all pages, per Warmly's installation docs.
2. Webflow. Paste the script into the site-wide custom code header so it loads on every page.
3. WordPress. Use a header-and-footer code plugin and paste the script into the header section.

The script loads asynchronously and is deferred, so it is built not to block your page render, per Warmly's script installation documentation. One step people skip: after installing, add every domain you serve the script from to Warmly's whitelist in settings. That prevents the cross-origin errors that otherwise stop identification silently, as Warmly notes in its setup guide. If you only add the snippet to a subset of pages, Warmly will only ever track that subset, per its code snippet guide.

Should you connect your CRM, and read or write?

Connect it, but start read-only. CRM integration is what lets Warmly match an anonymous visit to a real account and segment by CRM attributes, and it is the difference between a stream of logos and a stream of accounts your reps already own or are chasing.

In Integrations, pick HubSpot or Salesforce and sign in with an admin account. Warmly reads Account, Contact, Lead and Opportunity data from Salesforce, and Company, Contact and Deal data from HubSpot, per its AI Data Agent setup guide. Validate the match quality on a read-only sync first, then enable write-back only once you trust it, because write-back pushes fields like persona, engagement score and last-seen into records your team acts on. The CRM connection is also what makes suppression possible later: a customer or open opportunity reading your docs should never ping a rep as a net-new prospect, which is the gate the deanonymized visitor outreach automation rules handle.

How do you build ICP segments so alerts stay useful?

Build segments before you build a single alert. Segments are the filter that decides which visits are worth a rep's attention, and an alert without one fires on every visit, which is how a channel dies in a week.

Warmly's free-version setup guide lists the common segment criteria, and the useful ones for a B2B ICP are:

• Firmographic fit: employee count, industry, estimated annual revenue, and company HQ location.
• Exclusions: filter out specific domains, and exclude university and government traffic that will never buy.
• Priority accounts: a segment scoped to your target-account or named-account list.

Start with one segment that reflects your core ICP, then add a tighter one for your strongest tier once you have watched a week of traffic, as Warmly's getting-set-up guide suggests. Fit is more than firmographics, though: the pain signals in your pain-first ICP scoring model are what separate a logo that matches on paper from an account that is actually in-market. Whether Warmly can give you a person or only a company for a given visit also shapes what a segment can do; see person-level vs company-level identification.

How do you wire Slack alerts that reps trust?

Gate every alert on a segment, scope it to a page tier, and route the @mention to the owner. An alert a rep can trust is one that only fires when an in-ICP visitor does something that matters.

Two things to get right before you start, per Warmly's Slack implementation docs:

• The Slack channel must be public. Warmly does not support private channels, and a private one returns an authorization error.
• The person connecting the integration needs Slack admin rights or app-install permission.

In Warmly's Settings, open the Slack integration, authorize the workspace, and add an alert. Pick the channel, then choose the alert type: lands on a page fires in real time (the one for warm calling), fills out a form fires when a visitor enters an email, and after full identification fires only once both company and person details resolve, which can take up to an hour. Add conditions such as website domain, page path, UTM or visit location to narrow the trigger, and attach your ICP segment so only in-ICP visits count. Finally, use a routing rule to @mention the account or opportunity owner automatically, rather than pinging the whole channel, per Warmly's Slack implementation documentation.

Speed is the reason the real-time alert exists. The Lead Response Management study (Oldroyd, 2007) found leads worked within 5 minutes are roughly 21x more likely to qualify than leads worked after 30 minutes, and Harvard Business Review, March 2011 (Oldroyd, McElheran, Elkington) put the average first response to a web lead at around 42 hours. A Warmly alert closes that gap only if a rep is set up to act on it in minutes, which is the routing SLA covered in speed-to-lead.

What are the most common Warmly setup mistakes?

Most failed Warmly rollouts fail at setup, not at the product. The recurring ones:

Where Artemis GTM fits

Artemis GTM is an AI GTM engineering firm that builds GTM systems; it is not a data vendor. In an engagement it installs the Warmly script through your tag manager, whitelists your domains, wires the CRM sync and validates match quality before any write-back, builds the ICP segments and the trigger-mapped Slack alerts, and sets the routing rules that put the right rep on the right visit. Every record the setup touches stays in your own Warmly instance, CRM and Slack; Artemis GTM holds no visitor data and resells none.

Frequently asked questions

Sources & References

• Warmly Knowledge Base, "Warmly Script Installation: Technical Documentation": what the script does, how it loads, and why it deanonymizes only pages that carry it.
• Warmly Knowledge Base, "Adding Warmly's Code Snippet to Your Website": the Google Tag Manager, Webflow and WordPress install methods.
• Warmly Knowledge Base, "Setting Up AI Data Agent": the snippet, domain whitelist, CRM objects synced, and the Slack alert steps.
• Warmly Knowledge Base, "Warmly's Free Version: Getting Set Up": the common segment criteria and the recommended one-channel-first alert rollout.
• Warmly Knowledge Base, "Warmly Implementation Documentation: Slack": public-channel and permission requirements, alert types, conditions and routing-rule @mentions.
• Oldroyd, McElheran & Elkington, "The Short Life of Online Sales Leads," Harvard Business Review (March 2011): the roughly 42-hour average first response and the case for responding in minutes.