Key Concepts

Before diving into the platform, it helps to understand a few core concepts that Midbound is built around.

Visitors

A visitor is an individual person who has been identified on your website. Midbound identifies who your visitors are — even if they never filled out a form — by matching anonymous browsing activity to real people and companies.

Each visitor record includes:

• Name and job title

• Company information

• Email address (when available)

• Pages viewed and visit history

• LinkedIn profile (when available)

Companies

A company represents an organization that has visitors on your website. Midbound automatically groups visitors by the company they work for.

Company records include:

• Company name and domain

• Industry and size

• Total number of visitors from that company

• First and last visit dates

Audiences

An audience is a saved group of visitors that match specific criteria. Audiences automatically stay up to date — as new visitors arrive on your site, they're added or removed based on your rules.

Examples of audiences:

• "Enterprise visitors from the SaaS industry"

• "Visitors who viewed the pricing page more than once"

• "Decision-makers from companies with 100+ employees"

Workflows

A workflow is an automated action that triggers when visitors match certain conditions. Workflows let you act on visitor intelligence without manual effort.

Common workflow actions:

• Push a lead to your CRM

• Send a Slack notification to your sales team

• Add a lead to an outreach campaign

• Append visitor data to a Google Sheet

Connections

Connections link Midbound to the other tools your team uses — like your CRM, email platform, or Slack. Once connected, Midbound can automatically send visitor data to these tools.

Workspace

A workspace is your team's shared environment in Midbound. All visitors, audiences, workflows, and settings belong to a workspace. You can invite team members and assign roles within your workspace.