We know that buyers change the way they act during different stages of the buying process, from initial research on how to solve their business problem to creating a shortlist and selecting a supplier.
Firstly prospects will be looking
for solutions to their business problems and search for trusted opinions and sources to validate the decisions they make. The Buyersphere Report shows respondents find whitepapers and industry press most helpful at this time in the buying cycle.
During the second stage prospects are most actively viewing content and will be using a wider number of channels to identify and compare potential suppliers, including social media, word of mouth, websites, direct mail, and videos. With web searches voted most popular at this stage, ensure your website is clear, tackles the prospects problem, and is easy for them to understand how your offering can help.
In the final supplier selection stage the prospect is narrowing down a shortlist of providers, so it’s crucial to be armed with content to stand out against competitors. Research shows at this stage in the buying process respondents found Twitter most useful as they can see what other people are saying about a business, take advantage of this by posting testimonials and links to case studies.
Reports by Forrester show buyers can be 90% into the buying cycle before they contact suppliers to make the final decision. Although marketing are creating and publishing content and driving traffic to your website, what if a prospect never actually engages with you?
With 98% of B2B website visitors leaving a website without enquiring, businesses are missing out on new sales opportunities every single day.
And research shows 88% of sales and marketing executives say that they have missed opportunities due to not being able to leverage external, internal and social information. Whilst sales and marketing professionals are facing these issues, a pot of new business opportunities are readily available in the form of anonymous website visitors.
The Lead Forensics IP tracking solution tells you not only which businesses have visited your website, but also provides their contact details and browsing history on your website, even if they haven’t made contact. With comprehensive information about those businesses including industry/SIC code, employee count, and how they found your website, your sales team can make contact with the hottest leads before your competitors.
Real insight can be gained by looking at the visitor’s journey on your website, enabling you to closely follow leads and effectively nurture them according to which stage they are in the buying cycle.
Subsequently the Lead Forensics solution can be used to bypass the traditional buying cycle and contact previously anonymous visitors rather than waiting for them to contact you.
Where a prospect has visited your website from any number of marketing channels and not enquired, your sales team can use the Lead Forensics solution to reach out to them before your competitors know an opportunity even exists.
Not only does Lead Forensics help businesses to generate more new business leads, it also helps clients identify upsell and cross sell opportunities with existing customers, and with 83% of attendees at the DMA2012 conference saying they plan to start using real-time data, it’s a valuable tool to any B2B business.