“Opportunities don’t happen. You create them.” — Chris Grosser, sales adviser, Tesla
In the B2B world, generating leads and converting them to sales is no easy feat. With complicated buyer journeys, multiple decision-makers and niche products, there is a lot for marketers and sales teams to consider. So, for businesses, capturing warm leads and maximizing every opportunity is crucial. Your B2B marketing team will likely have a strategy in place that ensures lots of traffic is landing on your website. But what happens when a visitor lands on your site? Blue Corona found that B2B buyers make an average of 12 searches online when researching new products and services. And, according to Marketo, 96% of your website visitors aren’t ready to make an inquiry. If you do not know that an organization has been exploring your site, looking for products you offer, then you will likely miss out on a potential business opportunity. That’s where anonymous website visitor tracking comes in to play.
How does website visitor tracking work to identify traffic?
“Creating opportunities means looking where others are not.” — Mark Cuban, businessman and investor
Put simply, website visitor tracking provides users with data, insights and analytics about their website visitors and activity. There are various ways of tracking visitors to your website — some providing users with more benefits than others. Some websites use non-essential tracking cookies, which require consent and are allocated to returning customers, to identify their traffic and help businesses improve their personalized targeting. While these are effective, it is important to recognize that non-essential cookies can be deleted and, therefore, may not recognize a returning visitor. Alternatively, a number of tracking tools provide users with a tracking code that is placed on the pages they wish to track, and in some cases these will be applied to referrer channels, like email campaigns and social media, too.
Website visitor IP tracking works by identifying the IP address of your specific website visitors, revealing the identity of the organization visiting your site. Business IP addresses are considered public information, so there is no issue with providing this information when it comes to data regulations. Bear in mind that some tools — like Google Analytics — will remove the IP identity before presenting information to users. And similarly, some will only reveal the identities of organizations already in your database, prioritizing ‘warm’ or ‘existing’ leads over first-time visitors. Whether or not the identity of the B2B visitor is revealed depends entirely on the tool you choose.
How do I turn traffic into leads?
“If your site isn’t doing a good job of selling the visitors you do get, getting more traffic is pointless.” — Stoney deGeyter, author
Driving traffic to your B2B site is important. It raises brand awareness, helps improve your discoverability and creates a demand for your product or services. But, when it comes to growing your customer base, generating revenue and increasing sales — you need to have a strategy in place to transform your engaged traffic into high-quality, warm leads. Many businesses will optimize their website with conversions in mind — aiming to get their website visitors to take the desired action, like completing a form or making a purchase. This practice is pivotal, helping provide the best opportunity for conversion and optimizing customer experience. But, not every visitor that lands on your B2B website will be a ready-to-buy potential customer or a key decision-maker within their organization. If they don’t inquire or convert, how will your team ever know they were interested?
Website visitor tracking tools
“Technology is best when it brings people together.” — Matt Mullenweg, entrepreneur
B2B website visitor tracking is an effective way to capture leads directly through your website. This may be through lead capturing tools like form fills, newsletter signups, or webinars — which require visitors to input their contact details. Or, you may opt to utilize anonymous visitor tracking, which will track your site and provide users with the details of their website visitors. Remember to check what kind of data you’ll gain access to before selecting your tracking tool. For example, Lead Forensics provides access to a global leading database of business IP addresses, as well as having it’s own data verification team to ensure details are reliable, cleansed and up-to-date. This gives you the optimum chance of getting in front of the right person at the right time.
Lead Forensics is a website visitor tracking software that helps B2B organizations discover leads directly through their website. It works by revealing the previously anonymous identity of your website visitors and alerting users of their visitors in real-time. Users will also be given access to contact details of key decision-makers from the organization visiting their site, as well as detailed visitor journeys. This way, marketers and salespeople have all the information they need to reach out to engaged website leads and design the ultimate sales pitch and lead nurturing process. Fuel your pipeline with warm leads, personalize your approach and supercharge your website with Lead Forensics. Book your free demonstration today!