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Using website visitor tracking to revolutionize your B2B lead generation

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Embracing technology is a sure-fire way to generate hot leads and get the best results. Discover how website tracking can take your business to the next level.

Contents

What is website visitor tracking?

Discover exactly what website visitor tracking is, the ways it can benefit your organization and how it can support your business at every stage of the sales funnel.

DON’T PUSH PEOPLE TO WHERE YOU WANT THEM TO BE; MEET THEM WHERE THEY ARE

Adam Audette, SEO at Merkle Tweet

Do you want more leads?

98% of your website visitors don’t inquire. We tell you who they are, in real-time. Get started today and super-charge your business growth, today.

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About Lead Forensics

Imagine if you could take control of your lead generation activity and convert ready-to-buy prospects, before your competitors even get close? Lead Forensics is the award-winning, industry leading software that reveals the identity of your anonymous website traffic, and turns them into actionable sales leads. All in real-time.

B2B Website Visitor Tracking: The Definition

Website visitor tracking, by definition, is the ability to see who is visiting your website. Businesses must employ a software — preferably one that works in real-time — that tracks the behaviors of their website visitors. It can tell you who the visitor is, where they are visiting from, what they are looking at on your website, and the channel that drove them there.

 

According to B2B Technology Marketing Community, 61% of B2B marketers think generating high-quality leads is one of their biggest challenges.

 

With effective website tracking software in place, businesses can identify and target visitors accordingly, utilizing the data to maximize opportunities from their website leads.

What are the benefits of tracking visitors to your website?

  • Real-time notifications and data provide you with the advantage of time — enabling users to reach out to leads at just the right time.
  •  
  • Gain insight into your visitor’s likes, dislikes and user journey to fuel your marketing decisions. 
  •  
  • Identify your most successful referrer channels and prove ROI from marketing campaigns fast.
  •  
  • See what is working, and where you might need to make changes to optimize your business website. 
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  • Enhance customer experience, align sales and marketing teams and supercharge your sales process
  •  
  • Using a set of criteria to assign a value to each lead, high-quality software can prioritize your leads. 
  •  
  • Manage leads effectively through the pipeline within a CRM, set reminders and keep on top of your data. 
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  • Use the data to design the perfect sales pitch, reach out with appropriate content and execute the ultimate follow-up.

Supercharging every stage of your sales funnel

For B2B organizations, sales processes are often long, complicated and include multiple decision-makers.

 

According to Marketo, 96% of website visitors are not ready to make a purchase on their first visit.

 

For marketers and salespeople alike, this is crucial because it dramatically impacts your funnel and wider approach. Website tracking tools can speed up the B2B buyer journey, offer data and insight to help you tailor your approach, and help you revolutionize your website to meet the needs of your target audience — supporting your funnel from start to finish.

Discover the identity of your website visitors – and convert them to sales.

Take your free, no obligation trial of Lead Forensics and uncover the leads you didn't know you had

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The Ultimate Techstack

Explore the best solutions you can invest in to optimize, manage, and maximize.

Why do I need it if I have Google website visitor tracking?

Find out if Google Analytics is the most insightful website tracking tool for you — and whether innovative, data-driven, real-time software could boost your business.

MARKETING WITHOUT DATA IS LIKE DRIVING WITH YOUR EYES CLOSED

Dan Zarrella, social, search and viral marketing scientist, HubSpot Tweet

Google Analytics website visitors: what does it offer?

Back in 2005, search engine giant Google launched its own website analytics tools: Google Analytics. If you have a business site, then it is likely you already use it — according to Marketing Land, even back in 2015 it was estimated that 30–50 million websites use Google Analytics. Users are given a tracking code they can paste on to their web pages, so Google can track visitors to their site. It can identify referrer channels, show your sessions, bounce rates and conversions, as well as displaying the location of your website visitors. Similarly, it will outline the time spent on each page, the number of page views and other useful behavioral data.

How does IP address tracking differ?

While Google Analytics is popular, accessible and provides valuable data, Econsultancy discovered that 35% of those not using the tool said it was because Google Analytics was not sophisticated enough for their requirements. This is where website visitor IP address tracking comes in, offering the added value of identifying website visitors based on their IP address. This way, users can discover the exact organizations visiting their business website. Google Analytics filters out IP addresses before users can access the information — so, if you are looking to identify exact visitors to your site, then you may need to consider a different tool.

Data matters

Quality data is at the heart of successful marketing. According to Forrester and DMA, understanding customer interactions across all touchpoints is considered the top challenge for marketers.

 

So, when it comes to selecting a site visit tracker, be sure to choose a tool that provides you with the quality, quantity and accuracy of data that your organization requires. Identify where you have data gaps and discover what information could help fuel your business decisions and website strategy going forward.

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Website visitor tracking software

Selecting software to support your marketing objectives and business goals is an important decision. It’s time to pick a tool that provides the most for your B2B organization.

WHAT NEW TECHNOLOGY DOES IS CREATE NEW OPPORTUNITIES TO DO A JOB THAT CUSTOMERS WANT DONE

Tim O’Reilly, founder of O’Reilly Media Tweet

Website visitor tracking tools for successful lead generation

According to BrightTALK, 80% of marketers say their lead generation efforts are only slightly or somewhat effective.

 

Embracing technology is a crucial step in improving your new business strategy. High-quality website visitor tracking software will transform your lead generation process — revolutionizing your approach to acquiring new, engaged leads directly from your B2B website. Marketers spend large quantities of time driving traffic to business websites — and appropriate software helps maximize opportunities presented by each and every visitor.

  • Reach out to the right person from the right organization
  •  
  • Gain insight into your website visitors and qualify leads early
  •  
  • Align teams, supercharge your processes and identify warm leads
  •  
  • Access useful data in real-time and stay ahead of competitors

Claim your free trial

Interested in seeing if Lead Forensics could work for your business?

Selecting the best website visitor tracking software

Let’s explore some of the leading tools used for tracking your B2B website.

Hubspot

  • Inbound marketing, sales and service platform
  •  
  • Uses browser cookies to track website visitors
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  • Cookies are assigned to users after first visit If a visitor deletes their cookies, they will be considered a new visitor
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  • Does not track unique visitors
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  • Offers an analytics tool Identifies the source of your website sessions and provides data about visitor actions

Salesforce

  • Marketing and sales solutions for small and medium businesses

  • Customer relationship management system

  • Unified marketing platform

  • Website tracking tool and analytics

  • Enhance your customer journeys and set marketing goals

  • Using Collect Tracking Code, capture data about known contacts from your existing database

  • See the behavior of unknown visitors you do not have the contact details for

Lead Forensics

  • A website tracking tool with a difference
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  • Detailed user journeys of your website visitors for the ultimate insight
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  • Identify where changes need to be made
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  • Real-time notifications providing the benefit of time Reveal the identities of your visitors: from first-time visitors to existing customers
  •  
  • Instantly transform your sales funnel
  •  
  • With Lead Reveal, receive desktop alerts and remove the need for multiple logins
  •  
  • Gain contact details like phone numbers and email address of key decision-makers

Claim your free trial

Interested in seeing if Lead Forensics could work for your business?

Data compliance: at the heart of your strategy

For your business to be successful, getting it right is important. When it comes to IP address tracking, a number of organizations were concerned that it may be illegal or a breach of data regulations. However, it is important to note that business IP addresses are not considered personal information, so identifying your B2B website visitors through tracking software all sits comfortably within data compliance. As long as your sales follow-up is data compliant too, you should have no apprehensions when it comes to embracing website visitor tracking tools for lead generation.

Where does it fit into your marketing strategy

A robust marketing strategy is pivotal to business success — and selecting the appropriate tools to help you meet your goals and maximize results is a key.

TECHNOLOGY IS NOTHING. WHAT'S IMPORTANT IS THAT YOU HAVE FAITH IN PEOPLE, AND IF YOU GIVE THEM THE RIGHT TOOLS, THEY'LL DO WONDERFUL THINGS WITH THEM

Steve Jobs, CEO and co-founder of Apple Tweet

Start at the drawing board

According to Coschedule, 74% of marketers set marketing goals — but just 16% state that their entire marketing strategy is documented.
When it comes to embracing technology of any kind, it is pivotal to ensure it is playing a role in supporting your business and marketing plans. Website visitor tracking can support a whole host of objectives, and to get the most out of the tool you select, including it in your plan from the start is important. Review your existing strategy, and don’t be afraid to go back to basics. Outline SMART objectives, and consider combining your sales and marketing strategies to align teams and execute a seamless approach.

Turbocharge your tactics

With actionable objectives in place, it’s time to execute a series of tactics to help you meet your goals. Website visitor tracking software will play a vital role in enhancing, streamlining and supporting these tactics. Remember, marketing technology is only as effective as the strategy it is a part of! So, make sure you fully understand the capabilities of your chosen tool, implement a plan to maximize returns and ensure you have a member of staff in place to help you fully optimize the software.

Monitor, measure, adapt and grow

It can be easy for marketers to spend time planning and executing a great strategy, then leaving it alone to run its course. However, like everything in the B2B marketing world, measuring results and making changes is crucial. With effective website tracking software comes hordes of highquality data — and with data, comes the elimination of ‘guess work’. You’ll have your own set of KPIs in place, so be sure to stay on top of results for the ultimate success. Use your chosen tool to identify which of your campaigns is taking your business to the skies — and which is proving little return.
  • Optimize your website
  •  
  • Fuel future marketing decisions
  •  
  • Streamline and enhance customer experience
  •  
  • Prove your campaigns ROI

Turning traffic into leads

Every website visitor represents a potential business opportunity. As the online hub of your B2B organization, your site should be the optimum place to capture leads and generate new business.

IT IS MUCH EASIER TO DOUBLE YOUR BUSINESS BY DOUBLING YOUR CONVERSION RATE THAN BY DOUBLING YOUR TRAFFIC

Jeff Eisenberg, businessman Tweet

Monitor, measure, adapt and grow

According to SnapApp, 67% of lost sales are a result of sales representatives not properly qualifying potential customers before taking them through the sales process.

Unfortunately, not every visitor that lands on your site is a ready-to-buy potential customer. So, lead qualification is an important part of your process. With IP tracking software in place, your teams are able to access the data needed to qualify leads early. Discover the organizations visiting your website and ensure they are the right fit — will they benefit from your product? Can they afford it? What kind of buyer behavior are they exhibiting? Determine whether or not they have a genuine interest in your product, assess their likelihood of conversion and prioritize effectively.

Conversion rate optimisation

Optimizing your website with conversion in mind is a sure-fire way transform your traffic into leads. If you capture leads through elements like contact forms, webinars or newsletter signups, make use of insightful data to see what is working best. Once you know what your audience likes, you can replicate this across your site for optimum results. In fact, according to Smart Insights, the correct targeting and testing methods can increase conversions by up to 300%. Stay a step ahead of your potential visitors, consider implementing personalized marketing campaigns and ensure marketers and salespeople prioritize conversion as the end goal.

Maximum impact marketing activity

According to eMarketer, 60% of marketers create at least one piece of content per month. And, Content Marketing Institute found that 83% of marketers use social media. With more content comes an increase links to your website — and, in turn, more traffic. IP tracking software can help you maximize every opportunity and get the most from your online marketing activity. By identifying your visitors, you can reach out to those that do not inquire straight away. Use tracking software to turn visitors into leads, stay at the forefront of your visitors’ minds during their research stage, and beat your competition to the sales pitch.

Final thoughts

Like all things in business, website visitor tracking has its pros and cons. But, as long as you select a tool that provides the best opportunities and support for your business, and you use your data wisely, then you will see great results.

 

According to Strategic, if you follow-up with a web lead in just 5 minutes, you are 9 times more likely to convert them to a customer.

 

Remember this when selecting a software for successful lead generation — is it providing you data in real-time? Does it provide IP address information? Can it offer reliable, upto-date contact details? Does it include an analytics tool for website performance insight? And, does the brand have a dedicated Customer Success team in place, committed to ensuring the ultimate results for your business?

 

Once you have implemented a quality software, it is time to get the most from it. Here is a handy reminder of how to utilize your website tracking tool for the ultimate impact:

  • Use reliable, high-quality software to track visitors to your B2B website

  • Identify your visitors, discover your ideal potential buyers and find leads

  • Gain insight into customer behavior and make predictions and plans

  • Qualify leads early and ensure only the best leads go through to the sales team

  • Align sales and marketing teams, manage leads effectively and improve your processes

  • See how your website is performing and make changes where necessary

  • Improve your customer experience by optimizing your site for conversions

  • Use insight to customize sales pitches and increase the likelihood of closing deals

  • Discover when current pipeline, existing clients and lapsed customers visit your site

  • Increase opportunities for upselling and cross-selling, and improve customer retention

  • Make use of data to help you fuel future business and marketing decisions

Discover the identity of your website visitors – and convert them to sales.

Take your free, no obligation trial of Lead Forensics and uncover the leads you didn't know you had

Try Lead Forensics

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