Driving Business Forward with Website Visitor Tracking

Holly: Hello everyone and thank you for joining today’s Lead Forensics webinar. My name is Holly and I am the EMEA Event Marketing Manager here at Lead Forensics. I am going to be talking to you about how your business can continue to thrive by adding website visitor tracking to your tech stack and we’ll be covering what it is, do you need it if you’re using Google Analytics and everything you need to know about IP tracking.

Like a lot of others, probably including yourselves, we at Lead Forensics have evolved to work from home. For many of us who are lucky enough to do so, remote working is the new ‘business as usual’ and it’s looking to continue for the foreseeable future. While there are definitely some challenges it’s important to keep your spirits high and do what you can to adopt a normal-ish routine.

So when it comes to generating new business leads there are a few necessary changes you will have to make to stay ahead to continue driving your business forward and we need to embrace the right tools to do so. I am going to talk about website visitor tracking and that’s a technology you need to fuel your lead generation strategy in this remote working environment.

Now, at Lead Forensics our lead reverse IP tracking software has been supporting the B2B community for more than a decade now, so we know a thing or two about B2B lead generation, the importance of maximising your website and also making your online presence really count. In fact, our website visitor tracking technology provides a whole host of benefits for marketers, sales people, customer service teams ….that’s nearly the entire team.

So, we’ll get started.

What is website visitor tracking?

So starting at the beginning, website visitor tracking is an effective way for businesses, maybe even such as yours, to see who is visiting their website. It tracks the behaviour of website visitors. The right tool is going to tell you who the website visitor is, where they are visiting from, what they are looking at on your website and also the channel that drove them there. With this website visitor tracking software in place, businesses can identify and target their visitors, use high quality data to maximise website opportunities and ultimately turn those visitors into leads. 61% of B2B marketers are said to think generating high-quality leads is one of their biggest challenges. So if you are looking to use your website as a lead generation engine in absence of networking events, face to face meetings and so on, then it’s an important piece of software to invest in.

But what other benefits can the intelligent software provide? ……especially as we experience a remote working environment. We’ve listed some of our clients thoughts here:

– It’s all in real time, users can reach out just at the right moment.

– You can gain insight into your visitor’s likes and dislikes and see the user journey to help you make more informed marketing choices.

– You’ll also be able to identify your most successful referrer channels, helping to report on key ROI metrics.

– You can see what’s working and where you might need to make changes when it comes to your online shop window.

– Enhance your CX (customer experience).

– Align teams, giving a boost to your sales process.

– Scoring leads for priority. This could include team member allocation and so on.

– Lead management, linking directly to a CRM like Salesforce or Hubspot and then setting reminders to keep on top of your data.

– Using the data to design your sales pitch or content strategy.

Thinking of your own buying habits, it’s probably not a shock to see that 96% of your website visitors aren’t ready to make a purchase on their first visit. For marketers and salespeople alike, this is dramatically going to impact your funnel and the wider approach. The B2B sales process, I’m sure you’ll agree is often long, complicated and includes multiple decision makers. So website visitor tracking tools can really speed up the B2B buyer journey and support your funnel from start to finish, no matter where you or your team are working from. Hopefully, you’re all managing to follow along with me here, going on to our next point.

Do I need it if I use Google Analytics?

If you have a business site, then it’s likely you’re going to be using Google, internally managed by digital marketers that you work with, maybe even the company owner. It was launched back in 2005 and then 10 years later in 2015, it was estimated 30-50 million websites were making use of it. So how does it work then? Users are given a tracking code, that you put on to your webpage. So Google then tracks the amount of visitors to your site, it then identifies referrer channels, shows sessions, bounce rates, conversions as well as displaying the location of your website visitors. Similarly, it will outline the time spent on the page, the number of page views and other useful behavioural data. So how does website visitor tracking differ? You will see a nice stat here from eConsultancy, they discovered 35% of those not using the tool said it was because Google Analytics was not sophisticated enough for their requirements and that’s where IP address tracking comes in. We are going to talk about this in a little bit more detail later on but essentially it offers the added value of identifying website visitors from their IP address. This way, users can discover the exact organisations visiting their business website. Google filters out those IP addresses before users can access the information. So if you are looking to identify exact visitors, you may need to consider a different tool. Remember, quality data is at the heart of successful marketing here.

Once of the main challenges for marketers is being able to understand customer interactions across all touchpoints. When it comes to selecting a visitor tracker be sure to choose a tool that provides you with the quality, quantity and accuracy of data that your organisation requires. You need to identify where you have data gaps and then discover what information could help your business decisions and website strategy going forwards. Moving on to…..

Everything you need to know about IP Tracking

Going back to basics for a moment, an IP address is the unique set of numbers that is assigned to every device that uses internet protocol. It helps you to send and receive data on the internet. Think of it as a home address or a phone number. An IP tracker is a form of website visitor tracking technology that enables businesses to track their visitors based on that IP address. When a visitor lands on your website the tool identifies their unique IP address and will track the behaviour of that visitor. 33% of us say having the right technology for data collection and analysis is most useful in understanding customers and whilst we and our potential buyers find ourselves in this entirely digital world, this has never been more crucial. So how can we take this one step further and move your business up a gear? We are looking to change your trajectory, even if you are struggling to provide your service at the moment due to certain restrictions. Reverse IP tracking provides the ultimate solution. Whilst IP tracking software can identify your website visitors based on their IP address, reverse IP tracking software also provides users with top level data associated with that domain and that’s the key thing here. For example, the Lead Forensics software provides users with the name of the organisation, as well as contact details of key decision makers and detailed journeys of the time spent on your website. This gives your business a hugely competitive advantage and it opens your team’s eyes to a world of useful data and creates tons of potential new opportunities. Don’t forget you can claim our free trial of Lead Forensics in the survey at the end of this webinar too, so keep your eyes peeled for that.

Now let’s explore how some of the advantages of reverse IP tracking technology can be applied in a remote world.

1) Lead generation.

Your website is a gold mine when it comes to potential customers. The average is 98% of visitors who go on to your website don’t directly get in contact with you. The B2B buyer journey isn’t quite as simple as that, in fact Gartner has found an average of 7 people are involved in the buying process and then according to Edelman as many as 63% of consumers need to hear an organisation’s claims 3-5 times before they believe it. With this intelligent tracking in place you can transform your website into a hub of engaged leads, even if they don’t directly enquire with you. You’ll be able to reach out in real time and then provide potential buyers with relevant content and help move them through your pipeline.

2) Visitor insight, optimization and marketing ROI

Your website is the digital hub of your B2B organisation and now more than ever it needs to be seamless, engaging and leave your visitors wanting more. Not every website has been recently updated or designed with its audience in mind so as well as identifying your website visitors IP tracking provides insight into their behaviour once they land on your website. For businesses that sell multiple products or provide a variety of services this is going to help you establish what’s important to your audience. Similarly, if you work with more than one industry, it’s going to help you identify where each sector’s priorities lie. This will ensure that you are making data driven decisions. You will discover your most engaging pages, establish what your visitor journeys look like and optimise your site to enhance the overall experience. You can also identify your best referrer channels, whether that be social media or PPC adverts and that’s going to help you prove on return on investment, carefully choose where to invest your time, money and resources where they are scarce.

3) Lapsed customers and lapsed pipeline

It can be tough to know when is the right time to reach out to a customer when the customer has gone quiet or a lead that never made it through to the purchase stage by this effective IP tracking technology can eliminate the guesswork here and help your teams make informed decisions. If a business that you once had a professional relationship with lands on your site, you’ll be notified and given the opportunity to win them over once again.

4) Existing customers and existing pipeline

With IP address tracking too, you can identify when existing customers land on your website and you’ll gain insight into what they were looking at as well, so that’s really helpful. This way you can spot upselling and cross-selling opportunities, supercharge your nurturing process and increase your conversion rate too.

5) Aligning your teams

According to Saleshub, half of sales time is wasted on poor prospects so it’s clear to see that your sales and marketing teams aren’t always on the same page and it costs your organisation money too. In fact, Hubspot found the misalignment between the two teams costs B2B organisations 10% or more of revenue loss annually. When your teams aren’t working in a shared space misalignment can become even more common. With effective technology in place to help you understand your customers and your leads better your teams can work a lot more closely, prioritising the customer at all times.

Okay, let’s stop and reflect on what we’ve covered so far.

1) The way businesses work is changing, so technology is a must. With an increase in remote working the need for businesses technology is being proved now more than ever. So remember, don’t dismiss the importance of including the right tools in your strategy from the outset.

2) Website visitor tracking can help transform your business. Especially in these unprecedented times, intelligent website tech can help drive your business forward, from visitor insight, improved customer experience, to optimization and lead generation, it poses a number of benefits.

3) Google Analytics provides some useful data but you might need more. To get the most out of your site you need to maximise it with the very best tools. Website visitor tracking provides added value, especially when it comes to lead generation.

4) Reverse IP tracking will open your eyes to a world of website leads. Your customers, prospects and potential buyers have never been as online as they are now and generating leads is one of the many ways that IP tracking tech can revolutionise your business.

Your website is home to a world of data, potential customers and new opportunities and your website technology holds the key to unlocking that. To help ensure you and your team and your organisation keep things as close to business as usual as possible, now more than ever maximising your website is a must.

As I mentioned before, that’s where Lead Forensics can come in, our tool supports B2B professionals in numerous ways no matter where they are working. We provide intelligent reverse IP tracking software and the leading global database of IP addresses. Lead Forensics reveals the identity of your previously anonymous website visitors. Users are provided with the name of businesses visiting their website as well as contact details of key decision makers and the visitor journey details. So your sales team can gain access to everything they need to get a head in the absence of face to face pitches. Marketers gain qualified leads through the business website even if they don’t make an inquiry. You can still take advantage of that free complimentary trial, so just get in touch. You can email [email protected] for that or fill out the survey at the end of this webinar.

While we all spend time adapting to working together apart, use your site to get in front of the right people at the right time. If you would like a member of the team to get in touch, you can also book a free Lead Forensics demonstration. That’s it for now from me, I hope you have enjoyed this webinar and if you did we have plenty more content on offer. You can follow Lead Forensics on our social media channels, Facebook, Twitter, Linkedin and Instagram and you can also subscribe to Lead Forensics Focus on Youtube for all of your marketing, sales and lead generation content needs. Thank you again for watching and we hope to see you again next time