Utilizing technology to improve your business is an important step for every organization. Whether it is a tool to automate time-consuming processes, a system to align teams, or a software solution to supercharge your website, it is crucial that you use it to its full potential to maximize your business results. Website visitor tracking software is a popular and highly useful software solution — in fact, according to Terminus, it is among the three most commonly used MarTech tools for organizations with advanced ABM strategies in place. It is time to delve into the world of web visitor tracking and discover how to use high-quality tools to access valuable data, identify your visitors, gain customer insight and more.
Why use website visitor tracking?
“It all starts with data. Data leads to insights and action. But you have to have the right data first.” — Elmer Smith, Vice President of Customer Strategy, JCPenney
Website visitor tracking tools have multiple use-cases. Whether you are looking to acquire new leads and customers, get to know your visitors better, make changes to your website, or improve your customer experience — innovative tracking software can help. Like everything in marketing, there are pros and cons, but as long as you are using the best website visitor tracking tools for your business, then you have the potential to see incredible results. It can transform your sales approach — supporting your business at every stage of the funnel, as well as helping you effectively prove ROI from your digital marketing campaigns.
Using website analytics
Using data to inform marketing, planning and decision-making was named a top digital capability in 2016, according to Adobe. And, detailed website analytics help marketers and salespeople do just that — providing them with crucial insight to fuel future business decisions. When selecting a software, ensure it can provide you with the data you need to supercharge your business. Identifying referrer channels, user behavior, specific visitors, geographic location and more can help support several of your strategies. Whether it is filling your funnel with warm, engaged website leads, or using analytics to personalize sales follow-ups and improve conversion rates, effective analytics tools hold the answer to who your customers are, where they spend time on your site, and how you can turn them from leads into customers.
Remember, the more you know about your customers, the more you can tailor your site, marketing materials and approaches to meet their needs. According to Oracle, just 10% of companies are using marketing technology to improve customer experience. Don’t dismiss the importance of CX and UX, and use your website data to help you make necessary changes. What do your visitors’ on-site journeys look like? Are complicated navigation systems, slow loading pages or irrelevant content causing them to exit? Website analytics can give you the information you need to create an unbeatable website, transforming your visitor experience for the better.
What types of visitors are you interested in?
Your website should be seen as the online hub of your B2B organization. The traffic that lands on your site should be relevant, interested and have a genuine need for your product or services. For B2B marketers in particular — with typically smaller lead pools, niche products and complex buyer journeys — it can be tough to generate engaged leads. In fact,
B2B Technology Marketing Community found that 61% of B2B marketers think generating high-quality leads is one of their biggest challenges. So, it is crucial to devise a marketing strategy with your target audience in mind — and make every visitor count. And, remember, you shouldn’t be disheartened if not every visitor immediately converts. Marketing Donut found that 63% of consumers visiting your website today will not purchase for at least 3 months. Similarly, according to Marketo, 96% of your website visitors aren’t ready to purchase. Lead nurturing and management are crucial at this stage — another process that effective marketing technology can support.
Tracking visitors using IP address tracking software
Website visitor IP address tracking can revolutionize your B2B site. IP tracking provides businesses with the benefit of specific visitor information — giving your organization the advantage of knowing the exact businesses that are landing on your website. While other tracking and analytics tools can provide some information and analytics, often they rely on cookies, form-fills, or remove IP address information before providing you with data. If you are looking to use your website as an effective B2B lead generation tool, capturing leads directly from your site and gaining data to ensure they convert, then IP tracking software could be the most beneficial marketing technology solution for your business.
Lead Forensics is a leading B2B website visitor tracking tool helping businesses supercharge their websites and gain leads. It works by tracking your website, revealing the identities of previously anonymous website traffic and alerting users of their visitors in real-time. Thanks to a global leading database of business IP addresses, Lead Forensics can provide you with the name of the business visiting your site, give you access to contact details of key decision-makers, and show you detailed visitor journeys. Reach out to the right person from the right business at just the right time for the ultimate sales follow-up. Generate a bounty of new, engaged leads directly through your B2B website and book your free demonstration today.