Best Practices: Using Anonymous Web Visitor Information

Best Practices: Using Anonymous Web Visitor Information

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Here’s the good news: You now have the ability to identify prospective customers who check out your products and services pages on your website – even when these web visitors don’t declare who they are.  Using VisitorTrack from netFactor, you can select your own definition for a “qualified lead,” and then get the company and key contacts information when these targeted prospects peruse your site.

Here’s the challenge: What the heck do you do with information about anonymous visitors who, by definition, don’t want you to know they have an interest in your products or services?  And furthermore, what can you do with visitor data when you don’t know the exact person(s) who visited your website?

Turns out, there is plenty you can do with this information on invisible visitors that you simply couldn’t do without it.

Top Ten uses for VisitorTrack anonymous web visitor information (and some ideas to put the data to work in driving more sales.)

  1. More data on marketing campaign effectiveness. Capture data on the 95%-98% of visitor traffic that don’t fill out a web form.
  2. Augment target prospect lists for marketing campaigns. Add the key contacts from anonymous visiting companies that you don’t already have in your CRM, MAP or DMP database.
  3. Optimize web pages by target prospect interest. (vs. using generic visitor traffic data)
  4. Augment marketing campaign leads (click-throughs & opens) with qualified web visitor leads selected by pages visited, company demographics, geo-location, etc.
  5. Prioritize prospect lists based on the digital footprint of the visitor. Knowing what companies have an interest helps the tele-marketers and sales reps decide who to call first.
  6. Identify prospects early in their buyer decision process. 57% of the buyer decision process is completed before they contact the vendor. Early identification of these prospective buyers gives you the opportunity to influence the buyers’ decision criteria – and avoid competing on features and price.
  7. Connect with the prospect before your competitors do. 74% of time, the “first in” vendor wins the deal.
  8. Identify opportunities for cross-sell/up-sell to existing customers. Tag the company as a client and then get notified when they visit your site.
  9. Increase knowledge of the effectiveness of active sales campaigns. Track the number and frequency of visitors, by geo-location, from your active prospects.
  10. Insights to the customer/prospect decision journey. The digital footprint will give insight to where the buyer is in their evaluation/selection process.

Okay, I get it, you say.  But how do I actually put this information to work?

You don’t need to feel like a stalker to use anonymous visitor information.  The temptation is to call the suspected visitor and say, “Hey, were you the one who just visited the ____ page(s) of our website?”  To the recipient of your call, this would be kind of creepy.  We don’t recommend this approach.  Instead, start with getting the contact information of the key contacts at your prospect for your products and services.  No doubt, you know who you want to reach at your target prospect.  If you don’t already have this person’s contact information, VisitorTrack makes it easy to get this information from ZoomInfo.  VisitorTrack identifies the target company and with one click, you get access to the key contact information you want to reach (or add to your database).

Armed with the contact data for your target contacts at the location from which the visitor is located and with knowledge there is some level of interest from this prospect company at this location, you call your key contact and say, “Hi, I’m ___ from ____.  Not sure if the timing is right for you or your company, but thought you should know…”  Since you know there is interest in your products or services from someone at this company and at this specific location, odds are you will get a favorable response to your call.

If you are a marketer, putting the VisitorTrack information to work is just as easy.  You simply download the key contact information you don’t already have from ZoomInfo, and upload it to your CRM or Marketing Automation tool database.  This is a lot easier and more cost efficient than buying another list.  P.S., since it is contact information from a company you know has an interest in your products or services, you are adding “warm” names to your database.

B2B buyers have taken control of the buying process and research shows that 41% of B2B buyers are waiting longer in the buying process to engage vendors and 57% of the buying process is complete before prospects make contact with the vendor. VisitorTrack from netFactor can help B2B vendors level the playing field.  We deliver intelligence on anonymous visitors.  You turn this information into sales.

Read Your B2B Prospect’s Online Body Language

Read Your B2B Prospect’s Online Body Language

Group of Business People Meeting

Align your B2B Sales Strategy with the B2B Buyer Journey

Since the days of the cavemen, humans have been reading body language to understand the intentions of others. In the sales process, reading body language and buying signals has long been used to shorten the sales cycle. With the dawn of the digital age much of the buying cycle is now conducted online. This evolution has drastically impacted the sales cycle for B2B companies.

  • Research shows that as many as 65% of business buyers use the web to start their research for a solution.*
  • Due to the proliferation of content and product information that is on the web, prospects are often 57% through the buying process before they connect with a sales person.**
  • Fear of email blasts and hounding phone calls have caused savvy business buyers to show more reluctance to fill out contact forms than ever before. In some cases, only 1 – 2% of B2B web visitors fill out a form announcing their interest.

5 TIPS TO READ YOUR B2B PROSPECT’S ONLINE BODY LANGUAGE

1. Identify Web Pages That Support the Buying Decision

The first step is to identify the pages on your website that support the traditional buying process. Your explainer video, about us page, value proposition pages, and testimonials all support buying decisions and were once part of the traditional selling process. Identifying these high value pages that relate to your sales process will help you focus in on the most important digital buying signals. The opportunity to identify and connect with the visitors to these pages before they engage with a competitor is key to your success!

2. Understand Page Visit Behavior

When a visitor moves through your site and looks at pages that are designed to move them through the buyer journey, take notice of their behavior! Visits to these pages indicate that a prospective client has engaged in the buying process and is researching the offerings of your company (and probably your competitors offerings as well). For example, a pricing page visit can be a strong indicator that a prospect is starting to seriously think about buying. You will find that many prospects land on your website and go immediately to your pricing section. These prospects might be interested, but they’re likely still in their initial information gathering stage. On the other hand, a prospect who signed up for a demo or actively tried your product, and then visits your pricing page is probably getting ready to make a decision.

3. Where They Click Tells A Story

Once you have identified your high value web pages, the next step is to understand the story they tell. As a prospect visitor moves through your website, where they click can reveal the nature and level of their interest. Say a visitor enters your site from an email campaign and then proceeds to view two or three key product information pages, then views the client testimonials page, and finally the “request a demo page”; spending several minutes on each of these pages. This behavior indicates a strong interest in your offering. Because buyers are becoming more self-educated, you can map their online interactions to your sales process and start checking off elements they have seen. This process will allow you to reach out to the most sales ready prospects!

4. Find Out If They Leave Before They Hit “Submit”

Imagine the value if you could identify prospects that have enough interest to visit your “request for quote”, “free trial”, or “contact us” page but for some reason never complete and submit the form. Did they get distracted? Change their mind? Or did they decide to reach out to a competitor and complete their form first? By tracking and identifying the companies visiting contact form pages, you can get a “heads-up” on the best opportunities among your website visitors.

5. When The Crowd Converges

If one of your objectives is to win with larger target companies, this is for you! Return visits or multiple clicks from an email campaign indicate that there may be interest from many stakeholders in the prospect company. It is likely the more stakeholders, the larger the company. Lots of people visiting, lots of people clicking means it is very likely an internal discussion has been brewing around your solution or product offering. Reaching out to these prospect companies early in the discussion gives you a jump on your competition.

*2014 B2B Buyer Behavior Survey, Demand Gen Report

**B2B Marketing and Sales practices Insight: CEB Marketing Council and Google