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VisitorTrack by netFactor

See How VisitorTrack Turns Web Traffic Into Actionable Intelligence On Your Sales and Marketing Leads.

Every day, B2B buyers research your product and compare you to competition right under your nose. VisitorTrack can help you connect with interested prospects earlier, giving your team the ability to sell strategically.

VisitorTrack Integration with Marketo

VisitorTrack Integration with Marketo

VisitorTrack Integration with Marketo

Marketo Users Don’t Know What They Can’t See

Integrating netFactor anonymous visitor data with Marketo fills the blind spot

VisitorTrack-integration-with-marketo

Modern Marketing in a Fast-Paced Climate

Marketing professionals in enterprises of all sizes are realizing they can’t keep up with the pace of today’s business climate without using marketing automation technology. As their businesses grow, marketers must keep up with the sales team’s increasing demand for qualified leads. Prospective customers are savvier and have direct access to product and services information without letting potential vendors know they are interested.

Targeted buyers no longer use vendor outreach campaigns (emails and advertisement) as their principle source of identifying and accessing product information. Between establishing and maintaining dialogues with potential customers, measuring the efficacy of marketing programs, and generating the leads demanded from sales, marketers simply cannot meet the demands of today’s digital world without the use of marketing automation technologies.


What does Marketing Automation do?

Marketing automation platforms (MAPs) – such as Marketo, Hubspot, Eloqua, Pardot, Act-On, and others – are intended to be “one-stop” integrated technologies to address the needs of today’s digital marketers. These platforms are the “Swiss Army knife” for the overworked enterprise marketer.

Like Swiss Army knives, each of these alternatives does the basics – e.g., email campaign management, web visitor analytics, integration with sales automation tools, as well as one other common characteristic: each has been designed from the perspective of a “snail mail” direct marketer.

The fundamental assumption used by MAPs is the marketer has the contact information of the individuals they are trying to reach and can identify the persons visiting their website. In the days when the vendor controlled the flow of product information – the days before the web – this was a reasonable assumption. But in a world where B2B buyers have virtually open access to the information they need and 95% of these B2B web visitors don’t self-identify, not having the capability to identify the invisible web visitors is a major blind spot in every MAP.

To be fair, most MAP vendors claim limited ability to identify anonymous web visitors. But even in those instances where a MAP professes to have the ability to identify anonymous website visitors the data provided is often incomplete or erroneous. This can then create more issues for the digital marketer than it solves.

To go back to the earlier metaphor, this limited capability to deal with anonymous visitor data is akin to the screwdriver in a Swiss Army knife. The capability exists but it has very limited utility value and certainly isn’t a practical solution to doing production work.


The VisitorTrack Advantage

Through proprietary technology, VisitorTrack identifies the company of the visitor, provides detailed firmographic data on the company, and identifies the pages visited. In addition, through a data services partnership with ZoomInfo, VisitorTrack users get immediate access to the relevant key contacts at these companies, thereby completing the web visitor picture for today’s digital marketers.

To make it easier for marketers to incorporate anonymous visitor contacts into their marketing programs, netFactor has developed a VisitorTrack application that enables integration with hundreds of apps via the Zapier platform. Marketo users can leverage the VisitorTrack app to create zaps that will automate the process of loading saved anonymous visitor contacts from VisitorTrack into Marketo campaign databases. This automation eliminates the need to manually copy csv files from VisitorTrack and upload these contact records to Marketo. Utilizing the Zapier platform, VisitorTrack integration saves Marketo users time and reduces data errors when these marketers want to add anonymous web visitor contacts to their marketing programs.

Marketing automation platforms like Marketo are great for what they are designed to do. By adding VisitorTrack to their Marketo investment, digital marketing executives fill the inherent blind spot shared by every leading MAP. Gaining insights and identifying the invisible 95% enables Marketo users to get a more comprehensive view of their campaign results, add new contacts to their campaigns, and maximize the number of leads for sales.

See How VisitorTrack Works

Every day, B2B buyers research your product and compare you to competition right under your nose. VisitorTrack can help you connect with interested prospects earlier, giving your team the ability to sell strategically.

Quick Video Demo

Who is Visiting my Website?

Identify anonymous visitors to your site with VisitorTrack. Check out what others say about us at G2 Crowd

VisitorTrack Integration with Salesforce

VisitorTrack Integration with Salesforce

VisitorTrack Integration with Salesforce

Why Anonymous Visitor Data Adds Value to Salesforce Automation Systems

VisitorTrack Integration with Salesforce

Sales Automation: Where’s the personal touch?

Anyone who has ever earned a paycheck by selling knows that all selling is personal. While sales automation systems have added tremendous productivity gains to the selling process, they do nothing to enhance the personal aspects of sales. Why? Because sales automation platforms are process automation systems, not relationship automation systems.

Like their technology counterpart in marketing, sales automation systems assume the user has the contact information of the targeted buyers. After all, if you don’t know how to reach the specifically targeted buyers, how could you possibly make it personal? Knowing how to contact the specific person you want to reach makes the process more efficient but does nothing to help the seller make the conversation more personal. To make the conversation more specific to the buyer’s interests, the sales rep needs to know what the prospect is interested in. Sales automation systems can facilitate recording these interests once they are identified, but they do nothing to help the sales rep identify buyer interests ahead of the conversation.


How does adding information about anonymous web visitors possibly be of value to the sales rep?

We get this question frequently, especially from sales management. To understand the value of anonymous visitor activity, sales reps need to think outside of the (process) box.

By now, every sales rep knows that B2B buyer activity has changed. Research shows that over 40% of B2B buyers are waiting longer to declare their interest and they are nearly 60% through their evaluation process before contacting the prospective vendors. Think about how this buyer dynamic changes the game in favor of the buyer.

If the sales process assumes a qualified lead is only one where you know the identity of the prospect, your process inherently misses at least 40% of interested buyers. Moreover, by the time your process identifies the prospect as a “lead,” (or, more correctly, by the time the buyer self-declares interest) the buyer has done most of their evaluation of alternative solutions. The good news is you now have a “lead” your process recognizes; the bad news is you have lost control of the buying decision process for these identified prospects.

Imagine if you had visibility of prospective buyer interest earlier in their evaluation process. This visibility is what anonymous web visitor data delivers. Anonymous web visitor data provide insights of the interests demonstrated by the prospects who don’t want you to know they are in the decision process.

This insight adds to the number of leads generated from your website. Great performing websites generate only 3% – 5% personally identifiable leads. Adding anonymous web visitors to your lead flow can immediately double the number of leads passed to sales (assuming only 10% conversion of the otherwise invisible visitors).

By definition, these anonymous visitors don’t want you to know they are in an evaluation process. If they did, they would fill out the web registration form. By tracking what these anonymous visitors have investigated on your website, sales reps gain insights on the interests of these prospective buyers. Getting knowledge of the buyer interest enables sales to take control of the buyer decision process.


If the visitor is anonymous, how is it useful for integrating to the sales automation system?

This is the second question we always get. The answer is you need to do a little work. Anonymous visitors are identifiable at the company level and can be filtered by the geo-location of the visitor. To make the anonymous visitor data actionable by sales, the data needs to be “translated” from company level to targeted decision maker.

First, you need to know the titles of the key decision makers in your prospects. Usually not a big challenge for a professional sales rep.

Next, you will want to know if the prospect visiting your website is already “known” by the sales automation system. If the decision makers are known and if the company is recognized by the sales automation system, this step can be automated by integrating the anonymous visitor data system with the sales automation system. For Salesforce.com users, this step is fully automated using VisitorTrack.

If the visitor company is not “known” by the sales automation system, you can create a new record in the sales system. Using the titles of your key decision makers, look up the contact information of the persons with these titles at the identified company. VisitorTrack integration with ZoomInfo simplifies this step. You simply look up the key contacts by title and save the contact information to the company record created in VisitorTrack. Once saved, the company data and key contacts can be loaded into the sales automation system. Again, this process can be automated via systems integration as is done via VisitorTrack integration with Salesforce.com.

Integrating anonymous visitor data with your sales automation system requires out of the box thinking and a little work. But done properly, anonymous web visitor data enable more personalized selling. Here’s how:

  • Identifying the specific areas of interest by “reading” the visitor’s digital footprint informs the sales rep of prospect interest and stage of decision process.
  • Getting these insights earlier in the buyer journey empowers the sales rep to take control of the buyer decision process thereby increasing the probability of closing the deal.
  • Turning anonymous visitor data into actionable contacts (via systems integration) increases the volume of qualified leads for sales.

See How VisitorTrack Works

Every day, B2B buyers research your product and compare you to competition right under your nose. VisitorTrack can help you connect with interested prospects earlier, giving your team the ability to sell strategically.

Quick Video Demo

Who is Visiting my Website?

Identify anonymous visitors to your site with VisitorTrack. Check out what others say about us at G2 Crowd

B2B Buyer Journey

B2B Buyer Journey

The BtoB Buyer Journey

Buyers Spend More Time Than Ever Researching a Business Purchase.

Digital Body Language Guide

The web is the starting point for most buyers’ journeys:

  • 65% of buyers use the web to initiate their search for a business solution
  • 68% of buyers studied agree the number of sources used to research and evaluate a purchase has increased over the past year
  • As many as 40% of business buyers said they waited longer than last year to initiate contact with B2B vendors

It’s more important than ever to identify and contact customer prospects early in the buying cycle.

Get the Guide: The BtoB Buyer Journey

Download PDF

Who is Visiting my Website?

Identify anonymous visitors to your site with VisitorTrack. Check out what others say about us at G2 Crowd

5 Essentials: Why Anonymous Website Visitor Tracking is a Necessity

5 Essentials: Why Anonymous Website Visitor Tracking is a Necessity

5 Essentials:

Why Anonymous Website Visitor Tracking is a Necessity

(Not just a “nice to have” option)

How marketing pros use VisitorTrack

5 Essentials:  Why Anonymous Website Visitor Tracking is a Necessity

(Not just a “nice to have” option)

While you are reading this, it is very likely that a potential customer is visiting your website, examining your offering, and comparing you to the competition.  There is also a very high likelihood that this prospect will leave your site without identifying themselves to you.  At some point in the future, if that prospect feels your offering will fill their need, they will come back to your site and fill out a form.   As any seasoned sales professional knows, at this point the only chance you have of winning the deal is if you are the low price leader.  Unfortunately, there are quite a few misconceptions about how valuable it really is to know who has been visiting your website.   Listed below are some of the reasons why companies feel they don’t NEED to identify anonymous visitors to their website.

Myth: If they’re interested, they will fill out a form.

Studies show that only 2% of website visitors identify themselves by filling out a form.  As stated above, these are usually visitors (40% and growing) that have already decided what they need and now they are price shopping.  It’s very possible that they haven’t matched the right solution to fill their need and you may have completely missed any competitive advantages that you offer.  If your sales team can engage with the prospect as soon as they show the first sign of interest (when visiting your site) the odds of providing the right solution and setting yourself apart from the competition greatly increas, resulting in a much higher probability sale.

Myth: I know all the visits to my website based on my marketing campaigns.

Yes, marketing campaigns can generate visits to your site, but how many people are visiting your site based on a google search?  How many of your targeted prospects decide to visit your site without clicking on the provided link from the email you sent?  When you compare your google analytics to the size of your campaign clicks do the numbers match up?  It is likely that you are missing out on potential prospects if you are relying only on clicks from your marketing campaigns.

Myth: I need to know the name of the person on the site, not just the company.

Unless the visitor is coming from a click on your marketing campaign, this information is not available.  The value of knowing the person is also debatable, as most sales professionals want to get to the economic decision maker in a company, not necessarily the person who’s been assigned to do the research.  Knowing that a company has an interest in your offering and gaining insight into what that company is looking at will give a sales professional the necessary information to leverage direct communication with the decision maker.  The alternative is knowing nothing until the researcher inquires about price or fills out a form.

Myth: Our sales team can’t convert the leads they are currently getting, so additional leads don’t make a difference.

There are a couple of things to consider with this statement.  First, you need to consider the sources of the leads you are currently receiving.  Are they just randomly generated from lists?  Are they based on email opens with no clicks?  Second, you need to consider the current process you have in place for following up on leads and whether it is being followed.  There are multiple studies that rightly claim that a consistent call pattern with good messaging are key to engagement, regardless how good the lead is. However, starting off with a lead that shows an expressed interest (visiting your site) will logically yield higher results if the sales team follows a proven process.

Myth: I have a defined market and know all the companies, I don’t need additional company leads.

For those with a tightly defined market segment, say Fortune 500 companies, this is a valid argument.  It would be reasonable to assume that marketing will be extremely targeted, personalized and frequent, and that the sales team has a very deep understanding of the organization’s structure, challenges and needs.  However, with a small target market it is likely that every potential prospect represents a very large revenue opportunity, and knowing a prospect has visited your site and looked at specific solutions, should be a great interest indicator, providing additional information that the sales person can leverage and follow up with quickly. These are just some of the more common myths why marketing and sales professionals look at anonymous visitor tracking as a “nice” to have instead of a “need” to have.  Your particular reasons will undoubtedly vary, but if you want to determine the NECESSITY of tracking your anonymous website visitors, ask yourself these questions:

  • Is my company challenged with meeting their growth objectives?
  • Is the current lead generation process being continually challenged by sales?
  • Is there a large gap between the volume of site visitors and marketing campaign interest?
  • Are my prospects engaging with my sales team when it is too late in the sales process?
  • Does a prospect who visited my website show a higher interest level than one who did not?

If you answer yes to any of the above questions, then I would claim you NEED to start tracking your anonymous web visitors and just as importantly, you need to develop a process and actually use the information you collect.

See How VisitorTrack Works

Every day, B2B buyers research your product and compare you to competition right under your nose. VisitorTrack can help you connect with interested prospects earlier, giving your team the ability to sell strategically.

Quick Video Demo

Who is Visiting my Website?

Identify anonymous visitors to your site with VisitorTrack. Check out what others say about us at G2 Crowd