B2B visitor tracking can do even more than it seems at first glance

The most common use case for visitor recognition tools such as SalesViewer Is the Lead generation with the aim of acquiring new customers — these tools are ideal for this. In addition to reliably identifying new prospects, many companies are also identified that are already known to sales, account management and management. In numerous customer projects that we have implemented with our customers as a digital marketing agency, seven use cases have emerged in which B2B website visitor recognition proves useful beyond lead acquisition:

• Track and measure offline campaigns
• Contact existing customers at the best time
• Increase sales efficiency
• Competitive monitoring
• Managing partner relationships
• Business Development
• website optimization

1. Track and measure offline campaigns

Whether it's a postal mailing, telemarketing campaign or a visit to an exhibition stand — with website visitor recognition, it is possible to make the results of offline measures visible online. If a prospect visits your website or even a specific landing page shortly after you have run an offline campaign, it is reasonable to conclude that the measure was successful in this case. Although it is never possible to say with 100% certainty whether a website visit was caused by such a campaign, it is highly likely that this is due to the timing, previous behavior, and other factors.

A good visitor recognition tool is able to match the list of companies that you've messaged, invited, or reached out to you offline with visitors to your website in real time. In this way, you can measure the success of campaigns and analyze online which contacts the offline action had which effect. Accordingly, these can then be further processed in a targeted manner.

2. Contact existing customers at the best time

Providers of long-lasting, low-maintenance products and one-time services in particular are often faced with an aftersales dilemma: The more satisfied the customer is with the product and service and the longer the product performs its service without grumbling, the more uncertain it is when there is a chance for a replacement sale or a cross-sell or upsell. Such companies have a large number of satisfied customers, but often do not know when it is the right time to interact with them again in terms of sales: If you get in touch too often, the customer feels annoyed. If you get in touch too rarely, you might miss the moment when the customer is looking for a new or additional solution.

With the help of B2B website tracking solutions, you can see when such an existing customer — by visiting your website — reengages with your product offering after an initial purchase. In this way, your sales department can identify the optimal moment to contact you and use the interest that can be identified via the pages you visit to make targeted contact.

3. Increase sales efficiency

Ideally, a sales team is very busy. However, a well-filled pipeline also means that a lot of time is invested in leads, which in the end turn out to be poor to convert. If sales already have a list of leads, website visitor recognition tools can help prioritize these leads. Anyone who studies the sales-relevant pages of the company website intensively is a hotter lead and can therefore be followed with higher priority. This increase in sales efficiency alone can quickly pay off the investment in a B2B website tracking tool.

4. Anticipate competitor behavior

Your company website is not only bustling with customers and those who could become customers, but also well-known or new competitors. As soon as one of these market players is active on your website, you will collect interesting information about your competitive environment. Is unexpectedly high or intensive engagement with your company visible, for example? Which specific products and areas are being viewed by your competitors? Depending on your behavior and context, you may even be able to guess whether the competition is planning an offensive step, repositioning itself or deliberately trying to set themselves apart from you.

5. Managing partner relationships

Existing or potential service providers, suppliers, business partners can also be identified and monitored using B2B web tracking tools. For example, you can revive or intensify a business relationship if you notice corresponding visitor activity on your website. The interests and focus of your partners can be identified more clearly and you can use the knowledge acquired in this way for your positioning in the channel and partner management.

6. Business Development

Tools that measure the volume of your website traffic can present you with anonymous figures and show you which of your websites are particularly popular and how users move on them. However, you cannot provide any information about the extent to which this traffic volume is derived from truly sales-relevant visitors and what proportion of users are on your website “by mistake” or in non-sales roles (e.g. student, job seeker).

With the help of B2B visitor identification, you can not only see which areas are particularly exciting for your sales contacts, but can also observe whether trends are emerging. This gives you new insights for areas such as research, business development and innovation management. Campaigns can be better planned — for example to open up cross-selling and upselling opportunities and/or for trade-in campaigns.

7. Website optimization

Similar to the previous point, it is also of central importance for website optimization and possibly for the relaunch of a website how the current version of a web presence works and which adjustments should be made to optimize success. With a visitor- and therefore persona-centered tracking tool, it is easier to find out whether the companies relevant to you are finding in their website journey, what they are looking for, and what they are particularly interested in. In this way, you can find out which parts of a website need special attention, should be updated with higher priority, or made easier to find.