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More than just new leads: seven use cases
for B2B visitor identification
More than ever, business relationships, sales, and customer service are happening in the digital space. Conventional page tracking with services such as Google Analytics is no longer sufficient for fishing out sales-relevant corporate visitors from the stream of anonymous website visitors. The tool of choice is website visitor detection.
The most common use scenario for visitor identifiction solutions like SalesViewer SalesViewer is lead generation with the aim of acquiring new customers – and these tools are perfect for such a purpose. However, beyond reliably unearthing new prospects, these solutions also identify many companies that are already known to sales teams, account managers, and executive boards.
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 identification proves to be useful over and above lead generation.
- Track and measure offline campaigns
- Contact existing customers at an optimal time
- Predict competitors’ behavior
- Increase the efficiency of sales teams
- Manage partner relationships
- Business development
- Website optimization
1. Track and measure offline campaigns
From direct mail and telemarketing campaigns to exhibition booths at trade fairs – with website visitor identification, it is possible to make the results of offline marketing activities visible online. If a prospect visits your website or even a specific landing page shortly after you have conducted an offline campaign, it is reasonable to conclude that the campaign was successful. Although we can never be 100% sure whether a visit to a website was originally triggered by such a campaign, we can say it is highly probable based on the particular point in time, the prospect’s previous behavior, and other factors.
A good visitor identification tool is capable of comparing – in real time – the list of companies you wrote to, invited, or addressed offline with the visitors to your website. This way, you can gage the success of your campaigns and analyze online what impact the offline campaign had on which contacts. You can then decide what specific steps to take next.
2. Contact existing customers at an optimal time
Providers of long-life, low-maintenance products and one-time services are often faced with a dilemma when it comes to subsequent sales: The happier the customer is with the product or service and the longer the product gets the job done without playing up, the more uncertain the next cross-selling or up-selling opportunity is. Such companies have a wealth of satisfied customers, but they often do not know when the right time is to interact with them with a view to further sales. If you contact customers too frequently, you get on their nerves. But if you do not contact them frequently enough, you might miss the moment when a customer is on the lookout for a new or additional product.
With the help of B2B website tracking solutions, you can see when such an existing customer is again taking an interest in your product portfolio – by returning to your website – after an initial purchase. Armed with this information, sales staff can pinpoint the optimal moment for reaching out and can exploit the interest identified through the customer’s visit to the web pages for making contact.
3. Increase the efficiency of sales teams
Ideally, sales teams have a lot to do. Yet, a full pipeline also means that considerable time is invested in leads that ultimately transpire to be difficult to convert. If the sales team already has a list of leads, website visitor identification tools can help prioritize these leads. Someone who intensively studies the sales-relevant pages of a company’s website is a hotter lead and can, accordingly, be pursued with a higher priority. A B2B website tracking tool can give you a rapid return on investment through this increase in sales team efficiency alone.
4. Predict competitors’ behavior
Not only existing and potential customers hang out on your corporate website, but also age-old and new competitors. As soon as one of these rivals is active on your website, you can gather interesting information about your competitive environment. For example, is there an unexpectedly great or intense interest in your company? Which specific products and areas are being eyed by the competition? Depending on the behavior and the context, you can even surmise whether a competitor is planning to go on the offensive and reposition itself or deliberately try to outmaneuver you.
5. Manage partner relationships
Existing or potential service providers, suppliers, and business partners can also be identified and observed using B2B web tracking tools. This enables you to, for example, reignite or intensify business relationships, if you notice relevant visitor activity on your website. Your partners’ interests and focus can be clearly recognized, and you can use the knowledge gained to improve your positioning in the channel and for partner management.
6. Business development
Tools that measure the volume of your website traffic can provide you with anonymous statistics and show you which of your web pages are particularly popular and how users navigate your site. However, they cannot tell you the extent to which your traffic comprises genuinely sales-relevant visitors and what share of users are on your website “accidentally” or for reasons unconnected with sales (for example, students or job seekers).
With the help of B2B visitor identification, you not only see which areas your sales-relevant contacts find particularly interesting, but you can also observe whether any trends are emerging. This gives you new insights for fields such as research, business development, and innovation management. You can then plan campaigns better, for example, for cross-selling and up-selling or for trade-in offers.
7. Website optimization
Similarly, if you are planning website optimization or a relaunch, it is crucial to know how well the current version of the site works and where adjustments need to be made in order to maximize success. With a visitor-centered – and therefore persona-centered – tracking tool, it is easier to learn whether potentially relevant companies find what they are looking for on their website journey, and what topics they particularly engage with. As a result, you can ascertain which parts of a website need special attention, require updating most urgently, or should be made easier to find.