The behavior of modern B2B buyers is changing as rapidly as the digital landscape itself. By the time a buyer contacts your business, they’re now up to 90% of the way through their buying journey. They’ve thoroughly researched the solution they need – including your own business offering. So the big question is, how do you connect with anonymous site visitors who are conducting their own research on your site?
While site data through services such as Google Analytics can provide fantastic insight, the data doesn’t identify anonymous visitors. Along those same lines, marketing platforms such as HubSpot or Marketo can also offer great insight, but they require the visitor to provide some form of engagement. So they are great tools for marketing to existing clients and prospects but provide no help with identifying new site visitors.
Fortunately, there are solutions that identify anonymous site visitors. At Echo, we’ve been using an exciting new lead generation tool that provides us with crucial website visitor information, including company name and website address. In addition, we can see which pages each company has visited and time spent on every website visit. We can track engagement and measure their level of interest.
With our lead generation tool, we can take a much more proactive approach to nurture each lead. It starts with an email notification that alerts us to a prospective lead. We can log into our dashboard to view the company name and understand their visitor journey, including a full list of all pages visited. Armed with this information, we can reach out to the company to provide additional information and resources. Also, we can connect our marketing efforts directly to this lead. By taking a more proactive approach, we significantly increase our chance for conversions as 50% of B2B companies choose the company that responds first.
How it works
The implementation of our lead generation tool is easy. We start by adding a unique code on your website. This code allows us to track IP addresses and connect them to their respective company. As a website visitor navigates and views your website pages, the data is captured and made available via an online portal or via integration with a CRM platform. Within the portal, triggers can be set up to send email notifications directly to you to alert you to prospective website leads.
While this lead generation tool has a monthly cost, we’ve found it to be well worth it with a very positive ROI. With this valuable data, we can:
- Identify the exact business name and contact details of your anonymous visitors
- Be alerted when a prospect is on our website
- Generate customized reports to track prospects behavior
- Maximize online ROI by turning unknown web visitors into sales leads
- Discover what our leads and customers are interested in
- Measure the success of other marketing efforts such as email marketing and social media posts
We can help power your website with this highly advanced lead generation tool. As an agency partner, we will work collaboratively with our vendor to provide a detailed proposal based on your website traffic. To get started, call us at 630-300-3288 or send us a note via our contact form. Our team will promptly connect with you to discuss this further. Thank you.