For the last year, we have tested a variety of solutions for our B2B clients to accurately identify website visitors. People are visiting your site every day – customers, leads, competitors, and even media – but typical analytics doesn't provide insight into those businesses. Each time someone visits your website, their location can be identified by their IP address. That IP address can be collected by third party solutions, identification appended, and the information forwarded to you as a lead.
Some of the solutions we had were working from old data, some had terrible interfaces, some had no options to enhance the reports… it was frustrating. We even signed a contract for one solution that has never updated their data or interface and they won't let us out of our contract. As the folks at Demandbase have written, company identification is trickier than you think.
98% of visitors to B2B websites don't ever sign up or convert so you don't have a clue what companies were on your site or what they might be looking for. Premier solutions like Demandbase even offer the ability to personalize content based on the company that's visiting your site – pretty cool.
B2B companies are seeing incredible results by utilizing services like Demandbase. Activity on your website and the associated search that brought the companies there are useful for lead scoring, prioritization, and insight into what the prospect or customer might be looking for. The ability to see this data in real-time can help your outbound team connect with a prospect when the timing is most critical – as they're researching your products or services.
Visitor activity can also execute alerts, be documented in Customer Relationship Marketing (CRM) systems like Salesforce, and even execute nurturing campaigns. This is powerful technology that's worth investing in.