One of our strategic partners, Ultimate Leads, has come up with an intriguing service to help you identify who’s coming to your site by company. Russ Hill, the company president, explains how it works and has given our readers a free trial.
More than 95% of visitors to B2B websites leave sites without requesting additional information according to recent research. Visitors may click links to “Find a Distributor” or download a document without you knowing who they are. And if they arrived at your site via a “pay-per-click” banner ad, wouldn’t you like to know who they are?
Now you can! LEADADVANTAGE is a program that helps you identify companies that visit your website, their interest (pages viewed), and key contacts at that company and more. Great stuff for the B2B marketer interested in generating new leads and targeting new prospects. Visitors finding their way to B2B websites usually get there because they were seeking out information on particular products or services. (Do business people have the time to visit websites about things like lift trucks, hydraulic fittings, or industrial electronics for fun?)
Who’s Looking at YOU?
Simple reverse IP address look-up technology has been around for a while. Website traffic counts, page views, cost-per-click and return visitor numbers are standard fare in Google Analytics, WebTrends and other sites. These counts are little more than the old method of counting raw “Bingo” card inquiries and trade show booth visitors by previous advertising generations. B2B marketers need more. LEADADVANTAGE pulls detailed company and contact information from sources like LinkedIn and Jigsaw. For B2B marketers, it’s not enough to just know how many are visiting your website, but who!
Identifying and capturing website visitors is an excellent way to develop “soft leads” of prospects and new sales opportunities. It’s also a good way to learn which of your existing customers are visiting your website in search of information. Remember, these are companies that sought you out. Don’t let these opportunities elude capture.