WEBSITE VISITOR TRACKING How website visitor tracking can improve your pipeline

Transcription

1 WEBSITE VISITOR TRACKING How website visitor tracking can improve your pipeline

2 2 In the Marketing Automation Dark Ages......of the early 2000s, marketers could only monitor website activity with simple page counters. Today s website visitor tracking (WVT) softwares analyze the patterns and behavior of your website visitors, tag them, and compare them. WVT Software Shows Marketers: Which site pages were viewed If any assets were downloaded The amount of time spent on each page If visitors have returned to the website As this technology continues to advance, many companies tailor their website visitor s experience with content that relates to their preferences, industry, search history, etc. In a B2B environment, companies use this information to identify visitors buying intentions and target marketing activities to close deals.

3 3 YOUR CORPORATE WEBSITE...is the center of your marketing universe and WVT software is often the first step in the marketing automation process. This document is designed to familiarize your company with the advantages of visitor tracking, when to use it, and how to implement the information to improve your pipeline.

4 4 How Does Web Visitor Tracking Work? WVT starts with cookies. Cookies are text that web servers save on a computer s hard disk, allowing websites to store and access information on your computer. Websites often assign each visitor a personal ID number and store that number on their computer. Visitors can be cookied from either lead capture forms or campaigns. Lead capture forms are website pages where a customer must provide personal details, such as address, name and company, before they can continue to the rest of the site, download a whitepaper, register for an event, request a demo, etc. By submitting personal information, visitors are opting-in to your communications and have set themselves up as leads. To be cookied through an campaign, recipients must click on a link inside the body. These links can lead to any website page, document, survey, etc, but once the recipient has engaged, their address has been captured.

5 5 There are 3 Types of Website Visitors Anonymous Visitors This is anyone who comes to your website without identifying themselves, so only raw SEO data is available. They have not logged in, filled out a lead capture form, or engaged. Cookied Visitors We know some details, like company or information identified by reverse IP append, but not enough personal information to identify and nurture them. Known Visitors These visitors have been previously identified by clicks and information from lead capture forms. They have interacted with our website or s and we can associate all previous website activity to them. Now that we ve cookied a visitor and turned them into a lead, what are we looking for? We want to track their activity, in the context of lead generation, to engage their website behavior and performance. We gather information from pages, downloads, time on site, location, etc. Then, this information gathered is integrated with CRM, so it s actionable and drives all further sales-related processes.

6 Four Ways Web Forensics Can Improve Your Pipeline 6 In the Salesfusion system, we refer to WVT as Web Forensics. As website visitors and activity data rolls in, the marketer decides what s done with it. After testing different avenues, these processes can become automated, so the system knows exactly what to do with Web Forensics data. This System Allows Salesfusion Customers to: View website activity inside of their own CRM platforms Send alerts to sales when high value leads are on their website View how customers came to your website and what they did while on the site Access daily and weekly reports, highlighting trends in website activity Keep in mind, marketing works for sales. Everything we do is designed to bring attention, and revenue, to our company.

7 Steps to Enable Web Forensics for your pipeline 7 Catpure lead data Analyze and Score Prequalify Route high value leads to sales Push lead data to the CRM Sales qualifies or nutures Close win/loss and track ROI data 1 Use Data to Enroll People in Nurture Campaigns Hot leads are often defined as active website visitors who engage with communications, attend webinars/lunch and learns, and interact with Sales. Enroll these leads in a nurture campaign to stay in their inboxes and at the forefront of their minds. Nurture campaigns may include scheduled s complete with multiple calls to action, website-based lead capture forms, data downloads continuously educating leads about your business and intentions until they re ready to buy. 2 Identify Trends by Company Once a visitor has been cookied and is being nurtured as a lead, we can continue to track their web activity and any additional activity from their company. Web Forensics will associate the lead s IP address to their Salesfusion record. So, if anyone else from that company is exploring your site as well, Sales will be able to associate that activity to an existing lead. This prevents multiple Sales reps from reaching out to different people at the same company. This also allows you to gauge a lead s most viewed pages and target your nurture campaign according to their interests.

8 3 Target Advertising Web Forensics has the capability to track how website visitors are getting to your site. Are they coming in through a search engine like Google or Bing? If so, what keywords did they use? Social media is a great way to engage a larger audience - Salesfusion records which social media site is bringing in the most traffic to your site s landing pages. Segment your audience through campaigns - whether it be by industry, company size or CRM, the more specific your message is, the more likely recipients are to engage. 8 4 Allow Sales to Track Active and Stale Leads Inside Salesfusion, you can set up alerts for Sales reps, letting them know when a hot lead is engaging with the website, complete with that lead s content history. With that history, reps can compare metrics over a period of time to gage whether leads are becoming more or less involved (this month vs. last month, this quarter vs. last quarter). Just like they engage hot leads, sales can also engage stale leads - marketing sets up reports and alerts to monitor a lead s inactivity and Sales when an inactivity threshold is reached. Salesfusion helps companies deliver more revenue. With Salesfusion s smart marketing automation platform, marketing and sales teams are delivering more lead-to-revenue results by nurturing and surfacing the right leads into the CRM at the right time. Salesfusion s platform also enables customer care teams to increase client satisfaction and growth through customer-centric nurture programs. By identifying lead, journey, and buyer profiles, Salesfusion is helping companies deliver more revenue than ever before. Contact Information: sales@salesfusion.com facebook.com/salesfusion linkedin.com/company/salesfusion twitter.com/salesfusion youtube.com/user/salesfusionmarketing