You probably wonder who is coming to your B2B software website. You aren’t the only one. If you knew who they are, you could find out if they were possible customers so your sales team can engage them and close even more sales to boost revenue. The reality is that the majority of B2B Technology online marketers don’t know who is looking at their website.
While tools like Google Analytics will show you how many people are looking at your B2B software website, it does not disclose the identity of the visitors or their IP addresses. Google does this to protect the privacy of their site visitors, but it’s not always helpful for online marketers using the system. Thankfully, there are a number of other tools that you can use to learn more about your site visitors: how they found your site, how often they check it out, and what pages they look at.
Beyond tools, there are tactical strategies to direct your site visitors into giving more information about themselves on your website (and we aren’t just talking about contact forms and “get demo” buttons).
Whether your target market includes decision makers like C-Level Executives or Directors in clinics, hospitals, or health systems, having the ability to track their activity early in the sales cycle will help you create better leads and close more sales.
Here are a few strategies and tools you can use to understand who is looking at your B2B software website:
To start, ask yourself the following four questions:
- What is the size and reach of your B2B Technology company’s site?
- How appealing is it?
- How much content do you have to get new customers?
- What motivation does the site give customers to buy?
Your objective is to understand who is interested in what you have to offer and give value to these perfect customers. By producing strategic content to bring in ideal site visitors and get them to click a call-to-action to download premium content (books, reports, how-to guides, calculators, etc), you are establishing a process to collect information and the interests of people on your company’s website.
This strategy is called inbound marketing. Before you use tools to help, you need the right inbound strategy, including content to engage your site visitors so you can turn them into leads.
The right content, with the right SEO, combined with effective tools, gives you the opportunity to learn more about your site visitors and qualify them for your sales team.
One of the most effective and robust tools for online marketers is Hubspot. Hubspot Marketing Free is a great system that will help you find out more about your leads before they fill out a form. Hubspot’s prospects tools allows marketing professionals to see the IP and companies of private site visitors. It also allows you to record information by telling you when a visitor shares their email to quickly understand who they are, where they came from, what pages they looked at, and where they work. This will help you better engage. You will also be able to understand what content is producing the most traffic and concentrate more on them. When the lead looks through your site, the monitoring will pick up where it left off. Because of this, you will better understand what the customer wants. Great, right?
Kickfire uses exclusive recognition technology to find out what companies are looking at your site. You will get comprehensive information regarding the business, allowing you to connect to leads early in the buying process. Kickfire allows you to keep track of site visitors by their name, email address, revenue, and industry. This tool also includes a lead scoring system to show you qualified leads.
Leadfeeder is an online app that helps you track the activities of potential customers on your site. You can incorporate it with prominent CRMs like Zoho, Salesforce, and Pipedrive. When linked, Leadfeeder will provide information to your CRM, showing just what your potential customers are doing on your site. Leadfeeder could also be integrated with Google Analytics to find the identities of people looking at your site. This app also gives you automatic recording features. Your leads contact information will be instantly sent to your inbox and CRM. This means you will constantly have the required information when you need it. Leadfeeder also has a lead scoring system that allows you to determine qualified leads.
IP monitoring devices
Any time a prospect looks at your website, their IP address is recorded on your server. The IP address could show you a lot. For example, you could use IP2Location to learn the location of the visitor’s online service. You can use IP Checking and Who Is to do a “who is” search to see who has that IP address. If your site gets a lot of visitors from the same company, each visit can be tracked individually by date and time.
Nevertheless, these IP lookup services are not fail-safe. Your site visitors can use common web services to hide their identity. A lot of CRMs, however, have tools to enable you to filter these instances.
Nevertheless, these IP lookup services are not fail-safe. Your website site visitors could make use of common web solutions to camouflage their identification. Fortunately is that a lot of CRMs have attributes that enable you to filter your outcomes.
Once you have identified your site visitors, it’s good to keep them engaged with useful content, call them, and ask what they thought of their content and share your resources, or send out to a Lead Nurturing Email. Here is an example of a message your sales team can use with engaging an identified prospect:
” Hello [Contact name],
I saw that you downloaded (Premium content title). Did you find it helpful?
I thought you might also like this short article: (Title of helpful blog). I’m happy to connect and share any other information or answer any questions.
Would it be helpful to talk about (Topic) on a quick call?”
Many leads will be happy that you took the time to connect and will want to learn even more.
Both significant takeaways of this article start with the letter “T.” Executing the most effective Techniques like Inbound Marketing to give unfamiliar people incentive to find your site online, combined with leveraging the most effective Tools for transforming and recording leads (Hubspot), will help you bring in and find out about your ideal customers and master lead generation.
It can be hard to do this all alone. We at Responsify work with B2B Technology marketing experts to offer strategy, support, and help in executing these tasks. By partnering, we help marketing professionals bring in new visitors to their software website, convert them into qualified leads, and then satisfied customers. We’ve helped several marketing pros include the Inbound Marketing Methodology right into their existing marketing mix.
If you want to talk about ways to help your B2B Technology business find ways to get more visitors and produce qualified leads, don’t hesitate to ask for a free strategy session. We are happy to help review your current methods and give advice on new strategies.