Marketing is understandably obsessed with conversion rates: increasing conversions by a few additional percent can make a huge difference to the bottom line. But how can we generate leads from those visitors who didn’t convert on your website? Can your sales team prospect to anonymous visitors once they’ve shown an interest by visiting our website?
Here's a comparison of how three tools help B2B companies do this. While I have vested interest in one of these solutions -- I'm CEO of the company that produces Daddy Analytics -- each tool has its strengths and weaknesses, so it's up to you to choose which meets your company's needs.
Chances are you already have tons of data on your anonymous visitors, even if you don’t know it. While Google Analytics doesn’t show personally identifiable information, it does show your visitors internet service provider, which for many companies is listed as their company name. In Google Analytics, going to Audience > Technology > Network will reveal the companies who have visited your site.
Trawling through this is a good start. But this list will also contain consumer ISP’s like cable internet and DSL providers. And getting granular information about the quality of your anonymous prospects isn’t easy. Luckily, a service called Wanapi connects to your Google Analytics account and aggregates this data, excludes consumer ISPs, and tracks visits and page views. It also ranks visitors by behavior, with what it considers the best prospects listed first. Wanapi is free to use with a limited number of Leads, and paid plans start above 100 leads a month.
Wanapi doesn’t connect to Salesforce, but has merit because you can see last month’s data -- something no other app does, as the others require you to add code to your website before they can start tracking. This also means that starting with Wanapi doesn’t require technical changes to your website or getting your web admin involved -- all you need is five minutes and access to your Google Analytics account.
VisualVisitor is a popular tool for checking the anonymous visitors on your website. Its strengths lie in its impressive rules for territory segmentation and notification of new visitors by email. If you have a number of people who are divvying up web leads, or want email alerts based around visitor behavior, this is likely the tool for you. It also displays your active visitors on a multi-panel dashboard.
Sending your leads to Salesforce is done by first clicking on the visitor to get to their detail page, and from there sending them to Salesforce.
VisualVisitor will create the anonymous visitor as a Salesforce Lead, and pre-populate the Company and Address fields. No additional information is brought over to Salesforce, such as what the visitor was searching for, where they landed or how much time they spent on your site, leaving your outbound Sales team unsure of how to start the conversation.
3. Daddy Analytics
Daddy Analytics is unique in that it’s an app on the Salesforce platform, rather than a standalone service. This means that while its feature set is smaller, it offers the tightest integration with Salesforce.
Like Wanapi and VisualVisitor, Daddy Analytics shows the visitors’ geolocation, pages visited, time on site and what website brought them to the site. If you use UTM variables to tag incoming links such as Adwords, you’ll see what Adwords Campaign and Keyword brought them to your site.
What’s different about Daddy Analytics is that when a lead is created in Salesforce from an anonymous visitor, behavioral information is brought over to Salesforce and displayed on the lead record, which should make the outbound salesperson’s job much easier.
Visitors who successfully convert by filling in a form are not listed as anonymous, but instead as the name shown on their lead record. This loop-closing connection means that later visits also display as that lead’s name. So if a lead you presumed to be cold returns to your website at a later date, their name will pop up, meaning that you can contact them again at the right time.
The Big Guns
The companies above aren’t the only ones to do this. Many marketing automation companies have similar features, but it’s unlikely you’ll buy a full-featured automation tool just to identify anonymous B2B visitors. But if you want to check them out, Hubspot calls this Prospect Tracking, and Pardot has the clearly named Track Anonymous Visitors.
Putting This in Practice
While these are powerful tools, their use can be misinterpreted. Rather than announce to your website visitors you’ve been tracking their behavior without their knowledge, it might be wise to approach the companies as cold-calling prospects -- even if you secretly know that they are really warm or hot leads.