Tag Archive for: Lead Tracking

Lead Liaison

The Benefits of Identifying Who is Visiting Your Site

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The Benefits of Identifying Who’s Visiting Your SiteUnderstanding exactly who is visiting your site is essential for success in a global marketplace. Almost every person who clicks on a link to your website is a potential customer. Occasionally they could be competitors or researchers with ulterior motives, but most visitors are on your site looking for solutions to their questions and concerns. They are investigating their options and sincerely interested in your products or services. Marketing automation is a proven method for capturing, profiling, and converting these visitors. Its primary purpose is identifying who is visiting your site and what information they are trying to obtain. This gives your marketing and sales team better insight into customer’s interests and intentions. One of the greatest benefits that you will receive from a marketing automation system is website visitor tracking. Marketing automation software provides you with the ability to monitor and record vital information about every visitor on your website.

Establishes an Accurate Target Market Profile

A company can develop a more accurate profile of a typical consumer by identifying website visitors early on in their buying process. Website visitor tracking will follow the lead to determine the route that was taken from the link that brought them to the site and to the final webpage that sealed the deal. By weighing similar demographic and behavioral aspects on every lead, they can develop a clear picture of who really makes up their target market.

Gains Insight into Visitor’s Online Activity

By identifying who is visiting your website, you can monitor visitor’s online activity in real-time. This way companies can pinpoint certain indicators as triggers and advise the sales team to react instantly. Understanding trends in consumer’s online activity will also help marketers develop a more complete lead profile for scoring.

Gain Insight into your Visitor’s Demographics

How well could you describe your typical consumer? Do you know their age, employment history, job title, sex, or any other aspect that makes them more likely to buy into your brand? By using website visitor tracking to identify who’s on your site, you can gather vital demographic information on your potential customers prior to conversion. This will also further enhance your lead profile.

Provide your Sales Team with Qualified Leads

Using website visitor tracking to identify who is on your site will make it easier to spot leads with the highest potential. Marketing automation providers like Lead Liaison will send sales alerts the very instant online visitors are proven to be qualified sales candidates. A faster reaction time to leads while they are demonstrating interest in a product or service will greatly increases the chance of conversion.

Deeper Understanding of Buyer’s Pre-purchasing Behavior

You will have a better grasp of the buying journey your customers go through by monitoring and tracking who is visiting your website while they are on it. It will make it easier to identify which pages they click on, how long it usually takes from initial visit to conversion, and what content on your website is generating the most revenue. This information is vital for content development and marketing campaign improvements. This is the age of advanced technology in a tough economy. Every company needs an advantage to stay viable. By following who is on your website through advance technology like website visitor tracking, you can bring in more leads, create a more accurate profile, advise sales of qualified leads in real-time, and gain better insight into the pre-purchasing behavior of your typical consumer. This is the advantage your company needs to survive.

Lead Liaison

Empowering Your Site: How to Track Conversions

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Empowering Your Site: How to Track ConversionsYou might have some understanding of how to track conversions and sell users on the phone, but converting your visitors via web forms and online commerce is a different story entirely. When you start to track conversions and streamline your web sales funnel, you’re adding an entirely different dimension to your sales strategy.

If you’re considering a website revamp, there’s no better time than the present to analyze your current conversion rates and web conversion strategy. If you don’t have the right tools to track conversions, you definitely need to rectify this and get on the right track before a new or revamped website enters the final build stages.

Streamlining to Track Conversions

One of the biggest obstacles many business owners face with their websites is attracting the user to action. A call to action is an important element of getting the visitor to act. This can include urging the user to act immediately to receive a special offer, inciting the user to fill out a form or contact your company, etc.  Most calls-to-action are text, but when paired with a visual element, the user experiences a sense of further urgency.

Visual calls-to-action that may incite users to interact with you or leave their information include things like:

  • A quote form
  • A “get more information” button
  • A download
  • A visually appealing link
  • A click-to-call or chat

Without some type of conversion or call to action in place, all users have is information about your company with no upfront way to contact you. If your site’s conversion opportunity isn’t front and center, it’s important to monitor your bounce rates and track conversions to see if you could be losing visitors.

Track for Success

When you do change your site – or even if it’s not a consideration yet – the most important thing you can do is let the data you collect make decisions for you. If you need to decide whether or not to incorporate a form on the front page, to change the look of your site or to test one page against another, the data you collect through tracking conversions is key to your success. Without knowing how visitors experience your site, you’ll have no idea how to change your assets to make your site more informative and useful to your visitors.

When you use programs like Google Analytics, you’re tracking visitors, but you’re doing so anonymously. With more advanced data like a user’s parent company, frequency of an individual user’s visits or their particular activity on your site, being able to track conversions with an advanced suite of data tools can vastly improve your business sales strategy.

Next week we’ll talk more about anonymous vs. identified user tracking and how to track conversions of identified users. In the meantime, take a look at Lead Liaison’s visitor tracking tools and track conversions more efficiently than you ever thought possible.

Lead Liaison

Why You Should Track Visitors on Your Website

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Why You Should Track Visitors on Your WebsiteIf you haven’t made the decision to track visitors on your website, now is the time. Companies are ramping up for summer marketing campaigns. For some of us, this means a busy few months ahead. Others will experience slower times in the year – and for these companies, every lead counts. If you’re not ready to track visitors on your website, you could be missing the opportunity to close leads that will ensure a stronger summer for your business.

The Key to Visitor Tracking

Many web admins or business owners throw Google Analytics on their domains and call it a day. This is great – but if you’re not analyzing or using the data in the right way, Analytics won’t help you. Many businesses are opting to track traffic using marketing automation software that can tell them so much more about user behavior on the site.

If you’re considering tracking visitors on your website, it’s important to know the tracking information that sites like Google Analytics may not be able to tell you. Some of this info includes:

Business email collection. If visitors from certain companies are reading your blogs or engaging with you via email, you can get a better idea of how users from certain companies are interacting with your website. If you’re ready to track visitors on your website, you can work with a suite of tools that will work with your email. When you send out a newsletter or an important email message – or write a new blog – and a user captured via marketing automation clicks around on your site, the software will track that user’s email domain along with their activity.

This allows you to get an idea of how many individuals from different companies are interacting with your site. If you decide to track visitors on your website and see a certain number of visits from a particular company, it might be worth engaging with that company’s marketing department as a lead.

Track Visitors on Your Website with Marketing Automation

When you know what content your users are looking at, you’re in a viable position to give them more of the same. If you have great blog content, users can literally fall “down the rabbit hole” and become lost in your content throughout their visit. When you track visitors on your website, you can see the path users are taking through your website and come up with new blog topics and content that matches what your target audience is looking for.

Without the ability to track visitors on your website, you can’t follow users down the rabbit hole, profile specific individuals at companies that may be of interest or know what features of your site might need changed. This summer will be more competitive than ever, so it’s time to get a game plan in place that ensures your content and offerings can compete.

Take a look at Lead Liaison’s robust platform if you’re ready to track visitors on your website. We can get you set up in just a few days!

Lead Liaison

Website Visitor Tracking for New Leads

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Website Visitor Tracking for New Leads Website visitor tracking is a useful technology to help your direct and indirect sales channels develop new leads. It is an automated system that records and analyzes all prospects that cross path with your company’s website. It is an extremely efficient way to generate and track new leads online.

Here’s how your sales and marketing team will benefit from using Lead Liaison’s website visitor tracking:

1.       Brand new prospects presented daily through a web portal or desktop application.

There are hundreds or thousands of visitors on your website daily that slip through the cracks. Experts estimate as much as 96% of your website traffic is hidden and never identified. Website visitor tracking ensures no potential lead is missed. It is a completely automated system that guarantees every visitor is captured and accessible.

2.       Marketers gain insight into potential leads that are visiting your website.

Website visitor tracking provides marketers with useful demographic and behavioral characteristics of potential leads, so they can identify those with the greatest potential for conversion. When they pick-up on this info they can put sales on high alert. This can turn new leads into instant customers.

3.      Marketers gain insight into which competitors are checking out your company.

Not only does website visitor tracking provide insight on leads, it will also advise you when competitors are visiting your website. Competitors can gain an endless amount of useful information while visiting your website and it helps to keep a close eye on those businesses that are taking the time to check out your site.

4.      Advises sales when buyers with worthwhile potential are online.

Sales teams can identify companies or individuals as “Favorites” and receive SMS or email alerts when their Favorites go online. This enhances their ability to engage and converse with buyers in real-time while buyers research their options.

5.      Real-time view of prospect`s online behavior.

Website visitor tracking gives your company new leads plus identifies what potential buyers are doing online, as they are doing it. This provides your business with valuable information about who’s visiting your website and what they are interested in at any given moment. Sales will develop a unique competitive advantage by gaining key insight prior to their outreach.

Website visitor tracking for new leads is an essential component of the marketing automation engine that is designed to generate revenue. It brings in new prospects daily, gathers demographic and behavioral insight into prospect and competitors, alerts sales when prospects are surfing, and provides real-time views of their online behaviour.

Lead Liaison

The Top 5 Reasons Every Business Needs Website Visitor Tracking

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The Top 5 Reasons Every Business Needs Website Visitor TrackingWebsite visitor tracking is an essential technology your business should use to stay competitive. More consumers shop online than anywhere else and website visitor tracking monitors buyer behavior while creating in depth profiles on every lead that comes in contact with your company’s front door and brand; your website. It is the most efficient and effective way to capture, profile, and convert leads.

Here are the top 5 reasons every business needs website visitor tracking: 

1.      Captures all online traffic that visits your site

There are hundreds or thousands of leads passing through your website on a daily basis and right now approximately 95% of them are moving onto another site unnoticed. Website visitor tracking is an automated program that guarantees every single lead is caught and profiled.

2.      Produces pertinent data for lead qualification

Tracking visitor’s online behavior provides the marketing automation engine with powerful data that can be used for lead scoring and qualification. By monitoring where each lead travels on a website, it will help determine their needs and interests. This also includes registration forms and surveys to draw-out useful demographic characteristics.

3.      Gives your salespeople a better understanding of your customer’s needs

Website visitor tracking will not only make it easier to qualify leads, but it will also provide your salespeople with valuable information about each visitor. It shows exactly which pages they are visiting, how long they stay on each page, and how frequently they visit your site. This insight can be used to nurture and convert more leads into customers.

4.      Proves whether campaigns are working or not

Unfortunately, not every effort that is made in your marketing automation strategy will have stellar results. Website visitor tracking is a great way for marketers to see exactly what is working and what methods still need more work.

5.      Provides marketers with a bounce-rate for landing pages

A bounce-rate shows how many visitors arrived on your website from a specific landing page and then immediately left. This information will help marketers determine why consumers are not staying longer than a few seconds when they land on certain pages. This is usually a sign that the link taking them to a page is misleading or there is an issue with the information on the landing page.

Website visitor tracking captures every lead, produces necessary data for lead qualification, assists salespeople in understanding their customers, provides a metrics for measuring campaign success, and provides a bounce-rate for landing pages. All five of the top reasons your business needs website visit tracking have one critical thing in common; they all work together to generate more revenue. Revenue generation is really the greatest reason why all businesses need website visitor tracking.

Lead Liaison

Why Website Visitor Tracking is Essential

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Why Website Visitor Tracking is Essential Website visitor tracking is the recording and analysis of visitor’s online behavior as they traverse your company’s website. It is the beginning, as well as the core of a solid marketing automation strategy.

What makes website visitor tracking so essential?

The first and most important reason why website visitor tracking is essential is that it captures every single person that crosses path with your website. Without website visitor tracking, businesses are missing out of 95% of the visitors that land on their website. Website visitor tracking is performed with automated software, so every IP address is gathered and analyzed.

Website visitor tracking is also essential because it provides greater insight into a lead’s buying process and their online behavior. Every move they make is tracked and included in their lead scoring profile. Marketers can see exactly which pages they clicked on, how long they stayed on each page, and how often a specific lead has returned to the same website. It also shows when a lead has become inactive.

Website Visitor Tracking is Essential Fuel

Website visitor tracking is the fuel for the lead scoring and qualification process. It provides a real-time view of prospects activity, so your sales team can act quickly if a lead is demonstrating a strong potential for conversion. Some marketing automation companies will send real-time alerts via text messaging if a prospect views a particular webpage that signifies sincere interest.

Website Visitor Tracking is Essential Metrics

Another benefit of website visitor tracking is that it provides a valuable metrics for analyzing the success of a marketing automation campaign. Since tracking shows how long a lead stays on a specific page, the reports it generates will show marketers exactly how well each landing page is doing.

For example, if there is a link on a connected social media site that is bringing in significant traffic, but the new visitors are leaving as quickly as they arrive, there is something askew with the landing page. This could be because the page they are landing on is not relevant enough to the claim made on the social media link and that is why potential customers are not interested. Website visitor tracking will show you a bounce-rate for each landing page, so you know which ones are working and which ones need tweaking.

Website Visitor Tracking is Essential for Online Business

The biggest marketplace in the world is the internet and 70% of all people start their buying process online. Online companies need website visitor tracking to gather as much information as they can on every potential lead, evaluate their campaigns, and convert more leads into customers. That is why website visitor tracking is so essential.

Lead Liaison

Automatically Track Web Form Submissions

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Automatically Track Web Form SubmissionsWhen businesses automatically track web form submissions they get crucial insight into prospects interests. Three types of web form tracking are possible; we’ll cover each type in the details to follow. Regardless of type, we recommended web form submissions are tracked and matched with a prospects profile to provide sales with valuable insight on key buying behavior.

Automatic Web Form Tracking

Requires no configuration and converts unknown leads (no name and/or email) to known leads (name and/or email) by automatically identifying a website visitors name, email and company after a web form submission. Automatic Web Form Tracking integrates with company’s existing web forms but has limited operational advantage as this method only captures specific form fields.

Hosted Web Form Tracking

For a more flexible approach, marketers use hosted web form tracking to automatically track web form submissions. Using this method, marketers visually build web forms by dragging/dropping fields into place. Web forms are embedded into landing pages, which can also be built using a visual interface. Marketers spin up new, targeted web forms in less than five minutes to easily support specific campaigns.

Existing Form Web Form Tracking

Marketers that have a host of existing web forms on their site can redirect web form submissions to our servers. Lead Liaison’s engine captures lead information enabling marketers to augment a form submission with operational activities. Example operational activities are: automatically responding to leads from the lead owner, adding people to lead nurturing campaigns or automatically qualifying a lead.

All three levels of automatic web form tracking synchronize results with CRMs, such as Salesforce.com. Synchronization records a web form submission event along with the type of form submitted and can optionally automatically create a new lead along with key company profile information (revenue, description, industry, etc.) in the CRM. Additionally, historical information such as email opens, email click-through, website visits and more are attach to a leads activity history resulting in sales-ready leads.

Contact Lead Liaison to learn more about how your business can automatically track web form submissions.

What advantages or disadvantages do you see by automatically distributing leads to sales?

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Lead Liaison

Lead Tracking Evaluation Checklist

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Lead Tracking Evaluation ChecklistDemonstrations often times go off on tangents causing an evaluator to lose track of what matters. We’ve all sat through those demos that go round and round and occasionally go off topic. Regardless of which way a demonstration goes, it’s important to stay focused on the critical areas. Here’s a checklist for you to follow when evaluating lead tracking solutions:

Lead Tracking Evaluation Checklist:

  • I see how we can quickly gather business intelligence information
  • This system allows sales to easily find people to contact
  • This system allows sales to easily find people to contact
  • We know exactly when someone is “checking us out”
  • This system integrates with our CRM
  • Marketing can measure ROI of their marketing campaigns
  • We know exactly who the person is

We’ll be updating this post shortly with a download link for a more detailed one page document which adds more color to the abbreviated lead tracking evaluation checklist mentioned above. We welcome your feedback, comments and suggestions. What are evaluation criteria have you used? What is important to you in a lead tracking solution?

Interested in a demo of Lead Liaison’s lead tracking capabilities? Feel free to contact us and we’ll give you one.

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Track your Website

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Track your WebsiteDid you know you can track your website to better understand results of your sales and marketing efforts and uncover new opportunities? This article discusses why you should track your website using lead tracking technology. Additionally, we’ll compare tracking technology to perceived alternatives, such as Google Analytics.

Why track your website?

Many B2B companies track their website for two reasons; to measure return on sales and marketing investments and to generate new leads. Marketing and sales teams invest a lot of time and effort into evangelizing their companies’ solutions. For example, marketing sends out email campaigns, publishes posts on social media, creates valuable content, landing pages, a website, and web forms. On the other hand, sales is calling new prospects, following up with interested prospects, and holding meetings with new leads. How do we know sales and marketing’s efforts are not wasted? What insight do we have to measure the effectiveness of these efforts after a campaign is finished? Industry experts estimate 96% of all website visitors go unnoticed. By not implementing lead tracking, there’s a good chance the results of your investment will fall into a black hole.

If you track your website, you’ll realize the fruits of your labor. Let’s examine return for a marketer sending out an email campaign. Most email campaigns include a call to action that directs the email recipient to visit your website. Marketers do this by embedding links to their website in an email message. Once a link is clicked, lead tracking technology identifies the individual, company, revenue, company description, pages viewed, search terms used, source of the lead and more in real-time. When marketing pulls a report of all website visits generated from specific email campaigns they can determine the effectiveness of the program and decide which programs to invest in or pull out of.

Sales will also benefit in a few ways if you track your website. Let’s say a sales person spends 1.5 hours on the phone with a new marketing qualified prospect. If a sales person is able to see if a prospect visited his/her company’s website the sales person is able to get a better feeling for the prospects interest level. By tracking each page viewed by the visitor a “digital footprint” is created. Did the prospect do more research on a specific solution? Did they check out pricing? Are they looking at another solution? If you track your website you’ll have this information.

Lead Liaison vs. analytics packages

Some businesses feel they already have a way to track their website with analytics packages such as Google Analytics. Analytics packages do allow tracking; however, they are very different from Lead Liaison’s lead tracking technology. For example, Google Analytics is cumbersome to manage and complex to navigate. The goal for Google Analytics is to get you to spend more money on search word advertising, not to help you generate leads from your existing assets (website, marketing collateral, web forms). If you track your website using Lead Liaison’s lead tracking you’ll obtain the following advantages over analytics tools similar to Google Analytics:

Comparing lead tracking to web analytics. Lead tracking provides…

1. More leads. Lead Liaison includes a workflow process around your website leads by allowing marketers to nurture leads after their visit. Analytics packages provide pure static reporting.

2. More lead intelligence. Lead Liaison includes business intelligence information such as company name, description, revenue, news, competitors and more. Analytics packages typically provide only an IP address for your website visitor.

3. More qualified leads. Lead Liaison automatically qualifies your website visitors using lead scoring. Analytics packages do not provide this.

4. Better clarity on your revenue cycle. Lead Liaison provides analytics to help marketers’ measure results of their campaigns deep into the sales pipeline. Analytics packages provide analytics to help marketers optimize their website for paid advertising by reporting metrics such as visitor volume, top pages viewed, and top performing keywords.

5. Better measure of return on marketing assets. Markers need to know how their landing pages, web forms, and email campaigns perform. Lead Liaison provides A/B testing and ROI analytics on marketing assets to determine where to invest and where not to invest. Analytics packages provide investment insight on keywords.

If you would like to track your website and generate more leads, higher quality leads, more lead intelligence and better clarity on your revenue cycle contact Lead Liaison here for more information.

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Lead Liaison

Tracking Website Visitors

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Tracking Website VisitorsLead Liaison gets lots of leads daily by tracking website visitors that interact with our marketing assets. In this article, we’ll discuss the opportunity created by website visitor tracking, explain how technology enables tracking, and summarize our website visitor tracking solution so you can begin finding new leads for your company today.

Benefit of tracking website visitors

Businesses miss an opportunity to collect a wealth of information on potential leads by not tracking website visitors. Brian Carroll, a lead generation analyst, estimates lead conversion rates are less than 4%. A lead conversion rate is the number of website visitors divided by web form submissions. For example, if there were 100 visitors on a given day then, on average, a maximum of 4 of those 100 visitors would complete and submit a web form. Web forms come in many flavors such as a request for product information, demo or contact us form. Turning this data on its head, it means 96% of website visitors are unknown, fly under the radar, never “raise their hand” or go unnoticed by a sales person. What if you could turn those hidden visitors into leads and prioritize the most interested prospects? This is the opportunity available to companies by tracking website visitors.

Website Visitor Tracking

How website visitor tracking works

Fortunately, we get to drink our own champagne here at Lead Liaison – we use our own technology to create leads for our company. We get a lot of questions about our website visitor tracking technology and what value this adds. Let’s first talk about what tracking doesn’t tell us. People sometimes think tracking website visitors will reveal an email address, name and phone number for each visitor. It’s possible to do so only if the visitor “opts-in” (more on this later); however, no trustworthy software can identify first-time website visitors with this information unless the visitor is running software on their local machine that gathers information and reports it back to you. Software such as this is known as spyware or malware.

The legitimate way of tracking website visitors is done with cookies and an IP address. Cookies are harmless, legal, and used every day as a standard component by all browsers (Internet Explorer, Firefox, Safari, Opera, Chrome and others). Cookies do not discover new information or collect information from other cookies, they only store known information collected from your website visitors by your website. To further dispel this myth, it’s not even technologically possible for a cookie to discover new information – browsers don’t allow it. The only cookies that can be used are those set by and rendered from your website. In summary, the cookie and IP address form the core of any website visitor tracking system. As validation, Lead Liaison uses cookies, IP address, and a proprietary user identification method for tracking website visitors.

The process of tracking website visitors

Lead Liaison categorizes website visitors into two buckets; known leads and unknown leads. Known leads are tracked website visitors who we have information on, such as a name or email. Unknown leads are tracked website visitors we know nothing about. Lead Liaison’s technology turns unknown leads into known leads by allowing unknown leads to opt-in. Unknown leads opt-in to the revenue generation cycle (sales cycle) through one of four ways:

  • web form submission
  • email campaign
  • outlook email message
  • manual sync by a user of our software

Once the lead opts-in, we establish a connection between the cookie and the users profile allowing us to identify past and future website visits. Visits as well as other activities created by our software, email opens and form submissions, are aggregated and displayed in our web application or CRM like Salesforce.com. By tracking website visitors a prospect profile is created. The prospect profile includes pages viewed (click pattern), time on site, search phrases used by the website visitor to find your website, lead qualification score via lead scoring and more. Additionally, business intelligence information is appended to the lead using proprietary technology to deliver an even more comprehensive lead profile.

If the website visitor’s online behavior, or “digital body language”, is indicative of any sort of interest then they’re deemed “sales-ready” and passed to our sales team, in real-time, for follow up. Alternatively, add the lead to a lead nurturing cycle for automated and personalized follow up and/or send them relevant content over time to further develop the lead. Here’s a summary of the value in tracking website visitors:

  • Provides sales with a new source of leads
  • Prepares sales with a profile of prospect’s interest
  • Notifies sales when there’s a hot lead
  • Identifies, in real-time, when a prospect is thinking about your solutions
  • Validates prospecting efforts or meetings that generate actual interest

How to enable tracking website visitors

Enabling website visitor tracking is simple. A company adds a few lines of code (tracking code) to each page they need tracked. Every new visitor gets a cookie dropped on their machine. Combined with the IP address, this information can be used to track interaction with your website and append business intelligence information such as company name, revenue, location and more. As a rule of thumb, it’s easier to track a corporate IP address vs. a residential IP address. For example, if you’re a B2B solutions provider and your website visitor is accessing your website from their corporate office, Lead Liaison can identify their company name from the IP address. If the visitor is accessing your website from home, tracking shows the ISP, such as Road Runner or Comcast, as the company name, which isn’t very useful. Fortunately, advanced lead tracking systems such as Lead Liaison’s allow you to turn on/off tracking of residential IP addresses to filter B2B leads only.

Start tracking your website visitors today using Lead Liaison; see the “lead tracking” feature available in our platform editions, click here.

We welcome your feedback, comments and suggestions. How else could lead tracking help you?

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