Many B2B revenue teams know that they just don’t get enough qualified leads driven through their websites so they try website visitor identification tools to know which companies visited their website. In this article we will show you:
One way to increase the chance of getting leads from your website is to use website visitors tracking software. In a nutshell these tools try to identify the identity of your website visitors at a company level. In essence these tools use IP address tracking to identify from which company website visitor is coming from. So they will tell you that a user from for example Microsoft did visit your website.
There has been an explosion of tools in that segment – just to name a few Whoisvisiting, LeadLander, Albacross, Leadfeeder, Lead Forensics, Visitor Queue and many more.
Why use Website visitor identification tools?
How do these tools help your business? Well, you get tangible information on the companies that are engaging with your website. What content they’re looking at and how they found you. That is a good start and lets you have a second shot at potential clients that didn’t convert from your website.
The rationale here is that only 2% of people who visit your website will convert and leave any type of contact information to identify themselves.
How the most common Website visitor tools work:
As soon as a visitor lands on your website a footprint is left to be picked up. In essence these tools use IP address tracking to identify from which company a given website visitor is coming from.
The website visitor identification tools use either a custom-built tracking code to identify companies that visited your website or they have built a solution that directly works with Google Analytics and therefore you don’t need to add any additional tracking codes. The way they achieve knowing the visiting company is by reverse IP matching. In a bit more detail, they use Static IPs to identify the company of a visitor and are able to do so because the information supplied by the owner of the Static IP will have registered business information.
There are a few key features that most of the website visitor identification tools have in common:
Show you the companies visiting your website
Prioritize companies based on their website behaviour
Suggest individuals from those companies that could have visited your website and link to a row of LinkedIn profiles
Leadfeeder and Lead Forensics are both leaders in the space:
Leadfeeder is a website visitor tracking software. It tells you which companies visit your website, where they come from, and what they are interested in.
This software works alongside Google Analytics to identify the companies that visit your site and how they engage with your pages. Leadfeeder provides company contact information and shows if you have LinkedIn connections with anyone in the company. Leadfeeder integrates with the key tools of your Sales & Marketing stack, including MailChimp and various CRM solutions like Pipedrive.
Lead Forensics is another one of the best known and most recognized companies in the IP and website visitor tracking industry. Lead Forensics allows you to see companies that visit your website in real-time.
The software can identify anonymous visitors and provide the company, company contact information and even financial data about the company. The solution features lead scoring, auto-assigning of leads, notifications and many more tools to manage the detected companies. Lead Forensics also integrates with a lot of tools and the key CRMs such as Salesforce, Zoho, Microsoft Dynamics CRM.
Okay so, now we know what this can do for your business. Is there any downside in using them?
How Website visitor identification tools can eat your sales rep’s time
Even though it sounds tempting to know which companies have visited your website it’s important to not rush into trying to identify & contact each possible person from that company that could have been on your page.
We have spoken in length about the importance of the sales qualification stages to direct your sales efforts at “Sales Accepted Leads” and not at potential individuals that might or might not have visited your website from any given company.
Let’s name the game: Essentially you will only know which companies visited your website (and this takes for granted that the IP matching will work considering that Small Businesses might not be identified & many people working from home especially in these days). That still doesn’t tell us who actually was on the page.
Let’s take a real example from Leadfeeder’s website:
- Let’s say the ideal contact person for your company is a CMO or marketing manager.
- Using Leadfeeder, it was found out that a visitor who works for Microsoft visited the website but didn’t fill out the form.
- Leadfeeder also identified that the user came from the Washington office.
- So what to do now? Leadfeeder suggests for example that with this information, you can decide on the next steps whether that is making a call or creating customized content etc.
Actually doing that on LinkedIn Sales Navigator gives you 1000+ Managers in Marketing at Microsoft in the Washington office 🕵️ . That’s hardly a number where personalized outreach or calls seem to be reasonable use of your sales reps time.
Granted Microsoft is a big company – for now we stuck to the example that the website visitor tool provider used on their own website. Even just having 10 potential targets can keep you busy for quite some time.
Some common workarounds:
If you come to the conclusion that it isn’t feasible or not the best use of your sales rep’s time to chase individuals that might have been on your website through LinkedIn, Email etc. Here are a couple workarounds that we have seen that Sales leaders do when they want to go beyond the results of Leadfeeder, LeadForensics or any other IP identification tool. See the tips we have gotten from the Pathmonk community:
If you have Pathmonk’s Website Assistant installed on your website each lead that you capture will already come sales level qualified with:
- Full firmographic overview
- Full lead contact information
- A deep understanding of how the lead used your website
- How many visits
- How many interactions with your content
- The products, service or purchase plans they are most interested in
- The estimated interest in your product
- The likelihood of purchase
- The expected deal value
- Answers to key qualification questions.
This will allow your team to laser focus on highly qualified leads rather than fighting through the LinkedIn jungle. Click here to see how it works.
You can connect your website visitor tracking tool to Trigger, using Zapier, the tool is able to surface the likely person, based on a persona priority list that you build out. This only works in Australia at the moment though and requires you to feed the system.
HubSpot + ZoomInfo
Some sales leaders told us that despite having a website visitor tracking tool installed they rather use a combination of Zoominfo and Hubspot “getting the same thing only better”. So in essence they are back using their webforms and manually enriching the leads laser focus their effort on Marketing Qualified Leads to then let Sales follow up manually.