The majority of analytics and tracking tools available on the market today focus on sessions and pages.
Google Analytics, for example, used to support some reporting that sliced data according to specific site visitors, but the platform dropped this feature a few years ago, leaving creative marketers to hunt for workarounds.
Customer Relationship Management (CRM) platforms, on the other hand, focus on data related to specific people.
By default, however, these platforms are designed to include records for people who have already registered as leads, so unless you configure your setup accordingly, you won’t be able to learn much about individual anonymous visitors.
The good news for marketers is the emergence of intelligence tools that can help you mine available data to discover information about your anonymous site visitors.
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Using these specialized tools, you can fill your CRM with information about all visitors to your site, even when they haven’t registered as leads.
With this information in hand, you’ll learn more about who’s on your pages, how they got there, and what they are most interested in. And as a result, you can experiment with and optimize your sales processes on a macro level and personalize engagement with prospects on a micro level.
Let’s take a look at how it all works.
Third-Party Data for Lead Scoring
When someone from your company’s marketing department notices to lead with a high score, it indicates that this prospect has been nurtured to the point where he or she is ready to receive a sales pitch.
When implemented correctly, lead scoring can help increase sales conversion rates, since the sales team is focusing their efforts on reaching out to people they know are ready to buy.
The problems come when businesses are over-reliant on guesswork. It hasn’t always been possible to formulate automated lead scoring schemes so that they actually indicate sales-readiness, which is why the best B2B sales and marketing teams regularly review their conversion metrics together, tweaking scoring systems over time.
Predictive lead scoring takes some of the guesswork out of trying to identify the criteria that correlate most with prospects who will become customers.
Using visitor behavior data from your website and third-party sources to determine how ready someone is to buy, predictive lead scoring tools like Infer can process all the ones and zeroes to create more accurate scoring models.
With predictive intelligence integrated into your CRM, you can see individual prospects’ lead scores based on geolocation, industry and any number of other parameters, even if you don’t have their names.
Armed with this information, you can tailor your sales pitch specifically to better suit the needs of your prospect and, as a result, have a higher chance of closing a sale.
The Companies Checking You Out
Turning anonymous website visitors into qualified sales leads can make all of the difference to your bottom line. Until they opt in and give you permission to send messages to their inboxes, you’re more or less flying blind.
Using IP addresses, Leadfeeder makes it easy to see what companies employ your site’s visitors.
With this data aggregating in your CRM, you’ll be able to see company details, as well as any common LinkedIn contacts in the company.
You won’t have to worry about your CRM being cluttered up with ISPs, bots or spammers, as these are automatically removed from your results.
Use this information to make sure you’re targeting the right kinds of businesses, and to see how well your advertising and social campaigns are working.
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You can also use it to connect with the company on LinkedIn or Twitter to start engaging and build a relationship.
Then, retarget them with ads across social media and other channels to keep your brand fresh in their minds.
Specific Referring Social Posts
B2B social media activity is tricky business, as it incorporates so many goals at once, increasing awareness, boosting credibility, engaging with leads, empowering customers and more.
Many but not all of these efforts involve driving traffic back to your website by distributing links to compelling content items, while experimenting with post timing, tone, images, call-to-action microcopy and more.
Which iterations are resonating most with whom, and which leads clicked on what specific posts? This is data that most analytics platforms can’t reveal to you, but with Oktopost, an advanced social media platform for B2B marketers, you can track every specific post that each of your audience members has clicked on to arrive on your website, both before and after registering as a lead.
Thanks to the magic of browser cookies, if someone clicks through from one of your social posts to your site but doesn’t convert immediately, Oktopost can continue to track his or her click behavior for several weeks.
When the prospect eventually registers, it is easy to see where there his or her first social interaction with your company occurred.
Oktopost even integrates with multiple CRM platforms, pushing these logs to lead records. As such, you can adjust your social media strategy for future campaigns to include the message formulations that perform best, and you can also customize interactions with sales-qualified leads.
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Don’t let the dearth of user-specific data available on standard analytics tools stop you from making the most of your marketing activity.
By overlooking the intelligence insights that can integrate with your CRM, you’re leaving a great source of information untapped.
When you use tools like Infer, Leadfeeder and Oktopost to gather information on anonymous site visitors and send it to your CRM, you’ll unlock some game-changing opportunities.
As a result, you’ll be able to optimize your promotion and publishing strategies, make educated updates to your buyer personas and carefully reach out to any non-registered prospects.