All of the possible questions you may have -- answered.
There are a range of techniques you can use to generate leads on your website. From landing pages and conversion forms to connecting directly with potential customers via live website chat.
One of the often misunderstood techniques is visitor identification. The idea is simple, and it has the promise of a never ending supply of warm leads with no more effort than the addition of some website tracking code.
But as with most things in life, it's never quite that simple.
What is visitor identification?
Quite simply, it's the ability to identify information about the visitors on your website that can be of use from the perspective of lead generation. In a world where telemarketers and pro-active sales teams are scratching for any indication of interest then investing time in pursuing it, this can make sense.
But it's not for everyone, and there are some situations where it's useful and others where it's not. So it's worth finding out a bit more about the technique and whether it would be a good fit for your business before committing to implementing it.
How does it work?
Whenever you go online, your computer is identifiable by an IP address, which is its network address and where the data is transferred to and from as you navigate any website.
So how you connect to the internet and where you are will affect the IP address that you have. If you are at home, it's likely that you'll be connecting via an internet service provider (ISP). If you are at work, then you'll be connecting via the network connection provided by your employer. This is where the information is generated.
What information do I get?
Visitor identification will identify a visitor at an organizational level, so you will see the name of the company and their location, which can be useful when an organization has multiple offices.
You don't get an individual visitor's name, email address or telephone number. To get this information, you'll need to convert your visitor into a lead with a conversion form or landing page.
How and why is it of value?
Whether this organization level information is of value and it's degree of value depends on a number of things, and it's worth considering these carefully.
Are you B2B or B2C?
If you sell to businesses and have a clear idea of the type of business you sell to, then knowing the businesses that are visiting your website can be of value.
Can you identify your buyer within an organization?
If you find it easy to pin down the people within an organization that have the responsibility for purchasing your products, this is for you.
Is your customer value high?
If you have a high customer value and are looking to enable a proactive sales team, it can be a useful technique. However, if you are selling a high volume, low cost product or service or your customers are B2C, then it's not a good fit for you.
I've seen customers use this technique and have their sales team spend their days calling buyers who had specific requirements; and that's all they did. However, for the majority of us, it's not so easy. The customer value might not cover the sales time overhead. The buyer might be impossible to pin down in a large organization. They might be way too early in their buying cycle.
What other options are there?
Luckily there is a lead generation process that generates richer lead information, along with the capability of nurturing leads throughout their research phase. Creating landing pages for your business to convert website visitors into leads, then following up over time to nurture and qualify with marketing automation, allows you to scale up lead generation at a much lower cost.
If you think that visitor identification might be a good fit for your business, I'd encourage you to give it a try. However, if it doesn't sound like a good fit. I'd recommend looking into building a lead generation process using conversion forms and email nurture campaigns to give you a greater depth of lead information and the ability to follow up and nurture over time.
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