improve your pipeline
...of the early 2000s,
marketers could only
monitor website activity with simple page counters.
Today’s website visitor tracking (WVT) softwares
analyze the patterns and behavior of your website
visitors, tag them, and compare them.
In the Marketing Automation Dark Ages...
As this technology continues to advance, many
companies tailor their
website visitor’s experience
with content that
relates
to their preferences,
industry, search history, etc. In
a B2B environment,
companies use this information to
identify visitors’
buying intentions
and target marketing activities to
close deals.
Which site pages were viewed
The amount of time spent on each page
If any assets were downloaded
If visitors have returned to the website
...is the center of your marketing universe
and WVT software
is often the first step in the marketing automation process. This
document is designed to familiarize your company with the advan-
tages of visitor tracking, when to use it, and how to implement the
information to improve your pipeline.
YOUR
WVT starts with cookies. Cookies are text that web servers save on a computer’s hard disk, allowing websites to store and access information on your computer. Websites often assign each visitor a personal ID number and store that number on their computer.
Visitors can be “cookied” from either lead capture forms or email campaigns.
Lead capture forms are website pages where a customer must provide personal details, such as
email address, name and company, before they can continue to the rest of the site, download a white- paper, register for an event, request a demo, etc.
By submitting personal information, visitors are opting-in to your communications and have set themselves up as leads.
To be cookied through an email campaign, recipients must click on a link inside the email body. These links can lead to any website page, document, survey, etc, but once the reci- pient has engaged, their email address has been captured.
Anonymous Visitors
This is anyone who comes to your website without iden- tifying themselves, so only raw SEO data is available. They have not logged in, filled out a lead capture form, or engaged.
Known Visitors
These visitors have been previously identified by email clicks and information from lead capture forms. They have interacted with our website or emails and we can associate all previous website activity to them.
Cookied Visitors
We know some details, like com- pany or information identified by reverse IP append, but not enough personal information to identify and nurture them.
In the Salesfusion system, we refer to
WVT as Web Forensics.
As
website visitors and activity data rolls in, the marketer decides what’s
done with it. After testing different avenues, these processes can
become automated,
so the system knows exactly what to do
with
Web Forensics data.
This System Allows Salesfusion
Customers to:
View website activity inside of their own CRM platforms Send alerts to sales when high value leads are on their website
View how customers came to your website and what they did while on the site Access daily and weekly reports, highlighting trends in website activity
Keep in mind, marketing works for sales. Everything we do is
designed to bring attention, and revenue, to our company.
Catpure lead data Analyze and Score Prequalify
Route high value leads to sales
Push lead data to
the CRM Sales qualifies or nutures Close win/loss and track ROI data
Hot leads are often defined as active website visitors who engage with email communications, attend webinars/lunch and learns, and interact with Sales. Enroll these leads in a nurture campaign to stay in their inboxes and at the forefront of their minds. Nurture camp- aigns may include scheduled emails complete with multiple calls to action, website-based lead capture forms, data downloads continuously educating leads about your business and intentions until they’re ready to buy.
1
Use Data to Enroll People in Nurture Campaigns
Once a visitor has been cookied and is being nurtured as a lead, we can continue to track their web activity and any additional activity
from their company. Web Forensics will associate the lead’s
IP address to their Salesfusion record. So, if anyone else from that company is exploring your site as well, Sales will be able to associate that activity to an existing lead. This prevents multiple Sales reps from reaching out to different people at the same company. This also allows you to gauge a lead’s most viewed pages and target your nurture campaign according to their interests.
Salesfusion helps companies deliver more revenue. With Salesfusion’s smart marketing automation platform, marketing and sales teams are delivering more lead-to-revenue results by nurturing and surfacing the right leads into the CRM at the right time. Salesfusion’s platform also enables customer care teams to increase client satisfaction and growth through customer-centric nurture programs. By identifying lead, journey, and buyer profiles,
Salesfusion is helping companies deliver more revenue than ever before.
Contact Information: 855.238.6522 [email protected] www.salesfusion.com facebook.com/salesfusion linkedin.com/company/salesfusion twitter.com/salesfusion youtube.com/user/salesfusionmarketing
getting to your site. Are they coming in through a search engine like Google or Bing? If so, what keywords did they use? Social media is a great way to engage a larger audience - Salesfusion records which social media site is bringing in the most traffic to your site’s landing pages. Segment your audience through email campaigns - whether it be by industry, company size or CRM, the more specific your message is, the more likely recipients are to engage.
Inside Salesfusion, you can set up alerts for Sales reps, letting them know when a hot lead is engaging with the website, complete with that lead’s content history. With that history, reps can compare metrics over a period of time to gage whether leads are becoming
more or less involved (this month vs. last month, this quarter vs. last quarter). Just like they engage hot leads, sales can also engage stale leads - marketing sets up reports and alerts to monitor a lead’s inactivity and email Sales when an inactivity threshold is reached.
