identifying anonymous website visitors

8/2/2019 Identifying Anonymous Website Visitors

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Iden%fying Anonymous Website Visitors

How to turn your website’s visitors into qualiedleads in real 5me

A VisiStat Whitepaper

June 2011

Copyright 2011 VisiStat – All rights reserved



INTRODUCTION

The subject of lead genera?on - perhaps the most important subject for all small to medium

businesses – typically brings to mind the most obvious methods, including e-mail campaigns, pay

per click campaigns, banner ads, trade shows & events, and good old-fashioned prospec?ng and

cold calling. However, one of the most effec?ve (and oJen overlooked) lead genera?on tools at

the disposal of every business is their website. While a website is oJen thought of as more of acollateral piece than a lead genera?on tool, it is the rst place that prospec?ve buyers go to nd

out informa?on on a company’s products and service offerings. That makes a website one of the

best resources for genera?ng high-quality leads, assuming the website is able to iden?fy who

those visitors are, where they came from, and what they are looking for.

MINING FOR GOLD

It’s easy to understand why website visitors are so important to a company’s sales and marke?ng

efforts. People visit websites because they are looking for specic informa?on on a subject, or a

product or service. They are armed with a certain amount of knowledge about the products or

services they are looking for, and may already have a level of awareness for the business they ar

visi?ng online. That automa?cally makes them a warmer, more qualied lead. Unfortunately, it is

widely known that website visitors only iden?fy themselves 2-3% of the ?me, either by lling out

a form, reques?ng a whitepaper, or op?ng in for some other type of informa?on. That means

that 97-98% of these other warm, qualied leads are NEVER iden?ed!

SOLVING THE PROBLEM

Advanced web analy?cs solu?ons, such as VisiStat’s LeadCaster solu?on, solve this problem and

enable small to medium businesses and enterprises to iden?fy ALL anonymous website visitors,

enabling drama?cally increased sales opportuni?es. Powered by VisiStat’s analy?cs engine,

LeadCaster instantly iden?es the name of the visi?ng company in real ?me, as well as

informa?on on where they are located, how they got to the site (campaign, paid or organic

search, etc.) number of pages viewed, previous visits, and much more.

Copyright 2011 VisiStat – All rights reserved Page 1



TRANSLATING THE DATA

LeadCaster also provides detailed click path informa?on on each visitor, enabling a sales rep

to gain valuable insights on the visitor, including what products or services they are looking

for, and how much ?me they spend viewing a par?cular product or service. Armed with this

important informa?on, a sales rep can then engage the prospect or customer with a more

personalized message and offering, enabling a much more produc?ve, meaningful interac?on.

In addi?on to iden?fying the name of the company and other details, LeadCaster also provides

a roster of contacts for that company through an integra?on with igsaw, Salesforce.com’s

business contact database. This provides a salesperson with even more valuable informa?on

to turn an anonymous visitor into a real, iden?ed, qualied lead.




LeadCaster enables companies to penetrate deeper into exis?ng accounts by iden?fying the

products or services they are looking for on a website. For example, you may no?ce a current

customer that buys PRODUCT A from you suddenly spending a lot of ?me on your site looking

at a product or service that they don’t normally purchase from you (PRODUCT B). Armed with

this informa?on, you can re-engage that customer with further details (or perhaps a special

offer) on PRODUCT B to help generate new sales opportuni?es.

LeadCaster leverages VisiStat’s Iden??es ® technology, which associates an IP address with an

e-mail address or other iden?er, enabling a much more specic iden?ca?on of website

visitors (see example below). In addi?on to providing more specic informa?on for

LeadCaster, Iden??es is also great for tracking visitor behavior from email campaigns and

other online marke?ng ac?vi?es. Iden??es captures and associates this informa?on for any

visitor that par?cipates in some form of ‘opt-in’ ac?vity, such as signing up for a newsle er orreques?ng documents/informa?on or even simply clicking on a link in an e-mail campaign!




LEAD MANAGEMENT

The integra?on with Salesforce.com also enables a simple lead push from LeadCaster directly into

Salesforce.com. For companies that do not use Salesforce.com, LeadCaster has its own built-in

customer rela?onship management solu?on to help manage all of the leads generated by

LeadCaster. This simple CRM enables each sales rep to schedule a follow up, upload notes, and

track the status of each lead from crea?on to close. Robust repor?ng capabili?es provide detailed

tracking of all wins and losses for a more efficient sales process.

REAL-WORLD RESULTS

IHRDC, a worldwide leader in training and competency development for the Oil and Gas industry,

is realizing signicant benets using VisiStat’s LeadCaster solu?on. IHRDC had previously usedGoogle Analy?cs, to monitor their website, but wanted to get a deeper understanding of their

online visitors, including the ability to view their usage pa erns and iden?fy them by company

name. They wanted a solu?on that was easier to use and presented informa?on in a clear,

understandable format.




AJer deploying the VisiStat pla orm – including LeadCaster, Tim Donohue, Vice President, e-

Learning Solu?ons for IHRDC, summed up the solu?on’s contribu?on to IHRDC’s sales and

marke?ng efforts with the following quote: “Genera?ng leads is all about iden?fying, in real-

?me, when a person or company engages our website. VisiStat’s LeadCaster solu?on provides

customer intelligence that enables us to be er understand exactly who is engaging us, whenthey are on our site, and where they are spending their ?me.”

With the informa?on provided by LeadCaster, IHRDC was able to take specic measures to

increase sales opportuni?es by engaging online visitors and turning them into leads. VisiStat’s

detailed click path capabili?es also helped IHRDC determine traffic ows across their three main

business units, as well as a second consumer-facing website and improve marke?ng

effec?veness by tracking visitors from e-mail and pay-per-click campaigns.

CONCLUSION

Website visitors are one of the most valuable assets a company has for their sales efforts, but

iden?fying visitors in a way that enables informed sales outreach is a difficult problem. By

leveraging advanced web analy?cs solu?ons, such as VisiStat’s LeadCaster solu?on, small to

medium businesses and enterprises can turn those high-value, anonymous website visitors into

leads, and gain key insights and customer intelligence to help improve sales and marke?ng

effec?veness.

ABOUT VISISTAT

VisiStat’s web analy?cs/customer intelligence pla orm captures complex analy?cal data in real-

?me and simplies it specically for SMB/SME organiza?ons, enabling well-informed business

decisions that increase sales opportuni?es and maximize online marke?ng effec?veness. VisiStat

is an integrated, single-source ecosystem providing comprehensive web analy?cs and campaign

tracking to op?mize website performance and marke?ng ROI, plus an anonymous visitor

iden?ca?on solu?on that generates new sales leads directly from your website. The result is

greater visibility as to how customers and prospects are engaging your business, and clear,

specic steps to improve your online presence. For more informa?on, please visit

www.visistat.com , call 408.458.9981 or [email protected] .


identifying anonymous website visitors

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