How hard is your website working for you, and are the right people reading the content? When you don’t have a registration paywall, how do you know who is viewing it and whether they are good prospective customers? And which of your marketing campaigns are driving the quality traffic?
Lead Forensics, who are a silver sponsor of the SIIA Digital Content & Media Summit, have developed some clever techniques that are valuable to publishers selling subscriptions and event organisers selling tickets. Here they explain more about the science of smarter lead generation.
Much of the hype around digital marketing has been about establishing an online presence and growing it – making sure a business generates as much traffic as possible to the website through a range of online channels. Today, of course, the volume of traffic is still important – more visitors, more enquiries – but is that actually the case? Research shows that as little as 2% of website visitors actually make an enquiry, whether that’s completing a registration form, signing up to a newsletter or making an online purchase, and there is a real need to identify those anonymous visitors.
Using a B2B lead generation tool such as Lead Forensics can provide more detailed information on the anonymous website visitors, where they came from, and what information they were looking at, in order to move that prospect from online researcher to a paying customer. Here’s how:
Who am I?
In B2B, prospects use websites throughout the buying cycle and often visit a few times, fact finding, before formally engaging. These visits will show up in your website statistics but not in your sales pipeline. The Lead Forensics software gives anonymous visitors an identity, providing their full contact information so that sales have access to new leads, and can feed them into the pipeline. The tool also tells you the size of the business through employee numbers and turnover and the sector they are in so that clients can prioritise valuable, relevant leads.
Driving traffic
With such a range of channels being used to drive traffic to a website, it’s more important than ever to identify which ones are working hardest for you (or costing you the most of your marketing budget). The Lead Forensics tool tells you the online journey a visitor took to get to your website, including social channels and any key search terms they may have used in search engines. This is important as it tells you what the visitor was looking for when they found your business and then helps measure channel effectiveness.
Capturing interest
The source of the visitor and any search terms they used might give a clear indication of what they were looking for, however the Lead Forensics tool will show you the specific website pages they viewed and for how long. This is valuable information that sales and marketing can both be armed with to create more targeted follow up communications, particularly when upselling to a paid service like a subscription. Marketing can use the Lead Forensics software to profile new leads, identifying if particular sources are generating certain types of prospects, and feed this information to sales to target accordingly. The intelligent software shows repeat visits from prospects, which could indicate where they are in the buying cycle.
Return On Investment
The Lead Forensics solution helps businesses to get more qualified leads from online marketing and increase ROI. The tool uncovers hot leads for sales teams and provides qualitative information to target them more effectively.
Lead Forensics are running two roundtables on lead generation at the SIIA Digital Content & Media Summit 23-25 September in London, and will be able to provide individual advice and demos on the day.
Interested to find out more now? Call Lead Forensics today on +44 (0)203 131 0163 to set up a demo, or visit Lead Forensics.