This is one of the most basic pieces of information you must have as a B2B marketer and we are frequently surprised by how many companies don’t have this or don’t know they can get it.

There are many, many more advanced capabilities in a marketing automation platform than a visiting companies report but it remains one of the easiest to get and most valuable to use.

We’ll even send you a weekly email summary of what companies visited your site, number of pages viewed, any leads captured, and total number of visitors.  Yes, there are lots of ways to instrument and quantify your marketing these days but a simple report that tells you that your efforts are paying off or that that warm introduction worked out is an essential piece of the modern marketing plan.

Get started by signing up for LoopFuse (if you haven’t done so already) and follow the simple steps to deploy the beacon to your website.  It will open your eyes to a whole new level of actionable information. We promise!

We would love you to try out LoopFuse here.

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Lead Capture Form Enhancements

• Analyze conversion rates across all of your Lead Capture forms, and find out where your high-quality leads are coming from.
• View who is filling out your lead capture forms in real-time and where they originate from.
• Gain an understanding of search engines and keywords that lead to prospect conversions for added SEO insight.
• Form cloning allows you to easily copy forms and their form-field mappings so you can deploy them on your website.

Inbound Marketing Conversion Analytics

• Analyze which linking websites are sending you the highest-value leads.
• View a breakdown of search engine keywords that are leading to prospect conversions.

Regional Reports

• New visiting company reports that can be scheduled for delivery to a user-defined list of email addresses include the following regions:
  • North America
  • Latin America
  • EMEA
  • APAC

Lastly, you’ll want to be sure you measure how well your website investment is paying off. It’s actually very easy to learn how many people are visiting your website, where they’re from, whether they registered, how they found your website, etc. This information is very helpful—it shows you how well your awareness generation programs are working (e.g. advertising, PR, etc.) so you can figure out which ones to keep investing in, or drop.

Setting web analytics is easy. Sign up for Google Analytics or LoopFuse FreeView (or both!) and follow the instructions they provide for adding their analytics to your site; it’s very easy to do, and here are some samples of what Google and LoopFuse can tell you about your website visitors:

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Visiting Company Analytics

Although much of the information collected by web analytics software is collected passively (by resolving IP addresses to a Company’s name), the enriching of that data with third-party business directories such as Hoovers, Jigsaw, and LinkedIn is where the value lies for marketing and sales.

The value of business directory data is lost if it is kept in a silo, because the data is only valuable when it is joined with other behavior data from a prospect which may be composed of web analytics, email marketing, and CRM information.

Now armed with a complete view of a prospect along with business directory information, an organization can:

• Target a visiting company with focused campaigns.
• Identify and contact key personnel and decision makers.
• Effectively segment a lead database, ie. company size, revenue amount, industry, etc…

Although much of the value contained within business directories is nothing new to marketers and sales reps, as you can see, the real value is in making it actionable. Making information actionable is only possible when you have a clear picture of a particular prospect or company within one database (or marketing dashboard), such as those found in marketing automation solutions. Subscribing to business directory services without a plan on how that information will be used in your marketing campaigns will rarely if ever show fruit. Likewise, services such as Leadlander, that simply track users and display company information remain an island of unactionable information and don’t solve the problem faced by marketers today: How do I leverage all of my different databases of information for my marketing strategies? The answer is in selecting a marketing automation vendor that focuses on aggregating of all the random bits of information for you, in one place, so you can leverage it in your marketing initiatives.

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Another feature that CEOs tend to love is the Visiting Companies dashboard tab. Every time someone views a website his/her company’s IP address is exposed to the website owner. Online databases can provide reverse IP-lookup and often identify the company who owns that IP address. By aggregating this data we can provide visibility into which companies are currently spending the most time on the website. While the sales and marketing teams are primarily concerned with companies that are prospective customers, the executive suite is often looking for companies who may be competitors, investors, partners, and suitors.

It’s a good lesson for all companies, but especially for software & SaaS companies. You may think that you know who your users are, but make sure that you are truly watching and listening and you might find that your software is fulfilling a need you didn’t even know existed. And that spells opportunity.