Web analytics data provides B2B Marketing executives a wealth of information regarding their outbound and inbound marketing initiatives. A critical and passively-collected component in a website visitor’s profile, is the distinct company or ISP used by a prospect while browsing your website. Visiting company information collected from site visitors provides marketers with indicators on just how broadly and deeply marketing efforts have penetrated a company. However, making that information actionable by marketing and sales alike is made easier with a consolidated marketing toolset, as found with most marketing automation software.
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.
