3 steps to start seeing the individuals on your website
Before you start, yes we know all about the Data Protection Act. And unlike what most people think – you can see the companies and individuals on your website. You know when you go to a new site and get that ‘cookie’ message? Yup, that plays a part in it. Let us explain how you set about seeing the individuals on your website.
Step 1: Use an IP lookup database
There are numerous companies out there that use a public IP database to see who is on their website. Think of these databases as a giant online post office. These databases know who each company is by their IP address (like an online postcode).
Now, if you’ve been gathering IP addresses and email addresses like we have been for years, you’ll have a substantial private database to work off. In fact, you can access millions of company contact details, including their employees’ email addresses. If you don’t want to go through the pain-staking process of building up your own database, you can use an IP lookup tool such as ours to purchase this contact data.
With additional features, such as job titles and financial information, your sales team will know which individuals on your website to chase right away.
Step 2: Use a personalised URL
Once your sales team know who the key decision maker they need to contact is, and they have their email address, they can start tracking what they are interested in. This is where those pesky cookies come into play. Our personalised URL feature – known as PURLs – uses cookie technology to track individuals as they move around the website.
If each sales executive created a PURL and sent them in an email to each individual lead they had bought the email addresses for, they will be able to track more individual’s movements on your company’s website. It would allow them to tailor their sales pitches in a way they couldn’t before. It would allow your marketing team to know which pages on the website work best for attracting, engaging and converting leads.
Step 3: Auto-nurture your leads
Of course, not everyone is sales ready the minute your sales team get in contact with them. But knowing them on an individual level, by name, job title and what they are interested in is a good start. The next step is to allow your marketing team to automatically add these email addresses that your sales team have bought into a lead nurturing campaign.
Marketing can auto-nurture any lead by placing them into any lead nurturing campaign stream they have created and feel is fit for purpose. From there, each lead will experience an automated, yet still individualised sales journey. And those are the 3 steps you need to start seeing individuals on your website.
Simpler than you thought it was, wasn’t it?