How to get more out of the companies visiting your website

Generating more leads for your business seems like a simple task. But if you are looking at speeding up your sales cycle, finding good quality leads or maximising your ROI, you are going to need some help. You are going to need to utilise lead generation & visitor tracking software to get more out of the companies visiting your website. 

Have you ever gone on Facebook or another website where there were promoted adverts from a third-party website you’ve looked at? Have you ever wondered how they do it? Well, they manage this with cookie technology.

B2B websites can also use this cookie technology to track when a visitor lands on their website. They can see what web pages they visit, if they download any content such as a whitepaper or how long they have been on a particular web page.

But using visitor tracking software isn’t enough. You need to identify the companies and individuals visiting your website, understand what they have looked at and know the right time to make contact in order to personalise your pitch and convert them into customers. You can do this with IP lookup. IP lookup allows you to see who the IP address of the anonymous website visitor belongs to. Once you know the company name attached to that IP address, you can then see if they are your target audience.

Once you have identified the company on your website, you can start tracking what web pages they are looking at and alert your team to when they are sales ready. You’ll end up with have a much better idea of when and how to sell to them.

If you wanted to go one step further and track an individual on your website, you would need to use cookie technology. Firstly by linking a private database to your IP matching technology, you can identify individuals who work at the company visiting your website and filter by management and job function. Once you’ve picked your target contact you can send them a PURL (personalised URL) in an individual email. Once they click the URL, you can then track that individual on your website, what they are looking at and determine when they are ready for a call from you. You can customise your sales pitch based on a key decision makers individual website journey.

If you’re interested in getting started, read more about how to turn your website into a profit engine.


Share this story and choose your platform

Want to know more about our software?

SpotlerUK is more than just software. You get unrivalled support and service and we help you implement a playbook for marketing automation and lead generation success. Schedule a demo without obligation and we'll happily discuss and show you how you can utilise marketing automation for your organisation.

Read our privacy and cookie policy to see how we will process the data you provide.