In the world of B2B growth, simply finding the correct individuals to have a conversation with is a challenge. This is where visitor identification software comes in handy. As products & services become more complex, getting in-market decision-makers can feel like finding a needle in a haystack. With PPC ads, you can attract buyers to your site, but 95%+ of the time they will leave without engaging. Your Ads dashboard will show you how they got there. While analytics tools will show how visitors interacted with your site—once they leave, you won’t be able to contact them directly.
Visitor Identification Software: B2B X-Ray Vision
This is where the magic of visitor identification software comes into play. Platforms such as Leadfeeder, and LeadForensics allow you to see what companies have visited your website even if they have not interacted with you in any other way. They are able to achieve this by creating a database of corporate IP addresses that they are able to cross-reference. If you are targeting a large market, this is helpful, as you can then contact decision-makers in said organizations.
While the databases will not have the IP of every visitor, being able to identify a handful of companies can be helpful. These services will vary in pricing depending on the number of identifiable leads and typically start at around $80 USD/month.
Monitoring Identified Leads: Beyond Basic Identification
Once you have the email address and IP of a lead, you can now use tools such as HubSpot & SharpSpring. They allow you to track each time a lead opens an email, clicks on any links, or visits your site. This can be extremely helpful in creating custom nurturing and engagement strategies. If you sent them an intro email three months ago, and now they just visited your pricing page, you might want to follow up!
This can also be extremely helpful if you are taking a content-first approach to your sales strategy. If they are checking out your blog, you can see exactly which articles interest them most. Beyond this, HubSpot also offers a PDF upload tool, so you can track which pages in your slide deck or proposal they spent the most time reviewing.
Bonus: Retargetting Your Customers with Google Ads
The final technology we recommend for interacting with prospects is through Google Ads re-targeting. Both Google Ads and HubSpot support the automatic creation of retargeting lists. We’ve all seen the ads for never-ending vacuum cleaners after a single Google search. The same is possible with B2B audiences that are even a few hundred individuals in size.
To start, you can target all of your website visitors within the past year with a call-to-action. This can be extremely helpful if you’re looking to re-engage with buyers who were just starting their search months ago. As a best practice, you can also set a maximum number of times that an ad will display to a certain individual in a given time period. This will prevent your ads from becoming overly intrusive as the prospect browses the web.
Give Your Team Superpowers Today – Get Started with Visitor Identification Software
Visitor identification software has become tremendously powerful in the past few years. In a B2B context, your firm can utilize it to gain a massive advantage. If used correctly, responsibly, and at scale, you can connect with the right buyers at the right time. By combining all three of these techniques in tandem, you can create an extremely powerful sales process.
If you are looking for further information or assistance with configuring any of these tools, be sure to reach out to our team today.