Are you a B2B marketer struggling to convert website visitors into qualified leads? Are you finding it difficult to identify visitors interested in your products/services? You are not alone. Many marketers face the same challenge.
To generate qualified leads, one has to identify website visitors who are genuinely interested in the business. This means that simply attracting visitors isn't enough. Marketers need to know who they are, where they came from, and what they are looking for.
This blog highlights what website visitor identification is and how you can deanonymize the visitors using Factor's cutting-edge account deanonymization and website visitor tracking software.
Table Of Contents
Website visitor identification helps identify and track anonymous companies visiting your website using IP tracking and cookies. It’s also called account deanonymization because the tracking is done on an account [company] level. This way, users can learn more about the companies that are visiting your website.
It is essential for businesses to identify their website visitors in the B2B competitive market. However, according to a study by 6sense, only 3% of website visitors submit their contact information.
So if the number of visitors to your website is 100, then you can only identify 3 visitors from them. Without a visitor identification tool, the remaining 97 visitors will stay anonymous.
By utilizing a visitor identification tool to identify and track anonymous accounts, businesses can gain a complete understanding of their customer’s behavior and buyer journey. Thus, helping them optimize their website and campaign and enhance user experience.
Learn more about how visitor tracking can help with marketing campaigns.
Website visitor identification can provide insight into visitors' interests and behavior, including what pages are frequently visited, how long visitors stay there, and the type of content they are interested in. These insights can help with the following.
With website visitor identification, a business can identify qualified traffic and get insights into the company name and revenue range. These insights provide businesses with key data to initiate ABM campaigns without waiting for visitors to turn into leads.
A business can segment its qualified traffic into a set of accounts based on their interests and drive targeted, personalized campaigns through LinkedIn ads, emails, sales calls, etc.
For the sales team, getting in contact with a prospect and nurturing them until they become a paying customer takes considerable time. Hence, it is important that the sales team consider approaching those who are more likely to convert. Website visitor identification can help the sales team with this by identifying qualified, high-intent traffic.
By identifying anonymous visitors, the sales team can:
The above-mentioned benefits can help reduce the sales cycle length, improve the conversion rate and drive high-quality pipeline.
Tracking website visitors over time can help businesses understand the changing interests and preferences of visitors.
For example, a business providing several software solutions may see an increase in visitors to a web page on its website in the months leading up to the end of the fiscal year. This page in particular discusses the solutions for project management. After analyzing this visitor data, the business may find that this is due to the increase in interest of businesses to improve their project management process before the end of the year.
By leveraging this knowledge, the business may choose to run targeted campaigns to promote its project management tool during this time. Or the business may invest more in this area to better serve this demand.
Similarly, by tracking visitor data over time, a marketer can identify the trends and optimize their campaigns accordingly to target new potential customers.
Increasingly, visitors are asked to register for offline events such as webinars. This data - contact info, company name, etc. - can be shared with the CRM for further analysis.
With account deanonymization, it would be possible to compare this CRM data with website visitor data to identify and track offline event attendees visiting your site. An increase in the number of visitors and engagement with the website can be considered an early indicator of the offline event's performance.
Thus, visitor identification helps analyze the effectiveness of offline events.
Website visitor identification tools like Factors use reverse IP lookup to identify and track anonymous visitors.
Reverse IP Lookup is a type of DNS query in which the IP address of a device is used to find its hostname or domain name. So, if a visitor accesses your website from a corporate network, it can reveal the company name. rDNS can determine the device's hostname and map it back to the company.
The hostname often includes the company name or domain, which can provide valuable insights into the Industry, company size, and revenue range.
Though these can provide valuable information, as mentioned above, the data may not always be accurate or complete. In addition, if the users are using proxy servers or VPNs, it will be difficult to identify them, even with rDNS.
Now, when in the case of users using ad-blockers, there exists a challenge for website visitor identification tools in tracking the visitors. Considering the ways in which ad blockers work, they can unintentionally block the first-party website visitor data, even in the case where the visitors accept cookies. This ultimately leads to incomplete website data, leading to poor marketing analytics.
However, this challenge can be overcome by using a Custom Tracking Domain. Follow the link to learn more about custom tracking domain and how it helps eradicate the mentioned issue.
When evaluating visitor identification tools, it's essential to consider the following factors:
The tool should accurately identify the companies your visitors are from.
While no visitor identification tool can achieve 100% accuracy, some tools deliver better match rates than others. So, evaluate the accuracy of the tools and choose the one that can deliver more accurate results.
Integration is a key factor when choosing a visitor identification tool. It refers to how easily the tool can be incorporated into your website and existing systems. An ideal tool should
A tool with limited integration capabilities could result in inefficient workflow or data silos, which could affect the user experience of the tool. Therefore, it’s essential to select a tool with a wide range of no-code integrations that enables users to collect, store, and analyze visitor data seamlessly without impacting the user experience.
The tool should be customized to meet your business’s specific needs.
Different businesses have different needs and goals. Also, they may require different information about their website visitors. For example, If the business wants to generate high-value prospects, the tool must provide its users with the following.
However, for businesses looking into optimizing their content for their target accounts, the tool should be able to provide the following [but not limited to].
Thus, customization allows businesses to tailor the tool to their specific needs and interests.
When considering a visitor identification tool, you should choose the one that scales with the business. So, when a business scales, it starts bringing in a significant number of visitors to the website, which means that,
In this scenario, only a scalable tool can help you. It will ensure that the tool remains effective and relevant even as the business grows and its needs change.
The vendor should provide prompt and effective customer support in case of any issues or questions.
Always choose a tool that provides reliable customer support. Visit websites like Capterra, G2, and Trustradius and read through customer reviews of the tools to get a better understanding of the tools.
Analyze these reviews and identify the best tool with a reputation for responding quickly and effectively to customer inquiries. It will give you peace of mind knowing that you have prompt access to support whenever needed.
Consider the cost of the tool and weigh it against its benefits to determine if it's a good value for your business and if its potential ROI outweighs the purchase cost.
You can evaluate
By considering these factors, you can make an informed decision while selecting a visitor identification tool and get the best return on investment.
Factors has OEM partnerships with the best service providers in the market for visitor identification and can provide you with the combined benefits of visitor identification and marketing analytics.
We use cutting-edge technology to bring together all your data silos to provide a complete and unified view of your marketing metrics. The data silos include;
Get a complete picture of how your marketing efforts impact the net profit and make necessary changes and improvements accordingly. Our key features can help you achieve the following;
Our platform is easy to use and requires no coding, making it accessible to marketers at all levels of expertise.
Contact us now to get a demo or sign up for free and start transforming your marketing operations.
No. Collecting individual visitor data without consent is illegal. However, we can identify the companies they came from and other information like the industry and revenue range.
Factors data processing complies with GDPR legislation — assuming your site has privacy terms and cookie policies.
As working from home becomes common, this becomes an important question to address. In situations where office space IP addresses aren’t associated with visitors, Factors uses the following strategies to ensure accuracy.
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