Are your B2B lead generation programmes delivering the right leads?

As an agency that focuses on metrics and ensuring that we deliver what we say we’re going to, it’s important that we track and measure our activity carefully. We do this a number of ways, including the use of Google Analytics, analytics from marketing automation platforms and sophisticated IP tracking software for lead generation such as Lead Forensics.

Whilst the lead generation activity we do typically answers the brief and delivers the anticipated number of leads, it’s often difficult to determine whether they’re the right kind of leads. We can see an up-weight in traffic and the website traffic behaving in a positive way (which shows that they’re probably the right kind of audience), but how do we really know?

Google Analytics provides some information on the IP address and geographical location of those visitors, but often the information is incomplete so it’s difficult to actually know the identity of the companies on the website.

Many of the marketing automation platforms we use also provide some information, but it’s usually only marginally better than Google, which is why we rely on lead generation tracking software such as Lead Forensics to give us better, richer insight into the companies that our campaigns attract.

Lead Forensics provides a deeper understanding of who, when, what and how an individual or company is behaving on your website and how often they’ve visited.

Knowing who is on your website

Getting the detail of who is on your website is highly valuable. Lead Forensics provides details of the company name, address and telephone number so you know exactly ‘who’ is on your website – this is great for finding ‘new’ prospects that you weren’t aware of and for alerting sales if a prospect returns.

The software also provides industry SIC code, size of company and turnover, allowing you to determine the volume of leads visiting your website that fit your target profile. This makes it ideal for understanding if your promotional activity is working and attracting the right kind of people – effectively allowing you to choose how to focus your marketing effort.

For instance, we work with an IT services company that specifically targets businesses around London and along the M4 corridor to the South Coast. They filter the results to know that the campaigns they’re doing are delivering the leads from those geographical regions. Within seconds, they know which companies have been visiting their website and then assign those companies to the appropriate sales person. The rest is magic, so they say.

For ourselves, we use Lead Forensics to know how often the hand-picked targets we contact visit our website. What’s more, we can see exactly which pages they’ve looked at and which case studies they’ve viewed or downloaded.

Put it another way, it gives our sales team the insight into who is interested and who isn’t, and when those visitors enter our website, the sales team know to reach out and make contact with them. It’s an ongoing story of validation and insight into how our lead generation activity is performing. What’s more it focuses our attention on those that are really interested.

Insight into click-paths

One of the nice things about Lead Forensics is that it provides information on how a specific individual landed on your website – whether they came direct, through search, via email or another targeted campaign. There’s also insight into the keywords they used and the journey they took through the website, so you can clearly determine which campaigns and channels work best.

Alerted when a hot target or prospect turns up

The bit we like most is using a target list. We’ve uploaded our target client list (I wonder if you’re on it?) so when someone on that list visits our website, we get alerted via email. We can then decide how we choose to act – whether we pick up the phone, send them an email or simply watch. The point is we know they’ve taken an interest and we know what they’ve looked at.

Integrated with CRM and marketing automation platforms

It gets really interesting when you integrate the Lead Forensics tool with your own systems such as a CRM or marketing automation platform. It provides an added layer of understanding of our target audience and the ability to build smart, engaging and highly targeted campaigns that we can track right back to the source.

As a business, it will help us grow faster and for our clients, it proves that what we’re doing (or they’re doing) is working. Ultimately, we’re able to create campaigns more quickly, refine them more effectively and deliver ROI faster.

Want to see how it works?

If you want to see Lead Forensics in action, then have a chat with the team and tell them that I sent you over. You can contact Lead Forensics on 0207 206 7293 and they’ll explain more about how the free trial works (it’s free, it’s easy and involves just a small snippet of code).

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