Supplementing B2B Sales Lead Scores with VisitorTrack
Today’s business to business sales process is more than just picking up a phone and calling dozens of numbers every day in the hopes of finding someone who is interested in your product. The modern sales process involves taking in information from a variety of places – website visits, social media follows, emails, and yes, some phone calls – and turning that data into information that can be used by a sales team to find people who are interested in purchasing. The wide range of data collected nowadays means that more often than not, a lead is not going to be someone who converts.
How can sales people work efficiently if they’re constantly being flooded by leads that, more than likely, are not worth the effort? Marketers and sales people have developed lead scoring systems that analyze and rank leads as they come in, so that the amount of time wasted pursuing bad leads is minimized.
What goes into lead scoring
The best lead scoring system take into consideration two categories of data:
- Factual information about the prospect, such as their company demographics, location, job title, and industry
- Behavioral data, such as what webpages they visited, how often they’ve been on your site, downloads they’ve saved, emails opened, and other clicks through the website
Other factors that can be included in leads scoring are things like the projected budget of a prospect, their engagement on social media channels, how they initially found your website, and how responsive they have been to any communication methods you have used with them. All of these things go into scoring each lead, and giving your sales people a good idea of how to approach their part of the sales cycle.
What about anonymous web visitors?
As it happens, there will be some people who are interested in your product who will not voluntarily fill out forms, give contact information, or let you know that they are interested in your product. While a lot of B2B sales lead scoring systems would have to leave these people out of their valued leads, there is a chance that some of these visitors are more valuable than you’d think. Many people who are far along in the sales cycle will not fill out a form because they think their mind is made up already, or on the flip side, they are early in the sales cycle and just trying to learn a little bit about your product. Both of these subsets of people can still be qualified leads, if they remain interested and are backed by a company that would be a good fit for your product. But how can you rank them if you don’t have that information?
Luckily, VisitorTrack is an easy solution for website visitor tracking. VisitorTrack integrates contacts with CRM programs and provides data about the businesses who are anonymously visiting your website. It pulls from various information databases to return geographic and other detailed data about the companies who are on your website, while also telling you which pages they looked at and how many times they’ve visited, thus giving you the power to identify prospects and then score them accordingly.
Improving lead score relevancy for anonymous visitors
Traditional lead scoring for anonymous web visitors is really limited to a company’s demographic information, a contact’s title, and whether or not you can find a phone number of email address. Now there is a more effective way to score these leads based on the actual website behavior.
As a web visitor engages with your website content, VisitorTrack keeps track of every behavior that visitor performs while on your website. By using “Trigger” feature, you are able to customize and automate alerts so that you are notified when a website visitor has performed the desired behavior. For example, you might define a Trigger to be as simple as a web visitor that hits a minimum of 3 of your pages. If you’re looking to set the threshold a little higher, you can set it to include, or exclude, specific URLs on your website, thereby, restricting the triggers to only those visitors who visit specific pages. You can even specify that you only want visitors from certain industries, locations or a multitude of other options. You may even choose to have multiple triggers to segment leads in the research phase of the buyer journey, from those in the comparison phase. Once you have defined your triggers, you can set values in your CRM to score the lead. Values might be based on criteria that include using VisitorTrack as a lead source, the trigger event, company demographics, job title, etc.
Lead scoring is essential to saving your sales team’s time and energy and letting them pour more effort into the leads who are already looking promising. If you’d like to see for yourself how VisitorTrack can improve lead scoring capabilities, learn more about the system here, explore the marketing applications it works with, or sign up for a free trial today!