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Use Internet to generate leads

Cold calling is the marketing process in which sales forces in BtoB companies experience the most rejection from prospects. The level of rejection is a real problem that they have to deal with. Such sales forces need to contact companies at the right time, and need to deal immediately with subjects that are both important and relevant to them.

The aim of a web site is to respond to the issue of rejection by generating leads on the site that sales forces can then contact at a later date. However, your potential or existing customers who visit your site may not necessarily leave a message or request for information.

Nevertheless, information such as the fact that Internet users have visited your site and how they behave on your site is very useful. Your web analytics tool will provide you with this information.

By using the IP address it is possible to provide the name of the company, depending on whether or not the company has reserved the IP address. Once the organisation which a prospect is associated with has been identified, all that remains to be done is to discover how the prospect behaves on your site. For example, a prospect who reaches a fact sheet page, describing the services that you have to offer, reveals the interest that they have in what you provide. The keyword which leads prospects to your site or the keyword that they have entered into your internal search engine shows their intentions and their level in the buying decision process.

Activity on your site will also provide a clue to your prospects’ or existing key accounts’ projects.

Sales representatives, who benefit from this information, are therefore in a better position to prepare their pitch for their next customer telephone call or visit. Sales representatives will be able to detect their contacts’ progress level in their investment projects, meaning that they will be able to work out the best moment for recontacting their prospects.

As a result you will experience less rejection in your sales prospecting, and the process will become increasingly effective.

3 rewarding pieces of information to share with your sales force:

  • Company name: your sales rep will not have the name of the person who visited your site, but having the information that a person from the company visited your site is already key
  • The keyword entered by the employee of the company provides information on why this person visited your site. This is an extremely useful piece of information which provides a real insight into the intentions of the prospect.

Tip: If the search made on a site is for the name of your company or for one of your products, the sales representative will know that at least one person from the prospect’s company knows of your, or one of your product’s existence.

  • Documents which have been downloaded or pages which have been loaded show what the person is interested in or what they would like to be informed about

Tip: analyse the number of page loads during a visit; if a fact sheet has been downloaded several times this might show the interest that the person has in the product that has been described in the fact sheet.


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Author

Head of Client Success – Generaleads Benoit has a master’s degree in Economics from the University of Bordeaux and 10 years of web analytics experience developed while at AT Internet. In early 2015, Benoit joined the Google AdWords specialist agency GENERALEADS as Head of Client Success. In parallel, he’s working on the start-up GetLandy, the first landing page creation tool designed for traffic managers.

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