Marketing Database Optimization Best Practices
ReadyContacts is a marketing database optimization company. ReadyContacts solutions help you build & maintain a highly accurate and relevant marketing database that delivers significantly improved campaign response rates for sales & marketing. ReadyContacts is the only player in the market with proprietary software solutions to build unparalleled accuracy and completeness in marketing databases.
Capture Website Visitors To Know Who Has Been Visiting – They Might Be Qualified Leads
The one trend we have been following consistently in business to buiness marketing technology is how it’s moving towards being able to identify prospects for your business even before you have spoken to them. Right from lead data capturing, lead nurturing to lead qualification, technology has been evolving to help automate the demand generation process and help marketing and inside sales work smarter.
Website lead capturing for building marketing data has been right at the forefront of most marketers strategy to build in inbound leads this year. It’s scalable, the leads are more qualified and often already partly educated on your offering. Whether they come from form fills, landing pages, rss subscriptions, webinar registrations or downloads, these are now regarded as some of the most qualified and actionable kinds of leads that can be generated. But these are business visitors who have committed enough to give you their contact details and are ready to speak to you. How about the more casual visitors who are interested in reading about your offering or company but perhaps not warmed up enough to fill in any information. Do you have to let these slip through?
Not any more. There are a few very useful applications which not only allow you to track the volume of visitors and their content viewing patterns but also go a step further to help you identify which company those visitors came from which effectively capture potential leads from a simple visit and not necessarily a form fill. Netfactor’s Visitor Track – Web Leads Technology is one forerunner in this field and helps capture visitors to your company website and also translate which company they are from. Some others include OpenTracker and LeadsExplorer which help identify companies who have been showing an active interest in your website. Although it may not always yield completed data such as the actual visitors name and title if coupled with a data append and lead qualification service, these can be great ways for sourcing more leads which can be nurtured and then developed into actionable business leads.
This is certainly a step in the right direction for marketing automation and online lead generation in making the process more intelligent.
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November 21st, 2008 at 8:45 am
Neil -
Thanks for your leadership in this area. I am the CEO of netFactor. VisitorTrack is one of our products, as you've referenced above.
As the valuable real estate on a search engine page becomes ever more expensive, or altogether disappears, smart marketers are discovering the effectiveness of these kinds of tools to improve the return on Internet advertising investments.
As the first and leading application set in this space, one of the many differentiators in our offering for B2B marketing is a full integration with the top business contacts database.
What does this mean?
VisitorTrack provides the names, titles, address, telephone, and even email address of the specific executives at those companies who happen to Visit a website. Within a single product a User can easily view those Companies who are actively shopping for the very products they sell (without any Visitor registration), who self-identify as being most interested (through our behavioral tracking identifiers) and the names and contacts data for the person(s) who would be the most logical sales prospecting or marketing target.
Over and over we ask Clients and prospective Clients “Would you like to know about a Company who's looked at 10 – 20 -30 pages on your website, but left? And if you did, what would you do next?”
This is driving a whole new marketing approach that leverages the power of the web to connect buyers and sellers – at all stages of a sales cycle.
Thanks again
Christopher Jeffers
VisitorTrack – http://www.netfactor.com
November 21st, 2008 at 1:11 pm
Thanks Christopher, it is definitely an exciting space and a great way of uncovering opportunities. Since a part of what we do with lead data management solutions is qualify these active leads to identify clear opportunities there could be synergies in what we do as a next step after knowing which companies are showing interest and also perhaps how sales ready they are. This really helps identify those who visitors who haven't registered and get some insight into where they are in the buying process.
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Thanks
robret thomes
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