A few months ago, I happened to run across an article on B2B lead generation written by Ruth P. Stevens for Direct Magazine called “Feeding the Beast“.
Ruth’s premise for the article can be summed up:
THE BIGGEST CONTRIBUTION direct marketing can make in business-to-business is sales lead generation. It’s a simple formula: Salespeople need leads to make them more productive, and tried-and-true techniques of targeting, media selection, offer development, message platforms, response management and campaign analysis can help them out.
OK, that sound good but the real interesting tid-bit, labled under the “what’s new in B2B lead generation” intro, was the item that really caught my eye…identifying anonymous web site visitors:
But now, a new way to uncover the anonymous nature of B-to-B Web site visits has emerged: matching data to the visitor’s company domain name.
If only Ruth knew this ‘guerilla’ technique was really not new! Internet web analytics aficionado’s have long understood that if you need to know whom to pay a sales call to, especially in a niche B2B industry, all that’s necessary is a quick study of the latest web analytics reports to see which company/organization domains have been peeking at your B2B website.
And Google Analytics makes this real easy!
Simply login to your Google Analytic account, click on “Marketing Optimization”, then “Visitor Segment Performance”, then either “Network Location” (to see a list of the names of the organizations hitting your site) or “Domains” (to see a list of the domain names accessing your website).
For example, just by reviewing this info in Google Analytics I can easily tell, for example, which state government, website design firm, metropolitian newspaper, and university hit my site yesterday. If I was in sales discussions with them from a few days ago, it would tell me that they’re still a prospect, especially if it was shown that they viewed 5 or more pages from my website.
This type of information can be quite valuable if you have an agressive outbound sales force who can pickup the phone and follow-up or inititate a ‘cold call’ upon evidence of measurable website activity…and even more valuable if you have a tight, niche industry where most all the key players know each other.
For more tips and strategies to squeeze more juice out of your website using Google Analytics, join the Revolution at www.roirevolution.com/blog.